Vietnam’s tourism industry has moved beyond recovery and is now entering a consolidation stage, with authorities concentrating on improving service standards, expanding infrastructure and attracting higher-spending visitors. The country’s medium-term priorities were outlined by Nguyen Quy Phuong, Director of International Relations and Tourism Marketing at the Vietnam National Authority of Tourism (VNAT), during the ASEAN Tourism Forum (ATF) 2026 and TRAVEX in Cebu.
Following a rapid rebound after the pandemic, Vietnam is positioning itself as an accessible and reliable destination for international travellers. Officials emphasise safety and ease of travel across the country, reinforcing confidence among key source markets as international tourism continues to stabilise globally.
Strong rebound in arrivals and revenue
Recent performance figures highlight the scale of the recovery. In 2023, Vietnam welcomed more than 21 million international visitors and nearly 140 million domestic travellers, surpassing pre-pandemic benchmarks. Tourism receipts exceeded USD 39 billion, confirming the sector’s role as a major contributor to the national economy.
According to VNAT, tourism now accounts for over a quarter of Vietnam’s total service export earnings. Looking ahead, the country aims to receive 25 million international arrivals and more than 150 million domestic tourists by 2026, signalling continued growth but with stronger emphasis on quality and visitor spending.
Recognition strengthens global positioning
International recognition has helped raise Vietnam’s profile in global markets. The country has received several prestigious tourism awards, including titles such as World’s Leading Heritage Destination, World’s Best Green Destination and Asia’s Leading Culture Destination. The national tourism authority was also recognised among Asia’s leading tourism organisations.
In addition, Vietnamese airlines, hotels, resorts and destination management companies have gained regional and international recognition, increasing visibility across Northeast Asia, Southeast Asia, South Asia, Europe and North America.
Diverse tourism experiences across the country
Vietnam’s appeal is built on a wide range of tourism products that span culture, nature and urban experiences.
Culture and heritage:
The country has numerous UNESCO-recognised heritage sites, both tangible and intangible. Historic districts in Hanoi and Hoi An, imperial landmarks in Hue and living traditions among ethnic communities provide immersive cultural experiences throughout the country.
Nature and adventure:
Vietnam’s geography includes beaches, islands, highlands and river deltas. It is home to some of the world’s largest cave systems, including Son Doong Cave. Adventure tourism activities such as trekking, motorbiking, diving and camping are offered across northern mountains, central coastlines and southern waterways.
Cuisine:
Vietnamese gastronomy has become a major draw for international visitors. Street food culture, iconic dishes and Michelin-recognised restaurants have strengthened the destination’s culinary reputation globally.
Urban life and wellness:
Major cities including Hanoi, Ho Chi Minh City and Da Nang offer nightlife, night markets and cultural attractions. Wellness and medical tourism are also expanding, combining traditional therapies with modern facilities.
Luxury, golf and MICE:
Vietnam currently has more than 100 golf courses and expects the number to exceed 200 within the next few years. Significant investments are also being made in theme parks, international hotels and convention facilities in destinations such as Phu Quoc, Nha Trang, Da Nang and Hanoi to support MICE tourism.
Infrastructure investment driving long-term growth
Infrastructure development remains central to the country’s tourism strategy. Authorities are upgrading highways, rail links and service facilities nationwide while introducing new tourism transport experiences, including luxury railway journeys.
Major aviation projects are also underway. Long Thanh International Airport, south of Ho Chi Minh City, is under construction, while Phu Quoc International Airport is building a new terminal ahead of hosting APEC 2027. Additional airport development near Hanoi and expansion of high-speed expressways will further improve connectivity.
Visit Vietnam 2026 campaign
The upcoming Visit Vietnam 2026 programme will highlight destinations in the Central Highlands and Central Coast. Provinces such as Gia Lai will showcase ethnic cultures, natural ecosystems and signature events including coffee festivals and international water sports competitions.
With sustained international demand, diversified tourism products and expanding infrastructure, Vietnam’s tourism sector is transitioning from recovery to long-term development. Authorities aim to balance growth with improved visitor experiences and higher-value travel, reinforcing the country’s position as one of Southeast Asia’s most dynamic tourism destinations.
Also Read
Philippines tourism enters sustained growth phase
Watch on Youtube
KARNATAKA INTERNATIONAL TRAVEL EXPO (KITE 2025) Inaugural Function
