Tourism in Vietnam

Remarkable statistics mark 2025 as an exceptionally successful year for Vietnam tourism: total domestic tourists reached approximately 135.5 million; international arrivals hit roughly 21.2 million (an increase of over 20% year-over-year); and total tourism revenue surpassed the 1 quadrillion Việt Nam Đồng mark (about 40 billion USD) for the first time. Having recovered strongly from past challenges Vietnam has now risen to become one of the world’s fastest-growing destinations. In comparison, global tourism growth averaged around 4%, while the Asia-Pacific region stood at 6%. 

Only a few years ago, Thailand and Singapore lead Southeast Asian tourism. Historically, Thailand claimed two to three times the number of international arrivals to Thailand compared to Vietnam. Today, however, that gap has narrowed significantly as Vietnam’s arrival numbers closely trail Thailand’s. Based on 2025 year-end data, Vietnam welcomed record numbers, far exceeding initial targets and officially establishing itself as the ASEAN nation with the best recovery (from COVID-19 pandemic) and growth rate. With sustained double-digit growth, Vietnam is outpacing traditional tourism powerhouses in the region that are showing signs of saturation or slowed growth. This surge shows Vietnam evolving from a “potential destination” into a new regional tourism hub.

At the ASEAN Tourism Forum 2026, held this January in the Philippines, international experts lauded Vietnam as the region’s bright star. This recognition proves that Vietnam’s tourism has grown not only in quantity but also in image, stature, and allure. The rapid influx of international visitors has sparked significant interest from global investors, international media, and the worldwide travel community.

Dr. Hà Văn Siêu, Vice Chairman of the Vietnam National Authority of Tourism, noted that Vietnam’s rise builds upon foundational and sustainable factors. Firstly, Vietnam entices travellers seeking new destinations that preserve natural beauty and offer unique cultural values. Vietnam meets these demands perfectly with its diverse landscapes, rich ecosystems, engaging culture, and long history.

Furthermore, the Vietnamese people - known for their friendliness, hospitality, and sincerity - leave a lasting impression on international guests. Beyond mere service, the openness and empathy of the locals create emotional bonds and positive word-of-mouth. 

Thanks to the robust development of transport infrastructure, particularly aviation, Vietnam is increasingly becoming an attractive destination in the region. Open visa policies, expanded visa exemptions, and simplified entry procedures have also contributed instrumentally. Additionally, Vietnamese cuisine, with its regional diversity and refinement, acts as a cultural ambassador, and a magnet for regional travelers.

Strategic directions for 2026

As for 2026, Vietnam’s tourism will continue its strong upward trajectory with a target of 25 million international arrivals (set and reported by the Vietnam National Authority of Tourism). In the first three months of 2026 alone, Vietnam welcomed nearly 6.76 million international visitors (a 12.4% increase over the same period in 2025), while the number of domestic trips reached 37 million, generating 267 trillion VND in revenue. These signals suggest an achievable  annual goal.

According to Dr. Hà Văn Siêu, this success results from a combination of strategic factors, including the powerful and innovative policies of the Party and State. A series of key directives and resolutions have provided a legal foundation and new momentum for the industry. Technology and innovation: Policies promoting smart, digital, and creative tourism have enhanced guest experiences and destination management. Institutional reform: Resolutions have cleared bottlenecks in visa policies and investment, creating a more transparent business environment. Private sector empowerment: With nearly all tourism businesses now in the private sector, placing this block in a position of prominence has allowed them to seize golden opportunities for development.

Notably, Resolution No. 80-NQ/TW of the Politburo, along with the National Assembly's resolution on cultural development, has positioned culture as the core foundation of tourism - using “soft power” to build destination brands. Furthermore, streamlined local governance and strategic infrastructure projects - including new airports, high-speed railways, and seaports - are accelerating the industry’s gains.

Dr. Hà Văn Siêu also highlighted vast potential in emerging sectors:

Agritourism: As an agrarian nation, Vietnam’s craft villages and rural culture offer unique tourism products.

Medical tourism: Combining pristine natural environments with high-quality, low-cost medical services and skilled doctors creates a strategic advantage for Vietnam in attracting international health-conscious travelers.

Cultural industries: The development of cultural industries allows traditional values - festivals, arts, and cuisine - to permeate tourism more deeply, portraying Vietnam not just as a place to visit, but as a place worth living in.

As Vietnam aims for double-digit economic growth in 2026-2030, synergies across agriculture, healthcare, culture, and technology will create powerful momentum for tourism. Most importantly, these factors elevate Vietnam’s global national image. After 40 years of Đổi Mới (Renovation), Vietnam has confirmed its position and gained the trust of the international community. This factor encourages visitors not only to tour the country but to invest, work, and settle here. As Dr. Hà Văn Siêu proudly shared: “Nowhere is there happiness quite like in Vietnam”.

TUE SAM

Nguồn: Đặc san Vietnam Destination Review, số 1, tháng 5-2026