In mid-September 2026, Japan Incentive Tourism Promotion Seminar took place in Can Tho. This event unlocked significant potential for connecting the incentive tourism markets of Japan and Can Tho City, building upon existing trade, investment and diplomatic partnerships.

The seminar featured an exhibition area showcasing local products and services.

A Promising Market

Incentive travel - a form of corporate reward tourism within the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector - represents a promising product for both Can Tho and major Japanese cities.

Ms. Matsumoto Fumi, Chief Representative of the Japan National Tourism Organization (JNTO) in Vietnam, explained that Can Tho was chosen for this promotional campaign due to the city's significant potential. While JNTO previously focused its promotional efforts on key cities such as Hanoi, Ho Chi Minh City and Da Nang, it is now expanding its reach to include Can Tho and Hai Phong.

According to JNTO representative, Can Tho is currently a rapidly developing urban area in the Mekong Delta, boasting high economic growth and attracting numerous enterprises for investment and production.

Can Tho is currently home to numerous investment and cooperation projects involving Japanese enterprises. Furthermore, relations between Can Tho and Japan are flourishing, marked by various friendly cooperation initiatives - most notably the Vietnam - Japan Cultural and Trade Exchange Program.

Mr. Sam Long Giang, Deputy Director of the Can Tho Department of Culture, Sports and Tourism, stated: “Japan is a key international market for Can Tho’s tourism sector. MICE tourism is one of the city's strengths, and the incentive tourism seminar held in collaboration with JNTO offers an opportunity for Can Tho to showcase its tourism products to Japanese businesses. This serves as a foundation for JNTO to conduct research and site inspections, coordinate promotional efforts, and jointly foster the development of this type of tourism”.

The event also serves as an opportunity for Japanese and Vietnamese enterprises in Can Tho to exchange information, showcase tourism potential and products, and connect to explore cooperation opportunities, thereby contributing to the promotion of tourism exchanges and collaborative development between Japan and the city in the near future.

Opportunities for tourism businesses

From a travel agency perspective, Mr. Nguyen Phu Yen, Director of Yen Travel in Can Tho, noted that tours featuring autumn foliage in Northeast Asian markets are highly popular from September to November. Yen Travel currently operates tours to South Korea, Japan and China. Looking ahead from November through the spring of 2027, cherry blossom viewing tours in South Korea and Japan are attracting significant interest from customers. Consequently, JNTO initiative to connect with travel agencies at this time is highly timely and appropriate.

Mr. Yen stated: “We look forward to connecting with reputable Japanese travel agencies and discovering new, high-quality destinations and tours. Our company’s goal is to enhance the customer experience for tours to Japan and South Korea in the near future”.

Ms. Le Dinh Minh Thy, Director of Vietravel Can Tho - a company that has brought many tourists to Japan over the years - said: “For Vietravel, Japan is one of the top overseas destinations chosen by travelers, particularly during autumn and winter seasons. I view JNTO’s decision to host a seminar in Can Tho as a significant highlight. Firstly, it demonstrates that JNTO recognizes the potential of the market in the Southwestern region, especially in Can Tho. Secondly, it provides travel agencies in Can Tho and the Mekong Delta with the opportunity to access information about Japan, enabling them to design tailored tour products that resonate with local travelers”.

Regarding incentive travel products, many businesses are currently opting for Northeast Asian destinations, including Japan. However, the incentive travel market in Japan entails higher costs compared to other markets. To address this, Ms. Le Dinh Minh Thy suggested: "To help travel agencies and tourism operators to access high-quality products, we hope Japan will introduce specialized incentive and policy support for incentive travel groups".

For its part, JNTO noted that Japan currently offers a wide range of products and promotional programs across its prefectures and cities for tour groups, as well as programs specifically designed for incentive travel groups from Vietnam.

Ms. Matsumoto Fumi, Chief Representative of JNTO in Vietnam, emphasized: “Japan is not only an attractive destination for corporate incentive and training trips but also caters to a wide range of other travel needs, such as group travel, package tours, and individual travel. Japan boasts diverse tourism assets - including rich natural landscapes, history, culture, and cuisine - and we believe it offers a wealth of experiences for travelers”.

Overall, JNTO’s promotional activities in Can Tho open up opportunities for market connections, particularly regarding incentive travel products. In the long term, JNTO will continue to strengthen cooperation with the Can Tho Department of Culture, Sports and Tourism and local travel agencies to exchange information and build partnerships, aiming to drive growth for all parties involved.

AI LAM (Translated by Thanh Truc)