Number of tourists fails to meet expectations during New Year holiday
It is estimated that Vietnam's tourism sector served about 3.2 million tourists during the New Year holidays from December 30, 2023 to January 1, 2024, up 6.6% year on year, but the overall number of visitors fell short of expectations.
At Huu Nghi international border gate in northern Lang Son province. (Photo: VNA)
Hanoi (VNA)ꩲ – It is estimated that Vietnam's tourism sector served about3.2 million tourists during the New Year holidays from December 30, 2023 toJanuary 1, 2024, up 6.6% year on year, but the overall number of visitors fellshort of expectations.
According to the Vietnam National Authority of Tourism(VNAT) under the Ministry of Culture, Sports, and Tourism, the average roomoccupancy rate in lodging facilitates reached nearly 50%, with some tourismhubs nationwide reporting even higher rates, at around 70%. The limited duration of the break played a significant role indissuading tourists from opting for leisure travel, as many preferred reunitingwith their families rather than embarking on tourist excursions. This year's travel trend highlights a budget tightening, reducedpurchasing power, and a reduction in expenditures on public transport suchas airplanes and trains while transport service costs hiked during peakdays, said the VNAT, adding that a portion of domestic tourists contributedto a decline in in-country lodgings, as some chose to explore internationaldestinations instead. Foreign visitors were mostly from key markets, including theRepublic of Korea (RoK), China, Japan, the US, Australia, Europe, Thailand andIndia.
Vietnamese tourists opting for outbound tours explored diversedestinations, including China, Taiwan (China), the RoK, Japan, and more. Outboundtours within Southeast Asia, such as Thailand, Singapore, Malaysia, held acompetitive edge in terms of pricing and attracted considerable attention fromVietnamese travellers.
𓆉 Airlineslike Vietnam Airlines, Bamboo Airways, and Vietravel Airlines offered over5,300 flights, providing a total of 1.06 million seats. In the railway sector,an additional 30 train services were operated, connecting Hanoi withdestinations like Lao Cai, Hai Phong, Vinh and Dong Hoi.
Looking ahead, the tourism industry aims to welcome 17-18million foreign visitors and cater to 110 million domestic travellers this year, earning a revenue of approximately 840 trillion VND (35 billion USD)./.
About 12.6 million international tourists have visited Vietnam this year, a 3.4-fold rise from 2022, surpassing the target of 8 million set earlier, the General Statistics Office (GSO) reported on December 29.
In the first 11 months of 2023, more than 7.3 million tourists from the Republic of Korea (RoK) visited Vietnam, an increase of 220% compared to the same period last year, according to the RoK’s Ministry of Land, Infrastructure and Transport.
The cruise ship Westerdam brought over 2,000 tourists and 781 crew members, mostly from the Netherlands, docked at Tien Sa Port in the central city of Da Nang on January 2.
All the 240 households in Thieng Lieng hamlet once knew only salt production and aquaculture, but now welcoming tourists has become a source of their joy and income.
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.
At Huu Nghi international border gate in northern Lang Son province. (Photo: VNA) 
