Vietnam is witnessing significant interest from international travelers, with searches for tourism-related information soaring from the end of 2024 and continuing strongly through early 2025. Data from Google Destination Insights indicates increases of 15-30% for the period between late November 2024 and the end of January 2025, followed by even higher spikes of 30-45% during the first half of February 2025.
This surge has positioned Vietnam as one of the most attractive destinations on the global tourism map, with the highest interest coming from countries including the United States, Australia, India, Japan, South Korea, Singapore, the United Kingdom, Canada, Germany, and Malaysia. These markets play a pivotal role as Vietnam continues to rebuild its tourism sector post-pandemic.
According to the Vietnam National Tourism Information Center, "With the relaxed visa policy, rich tourism resources, and outstanding brand, Vietnam is becoming increasingly attractive on the world tourism map." This statement highlights the effective strategies the government has implemented to revive the tourism sector. Indeed, during January 2025 alone, Vietnam welcomed nearly 2.1 million international visitors, reflecting a remarkable 36.9% increase compared to the same period last year.
Key destinations attracting international interest include Ho Chi Minh City, Hanoi, Da Nang, Phu Quoc, Nha Trang, Hoi An, Dalat, Phan Thiet, Hue, and Vung Tau. This breadth of attractive locales showcases Vietnam's diverse tourism offerings and the opportunity for travelers to experience its rich culture and breathtaking landscapes.
The numbers not only exceed pre-pandemic levels – surpassing 2019's benchmarks – but this record signals recovery and growth. The National Tourism Administration of Vietnam noted, "This is new record for the tourism industry, exceeding nearly 2 million international visitors registered in January 2020." This growth also reflects Vietnam's successful implementation of new and inviting visa policies, which have contributed significantly to the uptick in tourist numbers.
Notably, prospective travelers from Australia and India have shown markedly increased interest. The Australian and Indian markets hold considerable promise, indicating vast potential still to be explored by tourism stakeholders. By optimizing these potential markets, Vietnam aims to sustain and grow visitor numbers from these nations.
To bolster these gains, the Vietnamese government has set ambitious targets for its tourism industry. By 2025, the goal is to attract between 22 million to 23 million international tourists, along with 120 to 130 million domestic visitors. Projected revenues for the tourism sector are set between 980 trillion to 1.05 million trillion VND, highlighting the pivotal role of tourism for economic growth and job creation.
The future of Vietnam's tourism is also focused on creating quality products aimed at diverse interests, such as MICE tourism (Meetings, Incentives, Conferences, and Exhibitions) and golf tourism. A singular focus will be placed on regions and markets where visa exemptions are available, alongside developing connections through improved flight routes.
To achieve these projected objectives, the country intends to invest heavily in enhancing the quality of its tourism services and training staff to meet international standards. The integration of digital technologies will also be key, ensuring efficient management and development to support its growth strategy.
Vietnam's tangible efforts to promote itself through targeted marketing campaigns and improved tourism infrastructure have elevated its global standing. With the influx of international searches and the record-breaking tourist numbers achieved recently, the future looks bright for Vietnam's tourism sector as it aims to solidify its position as one of Southeast Asia's premier travel destinations.