Spectacular Surge in Tourist Arrivals
2025 marks a historic milestone for Vietnam’s tourism industry, surpassing 20 million international visitors for the first time. According to the Vietnam National Administration of Tourism, the country welcomed over 19.1 million international tourists in the first 11 months, a 20.9% increase compared to the same period in 2024 and exceeding the 2019 record. The 20 millionth international visitor was celebrated in mid-December at Phu Quoc Island (An Giang Province), capping an unprecedented year of growth in the industry’s 65-year history.
Mr. Pham Anh Vu, Director of Vietnam Tourism Communication JSC, reported a 20-25% increase in total visitors for 2025 compared to 2024, with inbound international tourists rising similarly. Revenue grew by 30-35%, driven by product restructuring and a focus on high-quality tours.
Echoing this trend, Mr. Nguyen Thanh Son, Deputy Director of BenThanh Tourist International Travel Center, noted a significant uptick in international markets in 2025. European visitors increased by 15%, Chinese-speaking tourists by 20%, and other markets by an average of 25%, meeting all annual business targets.
International tourists visiting Ho Chi Minh City.
In the mid to high-end segment, BestPrice Travel reported recovery exceeding expectations. Mr. Bui Thanh Tu, Marketing Director at BestPrice Travel, noted a 35% increase in international visitors and nearly 40% growth in inbound revenue, surpassing pre-pandemic levels. Notably, European and Australian tourists are staying longer and spending more on premium services like luxury resorts, wellness, and eco-tourism.
Regarding business goals, Ms. Huynh Phan Phuong Hoang, Deputy General Director of Vietravel, announced a 20% growth target for 2026, focusing on MICE, corporate group tours, and international visitors. Vietravel operates offices in France, the U.S., Australia, Thailand, and India, and continues to strengthen partnerships with diplomatic agencies to promote Vietnam globally.
According to Ms. Hoang, the expansion of Ho Chi Minh City through mergers with Binh Duong and Ba Ria-Vung Tau will significantly benefit tourism by combining economic hubs with coastal, resort, and event destinations. With deeper product development, tourists will stay longer and spend more, rather than just passing through. Amid growing investment in human resources and internal culture, MICE is seen as a key growth area.
Rapid Growth Highlights Quality Pressures
Behind the impressive growth figures, tourism businesses face mounting pressures. Mr. Nguyen Thanh Son believes the record growth presents opportunities for market expansion and revenue diversification but also challenges service quality.
Mr. Son noted that during peak seasons, accommodations, restaurants, attractions, and entertainment services struggle to keep up with visitor demand. Popular destinations often become overcrowded, negatively impacting the visitor experience. Additionally, Vietnam lacks specialized infrastructure and services for niche markets like Halal tourists or Indian visitors, which are growing rapidly and have high spending potential.
Middle Eastern tourists experiencing Ha Long Bay via seaplane.
Workforce challenges also loom large, as the supply of high-quality tourism labor remains insufficient, making it difficult for businesses to maintain consistent service standards amid surging visitor numbers. This is no longer an isolated issue but a sector-wide challenge requiring coordinated efforts from management agencies, local governments, and businesses.
From an expert perspective, Mr. Tran Tuong Huy, Deputy Director of the Institute for Social Tourism Research, emphasized that while 20 million international visitors is a source of pride, it also forces the industry to confront fundamental questions about its development direction. Pursuing quantity alone risks overloading destinations, degrading quality, and eroding appeal.
“Sustainable tourism isn’t just a slogan—it’s about preserving the environment post-peak season, enabling locals to thrive through tourism without sacrificing culture, and ensuring visitors leave feeling respected and connected to authentic Vietnamese life. When every visitor takes home a cherished memory to share with the world, that’s the foundation for Vietnam’s long-term tourism growth,” Mr. Huy stressed.
Personalized Experiences: The Key to Sustained Growth
Following this record-breaking year, many travel companies are focusing on personalized, sustainable experiences to maintain growth momentum.
According to Ms. Hoang, Vietravel is revamping its entire product line to meet green criteria, reduce waste and emissions, and promote environmental protection to tourists. The company is also collaborating with resorts, attractions, and service partners to create a sustainable tourism value chain, moving beyond fragmented development.
Mid-sized companies are also adopting a “slow but steady” strategy. Ms. To Linh Da, Development Director at Image Travel & Event, reported 10% growth by focusing on personalized tourism, local experiences, and community engagement. “Travelers seek more than just destinations—they want to immerse themselves in local culture.”
French tourists learning to make jackfruit leaf cakes in Vinh Long.
International tourist spending and tour preferences remained stable last year. At BenThanh Tourist, European visitors still favor long, cross-country tours focusing on local culture, cuisine, and heritage sites. However, tourists increasingly seek unique emotions and experiences, slightly shifting destination preferences in some markets.
At Viet Travel, there’s growing interest in in-depth experiences like cuisine, culture, nightlife, wellness, and eco-tourism. Stay durations are lengthening, and average spending is rising, particularly among visitors from South Korea, India, Taiwan, and Europe. A new trend is also emerging: international tourists increasingly rely on OTAs, social media, and YouTube reviews to make decisions, prompting businesses to invest more in digital content and optimize online booking and payment experiences.
As the race for quantity peaks, value and experience become the new growth metrics. Personalization is no longer optional but essential for Vietnam’s tourism to enter a more sustainable phase, where each journey is deep enough to retain visitors and distinctive enough to make Vietnam a return destination.
From a macro perspective, Mr. Tran Tuong Huy notes that 20 million visitors is just the beginning. To sustain growth and reach 35 million international visitors by 2030, Vietnam must shift focus to multi-value products, prioritize high-spending segments, embrace green tourism as a core strategy, diversify markets, develop night economies, enhance workforce quality, and strengthen digital promotion with authenticity.
From business realities to expert insights, Vietnam’s tourism is poised to reposition itself from “high volume” to “worthy destination,” where every visitor leaves with a memorable experience. Personalized experiences are key to sustaining this growth momentum.
Sun Group Develops 1,000-Hectare Tourism Complex at Vietnam’s Only Visa-Free Cross-Border Destination
Sun Group recently held a meeting with the People’s Committee of Cao Bang Province to discuss the development of a 1,000-hectare tourism complex at Ban Gioc Waterfall.
Sun Group Proposes 1,000-Hectare Ban Gioc Waterfall Tourism Complex in Cao Bang
Nestled in a breathtaking landscape, the Ban Gioc Waterfall tourism complex spans approximately 1,000 hectares, aiming to captivate 1.5 million visitors annually. With Sun Group’s visionary development, the destination is poised to soar, targeting an impressive 4 million visitors within five years of its launch.
Da Nang Reaps Tourism Windfall: 17.3 Million Visitors, Revenue Hits 60 Trillion VND
In 2025, Da Nang’s tourism sector witnessed a remarkable resurgence and robust growth, solidifying its position as a premier destination in Central Vietnam and beyond.
Vietnam Travel: From COVID-19 Lockdown to an Impressive Comeback
Following the COVID-19 shock, Vietnam’s tourism has staged a remarkable rebound, surpassing pre-pandemic levels by over 110%—one of the highest recovery rates in the region. With projections to welcome 22 million international visitors by 2025, the industry is solidifying its role as a key driver of growth.
“Viral Video of Staff Allegedly Putting Food in Mouth Before Placing it in Customer’s Sandwich in Ninh Binh: Restaurant Responds”
While baking bread for customers, the woman picked up food that had fallen from her mouth and placed it into the bread pan.
