Vietnam Insider – Vietnam is stepping up its efforts to attract the world’s wealthiest and most influential travelers—including billionaires, top executives, and business delegations—through new visa-exemption policies and upgraded tourism infrastructure. The government’s move signals a bold strategy to elevate the country’s tourism industry while fostering investment and international engagement.
Under Decree 221, Vietnam now grants visa exemptions of up to five years for six special categories, including foreign politicians, experts, scientists, chief engineers, high-quality digital technology personnel, and executives from the top 100 global corporations.
This initiative is viewed as a key step in boosting MICE tourism (Meetings, Incentives, Conferences, and Exhibitions). According to Ms. Lam Thi Thuan, Business Director at PYS Travel, the policy allows senior corporate delegations to easily combine business travel with luxury leisure and market research trips in Vietnam.
“This targeted visa exemption will enhance Vietnam’s appeal to high-end travelers, opening doors to major events, upscale experiences, and investment exploration,” Thuan said. “It also encourages local travel businesses to raise service standards to meet the expectations of this premium customer segment.”
Mr. Pham Van Bay, Deputy Director of Vietravel Hanoi, affirmed that the new visa rules not only simplify procedures but also reflect Vietnam’s proactive stance in welcoming high-quality international visitors—especially those with significant spending capacity and interest in extended stays.
Bay cited impressive growth figures: in the first seven months of 2025, Vietnam welcomed over 12 million international arrivals, up nearly 23% year-on-year. Particularly notable was a 38% increase in affluent European visitors in July alone.
Wealthy travelers also significantly outspend the average tourist, with European visitors spending between USD 1,700 to 2,200 per trip—about 1.5 to 2 times more than other markets. These guests often stay 10 to 14 nights, seek authentic cultural and culinary experiences, and are likely to return if their first visit is positive.
Mr. Nguyen Cong Hoan, Head of Communications at the Vietnam Tourism Association, emphasized that beyond visa facilitation, top business leaders and billionaires should be viewed as inspirational ambassadors who can help Vietnam reach global audiences.
He referenced the March 2024 visit by billionaire Bill Gates to Da Nang, which received widespread international media coverage. “When global icons choose Vietnam, it validates our destination’s charm—peaceful, safe, rich in natural beauty, and culinary delights,” Hoan noted.
Tourism businesses are already taking action. PYS Travel is aggressively expanding its luxury MICE offerings, refining its tour infrastructure, transportation, and guide services to meet the needs of wealthy travelers and corporate delegations.
Vietravel is developing bespoke high-end travel packages tailored to long-stay cultural tourism, luxury resorts, and business networking. They are also enhancing digital marketing campaigns targeting travelers from the 12 countries recently granted visa-free entry under Resolution 229.
However, as noted by representatives from Vietfood Travel, the shift toward elite tourism also demands increased security measures, world-class infrastructure, and seamless service chains to ensure satisfaction and safety for billionaires, millionaires, and global executives.
Despite the progress, experts such as Mr. Hoan, Ms. Thuan, and Mr. Dat voiced concerns over Vietnam’s weak tourism promotion abroad. While countries like South Korea and Thailand boast 30+ overseas tourism offices, Vietnam still lacks even one, particularly in markets with high-net-worth travelers. Limited investment and bureaucratic constraints remain significant barriers.
Vietnam’s dual strategy of easing entry procedures and upgrading premium tourism experiences represents a powerful opportunity to attract global elites. If supported by proactive promotion, robust infrastructure, and world-class service delivery, the country stands to secure its place as a preferred destination for the world’s most discerning travelers—and investors.
Related
Discover more from Vietnam Insider
Subscribe to get the latest posts sent to your email.
Source: Vietnam Insider