Zhejiang, China is emerging as a vibrant travel destination, and if its efforts to stimulate tourism with nearby Japan are any indication, things have never been clearer. The 2025 Zhejiang-Japan Tourism Exchange Seminar in Tokyo on July 10 was a key step toward promoting closer tourism relations between the two sides. [Description] The tours, organized by the Zhejiang Provincial Department of Culture, Radio, Television, and Tourism, showcased Zhejiang’s rich tourism resources and sought to find common ground for future cooperation between Zhejiang and Japan.

The symposium emphasized the importance of tourism in promoting cultural exchange, and enhancing trust among peoples. As an integral part of China’s overall tourism strategy, Zhejiang is eager to court more international tourists, especially from Japan, to its abundant cultural resources, beautiful natural scenery and burgeoning travel infrastructure. This transaction also coincides with a critical juncture as tourism is recognised more and more as a driver for sustainable economic growth and cultural diplomacy between the two countries of China and Japan.

Zhejiang’s Growing Role in International Tourism

Zhejiang Province, located on the eastern coast of China, is renowned for its picturesque landscapes, ancient temples, vibrant cultural scenes, and modern urban attractions. The province, with its capital Hangzhou, has long been a popular destination for domestic tourists, particularly due to its association with historical sites like the iconic West Lake and its status as a hub for innovation and technology. However, the province’s tourism offerings are now reaching beyond China’s borders as it seeks to establish itself as a premier destination for international travelers, especially those from Japan.

According to official reports from the Zhejiang Provincial Department of Culture, Radio, Television and Tourism, the province has been strategically enhancing its tourism infrastructure to cater to the growing demand for international tourism, with a focus on Japanese visitors. The seminar in Tokyo provided a platform for industry representatives from both China and Japan to discuss the evolving tourism trends and market demands that will shape future collaborations.

Key Takeaways from the 2025 Zhejiang-Japan Tourism Exchange Seminar

The Zhejiang-Japan Tourism Exchange Seminar proved to be an invaluable opportunity for industry stakeholders from both regions to come together and share insights into the future of tourism cooperation. Here are some key highlights from the event:

1. New Itinerary Development
   One of the central aspects of the seminar was the introduction of new travel itineraries tailored specifically to the needs of the Japanese outbound tourism market. These itineraries aim to enhance travel experiences by focusing on Zhejiang’s cultural heritage, natural beauty, and vibrant city life, while also providing unique experiences that resonate with Japanese tourists’ preferences. These bespoke tours are designed to ensure a seamless and immersive experience for travelers from Japan.
2. Cultural and Tourism Ties
   The seminar highlighted the importance of strengthening cultural ties between Zhejiang and Japan. This was emphasized through discussions on how tourism fosters greater understanding, respect, and long-term friendship between nations. Zhejiang’s rich history, coupled with its modern-day developments, makes it a compelling destination for cultural exchanges, which has been an essential part of the province’s tourism strategy.
3. Sustainable Tourism Growth
   The event also focused on the importance of sustainable tourism growth. Both Zhejiang and Japan are committed to ensuring that their tourism growth is environmentally responsible and benefits local communities. By promoting sustainable tourism practices, both regions aim to provide tourists with authentic experiences while preserving the cultural and natural heritage that makes Zhejiang unique.
4. Expanded Tourism Cooperation
   With continued cooperation between industry stakeholders, Zhejiang and Japan are set to expand their tourism relationship further. The seminar laid the foundation for deeper collaboration, particularly in areas like travel packages, marketing strategies, and visitor services. The goal is to create a robust tourism ecosystem that benefits both nations economically and culturally.

Zhejiang’s Tourism Assets: Why Japan Should Take Notice

Zhejiang has an abundance of tourism assets that make it a standout destination for Japanese travelers. From its vibrant cities to tranquil landscapes, Zhejiang offers a diverse range of experiences that appeal to a wide variety of interests. Below are just a few reasons why Zhejiang is attracting attention from international visitors:

1. West Lake in Hangzhou
   West Lake, located in Hangzhou, is one of China’s most famous and picturesque destinations. It is listed as a UNESCO World Heritage Site and attracts millions of visitors each year. Known for its stunning natural beauty, West Lake offers travelers the opportunity to experience classical Chinese gardens, historic temples, and serene boat rides. For Japanese tourists who appreciate the calm and tranquility of nature, West Lake offers the perfect escape.
2. The Ancient Water Towns
   Zhejiang is home to several ancient water towns, such as Xitang and Wuzhen, which offer a glimpse into traditional Chinese life. These towns are known for their charming canals, ancient architecture, and picturesque landscapes. They provide an idyllic setting for those looking to experience a slower pace of life, much like the peaceful atmosphere that many Japanese travelers enjoy in their home country.
3. Cultural and Historical Attractions
   Zhejiang’s rich cultural heritage is a significant draw for visitors. The province is home to ancient temples, pagodas, and cultural relics, including the Lingyin Temple in Hangzhou, one of China’s largest and most famous Buddhist temples. Zhejiang also boasts many historical sites associated with famous Chinese philosophers and poets, making it a culturally enriching destination for Japanese tourists interested in history and culture.
4. Modern Urban Attractions
   In addition to its historical and natural beauty, Zhejiang also offers modern urban experiences. Hangzhou, in particular, is an economic and technological powerhouse, hosting the headquarters of Alibaba and offering a thriving cultural and creative scene. The city is a blend of the old and the new, making it a dynamic destination for travelers seeking a mix of tradition and innovation.

The Future of Zhejiang-Japan Tourism Cooperation

The tourism relationship between Zhejiang and Japan is set to flourish, with more joint initiatives planned in the coming years. Both regions are committed to building a sustainable and mutually beneficial tourism partnership. The 2025 Zhejiang-Japan Tourism Exchange Seminar has paved the way for the development of new tourism products and experiences that cater to Japanese tourists’ interests, and it’s clear that Zhejiang’s tourism strategy will continue to evolve as it seeks to deepen its engagement with the Japanese market.

As international travel continues to recover, both Zhejiang and Japan are well-positioned to reap the benefits of their strengthened tourism ties. Through continued collaboration and innovative approaches, the two regions will further solidify their tourism relationship and continue to foster cultural exchange, mutual respect, and economic growth.

Final Thoughts on Zhejiang’s Tourism Potential

The 2025 Zhejiang-Japan Tourism Exchange Seminar in Tokyo has set the stage for a new era in tourism cooperation between Zhejiang and Japan. By emphasizing cultural exchange, sustainability, and innovative travel itineraries, Zhejiang is positioning itself as a key player in the global tourism market. As more Japanese travelers explore the beauty, culture, and modernity of Zhejiang, the province’s tourism sector is expected to thrive, offering visitors a memorable and enriching experience.

For further details on tourism opportunities in Zhejiang, visitors can refer to the official website of the Zhejiang Provincial Department of Culture, Radio, Television, and Tourism for the latest updates on itineraries and events.