Hanoi (VNA) - In an unprecedented start to the year, Vietnam welcomed over 6 miౠllion foreign visitors during the first quarter, 💜up 29.6% annually and setting a new record, signaling a bright outlook for the industry as the country rolls out aggressive promotional campaigns to attract even more international travelers.
A multi-front promotional blitz
In March, the Vietnam National Authority of Tourism (VNAT) launched a dedicated tourism stimulus platform for 2025 at //2025.vietnam.travel. The website provides comprehensive updates on visa exemptions for citizens of Poland, the Czech Republic, and Switzerland, alongside promotional programmes and discounts from local businesses and authorities.
To amplify its global reach, VNAT is leveraging its primary website, //vietnam.travel, and social media platforms like Facebook, Instagram, and YouTube. Key promotional highlights include the Government’s new visa exemption policy for 12 countries effective from March 15, 2025, Michelin-recommended restaurants in the central city of Da Nang, and immersive cultural, culinary, and historical tours in the capital city of Hanoi.
The platform also showcases top tourist destinations like Phu Quoc pearl island, surfing havens in Mui Ne, Da Nang, Nha Trang, Vung Tau, and Phan Rang, as well as The Times UK’s curated list of Vietnam’s 12 must-visit attractions.
Beautiful, tranquil natural landscapes are Vietnam’s key attractions for foreigners (Photo: VietnamPlus)
VNAT’s official website, //vietnamtourism.gov.vn, promotes major cultural and tourism events, including the launch of National Tourism Year Hue 2025, the Buon Ma Thuot Coffee Festival, and the Hue Festival 2025. A list of vibrant local festivals that will draw attention include the Da Nang Food Tour 2025, An Giang’s UNESCO recognition ceremony, Ba Chua Xu Temple Festival, Putaleng Festival in Lai Chau, Ba Trieu Temple Festival in Thanh Hoa, Cherry Blossom Festival in Quang Ninh, Phong Luu Khau Vai Market Festival in Ha Giang, and Ban Flower Festival in Dien Bien.
How to make breakthrough?
On March 10, the Prime Minister issued a Directive outlining key tasks and solutions to adapt to global developments, drive economic growth, maintain macroeconomic stability, curb inflation, and ensure major economic balances in 2025 and beyond. Central to this vision is enhancing Vietnam's appeal to international visitors through expanded visa exemptions, streamlined administrative procedures, and an upgraded e-visa system.
Earlier, the PM also called for intensified tourism promotion, quality tourism products, and vibrant cultural, art and sport events. The national target programme for cultural development for 2025–2035 and the cultural industry development plan are expected to further catalyse tourism growth.
Beautiful sunset in Con Dao (Photo: VietnamPlus)
To solidify Vietnam’s global tourism standing, tourism officials are committed to sustainable, green development. Secretary-General of the Vietnam Tourism Association Vu Quoc Tri said the industry must actively engage companies, not just through rhetoric but with concrete, committed partnerships and practical support.
The beauty of local lives holds a unique charm for foreign tourists (Photo: VietnamPlus)
He cautioned that over-reliance on peak seasons and festivals risks instability, urging a shift toward a year-round tourism model.
“Sustained growth demands a strategic pivot from seasonal dependency to a continuous, diversified industry,” Tri said. “By investing in quality tourism products, targeted marketing, and professional campaigns, and by tailoring experiences to diverse visitor segments, Vietnam can extend stays, boost spending, and foster sustainable business growth”./.
The 2025 tourism stimulus programme, themed "Vietnam – Travel to Love," has received strong support from travel businesses across the country, with numerous companies introducing attractive promotions.
Demand for travel is rising, with a shift towards high-quality, experience-based tourism over mass-market, budget travel. To capitalise on this trend, the management board is launching initiatives to support 85 partner businesses and potential members of the geopark’s network.
Bai Tu Long Bay in Quang Ninh Province holds immense potential for tourism development. To capitalize on its natural beauty and cultural richness, local authorities have introduced new sightseeing routes and engaged experts and businesses to enhance visitor experiences.
The first and only direct service connecting the two countries at the moment is set to operate three times per week using the modern wide-body Boeing 787-9 Dreamliner aircraft.
Mu Cang Chai is home to nearly 83,000 hectares of forest, including almost 60,000 hectares of unspoiled natural woodland. Recognising this potential, local authorities have embraced a holistic strategy that protects biodiversity while promoting tourism.
Phu Quoc ranks among the top 10 leading tourist islands in Asia. As the largest island in Vietnam, it boasts stunning natural beauty, with expansive coral reefs resting beneath the sea and a number of beautiful, poetic beaches such as Sao, Truong, and Khem, known for their fine white sand and crystal-clear waters.
Vietnam's national flag carrier Vietnam Airlines and Vietjet are among the exhibitors, promoting key destinations such as Ho Chi Minh City, Hanoi, and Phu Quoc, as well as distinctive tourism products.
Alexander Musikhin, Vice President of ATOR and CEO of the Intourist travel agency, highlighted Vietnam as a top destination offering a unique blend of beach holidays and cultural excursions.
According to Seoul’s Tourism Industry Department, approximately 20,000 Vietnamese visitors travel to the city each year for medical treatment. Vietnam consistently ranks among the top 10 countries with the highest number of medical tourists to Seoul.
An analysis of accommodation search data based on check-in dates for June and July revealed that Nha Trang surpassed all other destinations in popularity among Korean users.
The programme is organised by the Khanh Hoa provincial Youth Union and the “Khanh Hoa people speak English” Project, and aims to promote the culture, history, cuisine and other tourism products of Nha Trang – Khanh Hoa to international visitors.
VNAT Director General Nguyen Trung Khanh called visa a golden ticket to pulling in crowds, but he is clear that it needs coordinated efforts across multiple sectors to keep the momentum going in this fast-moving global travel scene.
As a tourism hub, Hanoi is now actively developing strategies to attract Muslim travellers. In recent years, the city has seen a notable uptick in visitors from countries with large Muslim populations.
When tourists witness firsthand the passion and care of farmers, they’re willing to pay higher prices because they see the genuine worth behind every product.
During the first five months, China continued to be Vietnam's largest source market of tourists, followed by the RoK, China’s Taiwan, the US, and Japan.
After more than three months of operation, the popularity of the free tours in Bac Ninh province shows no signs of cooling down. Many tourists return every week in hopes of experiencing all the tours and visiting every destination.
Typical products of Phu Tho are being showcased at the Lao Cai International Travel Mart 2025, held in the northern mountainous province of Lao Cai from June 5-8.
Featuring 130 stalls and delegations from 120 travel agencies representing more than ten countries and territories, the event is expected to provide a platform for establishing partnerships and attracting more visitors to Lao Cai in the future.
Kicking off the festival on the evening of June 7 will be the grand music concert titled “Nha Trang Say Hi”, featuring popular artists from the trending show “Anh Trai Say Hi”. The event will be broadcast live nationwide and conclude with a fireworks display over Nha Trang Bay.
Data from Booking.com reveals that during the peak summer vacation in June and July, beach trips continue to be a top priority for Vietnamese travellers.
The northern midland province of Phu Tho has carried out all-round measures to improve tourism infrastructure, services, and offerings, elevating visitor experience and reinforcing the province’s unique cultural identity.
Hanoi has directed lodging providers and tourist destinations to bolster preparations in staffing, service quality, security, and sanitation. Community-based lodging platforms such as Airbnb are also being promoted strongly to expand housing supply during the holiday period.
