Vietnam has made a remarkable leap in the global tourism landscape, ranking 7th in the world for tourism growth, according to data compiled from Google Destination Insights. Since the beginning of 2025, international searches for travel to Vietnam have surged between 10% and 25%, a clear indication of the country’s rising appeal to travelers worldwide.
This impressive achievement is particularly noteworthy as Vietnam stands out as the only Southeast Asian nation in the top 10, surpassing formidable competitors such as the Philippines (ranked 18th), Singapore (25th), Thailand (36th), Indonesia (37th), and Malaysia (39th). The surge in interest has been attributed to various factors, including relaxed visa policies, a diverse range of high-quality travel products, and an expanding international flight network.
The top markets searching for tourism in Vietnam include the United States, India, Australia, Japan, Singapore, South Korea, the United Kingdom, Malaysia, and Hong Kong (China). This broad interest highlights Vietnam's growing status as a favored destination among affluent international travelers.
Among the cities in Vietnam most sought after by international tourists are Ho Chi Minh City, Hanoi, Da Nang, Phu Quoc, Nha Trang, Hoi An, Vung Tau, Da Lat, Phan Thiet, and Hue. Notably, Vung Tau and Ninh Binh have recorded the highest growth rates, each exceeding 75%, reflecting a shift in tourist interest beyond the traditional hotspots.
Several factors contribute to Vietnam's burgeoning reputation as a must-visit destination. The country's visa policies have become increasingly favorable, with many nations enjoying visa exemptions or easy e-visa applications. This reduction in administrative barriers has played a significant role in attracting international visitors.
Additionally, Vietnam's infrastructure has seen substantial improvements, with a growing number of direct flights from major cities around the world to popular destinations like Hanoi, Ho Chi Minh City, Da Nang, and Phu Quoc. This enhanced connectivity not only reduces travel time but also boosts Vietnam's competitiveness in the regional tourism market.
Moreover, Vietnam offers a rich tapestry of travel experiences, ranging from unique cultural encounters and breathtaking natural landscapes to vibrant urban centers. New forms of tourism, such as agricultural tourism, rail travel, health tourism, and sports tourism, are emerging, further diversifying the offerings available to visitors. These experiences allow tourists to immerse themselves in the culture, nature, and life of the Vietnamese people.
According to the Vietnam National Tourism Administration, the country welcomed approximately 7.67 million international visitors in the first four months of 2025, marking a 23.8% increase compared to the same period last year. This growth trajectory is a positive sign for the tourism sector, which aims to attract 22 to 23 million international visitors by the end of the year, contributing significantly to the government's GDP growth target of 8%.
As part of its strategy to enhance its international profile, Vietnam is also ramping up promotional activities to showcase its tourism offerings abroad. Notable campaigns are set to take place in countries like France, Italy, and Switzerland from May 3 to May 14, 2025. These initiatives aim to build trust, connect with international travel businesses, and expand cooperation opportunities.
The positive signals from global search trends, combined with the rapid development of tourism products and timely supportive policies, have positioned Vietnam as a safe, attractive, and sustainably developing destination on the world tourism map. The country's ongoing efforts to improve service quality, diversify tourism products, and enhance promotional strategies are expected to yield even more impressive results in the near future.
In conclusion, Vietnam's ascent in the global tourism rankings underscores its potential as a leading destination. With a commitment to enhancing visitor experiences and expanding its international reach, the country is poised to continue its growth trajectory in the tourism sector for years to come.
