A high-spending segment of the European tourism market
With increasingly favourable visa policies and the continued expansion of international air connectivity, Viet Nam is working to make it easier for Austrian visitors to come, explore the country, and enjoy memorable experiences.
According to Nguyen Trung Khanh, Director General of the Viet Nam National Authority of Tourism, Viet Nam has always attached importance to European source markets, including Austria. The solid foundation of genuine friendship between the peoples of the two countries has created favourable conditions for the promotion of tourism cooperation and development.
Drawing on market research and practical experience in serving international visitors, Nguyen Trung Khanh said: “Austrian tourists tend to appreciate nature and green lifestyles, and take an interest in culture, history, and the arts. They also favour outdoor activities such as hiking, cycling, and exploring natural landscapes.”
Visitors from Austria tend to spend between 12 and 16 days on long-haul trips and are considered a high-value segment of the European tourism market.
In recent years, Viet Nam has received numerous international tourism awards, including the title of “World’s Leading Heritage Destination” six times, “Asia’s Leading Destination” seven times, and “Asia’s Leading Culinary Destination” four times. These accolades reflect the appeal and diversity of Viet Nam’s tourism brand on the global map.
Austrian tourists tend to appreciate nature and green lifestyles, and take an interest in culture, history, and the arts. They also favour outdoor activities such as hiking, cycling, and exploring natural landscapes.
Nguyen Trung Khanh
Director General of the Viet Nam National Authority of Tourism
It is clear that the diverse appeal of Viet Nam’s tourism offerings can effectively meet the needs of Austrian visitors through experiences on nature and a wide range of local lifestyles.
Vietnamese Ambassador to Austria Vu Le Thai Hoang said that tourism cooperation between the two countries still held considerable potential, particularly as Viet Nam and Austria prepare to celebrate their 55th anniversary of diplomatic relations in 2027. This will provide an opportunity for both sides to strengthen their friendship, expand economic cooperation, and promote people-to-people exchanges through tourism, with improved air connectivity playing an important role.
Viet Nam’s tourism sector is experiencing strong growth. In 2025, the country welcomed more than 21 million international visitors. In the first nine months of 2026, international arrivals reached 17.7 million, up 14.5% year on year. Viet Nam has set the target of welcoming around 25 million international visitors in 2026. This growth also calls for renewed approaches to tourism promotion and marketing in international markets.
Ambassador Vu Le Thai Hoang said that strengthening air connectivity was one of the key factors in promoting tourist exchanges. There are currently no direct flights between Vienna and Viet Nam, meaning that visitors from both countries often have to transit through aviation hubs such as Frankfurt, Paris, Istanbul, or Doha.
“Improved transport connectivity will help shorten journeys and facilitate tourism and people-to-people exchanges between Viet Nam and Austria,” the ambassador added.
Cultural and green tourism as key products for attracting visitors
Tourism contributes approximately 6.5% of Austria’s GDP. In 2025, the country welcomed around 48 million visitors, generating a total of 157 million overnight stays, nearly 75% of which were accounted for by international visitors. Tourism also plays an important role in job creation and boosting local economies, particularly in rural and mountainous areas.
Austria is currently implementing its Vision T tourism strategy, which aims to promote year-round sustainable tourism while improving economic efficiency, safeguarding the interests of local communities, and preserving natural and cultural resources.
Ingrid Zimmermann, a representative of Austria’s Federal Ministry for Economy, Energy and Tourism, said that Viet Nam was becoming an increasingly attractive destination for Austrian visitors thanks to its natural landscapes, cultural heritage, and hospitality.
As Asian markets become increasingly important, Austria hopes to strengthen cooperation and tourist exchanges with Viet Nam.
In practice, Austria is placing growing emphasis on sustainable tourism development and encouraging visitors to explore destinations throughout the year. Its tourism strategy focuses on balancing growth in visitor numbers with environmental protection, regional development, and high-quality experiences. As a result, ecotourism and environmentally friendly accommodation options are attracting increasing interest from Austrian travellers.
Tanja Gruber, a representative of the Austrian National Tourist Office, said that Austria was pursuing a tourism development strategy focused on year-round sustainability, combining improved economic performance with benefits for local communities and the preservation of natural and cultural resources. As Asian markets take on an increasingly important role, Austria hopes to strengthen tourism cooperation and visitor exchanges with Viet Nam.
Austria is renowned for the Alps, historic cities, cultural heritage, and rich musical traditions, while Viet Nam boasts a long coastline, bays, mountains, and the diverse cultures of its 54 ethnic groups. These complementary attractions provide favourable conditions for developing two-way tourism programmes and expanding cooperation between travel businesses in the two countries.
To meet market demand, Viet Nam’s tourism sector is working to develop a diverse range of products, focusing on those with strong potential to attract Austrian visitors, including cultural and heritage tourism; green tourism, ecotourism, and nature exploration; and eco-resorts and wellness tourism. Vietnamese cuisine, with its fresh ingredients, distinctive regional flavours, and nutritional balance, is also an attractive feature for European visitors.
Accordingly, the Viet Nam National Authority of Tourism has pledged to work alongside and support Austrian travel businesses in connecting with Vietnamese partners, organising destination familiarisation trips, and developing new tourism products. It will also step up tourism promotion and marketing in Austria, Central Europe, and the European market in general.
In addition, it will work closely with airlines to facilitate and strengthen air connectivity between Austria and Viet Nam’s major aviation gateways and tourism hubs.
Viet Nam’s tourism sector is working to develop a diverse range of products, focusing on those with strong potential to attract Austrian visitors, including cultural and heritage tourism; green tourism, ecotourism, and nature exploration; and eco-resorts and wellness tourism.
