Boosting Tourism by 2-3 Million Visitors: A Challenging Endeavor
At the conference implementing the action plan to achieve the 2025 tourism growth targets on September 18th, Mr. Phạm Văn Thủy, Deputy Director of the Vietnam National Tourism Administration, announced that Resolution 226/NQ-CP dated August 5th, 2025, set ambitious goals for the tourism sector: attracting 25 million international visitors and 150 million domestic tourists this year.
Previously, the industry aimed for 22-23 million international and 120-130 million domestic visitors. The resolution raised the bar by an additional 2-3 million international and 20-30 million domestic tourists—a significant challenge, according to Mr. Thủy.
International tourists typically visit Vietnam between October and April. As of August, Vietnam welcomed 14 million international visitors, reaching 56% of the annual target, while domestic tourists totaled 106 million, achieving 70.6% of the goal.
Mr. Vũ Thế Bình, Chairman of the Vietnam Tourism Association, emphasized the difficulty: to meet the 25 million international visitor target, the industry must attract over 11 million visitors in the last four months of the year—averaging 2.75 million per month, an immense task.
 International arrivals surged this year due to visa exemptions, extended stays, and government incentives. Photo: Xuân Ngọc |
Pre-Covid, Vietnam’s monthly international visitor peak was 1.8 million (November 2019). Post-pandemic, numbers rebounded, peaking at 2.07 million (January 2025) and 2.05 million (March 2025).
From January to August 2025, Vietnam averaged 1.75 million international visitors monthly. To reach 2.75 million, a 57% increase is needed—or 33% compared to peak months.
“This places immense pressure on the tourism sector and businesses,” admitted Mr. Cao Trí Dũng, Chairman of the Vietnam Travel Association. Tourism is policy-sensitive, requiring time for travelers to adjust plans, especially for long-haul markets like Europe, Australia, and the U.S., where trips are planned 6–12 months in advance.
Intensive Promotions: Hosting Hundreds of International Travel Agencies
Mr. Vũ Thế Bình outlined two strategies: First, enhance digital marketing to promote Vietnam globally, focusing on key and emerging markets to attract independent and group travelers.
Second, prioritize direct engagement with travel agencies in target markets through international familiarization trips (fam trips). These will showcase new products and services, encouraging immediate bookings for 2025 and beyond.
The Vietnam Tourism Association plans seven fam trips in three phases until early 2026, expecting 300-400 international travel agency leaders from key markets.
Promotions will target nearby markets like China, South Korea, Japan, Taiwan, Philippines, Indonesia, Thailand, Singapore, and India, aiming for a 20-30% visitor increase. Long-haul markets are expected to respond by November-December, with a 15-20% rise.
A key weakness is outdated tourism products. Deputy Director Phạm Văn Thủy urged innovation: “Develop what tourists need, not just what we have.”
Culinary tourism is a new focus. Ms. Nguyễn Thị Khánh, Vice Chair of the Vietnam Tourism Association, highlighted its global appeal. Localities are encouraged to collaborate on food-centric tourism, leveraging unique culinary cultures.
Cà Mau Province will host a culinary festival for World Tourism Day, featuring 200 travel agencies to promote local gastronomy.
“We’re showcasing Vietnamese cuisine globally through international chef competitions, with promising results,” Ms. Khánh shared.
Mr. Cao Trí Dũng stressed creating a breakthrough tourism ecosystem to attract and retain visitors. Major travel companies should partner with gateway cities like Hanoi, Ho Chi Minh City, Quang Ninh, Da Nang, and Khanh Hoa to develop standout products for fast-growing markets in Southeast Asia, Northeast Asia, and South Asia.
Ngọc Hà
– 20:38 18/09/2025
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