Laos
Laos Sees 36% Increase in Japanese Tourist Arrivals Amid Promotion Efforts
The surge in Japanese visitors is attributed to targeted marketing and cultural exchanges, with Laos aiming for 5 to 6 million international arrivals by year-end.
Laos has experienced a significant increase in Japanese tourist arrivals, with 23,133 visitors recorded in the first half of 2026, marking a 36% rise compared to the same period last year. This growth is attributed to ongoing promotional efforts by the Ministry of Information, Culture and Tourism, which have been particularly focused on the Japanese market.
According to the ministry, Japanese arrivals have shown a consistent upward trend since 2022, increasing from 6,848 that year to 24,824 in 2023, 28,966 in 2024, and 33,743 in 2025. Manisakhone Thammavongxay, the Director General of the Tourism Marketing and Promotion Department, stated that the surge is a result of sustained promotional work, including embassy outreach and participation in major events like World Expo 2025 in Osaka.
One notable event contributing to this rise was the visit of Princess Aiko of Japan, who traveled to Laos in November 2025 to commemorate 70 years of diplomatic relations between the two nations. Her five-day trip included stops in Vientiane and Luang Prabang, generating considerable interest among Japanese tourists.
“The surge is a result of sustained promotional work, embassy outreach, and participation in major events like World Expo 2025 in Osaka.”Manisakhone Thammavongxay, Director General of the Tourism Marketing and Promotion Department
Additionally, the annual Laos Festival held in Tokyo on 23 and 24 May 2026 has played a crucial role in attracting Japanese visitors, according to Manisakhone. This festival serves as a platform to showcase Lao culture and tourism opportunities, further enhancing the country’s appeal.
To support this growth, the Lao government renewed its tourism promotion agreement with a Japanese company on August 17, 2026. This agreement aims to bolster efforts in promoting Laos as a travel destination through collaboration with Japanese agencies, media, and educational institutions.
The increase in Japanese tourists is part of a broader recovery in Laos' tourism sector, which welcomed nearly 2.6 million international visitors in the first half of 2026, a 9.9% increase year-on-year. The government has set an ambitious target of attracting 5 to 6 million international arrivals by the end of 2026, following a total of 4,580,709 visitors in 2025.