What Can the Tourism Industry Do Now to Turn the 45-Day Visa into… Cash?

16 August, 2025

As of August 15, the visa waiver policy for 12 European countries took effect, offering a 45-day visa-free stay for tourism purposes, regardless of passport type. This policy will be in place for three years.

A High-Potential Market

According to TS. Justin Matthew Pang, Senior Lecturer in Tourism and Hospitality Management at RMIT University Vietnam, European travelers tend to stay for extended periods (8-20 days) and spend generously (approximately $1,500-$2,500 per trip) due to the geographical distance. This group of travelers prioritizes cultural, culinary, natural, and sustainable experiences.

“The visa waiver policy is expected to significantly boost arrivals from this market during the upcoming peak season. In the long run, if coupled with the expansion of e-visa facilities, increased flight frequencies, and enhanced service quality, Vietnam can sustain its growth trajectory in the European market,” said TS. Pang.

Major online and traditional travel businesses (such as Booking.com, Expedia, and TUI Group) have observed that international visitors respond swiftly and positively to changes in entry policies. However, they will only return if the infrastructure, experiences, and connecting services are upgraded synchronously.

In 2024, European visitors ranked second after Asia, accounting for 11.3%, or approximately two million arrivals to Vietnam. This market is one of the fastest-growing international markets and significantly contributes to Vietnam’s total visitor arrivals.

Vietnam National Tourism Administration

European guests tend to stay longer and spend more. Source: TT.

Vietnam’s 45-day visa waiver policy is considered superior to some other ASEAN countries. According to experts, this duration aligns with the long-stay travel trend among European travelers, allowing them ample time for in-depth exploration and relaxation.

Condé Nast Traveler magazine noted that 10-14 days is the ideal duration to discover Vietnam. Hence, the 45-day visa waiver facilitates in-depth journeys or a blend of work and leisure.

Notably, this policy presents a significant opportunity to develop the “slowcation” trend, a type of long-stay tourism that focuses on exploring and immersing in local culture. The 45-day visa waiver not only reduces administrative hurdles but also encourages travelers to consider Vietnam as a long-term destination rather than a brief stopover in their Asian itinerary.

Developing Premium, Specialized Packages

Reports from travel platforms like Expedia and Skyscanner indicate that European travelers favor all-inclusive packages and seamless journey experiences. Therefore, the alliance between airlines, hotels, and travel agencies is crucial to retaining and stimulating the spending of these visitors.

Additionally, the trend towards sustainable tourism is prominent, with 57% of international travelers expressing concern about the environmental and local community impact of their travels. This group is willing to spend more on valuable experiences such as wellness, gourmet cuisine, and in-depth discovery tours.

The alliance between airlines, hotels, and travel agencies is vital to retaining European tourists. Source: TT.

TS. Pang suggested that “the Vietnamese tourism industry should develop in-depth, region-specific products, train European language tour guides, collaborate with online travel channels and European travel agencies to promote these products, and emphasize sustainable tourism as a competitive advantage.”

To prolong the stay and increase the spending of European travelers, TS. Pang recommended that Vietnam needed to develop premium packages such as cruises, golf, MICE tourism, cross-country tours (Vietnam – Laos – Cambodia), and digitalize the journey with online bookings, quick payments, and navigation support for a seamless experience.

International visitors tend to spend more in destinations with well-developed tourism infrastructure and UNESCO World Heritage Sites. As accommodation accounts for one-third of European travelers’ expenses, enhancing the quality and diversity of accommodation options should be a strategic priority to increase revenue and elevate Vietnam’s tourism image.

From a regulatory perspective, Ms. Nguyen Thi Anh Hoa, Director of Ho Chi Minh City’s Department of Tourism, shared that international market promotion plans are usually implemented six months in advance. In the first half of the year, the tourism industry focuses on participating in and promoting at major international travel fairs worldwide.

“In the coming period, the tourism industry will continue to intensify promotional activities in the newly visa-waived markets. Additionally, Southeast Asian markets are identified as potential growth areas from now until the end of the year. During the international tourist season, Ho Chi Minh City will not only host the International Travel Fair but also enhance communication and promotion to showcase the city’s dynamism, diverse offerings, and continually enhanced service quality,” said Ms. Anh Hoa.

Ocean and river cruises in Vietnam are experiencing a strong recovery. Proactive promotion at international events and hosting conferences like the 20th Annual Conference of the Asia Cruise Cooperation have contributed to Vietnam’s inclusion in long-term cruise itineraries until 2030.

From August 2025 to April 2026, cruise companies expect to receive 151 international river cruises, carrying over 6,000 passengers from Europe, the US, Australia, and other regions. These journeys, lasting 4-9 days, depart from Ho Chi Minh City and sail along the Mekong River, stopping at My Tho, Cai Be, Vinh Long, Sa Dec, and Chau Doc, offering unique local cultural experiences.

Mr. Nguyen Thanh Luu, General Director of Saigontourist

By Thu Trinh

– 14:48, August 15, 2025