Laos welcomed 23,133 Japanese tourists in the first six months of 2026, a 36 percent jump from the same period last year, as the country ramps up tourism promotion in Japan.
The Ministry of Information, Culture and Tourism reported that Japanese arrivals have climbed steadily since 2022, rising from 6,848 that year to 24,824 in 2023, 28,966 in 2024, and 33,743 in 2025.
Manisakhone Thammavongxay, the ministry’s Director General of the Tourism Marketing and Promotion Department, credited the surge to sustained promotional work, embassy outreach, and Laos’ participation in World Expo 2025 in Osaka.
She also pointed to Princess Aiko’s five-day visit in late November 2025 as a key driver, her first official overseas trip, which took her to Vientiane and Luang Prabang to mark 70 years of Laos-Japan diplomatic relations.
Another factor drawing Japanese interest to the country was the annual Laos Festival in Tokyo, held this year on 23 and 24 May, Manisakhone said.
To support this growth, the ministry signed a new agreement on 17 August renewing the tourism agreement with a Japanese company to promote Laos as a destination to attract more visitors from Japan.
Under the deal, the company will continue promoting Lao tourism to Japanese agencies, media, schools, and universities, while producing articles for Japanese outlets and supporting the Lao Festival in Tokyo.
The gains in the Japanese market form part of a broader tourism rebound.
Laos welcomed nearly 2.6 million international visitors in the first half of 2026, up 9.9 percent year-on-year, led by Thailand, China, and Vietnam. Following 4,580,709 visitors in 2025, the government now targets 5 to 6 million international arrivals by the end of 2026.
