Vietnam is experiencing a remarkable surge in international interest, ranking seventh globally in destination growth, according to the latest data from Google Destination Insights. Among the cities drawing the most attention, Huế has secured a spot in the top 10 most searched cities by international tourists, highlighting its growing appeal as a travel destination.
The list of the top 10 cities in Vietnam that international travelers are searching for includes major urban centers and popular tourist spots: Ho Chi Minh City, Hanoi, Da Nang, Phu Quoc, Nha Trang, Hoi An, Vung Tau, Da Lat, Phan Thiet, and Huế. This diverse range reflects Vietnam's rich cultural heritage, stunning landscapes, and vibrant urban life.
Since the beginning of 2025, international searches for tourism in Vietnam have increased by an impressive 10 to 25%, positioning the country as a leading destination in Southeast Asia. Notably, Vietnam stands out as the only Southeast Asian country in the top 10 globally, outperforming regional competitors such as the Philippines (18th), Singapore (25th), Thailand (36th), Indonesia (37th), and Malaysia (39th).
The surge in interest is fueled by several factors. Vietnam's government has implemented a more relaxed visa policy, making it easier for travelers to visit. Additionally, the country boasts a wide array of travel products, ranging from cultural and nature tourism to beach resorts and new offerings like agricultural tourism and wellness retreats. This diverse portfolio caters to a broad spectrum of interests, attracting a wide range of international visitors.
Among the top markets searching for tourism information about Vietnam are the United States, India, Australia, Japan, Singapore, South Korea, the United Kingdom, Taiwan, Malaysia, and Hong Kong. Each of these countries contributes to the growing influx of tourists eager to explore Vietnam's unique offerings.
International travelers have shared their positive experiences, emphasizing the allure of Vietnam's natural beauty and cultural richness. Magnus Myreen, a tourist from Sweden, remarked, "Vietnam has diverse landscapes, rich culture and history, unique cuisine, reasonable travel costs, and friendly people." This sentiment is echoed by Claire Brew, a British traveler who spent a month exploring Vietnam. She noted the country's varied landscapes, stating, "The natural scenery of Vietnam is incredibly diverse, stretching from North to South, with each region showcasing its own unique characteristics, creating a special appeal for international tourists."
Claire Brew further elaborated on her experiences, highlighting specific locations that captivated her. She described the majestic limestone mountains at Ha Long Bay, which create a stunning and mysterious backdrop, particularly during activities like boat tours and water sports that leave lasting impressions on visitors. In the Northwest, the town of Sa Pa features lush terraced rice fields surrounded by high mountains and a cool climate, offering a tranquil escape from the bustling pace of modern life.
Traveling southward, she expressed her admiration for the ancient capital of Huế and the coastal city of Da Nang, where visitors often find themselves wishing to stay longer to fully immerse in the local culture, cuisine, and history. Continuing her journey to Nha Trang, Binh Thuan, and Ho Chi Minh City, each destination presents its own distinct attractions, enriching the travel experience.
The National Tourism Administration of Vietnam reports that the country is continuously investing in and modernizing its tourism infrastructure. Improved transportation options, including air, road, and sea travel, facilitate easier access for international visitors. The expansion of direct flight routes connecting major cities worldwide to Vietnam has significantly enhanced the country's accessibility.
Moreover, Vietnam's stable security situation and the increasingly flexible visa and immigration policies are crucial factors influencing travelers' decisions to visit. These developments create a welcoming atmosphere for tourists, encouraging them to choose Vietnam as their preferred destination.
In addition to these improvements, Vietnam's tourism sector actively promotes its image through targeted marketing campaigns aimed at key markets. By highlighting the country's unique offerings and rich cultural heritage, Vietnam seeks to solidify its position as a top global travel destination.
As the tourism landscape evolves, Vietnam is poised to meet its ambitious goal of welcoming between 22 to 23 million international visitors by the end of 2025. This target reflects the country's commitment to enhancing its tourism appeal and catering to the diverse interests of global travelers.
In summary, the combination of Vietnam's natural beauty, rich history, and welcoming culture is drawing increasing interest from international tourists. With strategic investments in infrastructure and marketing, the country is set to continue its upward trajectory in global tourism rankings, making it an exciting destination for travelers worldwide.
