With flexible visa policies, rich tourism resources, and prominent branding, Vietnam is becoming an attractive destination on the global tourism map. Data from Google Destination Insights highlights significant growth in international search interest for tourism-related accommodations within the country. This upward trend is reflective of Vietnam's rising appeal as a travel destination.
Search data indicates a notable increase, with international inquiries about tourism facilities spiking between late November 2024 and January 2025, ranging from 15% to 30% over the previous year. Notably, searches soared even higher to 30-45% during the early days of February 2025. This growth is attributed to strategic marketing efforts and new visa policies implemented by the government aiming to bolster tourism.
The surge is particularly marked from key markets, including the United States, Australia, India, Japan, South Korea, Singapore, the United Kingdom, Canada, Germany, and Malaysia. These regions represent significant sectors of Vietnam's tourism strategy, primarily targeting East Asia, Southeast Asia, Europe, and North America. Australia and India rank second and third respectively for search interest, indicating substantial potential for growth.
Vietnam's major tourist destinations, enjoying heightened searches, include Ho Chi Minh City, Hanoi, Da Nang, Phu Quoc, Nha Trang, Hoi An, Dalat, Phan Thiet, Hue, and Vung Tau. The increased interest signifies positive momentum for Vietnam's tourism industry as it moves forward from the successes of 2024.
January 2025 was particularly noteworthy, with nearly 2.1 million international visitors reported, marking an impressive 18.5% increase from December and up by 36.9% from the same month the previous year. This new record eclipses the nearly 2 million international visitors recorded during January 2020 and is significantly higher—by 37.8%—compared to the same month pre-pandemic in 2019.
The Vietnamese government’s commitment to enhancing visa accessibility is evident through its recent Resolution No. 11/NQ-CP, which grants visa exemptions for citizens from Poland, the Czech Republic, and Switzerland for the period of March 1, 2025, to December 31, 2025. This initiative is anticipated to provide a substantial boost to tourist arrivals from these European markets.
Industry experts are optimistic, attributing the surge in international search interest to the effectiveness of new visa policies and innovative promotional strategies launched last year to improve Vietnam's international tourism brands.
Among the various accolades, Hanoi stands out as it has been recognized by Tripadvisor's Traveler's Choice Awards as one of the top destinations globally for 2025. The capital has achieved remarkable rankings within multiple categories, landing second among the world’s top cultural destinations, seventh overall, and fourteenth among the best-loved destinations worldwide — celebrating Tripadvisor’s 25th anniversary.
Hanoi's rich combination of historical charm and modern vibrancy contributes to its appeal, showcasing not only the timeless beauty of its ancient quarters and landmarks but also its continuous growth as a dynamic urban hub. Historical sites like the Ho Chi Minh Mausoleum and the Hoa Lo Prison echo Vietnam's storied past, drawing history enthusiasts and curious travelers alike.
The city's scenic lakes, lush parks, and shaded streets filled with green trees add to its aesthetic allure. Rich culinary experiences and numerous ancient temples and pagodas add layers of diversity, ensuring Hanoi remains attractive to tourists from all walks of life. This vibrant mosaic of culture, history, and modernity enhances the attractiveness of the Vietnamese capital.
Overall, the increasing international interest in Vietnam as a premier travel destination signifies not only the success of strategic tourism initiatives but also the country's capacity to offer diverse and enriching experiences, promising endless discoveries for travelers.