Thursday, July 17, 2025
Vietnam’s tourism industry is enjoying a boom this year as a result of a host of visa exemptions, and e-visa policies, and heavy marketing campaigns specifically targeting the country. And this unprecedented surge is more than mere recovery from the pandemic rather fantastic progress of domestic travel, which has positioned Vietnam as one of Southeast Asia’s leading performers in 2025 with 6 million international visitors already in the first quarter.
Vietnam is enjoying its tourism boom in 2025, with the traffic sector heading to hit record number driven by visa policy, promotion campaigns and increase of both domestic and foreign tourists. As Southeast Asia’s tourism sector rebuilds in the aftermath of the pandemic, Vietnam is rapidly surpassing regional peers, with visitor numbers rebounding to and even exceeding pre-pandemic levels at a pace once considered unlikely.
A Meteoric Rise Since the Pandemic
Vietnam’s tourism trajectory since 2022 tells a story of accelerated growth and resilience. Beginning with only 3.4 million international arrivals in 2022, Vietnam saw an extraordinary surge to 12.6 million travelers in 2023—marking a growth of nearly four times in just one year. By the end of 2024, international arrivals climbed to 17.5 million, nearing the pre-pandemic peak of 18 million recorded in 2019.
These figures not only illustrate Vietnam’s swift recovery but also underline its competitiveness in Southeast Asia. While neighboring nations such as Thailand and Singapore continue to rebuild their tourism sectors, Vietnam has outpaced them, positioning itself as a more agile and adaptive player in the regional market.
First Quarter of 2025 Breaks Records
Early 2025 data has reinforced expectations of a record-breaking year. In just the first quarter, over 6 million international tourists arrived in Vietnam—representing a 29.6% year-on-year increase and marking the most robust quarterly performance in the country’s tourism history.
This influx translated into approximately $9.3 billion in tourism-related revenue, further strengthening the sector’s contribution to the national economy. January alone saw 2.1 million international arrivals, up 36.9% from the previous year and 37.8% above January 2019, signaling a clear return to and surpassing of pre-pandemic levels.
Popular Tourist Cities Thrive
The surge in visitors is evident across Vietnam’s most iconic destinations. Ho Chi Minh City and Hanoi continue to lead in international arrivals, with lively streets and bustling marketplaces reflecting renewed tourism vigor. Historical and cultural hotspots such as Hue and Hoi An are also seeing significant increases in footfall, as global travelers return to explore Vietnam’s diverse offerings—from ancient imperial citadels to lantern-lit heritage towns.
With more flights and upgraded airport facilities, access to these cities has become increasingly seamless, further encouraging both return visitors and first-time explorers.
Visa Reforms Drive Growth
One of the most pivotal factors behind Vietnam’s tourism boom is the government’s proactive visa policy reform. The introduction of an extended e-visa system—allowing stays up to 90 days for citizens from a broader list of countries—has significantly eased entry barriers. European nations have seen particular benefits from this reform, with unilateral visa exemptions contributing to a more than 20% year-on-year rise in arrivals from the continent.
China, a crucial market for Vietnam, also saw a 48% surge in visitors in January 2025 alone. Likewise, travelers from South Korea and North America recorded double-digit growth, underscoring the widespread appeal of the reforms.
These policy changes signal Vietnam’s commitment to positioning itself as one of Asia’s most accessible and tourist-friendly destinations. By fostering smoother travel experiences, the country has amplified its competitive edge in a region where tourism is rapidly rebounding.
Domestic Tourism Remains Strong
Parallel to its international success, Vietnam’s domestic tourism has maintained impressive momentum. In 2022, domestic travel rebounded to 101 million trips. That number rose to 108 million in 2023 and reached 110 million in 2024, marking consistent year-on-year growth.
In the first five months of 2025 alone, Vietnam recorded 61.5 million domestic trips, putting the country on pace to break another domestic travel record by year’s end.
This dual success—strong international and domestic tourism—reinforces Vietnam’s resilience. Even during global travel slowdowns, internal tourism has remained a vital economic pillar, supporting hospitality, retail, and transportation sectors across provinces.
Revenue and Economic Impact
The tourism sector’s economic contribution has been substantial. With $9.3 billion generated in Q1 2025 alone, Vietnam is on course to exceed its previous annual tourism revenue records. This growth reflects not only higher tourist numbers but also increased average spending, a result of targeting high-value travelers through strategic promotions and luxury offerings.
High-end resorts, cultural tours, wellness retreats, and culinary tourism are all part of Vietnam’s new playbook to attract travelers with deeper pockets and longer stays.
Infrastructure and Promotion Investments Pay Off
Vietnam’s impressive performance is not merely a post-pandemic bounce—it is the result of strategic planning. Authorities have invested heavily in upgrading infrastructure, from expanding international airports in Hanoi, Ho Chi Minh City, and Da Nang to improving roads and developing smart tourism applications.
Promotional diversification has also played a role. Vietnam has ramped up campaigns across Asia, Europe, and North America, leveraging both traditional and digital platforms to showcase its beaches, cuisine, heritage, and adventure travel.
Participation in global tourism fairs, bilateral tourism cooperation agreements, and joint marketing initiatives with airlines and tour operators have further widened Vietnam’s global visibility.
Sustainability and Future-Readiness
Vietnam is reshaping its tourism roadmap with a strong emphasis on long-term sustainability, prioritizing eco-friendly practices and responsible travel initiatives across the sector. Recognizing the challenges of over-tourism and environmental impact, the country is integrating eco-friendly practices, promoting community-based tourism, and enforcing green standards in hospitality.
Projects like the preservation of Hoi An’s ancient town, the promotion of ecotourism in the Mekong Delta, and the protection of marine ecosystems in Nha Trang and Phu Quoc highlight Vietnam’s long-term vision.
These steps not only protect Vietnam’s natural and cultural treasures but also appeal to a growing demographic of environmentally conscious travelers.
Challenges and Opportunities
Although Vietnam’s tourism momentum is strong, the nation faces significant hurdles in achieving its bold goal of attracting between 22 and 23 million international visitors by the end of 2025. Sustaining current growth rates requires continued investment in service quality, infrastructure, and market diversification.
Southeast Asia’s tourism race is heating up, as neighboring countries roll out comparable visa relaxations and ramp up promotional campaigns to capture the surging wave of global travelers. Vietnam must continue differentiating itself through authenticity, affordability, and seamless travel experiences.
Nonetheless, early indicators suggest the country is well on its way to not only achieving but potentially surpassing its 2025 targets. The alignment of policy, infrastructure, and market outreach positions Vietnam as one of Asia’s most dynamic tourism success stories of the post-COVID era.
Vietnam’s tourism sector in 2025 stands as a powerful symbol of unwavering recovery, strategic vision, and remarkable adaptability in a rapidly evolving global travel landscape. The nation has more than surpassed its 6 million international arrivals for the first quarter, grossing nearly $10 billion in income. -3 But with the ongoing growth in domestic travel the country looks set to make history in 2019.
Vietnam’s tourism bonanaza this year is being driven by relaxed v isa policy, extended e-visa access, and tailor-made global promotion. With more than six million inbound travellers in the first quarter of the year alone, as well as a robust domeestic travel market, the country is seeing explosive business growth, emerging as leading regional tourism destination that aims to outpace pre-pandemic figures by 2025.
Visa facilitation, investments in infrastructure and sustainable and inclusive tourism have all played major parts. As some larger tourists return, Vietnam isn’t merely rebounding from the pandemic — it’s redefining what success looks like for tourism in Southeast Asia.
