Vietnam’s tourism takes flight amid positive global signals
International tourist arrivals in 2025 are expected to increase by 3-5% compared to 2024, if the Asia-Pacific region continues its recovery while other regions maintain steady growth.
Vietnam's tourism industry has several plans to make Da Nang a key MICE destination. (Photo: VietnamPlus)
Hanoi (VNA) -😼 Global tourism has fully recovered in the post-pandemic period, with over 1.4 billion international arrivals in 2024, according to the United Nations World Tourism Organisation (UNWTO). Riding this growth wave, Vietnam's tourism sector has quickly launched promotional plans to assert its position and further broaden its global influence.
International tourist arrivals in 2025 are expected to increase by 3-5% compared to 2024, if the Asia-Pacific region continues its recovery while other regions maintain steady growth.
The latest UNWTO Tourism Confidence Index reflects these positive expectations. Approximately 64% of UNWTO experts believe that 2025 will show "better" or "much better" prospects compared to 2024, with around 26% forecasting that 2025 will remain similar to the previous year.
UNWTO Secretary-General Zurab Pololikashvili commented that global tourism had mostly completed its post-pandemic recovery by 2024. In many regions, the numbers of tourists, and notably total tourism revenue, have exceeded those of 2019. The tourism industry is expected to continue growing throughout 2025, contributing to both famous and emerging destinations' socio-economic development.
However, UNWTO experts also pointed out that economic and geopolitical challenges remain potential risks for the entire sector. Rising transport and accommodation costs, as well as fluctuating oil prices, are major challenges facing international tourism in 2025. Amid these challenges, travellers are likely to seek destinations offering experiences that match their expenditure. Additionally, risks such as extreme weather conditions and labour shortages in the industry are present.
Experts emphasised that in 2025, balancing growth and sustainability will be crucial. This is reflected in two main trends among travellers: seeking sustainable activities and experiences and exploring lesser-known destinations.
Staying in nature-friendly environments is becoming a popular choice among many travellers. (Photo: Collaborators/VietnamPlus)
In 2025, Vietnam's tourism sector set the goal of welcoming 22-23 million international visitors and continuing to innovate in tourism promotion. Focus will be placed on strong collaboration between governmental agencies, travel businesses, airlines, diplomatic representatives, and the Vietnamese community abroad.
The promotional programmes will focus on three main factors: target markets, unique tourism products, and innovative promotional methods. Key target markets include Asia-Pacific, Europe, North America, and Australia. Special emphasis will be placed on promoting traditional markets like China, the Republic of Korea, Japan, and Europe, as well as expanding into South Asian countries like India.
Additionally, the tourism industry will enhance efforts in high-volume international visitor markets such as the UK, France, Germany, Nordic countries, and Eastern Europe. There will be a focus on elevating Vietnam’s image in high-spending markets like the US and Australia, and promoting unique tourism products and experiences associated with the Vietnam brand.
The tourism industry will also focus on promoting film tourism in France and Japan, culinary tourism, handicrafts, and cultural festivals in Europe, Japan, and the Republic of Korea, and connecting businesses in markets such as Australia, China, the US, and Canada.
The Trang An Scenic Landscape Complex is a key focus for promotion in the industry’s plans. (Photo: VietnamPlus)
Notably, for cultural and heritage tourism, more work will be done to promote UNESCO heritage sites like the ancient city of Hoi An, Ha Long Bay, and Trang An Scenic Landscape Complex, as well as the unique cultures of ethnic minorities. Green and sustainable tourism will also be promoted to attract visitors from markets that prioritise environmentally friendly experiences, such as trekking in Ha Giang, visiting Nam Cat Tien National Park, or exploring Phu Quoc Island.
Vietnam's tourism promotion strategy for 2025 will focus on adopting digital technology and expanding international communication channels. Social media platforms (Facebook, Instagram, YouTube, and TikTok) will be used to promote Vietnam’s image, leveraging impressive videos and blogs from influencers and guests.
Vietnam will also participate in major international tourism fairs such as Travex 2025 (Malaysia), ITB Berlin (Germany) 2025-2026, WTM London (UK) 2025, and Travex 2026 (Myanmar)./.
The tourism sector of Vietnam has seen strong recovery since the beginning of this year, with many localities recording impressive revenues of trillions of VND in January, and the number of domestic tourists rising roughly 19% compared to the same period in 2024 to 12.5 million.
Vietnam’s tourism industry saw a remarkable recovery in 2024, leading Southeast Asia by recovering to 98% of its pre-COVID level, according to Indonesia’s en.tempo.co.
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.
