Hanoi, Vietnam’s thousand-year-old capital, made a dazzling impression at Expo 2025 Osaka with the launch of Hanoi Tourism Days, hosted at the Vietnam Exhibition House. Organized by the Hanoi Department of Tourism, this cultural showcase carried the message “Hanoi: A Safe – Friendly – High-Quality – Attractive Destination”.
The event highlighted Hanoi’s blend of heritage, vibrant street life, and culinary traditions while positioning the city as a top destination for Japanese tourists. This initiative aligns with Vietnam’s broader tourism strategy to diversify visitor markets and expand sustainable, culturally rich travel experiences.
Japan: A Key Tourism Partner for Hanoi
In 2024, Hanoi welcomed approximately 270,000 Japanese visitors, according to Vietnam’s Ministry of Culture, Sports, and Tourism. Japan now ranks among Hanoi’s most important inbound markets, with tourists spanning students, business professionals, retirees, and MICE travelers (Meetings, Incentives, Conferences, and Exhibitions).
The friendship between Osaka and Hanoi is not new—it has flourished through decades of cultural and economic cooperation. By participating in Expo 2025, both cities reaffirm their partnership, expanding it beyond tourism into broader cultural exchange and innovation.
A Multi-Sensory Experience for Japanese Visitors
At the heart of Hanoi Tourism Days was an immersive exhibition that offered Japanese audiences a multi-sensory journey:
- Visual Journey: A curated photo gallery depicted Hanoi’s iconic Hoan Kiem Lake, the serene Temple of Literature, and the lively Old Quarter markets, bringing the city’s charm to life.
- Culinary Showcase: Guests tasted pho, banh cuon, and the famous egg coffee, while also witnessing a traditional lotus tea ceremony. These experiences provided more than just food—they told the story of Hanoi’s cultural soul.
- Handicrafts Market: Visitors explored silk scarves, Bat Trang ceramics, lacquerware, and bamboo dragonflies, each piece reflecting Vietnam’s centuries-old craftsmanship blended with contemporary design.
By combining gastronomy, artistry, and live cultural performances, Hanoi successfully delivered a vibrant “mini-trip” within Osaka.
Boosting Tourism Cooperation
Beyond exhibitions, the event created new business synergies. Vietnamese and Japanese tour operators connected to design joint travel packages, linking Hanoi with Osaka and other Japanese cities. Ideas included:
- Heritage-focused circuits featuring Hanoi’s ancient temples and craft villages.
- Cultural exchange programs like cooking workshops and tea ceremonies.
- Combined itineraries that encourage Japanese travelers to experience both modern Hanoi and Vietnam’s natural wonders such as Ha Long Bay and Ninh Binh.
This collaborative effort ensures that visitors will have richer, more personalized journeys.
Deepening Vietnam–Japan Friendship
The Hanoi Tourism Days event was not just a tourism showcase; it symbolized the deepening ties between Vietnam and Japan. Cultural workshops, artistic performances, and dialogues between chefs, artisans, and performers reinforced the growing friendship between the two nations.
Japan has long supported Vietnam in areas of cultural preservation and tourism infrastructure development. These cooperative events highlight a mutually beneficial exchange, where Hanoi gains visibility as a world-class destination while Japanese visitors enjoy authentic, memorable travel experiences.
Positioning Hanoi in the Global Tourism Landscape
Vietnam’s broader strategy aims to receive 18 million international visitors by 2025, with Japan remaining a vital source market. Hanoi’s presence at Expo 2025 Osaka ensures it stays competitive among Asian capitals while promoting sustainable tourism.
The UN World Tourism Organization (UNWTO) has recognized Hanoi for its strong recovery post-pandemic, with tourism revenues contributing significantly to the city’s GDP. By focusing on culture, safety, and high-quality experiences, Hanoi positions itself as a must-visit destination in Southeast Asia.
Looking Ahead
The Hanoi Tourism Days at Expo 2025 is more than a short-term promotional event—it is a strategic investment in long-term tourism growth. By showcasing its heritage, cuisine, and creativity, Hanoi strengthens its role as a gateway to Vietnam while fostering enduring ties with Japan.
As cultural sharing deepens and joint tourism products expand, both nations benefit from stronger economic, cultural, and people-to-people connections. This event not only promotes Hanoi’s charm but also symbolizes the future of sustainable tourism partnerships in Asia.
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