Vietnam remains bright spot in tourism recovery in Asia-Pacific
A report by UN Tourism shows that international tourist arrivals reached 1.4 billion in 2024, with Vietnam recording one of the region’s highest recovery rates at 98%, compared to the Asia-Pacific average of 87%.
Hanoi (VNA) -🎃 A report by UN Tourism shows that international tourist arrivals reached 1.4 billion in 2024, with Vietnam recording one of the region’s highest recovery rates at 98%, compared to the Asia-Pacific average of 87%.
Deputy Director of the Vietnam National Authority of Tourism Ha Van Sieu speaks at the conference. (Photo: Vietnam National Authority of Tourism)
A delegation from the Vietnam National Authority of Tourism is attending the 56th Meeting of the UN Tourism Commission for East Asia and the Pacific (56th CAP) and the 37th Joint Meeting of the UN Tourism Commissions for East Asia, the Pacific and South Asia (37th CAP-CSA) in Indonesia.
These meetings are preparatory events for the 26th UN Tourism General Assembly, scheduled to take place from 7–11 November 2025 in Saudi Arabia.
According to UN Tourism, international arrivals in 2024 nearly reached pre-pandemic levels (1.5 billion in 2019), reflecting a strong rebound. Going forward, growth is expected to stabilise, with an estimated increase of 3–5% in 2025.
Vietnam’s international tourism recovery rate of 98% significantly outpaced the regional average. This was attributed to supportive visa policies, improved air connectivity, and rising demand for travel in segments such as green tourism, rural tourism, health care tourism, and MICE (Meetings, Incentives, Conferences, Exhibitions). The return of outbound travellers from China also played a key role.
However, the region continues to face several challenges, including skilled labour shortages, currency volatility, intense destination competition, high travel costs, and economic downturns in key markets.
To promote sustainable recovery, UN Tourism advised member states to focus on digital transformation, AI and innovation, infrastructure development, green transition, and strengthening human resources in tourism.
Deputy Director Ha Van Sieu noted that the region saw a strong recovery in 2024 thanks to countries’ active efforts in promoting tourism, developing new products, enhancing connectivity, and introducing more flexible entry policies.
In Vietnam, the tourism sector welcomed 17.6 million international visitors in 2024, up 40% from 2023, reaching 98% of 2019’s figure. This impressive performance stemmed from new visa facilitation policies, increased direct flights, and a wider range of tourism services.
International visitors at the War Remnants Museum, a popular destination in Ho Chi Minh City. (Photo: VNA)
Vietnam has also closely aligned with UN Tourism’s strategic priorities, advancing digital tools and AI, promoting the circular economy and green transition, supporting agricultural tourism, and empowering local communities.
Sieu also highlighted Vietnam’s active engagement in various initiatives, projects, and activities led by UN Tourism in the Asia-Pacific region. These initiatives have helped countries respond to new market demands, strengthen capacity, and build resilience against future uncertainties.
One notable milestone was Vietnam’s successful hosting of the first UN Tourism International Conference on Rural Tourism in Quang Nam province in December 2024. The event raised Vietnam’s profile both regionally and internationally, while emphasising sustainable development, community empowerment, and inclusive growth in tourism.
International travel fairs offer opportunities for Vietnamese businesses to promote their image. (Photo: VietnamPlus)
In preparation for the 2026–2027 Work Programme, based on member surveys, Vietnam expressed hope that UN Tourism would continue its support for countries in the region to address global economic instability, workforce shortages, and heightened competition.
Vietnam also proposed enhanced cooperation in developing rural tourism, improving workforce skills, and advancing market research and intelligence. The country reaffirmed its commitment to remain an active contributor to regional tourism development efforts./.
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.
In her article posted on the Global Times of China, Liu Xiangyan, associate researcher of the Institute of International Studies at the China Tourism Academy, wrote that with the improvement of transportation networks and enhanced regional cooperation, the two countries have become each other's major markets of tourist sources.
Flight EO3661 operated by IKAR Airlines landed at Cam Ranh International Airport on April 18, carrying 350 Russian tourists from Novy International Airport in Russia. This marks the first charter flight organised by Pegas Misr Vietnam Travel Co., Ltd. to bring Russian tourists back to Khanh Hoa after a long pause due to the COVID-19 pandemic.
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.
