Vietnam Targets 23 Million International Visitors in 2025

Vietnam is setting an ambitious goal to attract 22–23 million international visitors this year, reinforcing its commitment to tourism as a key driver of economic growth.

Strong Recovery Amid Challenges

Despite lingering effects of the COVID-19 pandemic and natural disasters, Vietnam’s tourism sector has made a remarkable comeback. The country welcomed 17.5 million foreign visitors in 2024, recovering 98% of pre-pandemic levels—surpassing regional peers like Thailand (88%) and Singapore (86%).

This progress is impressive, but experts warn against complacency, especially given economic challenges and recent severe flooding. Nevertheless, the Vietnam National Authority of Tourism (VNAT) reported that Vietnam had the highest tourism recovery rate in Southeast Asia.

The leap from 12.6 million international visitors in 2023 to 17.5 million in 2024 solidified Vietnam’s position as the region’s third most-visited country, surpassing Singapore (16.5 million) and trailing only Thailand (35 million) and Malaysia (24.5 million).

Domestically, around 110 million travelers contributed an estimated VND 840 trillion (USD 33.34 billion) in tourism revenue last year.

A New Era for Vietnamese Tourism

A recent Agoda survey highlights Vietnam’s growing appeal. Phu Quoc saw accommodation searches surge 266% year-over-year, while visitor arrivals from South Korea rose 94%, and Taiwan (China) jumped 123%.

VNAT Director Nguyen Trung Khanh described this as a turning point, marking a “new era” for the tourism industry. Policy reforms in August 2023 played a crucial role, including:

• Extending visa-free stays for citizens of 13 countries from 15 to 45 days.
• Expanding e-visa access to all nationalities at 13 airports, 13 seaports, and 16 land borders.
• Extending e-visa validity from 30 to 90 days with multiple entry options.

Promotional campaigns in 2024 focused on key markets, while infrastructure upgrades improved the visitor experience. Vietnam has also expanded its tourism offerings, emphasizing beach destinations, eco-tourism, cultural experiences, culinary tourism, and MICE (meetings, incentives, conferences, and exhibitions). A major highlight was the arrival of 4,500 Indian visitors for a MICE event in August 2024.

Indochine cruise ship on Mekong river. Credit: Saigontourist

Staying Competitive in the Global Market

While Vietnam’s growth is promising, competition remains fierce. Malaysia welcomed 28 million international visitors in 2023, significantly outpacing Vietnam’s 17.5 million in 2024. Thailand, with 36 million visitors last year, continues to set the benchmark.

To match Thailand’s tourism-to-population ratio, Vietnam—home to over 100 million people—would need to attract around 50 million foreign visitors annually.

In January alone, Vietnam recorded 2.1 million international arrivals, up 36.9% year-over-year. Asian travelers accounted for the majority (1.6 million), followed by visitors from Europe (266,700) and the Americas (119,700).

Located in the center of Ho Chi Minh City, Tan Dinh Church is also a highlight attracting domestic and foreign tourists to visit, admire and take pictures.

Quality Over Quantity

Khanh emphasized that Vietnam’s future tourism strategy will focus on sustainability, quality, and brand positioning. The goal is to offer high-end, unique, and memorable experiences rather than simply increasing visitor numbers. This includes new promotional initiatives and policy adjustments to drive long-term growth.

Global Recognition

Vietnam’s efforts have already gained international recognition. In 2024, the country received several prestigious awards, including:

• World’s Leading Heritage Destination (fifth time).
• Asia’s Best Golf Destination (eight consecutive years).
• Asia’s Leading Destination (sixth time).
• Asia’s Leading Heritage Destination (second time).
• Asia’s Leading Nature Destination (third time).

Additionally, Tra Que Vegetable Village in Quang Nam was honored as the Best Tourism Village 2024 by the UN Tourism organization in Colombia.

As Vietnam continues its push for sustainable and high-quality tourism, it remains well-positioned to strengthen its global reputation and attract even more visitors in the years ahead.

Related

Source: Vietnam Insider