One of Southeast Asia’s most attractive destinations
The Viet Nam National Authority of Tourism has announced that the US magazine Fortune recently identified Viet Nam as one of Southeast Asia’s most compelling tourism hotspots. The country has impressed with its rapid growth in international arrivals, reflecting its increasing appeal to key source markets and its commitment to developing a high-quality, sustainable tourism industry.
Amid intensifying competition among destinations across the region, Viet Nam’s tourism brand continues to strengthen its position on the global travel map. Within Southeast Asia, Viet Nam has overtaken Thailand to become the most popular destination for Chinese travellers, welcoming nearly 5.3 million visitors from the Chinese market.
Fortune noted that while established tourism hubs such as Ha Noi and Ho Chi Minh City continue to attract visitors, many emerging destinations across Viet Nam are also experiencing remarkable growth.
Data from the travel platform Klook show that visitor numbers to Phu Quoc and Sa Pa more than doubled in 2025 compared with the previous year.
CS Soong, Vice President of Corporate Development at Klook, said: "Current travel trends indicate that visitors are increasingly seeking destinations that offer close connections with nature and rich cultural heritage, rather than focusing solely on major cities. This is one of Viet Nam's key strengths, with its diverse range of destinations stretching from mountainous regions and fertile plains to islands and coastal areas."
Alongside efforts to improve the quality of tourism products and services, Viet Nam is also investing heavily in tourism infrastructure. One notable project is the expansion and upgrading of infrastructure in Phu Quoc in preparation for the APEC Economic Leaders' Week in 2027. Major domestic and international corporations are investing in airports, resorts and large-scale hotel developments at key destinations.
Commenting on the pace of tourism infrastructure development in Viet Nam, Alexandra Murray, Vice President and Regional Head for Southeast Asia at Hilton, said: "Viet Nam's tourism infrastructure is developing at an astonishing pace. I have not witnessed anything comparable in any other country, including those in the Middle East."
According to Alexandra Murray, Vice President and Regional Head for Southeast Asia at Hilton, these strategically planned infrastructure investments are enhancing Viet Nam's competitiveness and reinforcing its position as one of Southeast Asia's premier tourism destinations.
Meanwhile, the growing presence of international hotel brands reflects investors' confidence in the long-term prospects of Viet Nam's tourism market.
Against the backdrop of increasingly fierce regional competition, Viet Nam's tourism brand continues to demonstrate its growing appeal on the global tourism map.
Raising service standards to encourage repeat visits
Fortune reported that while Viet Nam's economic potential is often associated with manufacturing and exports of electronics and garments, the tourism industry—which now contributes nearly 10% of GDP—is also demonstrating the country's strong competitiveness in the services sector.
International experts cited by Fortune believe that Viet Nam is competing with Thailand and Malaysia to become the region's leading tourism destination. Traditionally, Southeast Asia has been perceived as a destination catering primarily to low-cost mass tourism.
However, these experts agree that Viet Nam is transitioning towards a higher-quality tourism model aimed at attracting visitors with greater spending power and encouraging longer stays. To achieve this, the country should place greater emphasis on developing sectors such as medical tourism, MICE tourism and luxury resort tourism.
One of the key drivers behind the surge in visitor arrivals has been easier access to the country through more open visa policies. Viet Nam has been simplifying entry procedures by allowing citizens of selected countries to visit without a visa and by extending permitted lengths of stay.
Notably, in 2025, Viet Nam introduced a visa waiver programme for citizens of 12 European countries under its tourism stimulus initiative, allowing temporary stays of up to 45 days. Simplified entry procedures make it easier for travellers to choose Viet Nam and increase the likelihood that they will opt for extended holidays or multi-experience trips.
Prioritising resource conservation, improving visitor experiences and developing integrated infrastructure are regarded as the key pillars for ensuring the long-term sustainability of the tourism industry.
Professor Vu Minh Khuong,
Lee Kuan Yew School of Public Policy
At the same time, Vietnamese airlines are expanding their international presence by launching new routes. Vietjet has increased flights from China, Japan and Singapore, and may expand its network to Europe in the near future.
Data from the online travel platform Klook also show that Viet Nam's international visitor markets are becoming increasingly diversified. In addition to traditional markets such as the Repubilic of Korea (RoK) and Singapore, arrivals from the Philippines and India are growing strongly, while long-haul markets including the US, Australia and New Zealand are also recording significant increases. China and the RoK remain Viet Nam's two largest source markets, well ahead of Russia, which ranks third.
Despite these encouraging developments, Viet Nam must continue to maintain its growth momentum while pursuing sustainable development. The priority is not simply to increase visitor numbers, but also to improve service quality so that tourists stay longer, spend more and return more frequently.
Professor Vu Minh Khuong of the Lee Kuan Yew School of Public Policy said that Viet Nam is proactively learning from destinations that have experienced overtourism and poorly managed development, such as Bali in Indonesia and parts of Thailand, while also studying international best practice to pursue a more sustainable growth model.
"Prioritising resource conservation, enhancing the quality of visitor experiences and developing integrated infrastructure are the key factors in ensuring the long-term development of the tourism industry," Professor Vu Minh Khuong added.
According to the Viet Nam National Authority of Tourism, with its current strong growth momentum and a development strategy focused on quality and sustainability, Viet Nam is making steady progress in enhancing destination quality, diversifying its source markets and upgrading tourism infrastructure. From being an attractive destination within the region, the country is steadily establishing itself as one of Southeast Asia's most dynamic and promising tourism hubs.
