Japanese Tourist Numbers to Selangor Climb Sharply as Cultural Bonds and Festivals Spark Tourism Growth
Selangor is experiencing a vibrant tourism upswing, with Japanese tourist arrivals increasing substantially in the past year, reflecting both deepening Malaysia-Japan diplomatic ties and the popularity of cultural exchange festivals like Bon Odori. In 2024, Selangor welcomed 132,526 Japanese visitors, a 20.5% increase compared to the 110,018 arrivals in 2023, according to Selangor’s tourism authorities.
The trend signals the growing strength of Selangor’s appeal to Japanese travelers, not just for its natural attractions and urban convenience but for its active embrace of cultural diplomacy and soft-power initiatives.
Bilateral Ties Supporting Sustainable Tourism Growth
Dato’ Ng Suee Lim, Selangor’s Executive Councillor for Local Government and Tourism, attributes the continued rise in Japanese arrivals to enhanced Malaysia-Japan bilateral relations, tourism marketing efforts in Japan, and Selangor’s growing international visibility.
“Japanese tourists are increasingly choosing Selangor because of our cultural openness, diverse experiences, and strong commitment to people-to-people diplomacy,” he said during the 49th Bon Odori Festival in Sunway City.
The boost in Japanese arrivals is more than a tourism statistic—it represents broader economic opportunities. Japanese tourists, known for longer stays and higher spending, contribute significantly to the local economy, especially within Selangor’s service, hospitality, and retail sectors.
Bon Odori Festival: A Pillar of Cultural Exchange
Held on July 12, 2025, the 49th Bon Odori Festival attracted thousands of local and international attendees to Sunway City, including Japanese expatriates and Malaysian-Japanese culture enthusiasts.
The event was graced by Japanese Ambassador to Malaysia, Shikata Noriyuki, alongside Dato’ Ng Suee Lim, reaffirming the shared cultural history and mutual respect between the two nations.
The Bon Odori Festival, with its mesmerizing traditional dances, yukata-clad attendees, and authentic Japanese cuisine, has become a symbol of harmony and unity. It is not merely a celebration but an immersive experience of cultural preservation and coexistence.
Over 100 booths served traditional Japanese street food, sold hand-crafted goods, and showcased Taiko drumming performances around the central yagura tower, reinforcing the sense of shared identity and intercultural exchange.
“Raju Cintaku Malaysia”: Promoting Selangor to Japan
Selangor’s tourism board has been proactively participating in international travel expos, including those in Tokyo and Osaka, under the campaign “Raju Cintaku Malaysia”. These efforts have helped brand Selangor as a “must-visit” destination for Japanese travelers seeking multicultural experiences, culinary diversity, and safe, modern infrastructure.
With a target of eight million tourists and RM11.4 billion in tourism-generated revenue, the state is tapping into cultural events and international marketing to position itself as Malaysia’s tourism crown jewel.
Youth Engagement and Cultural Appreciation
The Bon Odori Festival has been especially successful in attracting younger generations of both Malaysians and Japanese nationals.
One such visitor, 27-year-old Shiina Richard, said she was drawn to Selangor not only by the scenery but by its strong embrace of Japanese cultural practices. “I’ve attended Bon Odori here three years in a row. It reminds me of home and lets me connect with people who appreciate Japanese traditions,” she said.
Similarly, 26-year-old Mihiro Tomachi, a Japanese expatriate working in Kuala Lumpur, expressed appreciation for how Malaysia celebrates Japanese culture with such authenticity and hospitality. “It’s heartwarming to see how Malaysians welcome our traditions with respect,” she added.
Boosting Local Economies Through Cultural Festivals
The tourism uplift is providing tangible benefits to local businesses. During major festivals like Bon Odori, local food vendors, cultural artisans, and hospitality providers see a marked increase in sales and visibility.
According to Selangor’s tourism data, over 100 SMEs benefited directly from the 2025 Bon Odori celebration, with many reporting record sales due to high attendance and tourist spending.
These events are not only driving tourism revenues but also offering employment and entrepreneurial opportunities, particularly for youth and cultural artisans.
Cultural Unity Under the “Kita Selangor” Vision
Selangor’s tourism strategy aligns with the broader “Kita Selangor” initiative, which champions multicultural unity, community engagement, and inclusive development.
Festivals like Bon Odori are central to this vision—promoting tolerance, diversity, and mutual respect while enhancing tourism potential. The government’s ongoing investment in multicultural programs is building a reputation for Selangor as a model of coexistence in Southeast Asia.
Future Outlook: Japan-Malaysia Tourism to Flourish
With increasing air connectivity, expanding tourism cooperation, and ongoing cultural collaborations, the outlook for Japan-Selangor tourism relations is highly positive.
Selangor is expected to maintain its momentum through strategic marketing, cultural festivals, and sustained diplomatic engagement with Japan.
As new generations of travelers seek deeper, more meaningful experiences abroad, Selangor’s fusion of tradition and innovation offers exactly that. With the foundation laid by events like Bon Odori, the path forward for bilateral tourism and cultural diplomacy is brighter than ever.
Conclusion: A Multicultural Destination on the Rise
Selangor’s dynamic tourism landscape—fueled by cultural festivals, diplomatic goodwill, and robust international engagement—makes it a standout destination for Japanese travelers. The state’s commitment to nurturing diversity, supporting local economies, and celebrating shared traditions will continue to position it as a world-class tourism hub.
As the Bon Odori drums echo into the future, they beat in unison with Selangor’s vision of cultural harmony, economic opportunity, and lasting international friendship.
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