The onset of 2025 has brought noteworthy attention to Vietnam as both domestic and international tourists ignite significant interest in the Southeast Asian country. According to data compiled by Google Destination Insights, international searches for tourism-related information about Vietnam have surged, indicating potential for growth.
From late November 2024 through January 2025, the search volume for travel accommodations within Vietnam rose by approximately 15% to 30% compared to the previous year. More remarkably, the first half of February 2025 recorded even higher spikes, with international inquiries increasing by 30% to 45% during this period. This trend shows not just fleeting interest but rather intensified engagement from travelers worldwide.
Countries showing the greatest interest include the United States, Australia, India, Japan, South Korea, Singapore, the United Kingdom, Canada, Germany, and Malaysia. Each of these markets holds significant investment potential for Vietnam's tourism industry, especially with Australia and India ranking as the second and third highest sources of search interest respectively.
Tourism stakeholders credit several factors for this advancement, chiefly the recent modifications to Vietnam's visa policies, aimed at expediting and simplifying entry for international visitors. These changes, combined with Vietnam's rich cultural resources and burgeoning tourism infrastructure, make it increasingly attractive as a destination.
According to the Vietnam National Tourism Administration (VNTA), "Vietnam is becoming an attractive destination on the world tourism map." This sentiment reflects the government's commitment to promoting Vietnam internationally, as evidenced by various tourism campaigns launched throughout the previous year.
Astonishingly, early reports indicate Vietnam welcomed nearly 2.1 million international visitors last month alone—an increase of 36.9% year-on-year, breaking records since the precursor pandemic era. This marks unprecedented growth, surpassing the pre-COVID high of 1.99 million visitors seen back in January 2020.
Compared to 2019, the recovery has shown significant resilience, with January 2025 registrations reflecting 37.8% higher figures. This resurgence can largely be attributed to the VNTA's refined strategies, including the implementation of streamlined tourist visa regulations under Resolution No. 11/NQ-CP.
The resolution includes visa exemptions for citizens from Poland, the Czech Republic, and Switzerland from March 1 to December 31, 2025, which stakeholders anticipate can serve as an important stimulus to attract more international tourists from these European markets.
Among the most sought-after destinations by international travelers are Ho Chi Minh City, Hanoi, Da Nang, Phu Quoc, Nha Trang, Hoi An, Dalat, Danang, and Vung Tau. Each location offers diverse attractions, from historical sites to beautiful beaches and vibrant city life.
The flourishing interest also highlights the overall diversity and quality of Vietnam's tourism products and services, implying they resonate well with travelers' preferences both locally and globally. The VNTA has expressed optimism about meeting ambitious targets for the year, aiming for 22 to 23 million international visitors and providing 120 to 130 million domestic tourist experiences.
With the first few months of 2025 indicating strong upward trends, Vietnam's tourism sector is poised not only to recover but potentially to thrive beyond pre-COVID levels. The government and tourism bodies remain committed to adapting to changing demands and continuing to innovate in marketing tactics to uphold Vietnam's position as a prominent travel destination.