Vietnam's tourism sector has captured global attention, establishing itself as one of the most sought-after destinations, particularly highlighted by the dramatic rise of its cities such as Da Nang and Ha Giang. Reports from both domestic and international tourism research firms indicate significant growth, showcasing Vietnam's appeal to international travelers.
According to digital travel platform Agoda, Da Nang emerged as the top searched destination by US tourists as of January 2025, eclipsing Tokyo and Bangkok with extraordinary growth of 1,538% year-over-year compared to January 2024. This surge reflects the city's consistent placement among the top five most searched cities by North American travelers since July 2024.
Ha Giang is also gaining traction as must-visit destination known for its breathtaking mountain passes and stunning natural landscapes. The northern province has become particularly popular for its motorbike adventure tours, which last between five and six days. Tourists are attracted to the authentic experiences these tours offer, including stops at local towns and ethnic minority villages.
For 2025, interest from international tourists, particularly from the US, Republic of Korea, and Taiwan, has seen remarkable growth, with Korean tourists showing the strongest increase. Vu Ngoc Lam, Country Director of Agoda Vietnam, attributes this trend to the global shift toward immersive travel experiences.
Vietnam's appeal isn't limited to travelers from the West. The nation welcomed 711,464 Japanese tourists throughout 2024, with 348,239 of them visiting Ho Chi Minh City. This steady growth is observed over the years, as noted by Phan Phuong Hoang, Deputy General Director of Vietravel, who pointed out the increasing number of Japanese visitors as attributable to enhanced marketing efforts targeted at the East Asian market.
Deputy Director of HCM City's Department of Tourism, Bui Thi Ngoc Hieu, emphasized the significance of the high frequency of direct flights between Vietnam and Japan, which serves as a key driver for growth.
Further supporting this growth, The Outbox Company, a travel intelligence firm based in Vietnam, reported significant brand recognition for the nation. Vietnam ranked highly against competitors Thailand, Indonesia, and India, with scores of 142.8, 138.8, and 138.2, respectively, underscoring its strong tourism presence.
To capitalize on this momentum, tourism experts recommend Vietnam to boost its destination branding campaigns, introduce new tourism products, and diversify its marketing outreach to key markets. They stress the importance of establishing strong brand identities, enhancing service quality, and broadening tourism product offerings across the country.
To promote tourism actively, HCM City's Department of Tourism initiated a campaign at Tan Son Nhat International Airport at the start of 2025. This initiative includes visitor welcome messages displayed in multiple languages and QR codes linked to the city's tourism information. First impressions matter, and visitors are greeted with messages like "Welcome to Ho Chi Minh City" as soon as they arrive at the baggage claim area.
With over 40 million international and domestic passengers traveling through Tan Son Nhat International Airport each year, the new tourism campaign is featured prominently, utilizing LED screens throughout the airport, reaching visitors across 27 languages. Industry experts are optimistic about 2025 being transformative for the tourism sector, focusing on diversifying tourism products and professional services.
Meanwhile, the hospitality world is experiencing its own boom, heavily influenced by popular media. Minor Hotels has reported significant increases at its Anantara resorts due to the ‘White Lotus effect’. Following the launch of the HBO series’ third season on February 16, 2025, online searches and guest reservations have skyrocketed.
The Anantara Lawana Koh Samui Resort, Anantara Bophut Koh Samui Resort, and Anantara Mai Khao Phuket Villas, where much of the series was filmed, have particularly benefited. February 2025 saw web traffic for these resorts jump by 104% year-over-year, coupled with a 41% increase in direct online reservations.
Significant spikes were noted on February 17 and February 24, the broadcast dates of the first two episodes; bookings during those weeks surged, with year-on-year increases of 53% and more than 180% respectively. There was also a 100% rise in search volume on the Anantara booking engine compared to the previous year.
These resorts are not merely benefiting from the spotlight of the TV series; Minor Hotels as a whole experienced nearly 40% growth across its upscale Thai properties, driven by interest from visitors from regions including the UK, US, India, Germany, and France. Dillip Rajakarier, Group CEO of Minor International, expressed enthusiasm over the opportunity to present Thailand as an international luxury destination, enhanced by the narrative fabric woven through the series.
Minor Hotels is strategically positioned to leverage this trend. The company not only operates Anantara resorts but also owns prominent locations like the Four Seasons Resort Koh Samui, one of the backdrops for the series. Recognizing this cultural wave, Minor Hotels has introduced its exclusive Lotus Awakening Escape package, inviting guests to experience the series' charm through customized activities reflecting the cultural richness of Thailand.
This intersection of media and tourism showcases the transformative ability of storytelling to inspire travel choices. Whether it's the adventure of Ha Giang or the luxurious settings at Anantara resorts, Vietnam's tourism market is set for expansive growth, embracing new opportunities and trends as it moves forward.