Recently, the Vietnam National Authority of Tourism reported that Bloomberg published an article analysing the factors that have positioned Vietnam as the growing tourism market in Southeast Asia.
According to Bloomberg, relaxed visa policies, the expansion of direct flights, and the development of luxury hotels are key factors contributing to Vietnam’s rise in the tourism industry.
Thailand has traditionally been the focal point of tourism in Southeast Asia, especially after the third season of the TV series The White Lotus was filmed there. The series has further boosted interest in Thailand as a travel destination.
However, Bloomberg highlights that Vietnam is now leading in tourism growth. In 2024, Vietnam welcomed 17.6 million international visitors, surpassing Singapore and ranking third in Southeast Asia. The country currently trails only Thailand, which recorded 35 million international arrivals, and Malaysia, which welcomed 25 million.
This impressive number of international tourists has made Vietnam the leader in tourism recovery within the region, compared to pre-pandemic levels in 2019.
Vietnam has recovered 98% of its tourism activities—outpacing all its regional neighbours, including Thailand and Singapore, which have only recovered approximately 87.5% and 86% of their tourism markets, respectively. Continuing this strong momentum, Vietnam received nearly 4 million international visitors in the first two months of 2025, marking a 30.2% increase compared to last year.
Bloomberg attributes Vietnam’s growing appeal among international travellers to several key factors.
First is the improved market accessibility due to the expansion of direct flights. Vietnam Airlines launched the first direct route between the United States and Vietnam in 2021, connecting San Francisco directly to Ho Chi Minh City.
Additionally, implementing an electronic visa system in 2023 has simplified the tourist entry process. Visitors can stay up to 90 days—three times longer than the previous limit. Moreover, Vietnam offers visa exemptions for multiple countries, including France, Germany, Japan, Russia, and South Korea.
Bloomberg also highlights the influx of world-renowned hotel brands into Vietnam as a significant factor in boosting tourism appeal. Recently opened luxury hotels include Regent Phu Quoc, Capella Hanoi, and JW Marriott Hotel & Suites Saigon. More high-end establishments, such as those under The Luxury Collection, Ritz-Carlton Reserve, and Park Hyatt, are currently under construction.
Furthermore, the expansion of the Michelin Guide in 2024 has played a crucial role in showcasing Vietnamese cuisine to the world, further enhancing the country’s reputation as a premier travel destination.
All these factors have contributed to Vietnam’s growing appeal among high-end travellers and those seeking unique experiences in less crowded destinations compared to Japan and Singapore.
