The National Tourism Administration of Vietnam is gearing up for an ambitious plan to promote the country's tourism abroad in 2025. The initiative includes organizing seven large-scale market promotion programs in key regions, aiming to enhance Vietnam's visibility as a travel destination.
The first of these promotional events will take place in Europe, specifically in France, Italy, and Switzerland. The program is designed to showcase Vietnam's tourism offerings and will feature a series of activities, including business meetings and cultural performances. The introduction of Vietnamese tourism will kick off with a program in Milan, Italy on May 6, followed by events in Geneva, Switzerland on May 8, and Paris, France on May 12.
On May 11, a performance of Hue royal court music will be held at Trocadero Square in Paris, highlighting the rich cultural heritage of the Hue region. This event will involve various stakeholders, including the National Tourism Administration, local artists, and tourism businesses, all working together to promote Hue as a significant cultural and tourist hub.
The Vietnamese delegation, led by Mr. Nguyen Thanh Binh, the Deputy Chairman of the People's Committee of Hue City, is actively engaging with international partners to promote tourism. In meetings with the Vietnamese Ambassador to Italy and other officials, Mr. Binh discussed strategies to attract Italian tourists, particularly following the announcement of a new direct flight from Milan to Hanoi starting July 1, 2025.
Hue, known for its historical significance and cultural richness, is positioning itself as a prime destination for European tourists. The city boasts a unique culinary scene, often referred to as "Hue - the Culinary Capital" and is also recognized for its traditional garments like the Ao Dai. The promotional activities aim to highlight these unique aspects of Hue, inviting travelers to explore its historical sites and vibrant culture.
According to statistics, Vietnam welcomed over 1.8 million European tourists in 2024, with the highest numbers coming from the UK, France, Germany, Spain, and Italy. The first quarter of 2025 has already seen a nearly 20% increase in European visitors compared to the same period last year, totaling over 791,000 arrivals.
In 2024, the number of tourists from France, Italy, and Switzerland was significant, with Vietnam welcoming 279,000 French tourists, 89,000 Italian tourists, and 33,000 Swiss tourists. The trend continues in 2025, with approximately 102,000 French tourists, 31,000 Italian tourists, and 12,000 Swiss tourists visiting Vietnam in the first quarter alone.
Hue's promotional campaign is part of a larger initiative by the Ministry of Culture, Sports and Tourism to connect Vietnamese businesses with international partners and promote the country's rich cultural heritage. The upcoming events in Europe are expected to facilitate networking opportunities for Vietnamese tourism operators and attract more European visitors to Vietnam.
As part of the promotional activities, the delegation will showcase traditional Vietnamese handicrafts and cuisine, further enhancing the cultural exchange between Vietnam and Europe. The aim is not only to increase the number of tourists visiting Vietnam but also to foster long-lasting relationships with European countries.
The tourism sector in Vietnam is poised for growth as international travel resumes post-pandemic. The focus on European markets reflects a strategic approach to attract high-spending tourists who often seek longer vacations and unique cultural experiences.
The initiative to promote Hue and Vietnamese tourism abroad highlights the government's commitment to revitalizing the tourism industry, which has faced challenges due to global events. With a rich tapestry of history, culture, and natural beauty, Vietnam is eager to welcome travelers from around the world.
As the events unfold in Europe, the Vietnamese tourism industry is optimistic about the potential for increased visitor numbers and stronger international ties. The upcoming promotional programs are expected to create buzz and excitement around Vietnam as a travel destination.
In summary, the National Tourism Administration's efforts to promote Vietnamese tourism in Europe represent a significant step towards enhancing the country's global presence in the travel industry. With a focus on cultural exchange and collaboration, Vietnam aims to draw more visitors and showcase its unique offerings to international markets.
