On May 7, 2025, the National Administration of Tourism of Vietnam reported a significant rise in international searches for tourism in the country, with an increase of approximately 10-25% since the beginning of the year. This surge has propelled Vietnam to the 7th position in the global ranking of countries most searched for tourism, making it the only Southeast Asian destination in the Top 10.
As the world continues to recover from the pandemic, Vietnam is emerging as a bright spot on the global tourism map, with the government aiming to attract between 22 and 23 million international visitors by the end of 2025. This ambitious target is supported by various factors, including a more accessible visa policy and an expanding range of high-quality tourism products.
The top cities in Vietnam that are capturing the attention of international travelers 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 in search interest, with increases exceeding 75%.
The markets showing the most interest in Vietnam's tourism offerings are the United States, India, Australia, Japan, Singapore, South Korea, England, Taiwan, Malaysia, and Hong Kong (China). This diverse interest reflects Vietnam's broad appeal, which spans cultural, natural, and urban tourism, as well as newer offerings such as agricultural tourism, health care tourism, and sports tourism.
According to the National Administration of Tourism of Vietnam, the country’s tourism infrastructure is undergoing significant modernization and development. Enhanced transportation options, including air, road, and sea travel, are making it easier for international visitors to access Vietnam. The expansion of direct flights connecting major global cities to Vietnam is particularly noteworthy, as it facilitates travel for tourists.
Moreover, the government's commitment to improving visa policies has made it simpler for foreign tourists to enter the country. The stable security situation in Vietnam also plays a crucial role in attracting international visitors, providing them with peace of mind as they explore the nation's rich cultural and historical heritage.
In addition to these factors, the Vietnamese tourism sector has been proactive in launching promotional campaigns targeting key international markets. Efforts to enhance Vietnam's image and brand as a tourist destination are ongoing, with various initiatives aimed at showcasing the country’s unique attractions and experiences.
Adding to its accolades, Vietnam has made its mark in the hospitality industry as well. In the recently released list of the 500 best hotels in the world for 2025 by Travel + Leisure magazine, ten Vietnamese establishments were recognized. This list, which is based on the results of the prestigious World’s Best Awards, highlights the high standards of quality, luxury, service excellence, and top-notch amenities offered by these hotels.
With a diverse range of attractions, including stunning beaches, lush mountains, vibrant cities, and rich cultural heritage, Vietnam is positioning itself as a must-visit destination for travelers from around the globe. The country’s unique blend of traditional and modern experiences continues to captivate visitors, making it an increasingly popular choice for those seeking adventure, relaxation, and cultural immersion.
As Vietnam continues to enhance its tourism offerings and infrastructure, the future looks bright for the industry. The positive trends in international search interest and the increasing number of travelers are clear indicators that Vietnam is on the right path toward becoming a leading global tourist destination.
