Vietnam Surpasses Singapore, Becomes Third In ASEAN Tourism

Vietnam has emerged as a burgeoning tourist destination in Southeast Asia, now boasting the third highest number of international visitors in the region, overtaking Singapore, according to a Bloomberg report dated March 25, 2025. In 2024, Vietnam welcomed approximately 17.5 million foreign tourists, placing it behind Thailand, which retained its top position with a remarkable 35 million visitors. Malaysia follows as the second most popular with 25 million.

Not only is the raw tourist number noteworthy, but the rebound of Vietnam’s tourism sector is gaining widespread attention. With a recovery rate of 98% from pre-pandemic levels of 2019, Vietnam is leading the region, while Thailand and Singapore are at 87.5% and 86%, respectively. The surge in arrivals is evident as Vietnam recorded close to 4 million international visitors just from January to February 2025—a staggering increase of 30.2% compared to the same timeframe last year.

Several factors contribute to Vietnam's impressive tourism growth. Firstly, the country has become more accessible. It introduced direct flights from the United States in 2021, connecting San Francisco to Ho Chi Minh City. Additionally, in 2023, Vietnam implemented an “e-visa” policy allowing visitors to stay for up to 90 days, up from the previous 30-day limit. Furthermore, the government has exempted visa requirements for tourists from several countries, including France, Germany, Japan, South Korea, Russia, and Spain.

The luxury hotel market in Vietnam is also thriving, with high-end international brands setting up their bases. Notable openings include Regent Phu Quoc, Capella Hanoi, and JW Marriott Hotel & Suites Saigon, among others. There are plans for further luxurious entries such as The Luxury Collection, Ritz-Carlton Reserve, and Park Hyatt, adding to the comfort and appeal for upscale travelers.

Culinary tourism in Vietnam is set to flourish as well, with the Michelin Guide expanding into the country in 2024. This prestigious acknowledgment is expected to enhance Vietnam’s reputation as a culinary destination for food enthusiasts worldwide.

From a demographic perspective, an increasing number of Indian and Chinese tourists are flocking to Vietnam. Indians are emerging as one of the fastest-growing visitor groups, especially in popular wedding destinations like Phu Quoc and Ha Long. Meanwhile, high-spending Chinese tourists are also favoring Vietnam more than before, particularly following a kidnapping incident involving Chinese actors in Thailand.

Mike Nguyen, the founder of luxury travel company Ansova Travel in Ho Chi Minh City, reported a 25% increase in bookings from international tourists this year. He anticipates a continued growth rate of 20-30% next year, primarily driven by visitors from the United States and India.

Looking to the future, Vietnam has ambitious goals. By the end of 2025, the country aims to achieve a landmark of 23 million tourists and expects Long Thanh International Airport in Ho Chi Minh City to commence operations in early 2026. This new airport will significantly enhance capacity, accommodating up to 25 million passengers annually.

Vietnam's long-term objective is to surpass Malaysia and become the second most visited country in Southeast Asia, challenging Thailand’s reigning status as the top destination in the near future. As the country continues to evolve its travel offerings and improve accessibility, it is well-poised to make significant strides in the tourism sector.