Vietnam Joins South Korea, China, Croatia, Belgium, Bulgaria, Czech Republic, Hungary In Powering A New Tourism Wave As Visitor Numbers Reach Historic Highs

Vietnam is rapidly positioning itself alongside South Korea, China, and a growing list of European markets as a driving force behind the latest global tourism surge, after recording historic highs in international visitor arrivals. The sharp rise has been powered by relaxed visa policies, expanded air connectivity, and strong travel demand from both Asia and Europe, allowing the country to move beyond recovery and into sustained growth. With visitor numbers now exceeding pre-pandemic levels, Vietnam’s tourism sector is benefiting from easier entry rules, more international flights, and a diversified appeal that continues to attract travelers at scale, reinforcing its role in shaping the next phase of global travel momentum.

Anyone passing through Ho Chi Minh City’s Tan Son Nhat Airport in recent years can sense the transformation immediately. Terminals are busier, arrival halls are crowded, and flight boards are packed with international routes. What once felt like a gradual recovery has turned into a full-scale tourism surge, reflecting Vietnam’s rapid rise as one of Asia’s most dynamic travel destinations.

In 2025, Vietnam welcomed a record 21.2 million international visitors, marking a 20 percent increase over 2024. This milestone pushed the country beyond its pre-pandemic tourism performance, underscoring one of the most decisive recoveries in the region. While many destinations are still working to regain lost ground, Vietnam has moved firmly into a new growth phase, supported by policy reform, infrastructure development, and sustained international demand.

China emerged as the largest source market, accounting for roughly a quarter of all international arrivals, followed by South Korea. The return of these key markets has provided a strong foundation for growth, particularly as regional travel across Asia continues to normalize. Increased capacity, restored routes, and competitive pricing have all contributed to the rebound, but numbers alone do not explain the scale of Vietnam’s momentum.

A major driver behind the surge has been the country’s shift toward more traveler-friendly entry policies. In 2023, Vietnam introduced 90-day multiple-entry electronic visas for travelers of all nationalities, a move widely seen as a turning point. The longer stay period and flexible re-entry options made the country far more appealing for long-haul visitors, digital nomads, business travelers, and repeat tourists.

This policy direction accelerated further in August last year, when 45-day visa-free entry was extended to several European countries, including Belgium, Bulgaria, Croatia, the Czech Republic, Hungary, Luxembourg, the Netherlands, Poland, Romania, Slovakia, Slovenia, and Switzerland. These changes significantly lowered barriers for European travelers, encouraging longer stays and multi-destination itineraries within the country.

Alongside visa reform, air connectivity has expanded at a rapid pace. Vietnam’s major airports have seen a steady increase in international services, with more direct routes linking the country to cities across Asia, the Middle East, Europe, and Australia. Higher flight frequencies and improved scheduling have made Vietnam easier to reach and more competitive within the regional travel market.

Ho Chi Minh City, Hanoi, and Da Nang remain the primary gateways, handling the majority of inbound traffic. Each city plays a distinct role in the tourism ecosystem. Ho Chi Minh City functions as a commercial and cultural hub, Hanoi anchors the north with heritage and political significance, while Da Nang has emerged as a fast-growing destination in central Vietnam, benefiting from its coastal location and expanding infrastructure.

Da Nang’s growth has been particularly notable. New international routes launched over the past year have broadened its reach and strengthened its appeal to both leisure and business travelers. Improved connectivity has supported the city’s rise as a destination for meetings, incentives, conferences, and exhibitions, adding a high-value segment to its tourism mix and extending visitor stays beyond peak holiday periods.

Tourism branding has also played an important role in shaping demand. Rather than focusing on a single attraction or experience, Vietnam has emphasized variety. Travelers are drawn by a mix of cultural heritage, urban energy, coastal escapes, and outdoor activities. This diversity has helped the country appeal to different markets simultaneously, from short-haul regional visitors to long-haul travelers seeking longer, more immersive trips.

Infrastructure investment has quietly underpinned much of this success. Airports have expanded capacity, road and rail links have improved, and hospitality supply has grown across multiple segments. These developments have made it easier to disperse visitors beyond traditional hotspots, supporting regional tourism growth while easing pressure on major cities.

The surge in inbound travel has been matched by a strong rise in outbound movement. In 2025, more than 6.7 million Vietnamese residents traveled abroad, marking a clear shift in travel behavior. Northeast Asia emerged as the most popular region, reflecting proximity, connectivity, and growing cultural and economic ties.

This outbound growth highlights a broader economic trend. A rapidly expanding middle class, rising incomes, and increased exposure to international travel have reshaped consumer behavior. Travel is no longer seen as a luxury reserved for a small segment of society, but as a regular part of modern life for a growing share of the population.

At the same time, outbound travel growth has strengthened Vietnam’s aviation sector, supporting route viability and encouraging airlines to expand networks in both directions. This two-way flow has reinforced the country’s role as a regional travel hub, benefiting inbound tourism, trade, and business travel alike.

Despite the strong performance, challenges remain. Managing visitor flows, maintaining service quality, and ensuring sustainable development are becoming increasingly important as volumes rise. Popular destinations face pressure on infrastructure and resources, while regional areas seek greater visibility and access. How Vietnam balances growth with long-term planning will shape the next phase of its tourism story.

What is clear, however, is that Vietnam’s tourism resurgence is not a short-term rebound. It reflects structural changes in policy, connectivity, and market positioning that have reset the country’s trajectory. With open visa rules, expanding air links, and diversified demand, Vietnam has moved beyond recovery and into a period of sustained expansion.

Vietnam is joining South Korea, China, and several European markets in driving a new global tourism wave, as record international arrivals are fueled by relaxed visa policies, longer stays, and rapidly expanding air connectivity. These factors have pushed visitor numbers beyond pre-pandemic levels, positioning the country as a key engine of sustained travel growth across Asia and Europe.

As global travel continues to stabilize, Vietnam’s experience offers a clear example of how strategic decisions, taken at the right moment, can turn crisis into opportunity. The crowds moving through its airports today are not just signs of recovery, but signals of a tourism sector that has firmly reclaimed its place on the global travel map.

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Vietnam Builds On Tourism Momentum With Strong Regional Demand, Policy Reforms, And Infrastructure Projects Shaping The Next Phase Of Growth

Vietnam’s tourism industry closed 2025 in a position of strength, underpinned by rising visitor numbers, expanding travel infrastructure, and a clear strategy to sustain long-term growth. Over the year, the country welcomed 21.2 million international arrivals and recorded 137 million domestic trips, generating an estimated US$39 billion in total tourism spending. These figures reflect not only a solid recovery from earlier global disruptions but also Vietnam’s growing appeal as a diverse and accessible destination in Southeast Asia.

A closer look at inbound travel trends shows that regional markets continue to drive international growth. China emerged as Vietnam’s largest source of visitors, accounting for 5.3 million arrivals in 2025. South Korea followed closely with 4.3 million travelers, while Taiwan contributed 1.3 million visitors, placing it among the country’s top inbound markets. This strong performance from East and Northeast Asia highlights Vietnam’s deepening air connectivity, cultural familiarity, and competitive travel costs, all of which have helped sustain demand throughout the year.

Domestic tourism also played a crucial role in strengthening the sector. With 137 million domestic journeys recorded, local travel once again proved to be the backbone of Vietnam’s tourism economy. Improved transport links between major cities and provinces, combined with targeted promotions encouraging year-round travel, supported consistent movement across the country. Domestic travelers not only filled hotels during peak holiday periods but also helped stabilize demand during shoulder seasons, supporting jobs and small businesses in less-visited regions.

Looking ahead to 2026, Vietnam is placing strong emphasis on accessibility as a key growth driver. Plans are underway to expand the national e-visa system and extend visa exemption policies for selected markets. By simplifying entry procedures, the country aims to reduce travel barriers and encourage repeat visits from long-haul and emerging markets. These efforts align with broader regional trends, as Southeast Asian destinations increasingly compete on ease of entry and digital convenience.

Another major pillar of Vietnam’s tourism strategy is destination diversification. To this end, Gia Lai province has been chosen to host Vietnam National Tourism Year 2026, a designation that brings nationwide attention and promotional resources to the Central Highlands. Known for its rugged terrain, open landscapes, and rich cultural traditions, the province represents Vietnam’s push to move beyond coastal hotspots and urban centers. Hosting the national tourism year is expected to accelerate investment in local infrastructure, accommodation, and visitor services, while encouraging travelers to explore inland destinations.

Innovation in tourism products is also shaping Vietnam’s next phase of growth. Rather than relying solely on sightseeing, the country is developing experiences that blend transport, culture, and storytelling. One such initiative is the Hanoi Five Gates heritage train, a short-distance rail service connecting Hanoi Station with Tu Son in Bac Ninh province. The 40-minute journey, designed to carry up to 300 passengers, transforms routine travel into an experiential offering by focusing on cultural performances and traditional craftsmanship during the trip. Projects like this reflect a wider shift toward experience-based tourism, where the journey itself becomes part of the attraction.

Rail tourism, in particular, is gaining attention as Vietnam seeks to diversify travel modes and reduce pressure on roads and airports. By integrating cultural elements into rail services, tourism planners aim to create slower, more immersive travel options that appeal to both domestic and international visitors. These initiatives also support regional economies by drawing travelers into surrounding provinces rather than concentrating activity in major cities alone.

Infrastructure development remains a central focus as Vietnam prepares for future growth and international exposure. Upgrades at Phu Quoc and Gia Binh airports are being fast-tracked to enhance capacity, improve passenger experience, and meet international standards. These projects are closely linked to Vietnam’s preparations for the Asia-Pacific Economic Cooperation summits scheduled for 2027, which will place the country under the global spotlight. Modernized airports are expected to play a critical role in managing increased visitor flows during large-scale international events and beyond.

Phu Quoc, in particular, continues to position itself as a high-profile island destination, attracting leisure travelers while also supporting business and event tourism. Airport enhancements are expected to strengthen its connectivity with regional and long-haul markets, reinforcing its role as a gateway for southern Vietnam. Meanwhile, improvements at Gia Binh airport are set to support northern region development and provide additional capacity near major economic centers.

Beyond physical infrastructure, Vietnam’s tourism outlook is also shaped by policy coordination and long-term planning. Authorities are increasingly aligning tourism development with sustainability goals, workforce training, and digital transformation. While rapid growth brings economic benefits, it also raises challenges related to congestion, environmental impact, and service quality. Addressing these issues early is seen as essential to maintaining Vietnam’s competitiveness and preserving destination appeal.

Marketing efforts are similarly evolving. Rather than promoting Vietnam as a single, uniform destination, tourism campaigns are increasingly tailored to highlight regional diversity, seasonal experiences, and niche travel interests. This approach allows the country to target different visitor segments more effectively, from short-stay regional travelers to long-haul visitors seeking deeper cultural engagement.

As Vietnam moves into 2026, the combination of strong visitor numbers, expanded visa access, new tourism products, and accelerated infrastructure investment positions the country for continued growth. The challenge ahead will be balancing volume with value—ensuring that rising arrivals translate into sustainable economic benefits for communities across the country. If current momentum is maintained, Vietnam is set to strengthen its standing as one of Asia’s most dynamic and resilient tourism markets in the years to come.

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