Group assignment no 1 compare tourism development strategy and master plan of vietnam and japan

serving 85 million domestic visitors a raise over 6% compared to the previous year.Related to the number of tourists, the tourism revenue has reached a new record whenestimated at over V

NATIONAL ECONOMICS UNIVERSITY

CENTER OF ADVANCED EDUCATION PROGRAMS

GROUP ASSIGNMENT NO.1

Compare tourism development strategy and master plan of Vietnam and Japan

Doan Thu Thao

Ha Noi, 04/09/2022

TABLE OF CONTENTS

1 Introduction _4 1.1 Tourism in Viet Nam 4

1.1.5 SWOT and competitors 13 1.1.5.1 Strengths 13 1.1.5.2 Weaknesses _14 1.1.5.3 Opportunities _15 1.1.5.4 Threats 15 1.1.5.5 Competitors _16

1.1.6 Destination Mission, Vision and Actions _17 1.1.6.1 Mission _17 1.1.6.2 Vision _17 1.1.6.3 Goals _18 1.1.6.5 Action _19

1.2 Japan _20

1.2.1 Market 20

1.2.2 Resources _22 1.2.2.1 Natural resources 22 1.2.2.2 Man-made and cultural attraction _23

1.2.3 Industry 24

1.2.4 Related and supporting industry 26 1.2.4.1 Airline _26 1.2.4.2 Railway _27 1.2.4.3 Water transport _27 1.2.4.4 Electricity _27 1.2.4.5 Telecommunication system _28

1.2.5 SWOT and Competitors 28 1.2.5.1 Strengths _28

1.2.5.2 Weaknesses _29 1.2.5.3 Opportunities 29 1.2.5.4 Threats 30 1.2.4.6 Competitors _30

1.2.6 Mission, Vision, Goals and Actions _31 1.2.6.1 Mission _31 1.2.6.2 Vision _31 1.2.6.3 Goals _33 1.2.6.4 Actions 33

2 Tourism development strategy in Japan and Vietnam _37 2.1 Tourism development strategy in Japan 37

2.1.1 DT (Digital Transformation) in tourism 37

2.1.2 Multilingual support _37

2.2 Vietnam tourism development strategy 2030 _38

2.2.1 Opinion _38

2.2.2.Development strategy _39 2.2.2.1 Continue to renew awareness and thinking about tourism development _39 2.2.2.2 Completing institutions and policies for tourism development 39 2.2.2.3 Develop infrastructure, material and technical facilities for tourism _40 2.2.2.4 Developing tourism human resources _40 2.2.2.5 Developing and diversifying the tourist market _41 2.2.2.6 Tourism product development 41 2.2.2.7 Promote promotion, advertising, tourism branding, cooperation and international integration in tourism 42 2.2.2.8 Applied science and technology 42 2.2.2.9 State management of tourism 43

3 Comparison between tourism in Vietnam and tourism in Japan 44 REFERENCES: 61

1 Introduction

1.1 Tourism in Viet Nam

1.1.1 Market

According to the General Statistics Office, international customers to Vietnam

in August 2022 reached 486,400 arrivals, an increase of 38% compared to July and52.3 times higher than the same period in 2021 because Vietnam has opened up totourism International flights are restored According to the announcement on August

29, in the 8 months of 2022, international visitors to Vietnam reached more than 1.44million arrivals, 13.7 times higher than the same period last year (2021) but still down87.3% over the same period in 2019 when COVID-19 was not yet epidemic Among1.44 million passengers, 88.2% came to Vietnam by air, 18.5 times higher than thesame period last year; by land use 11.8%; and by sea use 0.03%

Image 1: The number of tourists in Vietnam (Source: General Statistics Office of

Vietnam, 2019)

1.1.2 Resources

Vietnam is a country that has abundant natural, exceptional cuisine and culturaltourism assets with historical ruins and traditional temples, handicraft villages andtraditional events, natural scenic places and ethnic villages on various geographicalfeatures (coastal, plain, and mountain areas) According to the World Economic

Forum’s (WEF) latest 2017 Tourism Competitiveness Index, Vietnam ranks 32ndglobally (out of 120 countries) in terms of the volume and attractiveness of its naturaland cultural resources and 3rd within the Southeast Asia region.

Particularly, Viet Nam has great potential for developing tourism as it isendowed with favorable geographical location, climate and natural conditions,including a long coastline of more than 3,000 km along the country with green forestsand majestic landscapes Viet Nam boasts of more than 125 beaches and ranks amongthe top 12 countries for the most beautiful bays in the world

Viet Nam possesses more than 3,000 landscapes and historical places listed asnational heritages Notably, eight natural and cultural heritage of Viet Nam recognized

by UNESCO as world heritages are the Central Sector of the Imperial Citadel ofThang Long, Ha Long Bay, Trang An Landscape Complex, Citadel of the Ho Dynasty,Phong Nha-Ke Bang National Park, Hue Monument Complex, Hoi An Ancient Townand My Son Sanctuary

As of December 2014, UNESCO had recognized 9 Vietnamese intangiblecultural heritages which are the Space of Gong Culture in the Central Highlands, Nhanhac-Vietnamese Court Music (Nguyen Dynasty), the Art of Don Ca Tai Tu Music inthe South of Viet Nam, Quan Ho Bac Ninh Folk Songs, Ca Tru Singing, XoanSinging, Worship of the Hung Kings, Giong Festivals in Phu Dong, Soc Temple,…Viet Nam has 8 world biosphere reserves which include Can Gio MangroveForest (Ho Chi Minh City), Cat Ba Island (Hai Phong), Sea and Coastline Kien Giang,

Cu Lao Cham-Hoi An, Ca Mau Cape, Dong Van Karst Plateau Global Geopark in

Ha Giang province was also recognized by UNESCO

Vietnam features premier urban tourism destinations, such as Hanoi, the busyand lively metropolitan of Ho Chi Minh city, and Da Nang Vietnam is famous forlimestone mountains; terraced rice fields at Sapa, the country’s former capital of Hue,one of the most beautiful beaches in the coastal city of Nha Trang, and the countrysiderice paddies at the Mekong Delta Vietnam is also known as the country with uniquesocial cultural resources embracing colorful ethnic minorities with traditional dress,attractive performance, traditional ceremony and characteristic life style can beobserved mainly in the Highland or mountainous areas such as Hmong, Tay, Nung,Jarai, Bahanar, Sedang, Ede, Cham tribes, At present, many efforts have been made

to divert tourist flow to new tourist resources in combination with major touristdestinations

Tourism revenue has been increasing fast in previous years In the year 2019,Vietnam welcomed 18 million international visitors (a raise 16% compared to 2018),

serving 85 million domestic visitors (a raise over 6% compared to the previous year).Related to the number of tourists, the tourism revenue has reached a new record whenestimated at over VND 726 trillion (as nearly USD 31.5 billion), accounting for nearly11.5% of the national GDP According to the statistics of GSO, the Vietnamesetourism revenue was up to VND 68 trillion (approximately USD 2.95 billion) in 2009and then reached VND 726 trillion (approximately USD 31.5 billion) in 2019 Duringthe period of 2000-2019 (20 years), the tourism revenue of Vietnam was 42.5 timeshigher as compared to the 2000 level.

Due to the robust demand of both domestic and foreign tourists, the number ofaccommodations has significantly grown in recent years In detail, by the end of 2018,the country had about 15.6 thousand accommodation establishments with 353.2thousand standard rooms (an increase of 56.7% of the number of establishments and61.6% of the number of standard rooms compared to 2013) Besides, many large-scaleaccommodation facilities with high standards have been put into operation throughoutthe country

1.1.3 Industry

Tourism has become one of the major sectors within the economy of Vietnam

in recent years, with a direct GDP contribution of over 9% in 2019 In the same year,Vietnam also welcomed a record-high number of international visitor arrivals Tourism has been an essential part of economic growth in recent years Thecountry had one of the highest numbers of international tourist arrivals in the AsiaPacific region in 2019, with yearly increases in tourism receipts before 2020 Visitorsfrom East Asian countries accounted for the largest group of international tourists inVietnam Meanwhile, domestic tourist arrivals had been increasing fast, althoughinbound tourism receipts still surpassed domestic ones

Total tourism receipts: VND 755 thousand billion (approx USD 32.8 billion),

of which:

Tourism receipts from inbound tourism (tourism exports): VND

421 thousand billion (approx uSD 18.3 billion), occupying 55.7%

Tourism receipts from domestic tourism: VND 334 thousand

billion (approx uSD 14.5 billion), occupying 44.3% -> Lấy image 2thui

Direct contribution of tourism to the GDP: 9.2%

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Image 2: Proportion of total tourism receipts, 2019(Source: Calculated according to Tourism Satellite Accounts (TSA)

recommended by UNWTO)

Image 3: Tourism receipts from inbound and domestic tourism, 2015 - 2019

(VND thousand billion)(Source: Calculated according to Tourism Satellite Accounts (TSA)

recommended by UNWTO)Tourism receipts from inbound tourism are considered tourism exports, whichincreased by 2.1 times during the period 2015-2019, from VND 197 thousand billion

Group-assignment-no - New tourism product

development in different destinantion in Viet Nam

38

(USD 9 billion) in 2015 to VND 421 thousand billion (USD 18.3 billion) in 2019,recording an average annual growth of 20.9% Thanks to the rise of Viet Nam’seconomy, Vietnamese people have been capable of spending more for tourismpurposes expenditure of domestic visitors considerably contributed to total tourismreceipts of the country from 2015 to 2019, tourism receipts from domestic tourismrose by 2.1 times (an average annual growth of 21.0%), while the number of domesticvisitors increased only by 1.5 times in the same period

According to the reports of the World economic forum (WEF), Vietnamtourism’s competitiveness index jumps from 75th/141 economies (2015) to 63rd/140(2019)

The best indicators of Vietnam tourism include: Price Competitiveness(22nd/140), Cultural re- sources and Business Travel (29th/140), Natural resources(35th/140) In Southeast Asia, Viet Nam’s Cultural resources indicator ranks 2nd,standing just behind Indonesia; Natural resources indicator ranks 3rd, behind Thailandand Indonesia

The most improved indicator is Visa requirements, up by 62 places from116th/136 (2017) to 53rd/140 (2019) The advancement of the indica- tor was driven

by e-visa policy piloted by the Gov- ernment since early 2017 By 2019, the policywas applied to the nationals of 80 countries

Image 4: Score and rank of Vietnam tourism Competitiveness Index

1.1.4 Related and supporting industry

In a developing economy like Vietnam, a boom in the tourism industry can help

to generate a sustainable amount of economic benefits directly through hotels, resorts,restaurants, pubs, taxis, souvenir sales, etc., and directly to tourism-related businessesthrough the supply of goods and services

In order to push for tourism development growth in Vietnam, the localgovernment has put effort into improving infrastructures like airports, publictransportation networks, sewage systems, electricity, and roads

1.1.4.1 Airline

Vietnam is the world’s seventh fastest-growing aviation market For the period2016-2021, Vietnam is expected to have the highest average growth rate in SoutheastAsia at 17.4%, compared to the 6.1% in ASEAN The major drivers of thisdevelopment include a growing tourism industry, the emergence of low-cost carriers,and strong economic growth

In 2019, Vietnam’s airports welcomed 116 million passengers, an increase of12% compared to 2018 Cargo increased by 11% to 1.5 million tons and aircraftmovement increased by 13% to 740,000 flights

Vietnam has 22 airports, of which 11 are international and 11 are domestic TheGovernment has set key priority for airport infrastructure investment from now till

2030 by investing in the construction of 6 new airports and upgrading most tourismhub airports with a total investment of approximately $16 billion to increase to a total

of 28 airports (14 international and 14 domestic airports)

Currently, Airports Corporation of Vietnam (ACV), the largest airport operator

in Vietnam, is working to expand its two largest airports – Tan Son Nhat (Ho ChiMinh City) with investment in $470 million- 20MPA T3 terminal and Noi Bai (Hanoi)with investment in 30MPA new T3 terminal to address overloaded capacity issues.Other short-term expansions are $129 million - 5MPA T2 Terminal at Vinh Airport,

$155 million -5MPA T2 terminal at Cat Bi Airport In the longer term, the construction

of the new giant Long Thanh International Airport (Dong Nai) -Phase 1, a $5.45billion- new 25MPA T1 terminal, started in 2021 and a smaller new Sapa project isalso in the pipeline Other long-term expansion projects at Danang, Cam Ranh, DongHoi, Dien Bien Airport are under the investment preparation phase

1.1.4.2 Roads

The total length of the Vietnamese road system is about 222,179 km, mainlynational roads and provincial roads (source: Vietnam Road Administration, 2004) Thenational road system length is 17,295 km The provincial road system is 27,762 kmlong The road network is relatively well developed, but in poor condition Due tocongestion and lack of safety, the average speed on the national roads is a mere 50kilometers per hour (31 mph)

Currently, the Ministry of Transport is paying special attention to the state bydrafting, promulgating and organizing the implementation of full legal documents tocreate the best conditions for development Specifically, there are already 5specialized laws, decrees, circulars guiding and implementing the whole sector

In addition, transport development strategies for the whole sector, specializedplanning, provinces and cities directly under the Central Government, etc have beendeveloped, approved and implemented That is the basis and good legal corridor forthe industry to thrive

Vietnam has a deeply integrated international economy As a result, the volume

of customers, goods on exit, import, export, and transit increased This has createdconditions for the development of road transport and can exchange and shareinformation with countries around the world

Expressways are a rather new concept for Vietnam Traffic is growing rapidlybut the major roads are dangerous due to inappropriate design and an inappropriatetraffic mix Expressways would solve these problems along the key corridors, byseparating high speed traffic from slower, local traffic

Vietnam currently recognizes two classes of expressway Both have a minimum

of two lanes in each direction, but Class A has grade separated interchanges, whileClass B has at-grade intersections There are 4 design-speed categories: 60, 80, 100and 120 km/h.Generally all cars, buses and trucks are permitted on the expressway butcông nông (agricultural vehicles) and all types of motorcycles are not

1.1.4.3 Water Transport

Viet Nam has a dense natural river network, distributed along the length of thecountry, which is very convenient and creates great potential for the development ofinland waterway transport The country has more than 3,500 rivers and canals Most

of the rivers flow into the sea through 124 estuaries, with a total length of more than80,500 km Of this, about 42,000 km of rivers and canals can be exploited forwaterway transport

Every year, inland waterway transport accounts for approximately 18% ofgoods transport and 6.8% of total transport volume The average growth rate is from8% to 12% per year In addition, inland transportation has many advantagescompared to other transport means, such as low freight rates and suitability for allsizes and weights.

Regarding waterway routes, the northern region has formed three maintransportation corridors: Quang Ninh-Hai Phong-Viet Tri via the Duong River, HaiPhong-Ninh Binh via the Luoc River, and Ha Noi-Lach Giang The southern area hastwo main river systems: the Dong Nai River system and the Mekong system with twomajor waterways from the East Sea through Vietnam to Cambodia and Thailand.Inland waterway transportation, however, is experiencing certain inadequacies.The network is still concentrated in the north, while less developed in the southern andMekong delta areas

Currently, about 77% of the transportation market is occupied by roadtransport This gap between this and waterway transit is too big There are manyreasons why waterway transport has not developed, one of them being that theinfrastructure (railways, roads and inlet channels) connecting to ports and wharves isnot synchronized

Connections between waterways, railways and roads are almost zero sobusinesses must spend a lot of money on logistics costs or costs to load or unloadgoods and carry goods from trains to boats and vice versa The cost of waterwaytransport is lower than other transportation forms but the transfer cost is high

Also, little investment in waterways leads to difficulties in maintenance Inaddition, this type of transportation has not been properly developed due to theinadequate infrastructure of inland waterways

Inland waterway transportation investment is still fragmented and owners ofwaterway transport means are mainly private, while enterprises pay little interest ininvesting in container loading and unloading facilities at sea ports

To overcome these inadequacies and help develop waterways, the PrimeMinister issued a decision regulating mechanisms and policies to encourage thedevelopment of inland waterway transportation However, up to now only somemechanisms, such as increasing capital maintenance, have been implemented, theremaining incentive mechanisms to develop transport and freight ships such ascorporate income tax and interest rate, have not been concretised

1.1.4.4 Electricity

Vietnam currently has 73 power plants (hydro, thermal, gas, renewablessource), 48 of those with capacity greater than 30MW As Vietnam Electricity (EVN)’sself-financing and other sources of debt financing only meet about 66% of the totalinvestment requirement, IPPs are expected to carry a large portion of the investment inthe power generation sector, including those to be developed by foreign investors.The Vietnamese government shall only maintain its monopoly of electricitytransmission grid(s) to ensure national energy security Vietnam’s existing energyinfrastructure is inadequate with weak grid capacity, which will obstruct theintegration of new capacity, particularly from renewable energy projects AccordingVietnam’s National Power Transmission Corporation (EVNNPT), an EVN subsidiary,which operates a total of 153 substations, 25,236km of transmission lines (7,996 km

of 500 kV lines and 17,240km of 220 and 110 kV lines), and a total transformercapacity of 91,256 MVA (33,300 for 500kV lines and 57,956 MVA for 220kV and110kV lines) The EVN reported that 100% of the districts were connected toelectricity; 99.7% of the communes with 98.69% of rural households have access tothe power grid These figures may be exaggerated but were according to the plan

1.1.4.5 Telecommunications

Vietnam’s telecommunications industry played a central role in the country’srapid technology adoption, industrial transformation, and economic growth in the lastdecade Telecommunication services, including mobile and broadband subscriptions,

as well as mobile data, have become indispensable in the daily life of people inVietnam, where the share of internet users and mobile phone users are among thehighest in the Asia Pacific region

One of the most significant achievements of the telecommunications sector inVietnam was providing country-wide internet coverage, especially of mobile internet.Mobile networks such as 3G and 4G have reached almost all the Vietnamesepopulation, next to an increasing number of terrestrial fixed-line broadbandsubscribers In addition, internet users in Vietnam have access to a relatively highinternet connection speed and download speed compared to other countries in thesame regions Furthermore, the government has developed a concrete plan toimplement and commercialize the 5G network in 2022, starting first in urban areasand high-tech industrial zones, which should further improve the internet connectionquality in the country

State-owned enterprises Viettel and VNPT are the leading telecommunicationsservice providers in Vietnam Operated by the Ministry of Defense, Viettel dominatesthe mobile-cellular service segment, with over half of the total market share Togetherwith VNPT, the two state-owned telecommunications groups held approximately 80%

of the broadband service market in 2020 On the other hand, non-state Vietnamesetelecommunications firms such as FPT Group have also gained a strong footholdwithin this sector

1.1.5 SWOT and competitors

1.1.5.1 Strengths

Vietnam has a favorable geographical location, featuring a lengthy coastlinewith gorgeous scenery, beaches, islands, and archipelagos In addition, the climate istropical This is a big advantage for Vietnam's tourism business since superbgeography is one of the most appealing reasons why international visitors visitVietnam

It has a vast history of about 4000 years, with a variety and wealth of culturaltraditions, culinary aristocracy, and Eastern religious life Vietnam is home to 54ethnic groups and is varied and rich in traditional festivals, culture, and food Eachethnic group and area has its own culture and food, which adds to the richness anddiversity of Vietnamese culture and food as a whole This makes Vietnamese cultureand food a colorful picture that shows the uniqueness of each ethnic group and area This nation has a stable political and security backdrop, which is alsoadvantageous for tourist growth Furthermore, coupled with the image of highopenness, a dynamic and rapidly rising economy, and involvement in free tradeagreements with many countries and areas across the globe, Vietnam has been shown

to be a nation with an increasing effect on the global economy Economic measuresare promoting tourist development This is also a benefit for the tourist sector, whichwill continue to expand rapidly as a result of economic expansion

With a rapidly expanding economy, the Vietnamese government is investingmore and more in infrastructure, constructing large-scale resorts and world-class hotelsystems Many projects for transportation infrastructure, telecommunicationsinfrastructure, and synchronous service infrastructure for tourism have been created orupdated in recent years In general, the national infrastructure system may help the

tourist industry grow Also, Vietnam's location in the Asia-Pacific region has helped ittake advantage of the area's quickly growing middle class It also relies on a goodbalance of natural and cultural resources to keep tourists coming

This nation has a sizable population and a significant young labor force.Furthermore, the youthful, active population and the warm spirit of the people areassets to the growth of tourism Also, fast economic growth raises the income perperson, which may make Vietnamese people want to travel more in the future There is a large Vietnamese population living in various industrialized nations,estimated at around 5 million individuals The overseas Vietnamese are a touriststrength in Vietnam since they have a high desire to visit their homelands

Despite investments in infrastructure, the system still does not match the needfor tourist growth Overcrowding and overload at airports and metropolitan centers, aswell as a lack of motorways connecting regions, have hampered the "boomingtendency" of the Vietnamese tourist industry in recent years The issue of trafficcongestion, caused by a huge number of passengers as well as a lack of connectinginfrastructure, causes problems that might reduce Vietnamese tourism'scompetitiveness

Environmental contamination is a concern in the tourist sector and a glaringweakness in the Vietnamese tourism industry Food safety problems are caused bypollution, and it costs more to make sure food safety inspections are done to attracttourists

Despite a large labor population, there is a scarcity of professional and class human resources In general, business management skills have yet to meet the

high-demands of the competitive environment and the integration trend Furthermore,communication skills are one of the major deficiencies among Vietnamese touristpersonnel There is still a shortage of bilingual guides, and the present humanresources barely fulfill roughly 70% of the labor needs.

1.1.5.3 Opportunities

The economy's high openness strategy may assist in attracting more and moreforeign resources to Vietnam The tourism industry, which is linked to economicexchange activities and investment linkages, has the potential to attract additionalforeign financial sources to improve the tourism business system and lodginginfrastructure

Benefit greatly from the Asia-Pacific region's rapid expansion Southeast Asia

is gaining popularity among international travelers, which might have a favorable andconsiderable influence on the Vietnamese tourism sector Increased interest inSoutheast Asian nations may provide an excellent opportunity to capitalize on theexisting tourist resources in Vietnam

Security problems are getting worse in many important areas and touristmarkets around the world This is a great chance for Vietnam to use the stability of itssociety to attract more tourists in the near future In the context of the FourthIndustrial Revolution, the development of information technology on the Internetplatform has given developing countries (like Vietnam) a lot of chances toaggressively and effectively promote images and tourism services, which helpstourism development

1.1.5.4 Threats

The degree of competition from other Asia-Pacific nations is increasing.Vietnam's tourism industry is still in its early stages of growth, and its managers don'thave a lot of experience This means that business needs to improve itscompetitiveness to catch up with the development of the most advanced countries inthe Asia-Pacific region

Vietnam's problems have gotten worse over time because of things likedeforestation, natural disasters, and diseases Many restaurants, hotels, and resortsavoid investing in waste treatment systems as one of the sources of pollution in the

marine and tourist environments Furthermore, the rising urbanization of the provincesposes significant hurdles to the establishment of a Vietnamese tourist sector with anEastern character Lastly, climate change has caused some worries about the growth oftourism in low-lying places like the Mekong Delta in Vietnam

Tourism growth may exacerbate regional economic disparities If thegovernment doesn't make sure that everyone benefits from economic growth, thegrowth of tourism could make things worse by putting rich and poor people intoconflict There were various financial and economic crises with ten-year cycles in theglobal economy In the setting of high levels of globalization, Vietnam's tourism isvulnerable to worldwide economic crises Furthermore, the reliance on a single area is

a danger to Vietnam's tourism since the great majority of foreign tourists to Vietnamcome from Northeast Asia, accounting for 60% of all visitors in 2018 (VNAT, 2020).The dangers to community health Some infectious disease outbreaks haveexpanded dramatically in recent decades, and as tourism and travel activities increasequickly, the worldwide spread of the illnesses is projected to accelerate

1.1.5.5 Competitors

Although Cambodia, Myanmar, and Laos had average growth rates of 4.3%,3.6%, and 3.1% in terms of foreign tourists over the last three years, the numberremains a tiny percentage in the area The Philippines and Indonesia are Vietnam's twoclosest rivals, both of which are seeing rapid expansion in terms of volume andincome Despite its present ranking behind Vietnam, the Philippines' potential,possibilities, and variety of tourist development and goods are not less competitive.According to World Bank updates on tourism growth in East Asian developingnations, the number of domestic tourists in Vietnam is four to nine times that offoreign visitors Nonetheless, this figure is 25 times higher in Indonesia and 50 timeshigher in the Philippines (World Bank Group, 2017, p 89) Despite encouragingdevelopment in tourist arrivals over the last two years, Vietnam remains behind othertourism developed nations in the area such as Thailand, Malaysia, and Singapore interms of absolute visitor numbers and income Although Indonesia has slightly moretourist arrivals than Vietnam, its revenue is far greater

Image 5: International tourist arrivals to ASEAN countries and international tourism

revenue by ASEAN countries

1.1.6 Destination Mission, Vision and Actions

Ensuring the balance between tourism demand and supply; promoting nationaladvantages and the strengths of each region or province; using the resources rationallyand efficiently.

Compliance with planning methods

1.1.6.3 Goals

By 2025

Vietnam becomes an attractive destination, striving to be among the top threecountries in tourism development in Southeast Asia and 50 countries with the world'sleading tourism competitiveness, of which all 14 criteria of tourism competitivenesshave increased, in line with the requirements of sustainable development

Total revenue from tourists: Reaching 1,700 - 1,800 trillion VND (equivalent to

77 - 80 billion USD), an average growth of 13-14%/ year; The direct contribution toGDP reaches 12-14%

Create about 5.5-6 million jobs, of which about 2 million are direct jobs, anaverage growth of 12-14% / year

Regarding tourists: Striving to receive at least 35 million international visitorsand 120 million domestic visitors, maintaining the average growth rate of internationalvisitors from 12-14% / year and domestic tourists from 6 - 7% / year

By 2030

Tourism is truly a key economic and sustainable development sector Vietnamhas become a particularly attractive destination, one of the top 30 countries with theworld's leading tourism competitiveness, meeting the requirements and goals ofsustainable development

Total revenue from tourists: VND 3,100 - 3,200 trillion (equivalent to USD 130

- 135 billion), an average growth of 11-12% / year; The direct contribution to GDPreaches 15 - 17%

Create about 8.5 million jobs, including 3 million direct jobs, an averagegrowth of 8-9% / year.

Regarding tourists: Striving to receive at least 50 million international visitorsand 160 million domestic tourists; maintain the average growth rate of internationalvisitors from 8-10% / year and domestic tourists from 5-6% / year

1.1.6.5 Action

a Continuing to renew awareness and thinking on tourism development(sustainability, climate change,…)

b Completing institutions and policies for tourism development

c Developing infrastructure, material and technical facilities in service oftourism

d Developing tourism human resources

e Developing and diversifying tourist markets

f Developing tourism products (quality, diversity, difference, high addedvalue) and increasing tourist experience based on the advantages of resources of eachregion and locality, in accordance with market needs and improving thecompetitiveness of Vietnam's tourism

g Promote tourism promotion, branding and cooperation, and internationalintegration in tourism

h Applying science and technology

i Improving state management of tourism

1.2 Japan

1.2.1 Market

Japan's inbound tourism market has shown remarkable growth, the number ofinternational tourists going to Japan in 2019 reached a new high of 31.88 million(2.2% higher than the previous year), marking the seventh straight year of recordhighs for Japan's inbound tourism business (Figure 1) Japan gained around 46.1billion USD in foreign tourist spending from visitors to Japan in the same year,propelling the country to seventh rank in the globe, ahead of Germany and Australia.The travel and tourism sector contributed 359 billion USD to Japan's GDP, placing itthird in the world behind the United States and China

Figure 1: Number of foreign visitors to Japan (2010 to 2019)

Domestic travel, comprising day excursions and overnight travels by domesticresidents, accounts for about 80% of the entire Japanese travel industry in 2019 (27.9trillion yen), while the inbound market is still growing, accounting for just under 20%.(Figure 2)

Figure 2: Breakdown of travel expenditure in 2019 (Overall 27.9 trillion JPY)The expansion of the inbound market can be attributed to the government'sinitiatives to position tourism as a key pillar of Japan's growth strategy, such as easingvisa requirements and expanding the consumption tax exemption system for foreignvisitors, as well as private sector initiatives such as improving the transportationnetwork (including air, rail, and ports) and developing a welcoming environment(including multilingual signage and inbound tourism-related promotions).

In 2020, with the outbreak of COVID-19, visitor arrivals from Japan fell by81% While cross-border travel restrictions are expected to remain in place for sometime, U.S destination marketing organizations (DMOs) are strengthening theirrelationships with Japanese industry counterparts in preparation for the sector's return

in 2022 According to the Japan National Tourism Organization (JNTO), the expectednumber of overseas visitors to Japan in June 2022 was around 120.400, an increase of101.5% over the previous year and a decrease of 95.8% over June 2019 According topreliminary estimates from the Immigration Service Agency of Japan, the number ofJapanese abroad visitors in June 2022 amounted to 171.529, 459.3% increase overJune 2021 and 88.7% decrease over 2018

Japan's tourist industry is on the verge of becoming the country's principaleconomic engine The Japanese government's exponential expansion in tourismthroughout the years recognized inbound tourism as a successful enterprise Since

2013, the progressive relaxation of travel visa requirements for countries likeThailand, the Philippines, and China, as well as a rise in the number of cheap airlines

in Asia, have made Japan an attractive destination for inbound tourism The Japan

National Tourism Organization (JNTO) and growing knowledge of the benefits ofinbound tourism also help to grow the business However, linguistic and culturallimitations account for certain market restraints According to this analysis, the JapanInbound Tourism Industry is anticipated to develop at an astounding 11.65% CAGRfrom 2020 to 2026 By 2026, the Japanese tourism market is estimated to reach $ 3.1billion.

1.2.2 Resources

Japan is the most amazing tourist destination and it offers many uniqueexperiences that cannot be found in any other part of the world The culture of thiscountry is an interesting blend of Eastern traditions and Western modernity that can beseen everywhere Japan is one of the oldest civilizations and has a beautiful anddiverse history The stunning, diverse scenery with mountains and breathtaking views,which are much appreciated by the Japanese, offers so many different experiences thatattract tourists from all corners of the world

1.2.2.1 Natural resources

Although many of these natural-resources attractions have been altered slightly

by human hands to make it accessible to visitors, the elements of nature can still beobserved, and are a spectacular sight to behold Japan is famous for its many naturalwonders:

Mount Fuji is famous all over the world as a place to visit during any season

of the year But the majestic Fujisan is not ‘just a mountain’ as it takes a very special,sacred place in Japanese culture Climbing Mount Fuji is at the top of many people’sbucket list and an estimated 400.000 people climb the volcano each year Theclimbing season of the highest peak in Japan lasts from early July to early September

Come spring, countless cherry trees around Japan burst into color, a spectrum

that runs from the palest of pink to a riotous magenta That's the cue for locals togather in parks and along river banks for cherry blossom viewing parties calledhanami The blossoms last only for a week or two, symbolic of life's ephemeralnature, but also a reminder to seize the present

Abukumado cave is a large limestone cave located in the Fukushima

prefecture After the cave was discovered, they started to make it more accessible tovisitors and installed various, pretty lights throughout the cave, however tourists canstill enjoy the natural rock formations of stalactites and stalagmites

The only large sand dune in Japan, this is a popular destination for locals.Desert vibes are evoked when visiting this place due to the large sand dune mimickingthe sloping sands of hot, desert locations, but it's located by the Sea of Japan

As well as many other natural attraction such as: Akiyoshi Limestone Cave,Takachiho Gorge, Fukiware no Taki Waterfall, Narusawa Ice Cave, Beppu Onsen, …

1.2.2.2 Man-made and cultural attraction

When it comes to visual feasts, few countries are as enticing as Japan From thenatural beauty of its countryside to its ancient castles, shrines, and temples, to boldlyrising futuristic cityscapes Many of the amazing landmarks make “The Land of theRising Sun” such a stand-out destination

In the history of Japan, a large number of castles were built, many of whichwere destroyed during the many battles or natural disasters like earthquakes But thereare some beautiful castles in Japan that still exist and can be visited, some of which

are also designated UNESCO sites There are an estimated 80.000 temples and shrines in Japan of all sizes and some are over 1.000 years old The Buddhist temples

and zen gardens are incredibly beautiful which provide tourists with experience ofhow peaceful and magical these places actually are

There’s a distinct otherworldliness to the Arashiyama Bamboo Grove.Located on the western edge of Kyoto, this bamboo forest is serene, secluded, andsprawling, making it the perfect spot to take a stroll and reflect

The Nonomiya Shrine is within the bamboo grove This shrine may be modest

in size, but it has a fascinating history that involves classic Japanese literature,imperial princesses, priestesses, ancient purification rituals, and more Tourists canlearn all about the shrine (and the Arashiyama Bamboo Grove)

Another type of unique cultural event are the Grand Sumo Tournaments that

take place at each odd-numbered month and last for two weeks Sumo is Japan’snational sport, but not just a sport In fact, sumo is full of shinto rituals and watching asumo match with a guide will help people to understand this ancient sport even better

At any time of the year, Japan hosts a number of events and matsuri foranyone to enjoy Matsuri are traditional Japanese events where often floats, calledmikoshi, are carried around between temples and shrines They often take place in thesummer and attract thousands or even millions of visitors with their energeticatmosphere, amazing street food activities for everyone to enjoy In wintertime, someunique and great festivals like the Kamakura snow hut festivals are held around thecountry There are also several illumination festivals with spectacular light shows and

decorations, some only over the Christmas period where others last well into spring.Another world famous festival is Sapporo’s Snow Festival that attracts millions ofvisitors each year with spectacular ice sculptures and cozy winter scenes

Some other man-made tourism resources such as: Ashikaga Flower Park,Fushimi Inari Taisha, Kawachi Wisteria Garden, Tokyo Skytree (and Tokyo Tower),

1.2.3 Industry

The tourist sector in Japan is poised to become a significant economic enginefor the country Japan hosted the Olympic and Paralympic Games in 2021, giving itspeople, culture, and landmarks a global stage Tourism has recently been positioned as

a driver of social change and economic prosperity in Japan

Through the reviewing of the studies on Japan’s Tourism we can see thattourism has been increasing in Japan since the early 1960s, benefiting from Asiannations' fast economic expansion According to Japan Association of Travel Agentsresearch, family vacations continue to be the most popular reason for Japanesetravelers to visit In recent years, city and conference tourism has grown significantly

in importance Tourism contributes as much to the total economy as leading industriessuch as autos, having a significant influence on employment In comparison to othernations, the percentage of tourist consumption by foreign visitors to overall tourismconsumption remains quite low

Despite the fact that Japan has the world's third-largest economy (behind onlythe United States and China), international visitors are still unaware of the country andits assets Japan has numerous rich natural and cultural assets that extend well beyondits three major urban regions, but it needs to raise awareness of everything it has tooffer among tourists across the world For the tourist industry to thrive, the public andprivate sectors must collaborate to provide an excellent visitor experience Under thesupervision of a newly created public-private partnership, Japan may achievesimultaneous progress in boosting its attractiveness to many different categories oftravelers while tackling not only surface-level difficulties but also fundamentalbarriers to development in inbound tourism The conditions and timing are ideal forJapan to rise to the top tier of tourist-oriented locations; what is now required is aconcerted, deliberate effort

Today, the tourist business in Japan not only helps to revitalize the regionaleconomy, boost job possibilities, and grow all other aspects of the nation's economy,

but it also plays an important role in establishing mutual understanding with othercountries Tourism is vital in establishing mutual understanding with other nations aswell as in stimulating demand for the nation's economy by increasing the number ofindividuals engaged in trade.

Tourism expenditure in Japan 2012-2021

The total tourism expenditure of travelers in Japan amounted to 9.4 trillionJapanese yen in 2021, a decrease from about 28 trillion yen in fiscal 2019 With theadvent of the COVID-19 pandemic, inbound travel was virtually halted, whiledomestic travel guidelines and indications shifted during this period several times.While domestic travelers accounted for the majority of tourist spending in Japan evenprior to the pandemic, the expenditure of inbound visitors grew steadily in recentyears, contributing to the sharp decline in expenditure in 2020

Figure 3: The total tourism expenditure of travelers in Japan (2012 to 2021)

Tourism expenditure by domestic visitors in Japan 2011-2021

In 2021, expenditure as a result of domestic tourism in Japan amounted toapproximately 9.2 trillion Japanese yen, a decrease from about 22 trillion yen in fiscal

2019 Domestic tourism accounts for most of the expenditure in the tourism sector inJapan After the advent of the COVID-19 pandemic, domestic tourism generatedalmost all of the tourism expenditure in Japan, as following the pandemic, inbound

travel was heavily restricted International tourist arrivals, as well as foreign visitors’consumption was on the rise during the past few years until the advent of thepandemic

Figure 4: Tourism expenditure by domestic visitors in Japan 2011-2021

1.2.4 Related and supporting industry

1.2.4.1 Airline

Japan has a very advanced and well-maintained infrastructure, whichundergoes regular upgrading and expansion Both the private and public sectorsundertake various infrastructural projects and operate their respective services

In April 2022, Japan had almost 100 airports, including 28 major airports and

54 regional airports The control of the airports lies in the hands of either national orregional authorities, except for four company-administered international airports.Japan benefits from a modern and extensive air transportation system Airports

in Tokyo, Kagoshima, Osaka, and Kansai provide international services The majorinternational airports are Narita, which serves Tokyo; Kansai, which serves Kobe,Kyoto, and Osaka; and Chitose (Sapporo) and Sendai in Northern Japan, which servemany northern cities Major airport construction projects include a second runway forKansai International Airport, a $7.2 billion-project for Central Japan InternationalAirport in Ise Bay, and the New Kitakyushu Airport in the Kyushu region located inthe western part of Japan Japan has a large air passenger fleet consisting of privateand public airlines

1.2.4.2 Railway

Japan has a very extensive and modern road network It consists of 1,152,207kilometers of highways, of which 863,003 kilometers are paved They include 6,114kilometers of expressways Japan is famous for its high-speed trains

The public transportation network in Japan is efficient Especially in the biggercities, the system is incredible With trains or metro’s departing every few minutes(during the day) it is amazing how fast people can commute from one part of the city

to another part within a short period of time

The famous shinkansen, also known as the bullet train, takes travelers to allparts of the country As a tourist it is definitely the most convenient, reliable, fastestway of discovering Japan The best part for international tourists is that they canpurchase a Japan Rail Pass that will give them unlimited travel for a designated period

of time throughout the country

1.2.4.3 Water transport

As a country surrounded by water, Japan has developed a very extensive andmodern sea transportation system It includes many ports and harbors such as Akita,Amagasaki, Chiba, Hachinohe, Hakodate, Higashi-Harima, Himeji, Hiroshima,Kawasaki, Kinuura, Kobe, Kushiro, Mizushima, Moji, Nagoya, Osaka, Saki, Sakaide,Shimizu, Tokyo, Tomakomai, and Yokohama Japan has a very large merchant-marinefleet, which is a necessity for its international trade and for ensuring an uninterruptedarrival of raw material, fuel, foodstuffs, and other necessary products The fleetcomprises 662 ships with a total capacity of 13,039,488 tons

1.2.4.4 Electricity

The Japanese power-generation industry includes both private and publiccompanies, though in 1999, only 5% of the nation's power was created by the privatesector, a proportion that is expected to increase with industry deregulation (a lessening

of government controls) In 1998, the proportion of electricity generated from thesesources was 57 percent, 32 percent, 9 percent, and 2 percent, respectively In that year,total electricity produced amounted to 995.982 billion kWh, well above theconsumption of 926.263 billion kWh Japan's electricity is derived from 4 majormethods: thermal (using oil, liquefied natural gas, and coal), nuclear, hydro (waterpower), and non-conventional (geothermal, solar, and wind)

1.2.4.5 Telecommunication system

Japan's telecommunication system is very advanced It consists of private andpublic service providers, but a public company, Nippon Telephone and Telegraph(NTT), is the largest provider, controlling about 95% of fixed telephone lines In 1997,there were 60.3 million fixed telephone lines in use By 1999, there were 30.6 millioncellular phones in operation, a 260% increase in 2 years, and 6.3 million personalhandphone systems (PHS), cheaper versions of cellular phones with limited signalcoverage Personal computer ownership is high: 237 PCs per 1,000 population, in

1998, compared to 459 per 1,000 population in the United States, which has theworld's highest rate of PC use In 1999, there were 357 Internet service providers inJapan The rate of Internet use is low: 13.34 per 1,000 population in 1999, ascompared with 112.77 in the United States Japan has a very large television and radioindustry operated by private and public sectors In 1997, there were 86.5 milliontelevision sets and 120.5 million radios in use

1.2.5 SWOT and Competitors

1.2.5.1 Strengths

Japan has numerous rich natural and cultural assets

Strong Policymaking: The Japanese government has been effective in making

strong and clear decisions in policy making and public administration, resulting in adeveloped economy With a rapidly expanding economy, the Japanese government isinvesting increasingly in infrastructure, constructing large-scale resorts and high-classhotel networks In recent years, several projects for transportation infrastructure,telecommunications infrastructure, and synchronous service infrastructure for tourismhave been created or renovated In general, the national infrastructure system mayhelp the tourist industry grow

Renowned for efficiency: Japan has long been known for its capacity to operate

vast and complex systems efficiently and effectively, making it a top choice for a widerange of sectors

Skilled labor: The Japanese people are regarded as highly skilled and devoted,

continuously producing great results for any task they are assigned This contributes toJapan's reputation as a well-known brand for successful firms Furthermore, the

young, active population and the people's friendly character are positive factors fortourist growth.

1.2.5.2 Weaknesses

Natural Catastrophes: Japan has always been vulnerable to natural disasters

such as earthquakes, tsunamis, volcanoes, typhoons, floods, and mudslides, all ofwhich work against the country

Overcrowding in big cities: The country is experiencing overpopulation in large

cities like Tokyo and Osaka Overcrowding and overload at airports and metropolitancenters, as well as a shortage of motorways connecting regions, have hamperedJapan's "booming tendency" in recent years The problem of traffic congestion caused

by a huge number of passengers, as well as a lack of connecting infrastructure, causesproblems that might reduce Japanese tourism's competitiveness

Low Birth Rate: Another source of concern for Japan is the country's low birth

rate, which is already having an impact on the country's economy in sectors such asemployment and housing markets, consumer spending, and company investments.Despite possessing skilled and high-class human resources, the low birth rate isproducing a severe labor shortage

1.2.5.3 Opportunities

Emerging Markets: Japan is a developing market for global consumer goods.

This can be a great opportunity for a country like Japan to tap into these customersand expand its economy Tourism, which is linked to economic exchange activitiesand investment linkages, has the potential to attract additional foreign financialsources to improve the tourism business system and lodging infrastructure

Growing E-commerce: The country's rise of e-commerce also gives a unique

chance for Japan's new generation entrepreneurs to investigate and exploit this to thebest of their overall economic growth The advancement of information technology onthe Internet platform in the context of the Fourth Industrial Revolution has offeredseveral chances for Japan to aggressively and effectively promote pictures and tourismservices in order to boost tourism growth

1.2.5.4 Threats

Trade Restrictions: Doing business in Japan is difficult There have been severe

restrictions and regulations in place regarding the country's foreign commercepotential When it comes to international investments, such regulations act as a barrier.The global economy's insecurity There was a financial and economic crisis with ten-year cycles Tourism will become readily entangled in worldwide economic crises inthe setting of increasing levels of globalization

Tourism growth has the potential to exacerbate regional economic disparities Ifthe government does adopt inclusive economic development plans, tourism expansionmay contribute to social instability due to conflict between affluent and poor people.The dangers to public health Some infectious disease outbreaks have expandeddramatically in recent decades, and as tourism and travel activities increase rapidly,the worldwide spread of the diseases is projected to accelerate

1.2.4.6 Competitors

According to worlddata:

- Japan recorded a total of 4 million tourists in 2020, ranking 43rd in theworld in absolute terms In East Asia, it ranked 4th Japan generated around 11.40billion US Dollar in the tourism sector alone This corresponds to 0.23% of its grossdomestic product and approximately 35% of all international tourism receipts in EastAsia

- South Korea recorded a total of 3 million tourists in 2020, ranking 58th

in the world in absolute terms In East Asia, it ranked 3rd South Korea generatedaround 11.78 billion US Dollar in the tourism sector alone This corresponds to 0.65%

of its gross domestic product and approximately 36% of all international tourismreceipts in East Asia

- China recorded a total of 30 million tourists in 2020, ranking 11th in theworld in absolute terms In East Asia, it ranked 5th China generated around 40.39billion US Dollar in the tourism sector alone This corresponds to 0.23% of its grossdomestic product and approximately 21% of all international tourism receipts in EastAsia

Through the above statistics, it can be seen very clearly that Korea and Chinaare two very strong competitors to Japan Although it recorded a much smaller number

of visitors than Japan, Korea accounted for a larger number, accounting for a higher