Tourism sector moves to attract more high-end international travellers
As Vietnam is emerging as a trending destination for ultra-luxury and high-spending travellers, localities nationwide are working to tap into this highly potential market.
A music show on a nighttime cruise in Quang Ninh. (Photo: hanoimoi.vn)
Hanoi (VNA) - 🐬With the Government's expanded visa exemption policy for international markets, localities have begun developing high-quality tourism products in the hope of attracting more high-spending foreign visitors this year.
Developing high-end tourism products
Recently, two US millionaires travelled to Vietnam for tourism and investment exploration. Their journey took them from the northernmost province of Ha Giang to Ha Long city in the northern coastal province of Quang Ninh, following a new route through the core area of the Ha Long world natural heritage site.
This marks the first group of international millionaires and billionaires to visit Quang Ninh as part of an exclusive luxury tour programme. In the coming months, 4–5 more billionaire delegations are expected to visit Quang Ninh.
According to the Quang Ninh Department of Tourism, the province is developing a luxury tourism market with high-end offerings. It has opened three beaches—Soi Sim, Hang Co, and Trinh Nu in Ha Long Bay and designated seven pristine island areas and beaches for billionaire and ultra-luxury travellers.
Besides exclusive tourism products, Quang Ninh is also developing high-end offerings to attract high-spending visitors, such as art performances on nighttime cruises and helicopter transfer services.
Not only Quang Ninh, but many provinces and cities are also promoting high-end tourism to attract high-spending tourists. Ha Giang has launched helicopter services connecting it with Hanoi and Quang Ninh. Phu Quoc Island off the coast of the Mekong Delta province of Kien Giang has also developed high-end products at famous resorts such as InterContinental, Four Seasons, and Ritz-Carlton.
Meanwhile, the central province of Quang Binh is stepping up cave tourism with premium adventure experiences in Son Doong and Tu Lan caves. Meanwhile, central Da Nang and Nha Trang cities are promoting cruise and MICE tourism.
In Hanoi, besides traditional cultural tourism, the capital is also focusing on high-end offerings. Dang Huong Giang, Director of the municipal Department of Tourism, said Hanoi has expanded golf tourism, MICE tourism, and luxury retreats combined with local cultural experiences.
Developing world-class services
Italian cruise ship Costa Serena visits Ha Long Bay, Quang Ninh province. (Photo: VNA)
According to Google’s data, international searches for tourist accommodations in Vietnam increased by 15–45% between late November 2024 and the end of February 2025 compared to the same period last year.
Experts noted that Vietnam is becoming a trending destination for ultra-luxury and high-spending travellers.
Nguyen Anh Tuan, Director of the Vietnam Institute for Tourism Development Research, said that attracting high-spending tourist groups opens up significant opportunities for Vietnam in tourism development and economic investment.
According to Nguyen Quoc Ky, Chairman of Vietravel, localities need to develop a range of offerings tailored to different types of visitors, with pricing options from standard to luxury.
Deputy Director of the Vietnam National Authority of Tourism Ha Van Sieu stressed that Vietnam is applying 14- to 45-day visa exemptions to citizens from 26 countries, which is favourable for it to fuel tourism and optimise economic benefits from international visitors. To attract and retain high-end travellers who come to both seek fresh experiences and explore investment opportunities, localities and businesses must work together to leverage natural advantages and develop a world-class service system.
Vietnam welcomed 17.5 million international visitors in 2024, equal to the pre-COVID-19 level. This year, the country aims to welcome 22–23 million foreign tourist arrivals.
The Prime Minister recently assigned the Ministry of Foreign Affairs, the Ministry of Public Security, and the Ministry of Culture, Sports, and Tourism to consider appropriate visa policies, especially for the countries Vietnam has traditional friendship with, and to diversify visa exemptions for some countries and target groups such as billionaires around the world. Visa exemptions for different groups are expected to reduce administrative procedures, making it easier for them to visit Vietnam./.
The arrival of such a high-end international cruise ship marks a breakthrough for the tourism sector, and is also expected to boost local industries, including hospitality, dining, travel services, and commerce.
For the first time, the Department of Tourism of Hanoi has provided locals and tourists a chance to experience services at 4-5-star hotels. The promotional program aims to promote Hanoi’s image and brand, while seeking ways to increase room occupancy rates at local luxury hotels.
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.
