Laos Steps Up Tourism Promotion in Japan as Japanese Visitor Numbers Surge

Vientiane: Laos is stepping up efforts to attract more Japanese tourists by strengthening tourism promotion and expanding cooperation with the private sector, as visitor numbers from Japan continue to recover and grow. According to Lao News Agency, the Ministry of Culture and Tourism signed the Terms of Reference (TOR) for the Lao Tourism Representative in Japan on 17 August 2026 at Muang Thanh Hotel in Vientiane. This agreement aims to further invigorate the tourism sector by establishing a stronger presence in the Japanese market. The agreement was signed by Ms. Manisakone Thammavongxay, Director General of Tourism Marketing and Promotion Department, and Mr. Shigeyoshi ABE, CEO of Jumping Tour Co., LTD. The ceremony was attended by Deputy Minister of Culture and Tourism Ms. Dalany Phommavongsa, along with representatives from various government agencies, the Ministry of Foreign Affairs, the Embassy of Japan in Laos, the Vientiane Department of Culture and Tourism, and other relevant organisations. Japan r emains an important tourism market for Laos, with growing bilateral relations and improved conditions for tourism cooperation creating new opportunities to attract Japanese visitors. The agreement appoints Mr. Shigeyoshi Abe as Laos Tourism Representative in Japan for three years, with a possible one-year extension. Under the TOR, Jumping Tour will take a leading role in promoting Laos as an attractive destination. Activities will include providing tourism information to Japanese travel companies, media organisations, journalists, schools, and universities, as well as producing promotional content for Japanese magazines, television, and other media platforms. The company will also be responsible for translating Lao tourism information into Japanese for promotional materials and supporting Lao officials and technical teams participating in the annual Lao Festival in Tokyo. Another area of cooperation will involve promoting and monitoring the Participatory Community Recovery (PPT) project in Viengxay District, Huaphanh Province, to showcase Laos' cultural heritage, local communities, and tourism opportunities to Japanese audiences. The expanded promotion comes as Japanese arrivals to Laos show strong growth. Laos welcomed 6,848 Japanese visitors in 2022, which increased sharply to 24,824 in 2023 and 28,966 in 2024. The figure rose further to 33,743 in 2025, as stated by Ms. Manisakone Thammavongxay. The upward trend has continued in 2026, with Laos recording 23,133 Japanese visitors during the first six months of the year, marking a 36 per cent increase compared to the same period in 2025. 'With the new agreement now in place, Jumping Tour will develop more targeted and comprehensive tourism promotion campaigns across Japan, working closely with the Ministry of Culture and Tourism and the Embassy of the Lao PDR in Japan,' said Mr. Shigeyoshi ABE. The initiative aims not only to increase visitor numbers but also to strengthen Laos' presence in the Japanese tourism market, raise awareness of the country's cultural and natural attractions, and encourage more Japanese travellers to discover Laos. With Japanese arrivals already showing strong momentum, authorities hope the strengthened tourism promotion network will help turn the growing interest into sustained growth for Laos' tourism sector.