ToR signing ceremony held in Vientiane on August 17, 2026 to deepen Laos tourism outreach in Japan. (Lao News Agency)
Growing numbers of Japanese tourists are pushing Laos to strengthen its presence in one of its key international tourism markets through a new promotional partnership in Japan.
The Ministry of Culture and Tourism formalised the initiative on August 17 by signing a Terms of Reference (TOR) with Jumping Tour Co., Ltd. at Muang Thanh Hotel in Vientiane. Under the three-year agreement, with a possible one-year extension, Jumping Tour CEO Shigeyoshi Abe will serve as the Laos’ Tourism Representative in Japan.
Rather than focusing solely on visitor promotion, the representative will work across several areas to increase awareness of Laos among Japanese audiences. Jumping Tour will provide tourism information to travel agencies, journalists, media organisations, schools and universities, while also developing content for Japanese television, magazines and other platforms.
The company will further assist with translating Laos tourism materials into Japanese and support Laos officials and technical teams involved in the annual Lao Festival in Tokyo. It will also promote and monitor the Participatory Community Recovery project in Viengxay District, Huaphanh Province, in order to bring greater attention to local communities, cultural heritage and tourism opportunities.
The appointment comes amid a marked increase in Japanese arrivals. After Laos recorded 6,848 Japanese visitors in 2022, the number climbed to 24,824 in 2023 and 28,966 in 2024, before reaching 33,743 in 2025. Momentum has continued this year, with 23,133 Japanese visitors recorded between January and June, up 36% year on year.
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