Three destinations help Vietnam surpass Singapore to become Southeast Asia’s fastest-growing tourism star
In 2024, Vietnam surpassed Singapore to become the third most-visited country in the region, welcoming 17.5 million international arrivals - just behind Malaysia with 25 million and Thailand with 35 million.
Hanoi (VNA)🅘 – With the fastest tourism rebound in Southeast Asia, three top destinations drawing international visitors, and a rising portfolio of high-end experiences, Vietnam is no longer a hidden gem. It is now reshaping the region’s tourism map as a dynamic hub for luxury, discovery, and relaxation.
The journey from a "hidden treasure" to a "shining star" has not been short, but Vietnam is now proving itself worthy of every accolade.
According to Bloomberg, Vietnam has achieved an impressive 98% tourism recovery rate post-COVID pandemic, outpacing both Thailand (87.5%) and Singapore (86%). This remarkable growth has positioned the country as the fastest-developing tourism destination in Southeast Asia.
In 2024, Vietnam surpassed Singapore to become the third most-visited country in the region, welcoming 17.5 million international arrivals - just behind Malaysia with 25 million and Thailand with 35 million. The Economic Times also noted that Vietnam has outpaced Thailand to emerge as the most beloved destination among travelers across the region.
More and more international tourists are choosing Vietnam as their favorite holiday escape. (Photo: Sun Group)
The global trend of travelers choosing Vietnam as their destination is gaining unprecedented momentum. According to statistics from Footprint Travel, Vietnam welcomed over 2.1 million international arrivals in January 2025 alone, a 36.9% increase compared to the same period last year, surpassing even the pre-pandemic record of January 2020. Russian visitor numbers surged by more than 116%, while major Western European markets like Germany, France, the UK, and Italy all recorded robust double-digit growth. Notably, arrivals from Northern Europe - a region known for its love of nature and sustainable travel - also climbed significantly, with Norway up 35.6%, Sweden 31.8%, and Denmark nearly 18%.
Contributing to these impressive results are Phu Quoc, Ha Long, and Da Nang -three destinations that have stood out for their remarkable growth in international arrivals. Phu Quoc alone welcomed nearly 2.1 million foreign tourists in the first month of the year, reflecting a nearly 37% increase year-on-year. Meanwhile, Danang saw its international arrivals in Q1 rise by 42.1% compared to the same period in 2024.
What these destinations have in common is the natural beauty of their beaches - a favorite among international visitors. While My Khe Beach in Danang buzzes with sports and events, the powdery white sands and emerald waters of Kem and Sao Beaches in southern Phu Quoc offer postcard-perfect tranquility. In contrast, Ha Long captivates with its UNESCO-recognised herritage bay, home to thousands of majestic limestone islets.
Breathtaking natural beauty with postcard-perfect beaches, like Kem Beach – Phu Quoc, are the key reasons travelers fall in love with Vietnam. (Photo: Fatel Belek)
Beyond stunning landscapes, Phu Quoc, Da Nang, and Ha Long also boast fully integrated tourism ecosystems, making them more than just scenic getaways. These destinations offer a rich blend of world-class entertainment complexes and luxury resorts operated by globally renowned brands. A prime example is the Sun Paradise Land ecosystem in southern Phu Quoc, home to a series of remarkable experiences: the world’s longest three-cable gondola ride to Hon Thom Island, the beachfront VUI-Fest night market with over 50 vibrant stalls, the Kiss of the Sea show featuring the world’s largest sea screen, and dazzling fireworks displays every night of the year.
Da Nang’s tourism offerings are just as compelling, seamlessly connecting mountain adventures to seaside luxury. At Sun World Ba Na Hills, travelers can indulge in unique entertainment experiences atop the Ba Na mountain, while premier beachfront resorts like InterContinental Danang Sun Peninsula Resort and Premier Village Da Nang redefine coastal luxury with world-class hospitality.
Phu Quoc and Ha Long are also emerging as top-tier destinations for the ultra-luxury travel segment - not just for leisure, but for life’s most important celebrations. According to the Times of India, an increasing number of affluent Indian families are choosing Vietnam, especially Phu Quoc and Ha Long, as the stage for their most extravagant weddings. With breathtaking natural backdrops, opulent accommodations, and expert event planning services, these destinations are proving that they are not only beautiful, but also impeccably equipped to host life’s most unforgettable moments.
Phu Quoc and Ha Long have become the preferred wedding destinations for affluent Indian families seeking grandeur and exclusivity for their lavish celebrations. (Photo: Sun Group)
In addition to its rich array of travel experiences, Vietnam’s rise on the global tourism map is also driven by flexible visa policies and an increasingly expansive air network that makes the country more accessible than ever. A streamlined e-visa system, along with selective visa waivers for citizens of numerous countries, is helping position Vietnam as a friendly and easy-to-reach destination for international travelers.
The Straits Times has noted that airlines like Singapore’s Scoot have introduced new direct routes to emerging destinations such as Phu Quoc - once lesser-known, now brimming with potential - as global travelers seek out fresh, off-the-beaten-path experiences.
In 2025, Vietnam’s tourism scene is bursting with vitality and promise. Recognition from global media and travelers alike is not just a milestone - it’s a springboard toward the country’s ambition of becoming Southeast Asia’s leading destination for travel and leisure. A true gem, Vietnam is now shining brighter than ever.
Looking ahead, the bigger picture reveals an even more ambitious goal: to become the second most-visited country in Southeast Asia by the end of this decade./.
Quang Ninh's 2025 cultural events promise to create a special appeal to residents and tourists alike, stimulating tourism demand. These initiatives directly support the province's goal of attracting 20 million visitors.
The official dispatch builds on the Politburo’s directive to make tourism a spearhead economic sector, with the PM’s directions already delivering notable success. Tourism has become a bright spot in Vietnam’s post-COVID-19 recovery, it said.
The sector is quickly launching promotional campaigns and demand stimulation efforts to attract more foreign visitors to boost incoming travel and enhance its position on the global tourism map.
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.
