Bài viết này có ngôn ngữ Tiếng Việt

The US magazine Fortune recently described Vietnam as Southeast Asia’s most exciting emerging “tourism hotspot”, highlighting the country’s impressive growth in international arrivals, its rising appeal among key source markets, and its ongoing efforts to develop tourism in a more high-quality and sustainable direction.

Hoi An, Da Nang City, is one of the destinations most loved by international visitors. Photo: Vo Van Tien

Vietnam Affirms Its Growing Appeal on the Regional Tourism Map

In 2025, Vietnam welcomed more than 21 million international visitors, a 20% increase compared with the previous year. Notably, Vietnam surpassed Thailand to become the top destination for Chinese tourists, receiving nearly 5.3 million visitors from this market. These figures reflect the growing attractiveness of Vietnam’s tourism sector amid increasingly fierce competition among destinations in the region.

According to Fortune, not only major tourism hubs such as Hanoi and Ho Chi Minh City continue to draw visitors, but many emerging destinations in Vietnam are also recording impressive growth. Data from the travel platform Klook shows that tourist arrivals to Phu Quoc and Sa Pa in 2025 more than doubled compared with the previous year.

CS Soong, Vice President of Corporate Development at Klook, said current travel trends show that tourists are increasingly seeking destinations close to nature and rich in cultural identity, rather than focusing only on big cities. This is also one of Vietnam’s key advantages, as the country offers a diverse ecosystem of destinations stretching from mountains and plains to islands and coastal areas.

From Growth in Visitor Numbers to Higher Tourism Value

Fortune noted that while Vietnam’s economic potential is often associated with manufacturing and exports of electronics and garments, the tourism industry, which currently contributes nearly 10% of GDP is also demonstrating the country’s strong competitiveness in the services sector. Experts say Vietnam is now competing with Thailand and Malaysia to become one of the region’s leading destinations.

Southeast Asia has often been viewed as a destination for mass tourism and low-cost travel. However, international experts believe Vietnam is shifting toward a higher-quality tourism model, targeting visitors with greater spending power and longer stays. This means placing greater emphasis on developing tourism segments such as MICE, luxury resorts, and medical tourism.

Sunset Town, Phu Quoc, An Giang Province. Photo: Phung Ba Uoc

Fortune identified easier access to the destination, thanks to more open visa policies, as one of the key factors driving the wave of tourism to Vietnam. The country is working to simplify entry procedures by allowing visitors from certain countries to travel visa-free and stay for longer periods. Notably, in 2025, Vietnam introduced a visa exemption policy for citizens of 12 European countries under a tourism stimulus program, allowing stays of up to 45 days. Simplified entry procedures make it easier for travelers to decide on Vietnam as a destination, while also increasing the likelihood that they will choose the country for longer trips or holidays combining multiple experiences.

In addition, Vietnamese airlines are expanding their international presence by continuously launching new routes. Vietjet has increased flights from China, Japan, and Singapore, and may further expand into Europe in the near future.

According to Klook data, Vietnam’s international visitor base is also becoming increasingly diverse. In addition to traditional markets such as South Korea and Singapore, visitor numbers from the Philippines and India are growing strongly, while long-haul markets such as the United States, Australia, and New Zealand are also seeing significant increases. At present, China and South Korea remain Vietnam’s two largest source markets, far ahead of Russia, which ranks third.

Modern Infrastructure Is Shaping a New Image for Vietnamese Tourism

Alongside efforts to improve the quality of tourism products and services, Vietnam is also investing heavily in tourism infrastructure.

One notable project is the expansion and development of infrastructure in Phu Quoc in preparation for the APEC Economic Leaders’ Week 2027. Many major domestic and international corporations are investing in large-scale airport, resort, and hotel projects in key destinations such as Ho Chi Minh City, Phu Quoc, Da Nang, and Quang Ninh.

Alexandra Murray, Vice President and Regional Head of Southeast Asia at Hilton, described the pace of tourism infrastructure development in Vietnam as remarkable, even saying it was something she had “never seen in any other country, including in the Middle East.” She also noted that these investments are being carried out with clear direction and strategy, helping strengthen Vietnam’s competitiveness and reinforce its position as a leading destination in Southeast Asia. The growing presence of international hotel brands reflects investors’ confidence in the long-term prospects of Vietnam’s tourism market.

Vietnamese Tourism Moves Toward Sustainable Growth

Despite the many positive signs, international experts believe Vietnam must continue to focus on maintaining its growth momentum in a sustainable way. The key objective is not only to increase visitor numbers, but also to improve service quality so that travelers stay longer, spend more, and return multiple times.

The challenges currently facing Thailand’s tourism industry offer an important lesson. After the Covid-19 pandemic, Thailand’s tourism sector was heavily affected, while concerns over security and political instability significantly reduced international arrivals, especially from China. Thailand is now scaling back its visa exemption program by reducing the permitted stay from 60 days to just 30 days, as it seeks to attract higher-quality visitors rather than those looking to take advantage of longer stays in the country.

Professor Vu Minh Khuong of the Lee Kuan Yew School of Public Policy in Singapore said Vietnam is proactively learning from destinations that have faced overtourism and uncontrolled development, such as Bali in Indonesia and Thailand. At the same time, Vietnam is observing and learning from international experience to move toward a more sustainable growth model. Preserving natural resources, improving the quality of visitor experiences, and developing synchronized infrastructure are seen as key factors in ensuring the long-term development of the industry. Experts also note that Vietnam needs to continue balancing infrastructure expansion, growth in visitor numbers, and improvements in service quality.

With its current strong growth momentum and a development strategy focused on quality and sustainability, Vietnam is making steady progress in improving the quality of its destinations, diversifying its visitor markets, and upgrading tourism infrastructure. From an attractive regional destination, Vietnam is gradually affirming its position as one of the most dynamic and promising tourism hubs in Southeast Asia.

Tourism Information Center