Vietnam is emerging as a "bright spot" on the global tourism map, attracting international travelers eager to explore its diverse offerings. According to data from Google Destination Insights, Vietnam ranks seventh globally in growth for destination searches, a testament to its rising popularity among tourists.
International searches for travel to Vietnam have surged by approximately 10% to 25% since the start of the year, making it the only Southeast Asian destination to break into the top ten, surpassing notable competitors like the Philippines (ranked 18th), Singapore (25th), Thailand (36th), Indonesia (37th), and Malaysia (39th). This remarkable achievement highlights Vietnam's growing appeal in the competitive tourism landscape.
The cities most sought after by international tourists include 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 experienced the highest growth rates, with increases exceeding 75% in visitor interest.
Market analysis reveals that the primary sources of tourist interest in Vietnam come from the United States, India, Australia, Japan, Singapore, South Korea, the United Kingdom, Taiwan, Malaysia, and Hong Kong. These trends are particularly significant as they reflect the global interest in Vietnam as a travel destination.
Experts attribute this surge in interest to several factors, including the government's open visa policies, which have made travel to Vietnam more accessible. According to the World Tourism Organization (UNWTO), visa exemptions can lead to an increase in international visitors by 5% to 25%, depending on the extent of the exemption and the destination's capacity to accommodate tourists.
Vietnam's decision in 2016 to exempt visas for five countries—namely the UK, France, Germany, Spain, and Italy—resulted in a 10.1% increase in tourist arrivals. This trend continued into 2023 when Vietnam extended the visa-free stay from 15 days to 45 days for 13 countries, along with implementing a convenient e-visa system allowing stays of up to 90 days for all nationalities. This initiative has significantly boosted international visitor numbers.
In 2024, Vietnam welcomed approximately 17.6 million international visitors, recovering about 98% of pre-pandemic levels from 2019, with projections indicating a continued upward trend. Data released by the General Statistics Office on May 6, 2025, reported that in April 2025 alone, Vietnam estimated to receive 1.65 million international visitors, marking an increase of over 6% compared to the same month last year.
During the first four months of 2025, the tourism sector welcomed nearly 7.67 million international tourists, reflecting a remarkable 23% increase compared to the same period in 2024. This growth is attributed to the increasingly liberal visa and immigration policies in Vietnam, which have been positively perceived by international travelers.
As Vietnam continues to enhance its tourism infrastructure, the country is also investing in diverse travel products that appeal to foreign visitors. These range from cultural and nature tourism to beach resorts and urban experiences, as well as emerging sectors like agricultural tourism, rail travel, health care, and sports tourism. Such diversity is crucial in attracting a wide array of tourists.
While Vietnam's tourism infrastructure may not yet match that of more developed nations, significant investments are being made to improve connectivity through modern transportation networks, including air, road, and sea links. The expansion of direct flights connecting major global cities to Vietnam has further facilitated access for international visitors.
Security and stability are also key factors that influence tourists' decisions to visit Vietnam. The country boasts a stable social environment, which is a top priority for international travelers today. The Vietnamese government has actively promoted tourism through various marketing campaigns targeting key markets, enhancing the country's image and brand as a travel destination.
Currently, the Vietnam National Administration of Tourism is organizing a promotional campaign to introduce Vietnam as a travel destination in France, Italy, and Switzerland from May 3 to May 14, 2025. This initiative aims to capitalize on the growing interest in Vietnam and attract even more international visitors.
Looking ahead, 2025 is poised to be a pivotal year for Vietnam's tourism industry, with ambitious goals set to welcome between 22 to 23 million international visitors. This effort aligns with the government's broader objective of achieving an 8% GDP growth rate this year. The positive trends in tourist arrivals and increased interest in Vietnam as a travel destination signal a promising future for the country's tourism sector.
As Vietnam continues to rise in global tourism rankings, it is clear that the combination of strategic visa policies, diverse travel offerings, and a stable environment are key ingredients for its success. With the world increasingly taking notice, Vietnam is ready to welcome even more travelers seeking to experience its rich culture and stunning landscapes.
