Vietnam has emerged as one of the world’s fastest-growing tourism destinations, recording a remarkable 21% growth in the first half of 2025 — a rate matched only by Japan — while global tourism expanded by just 5%, according to the United Nations Tourism Organization (UN Tourism).
Strong rebound in international travel
UN Tourism reported that nearly 690 million international tourist arrivals were recorded worldwide in the first six months of 2025, an increase of 33 million compared to the same period in 2024. Despite regional variations, the figures highlight a robust recovery of global travel.
UN Tourism Secretary-General Zurab Pololikashvili emphasized that “despite global challenges, international tourism continues to demonstrate resilience and growth momentum.”
For Vietnam, the surge in visitors and revenue has significantly contributed to local economies, jobs, and livelihoods. At the same time, it underscores the need for sustainable and inclusive development, with greater collaboration among local stakeholders.
Vietnam outpaces regional peers
Among major destinations, Vietnam and Japan each grew 21%, followed by Morocco (+19%), South Korea (+15%), Mexico and the Netherlands (+7%), and Malaysia and Indonesia (+9%). France and Spain — the world’s top destinations — grew by 5%, while Hong Kong (+7%) remains below pre-pandemic levels.
Earlier UN Tourism data also ranked Vietnam as the 6th fastest-growing destination in Q1 2025, with a 30% year-on-year rise in international arrivals. Vietnam also placed 2nd globally in recovery compared with 2019 levels (+34%) and 4th in tourism revenue growth (+29% vs. 2024).
According to Vietnam’s General Statistics Office, the country welcomed over 6 million foreign visitors in Q1 alone — the highest quarterly figure in its history. The Vietnam National Administration of Tourism (VNAT) noted that this performance makes Vietnam a “bright spot” in Asia-Pacific, where many countries are still struggling to recover from the pandemic.
Policy support and industry efforts
Vietnam’s growth is credited to the tourism sector’s coordinated efforts, ranging from policy development to creative promotional campaigns and diverse product offerings. The government has also introduced supportive measures, including more open visa policies to attract high-spending international travelers.
Global tourism trends
Globally, Africa recorded the strongest growth (+12%), led by North Africa (+14%) and Sub-Saharan Africa (+11%). Asia-Pacific saw an 11% rise, reaching 92% of pre-pandemic levels, with Northeast Asia surging 20% year-on-year (though still 8% below 2019). Europe welcomed nearly 340 million arrivals (+4% vs. 2024 and +7% vs. 2019), with Central and Eastern Europe rising 9%.
The International Air Transport Association (IATA) reported that both international passenger traffic and airline capacity grew 7% year-on-year. Hotel occupancy worldwide reached 69% in June, nearly matching last year’s 70%.
Tourism revenue also climbed in many destinations in early 2025: Japan (+18%), the UK (+13% through March), France (+9%), Spain (+8%), and Turkey (+8%).
Inflation remains a challenge
Despite positive growth, UN Tourism’s September survey highlighted persistent challenges such as high transport and accommodation costs. “Tourism inflation” is projected to ease from 8% in 2024 to 6.8% in 2025, but remains above pre-pandemic averages (3.1%) and global inflation levels (4.3%). This may prompt travelers to tighten budgets, opt for closer destinations, shorten trips, or cut expenses.
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Source: Vietnam Insider