Increase in tourist numbers across various provinces
In the first quarter of 2025, many provinces across the country recorded a significant rise in tourism, generating substantial revenue in the first three months of the year. For instance, in Khanh Hoa, it is estimated that the province welcomed over 2.5 million overnight visitors in first quarter of 2025, an increase of 19.7% compared to the same period in 2024.
Hanoi is estimated to have received 7.3 million visitors in the first quarter of 2025, an increase of 8.7% compared to the same period in 2024.
In Ho Chi Minh City, the number of international tourists in the first three months of the year surpassed 1.6 million, marking an 18.2% increase over the same period in 2024, achieving 19.2% of the 2025 target. Domestic visitors reached nearly 8.6 million, up 6.3% year on year, meeting 19.1% of the 2025 plan.
Other provinces such as Ha Giang, Hai Duong, Thai Nguyen, Ha Tinh, and Tay Ninh also welcomed a large influx of tourists. This is a positive signal for the recovery and development of local tourism.
These results stem from local authorities and businesses introducing a variety of tourism products and unique regional experiences. Additionally, provinces have intensified tourism promotion activities through mass media and social networks.
Alongside domestic tourism, the flexible and effective visa policies have also contributed to a significant increase in international arrivals. Nearly 4 million international visitors arrived in Vietnam in the first two months of the year, reflecting a 30.2% increase compared to the same period in 2024.
Notably, in early 2025, several luxury cruise ships have continuously docked at Vietnamese ports, bringing tens of thousands of international visitors. In Quang Ninh, cruise tourism has attracted over 26,000 international tourists from markets in Europe, Oceania, and Northeast Asia. It is expected that Quang Ninh will receive around 70 cruise ships this year, welcoming nearly 90,000 international tourists.
Meanwhile, since the beginning of 2025, Khanh Hoa has received eight international cruise ships, bringing approximately 13,500 tourists ashore for sightseeing and experiences.
In the first half of February 2025, global searches for Vietnam tourism surged by approximately 30-45% compared to the same period in 2024. (Photo: NGOC KHANH)
Recently, the first charter flight from Iran to Hanoi brought more than 200 tourists to the capital. Organising such flights will help diversify tourist sources, especially the high-end segment, while also promoting Vietnam as an attractive destination on the global tourism map.
According to Nguyen Anh Tuan, Director of the Vietnam Tourism Development Research Institute, the rapid increase in both international and domestic visitors has given the tourism sector a fresh outlook. It is predicted that in 2025, tourism will remain a bright spot in Vietnam’s economic and social landscape.
Boosting tourism demand following new trends
Discussing tourism trends for 2025, at a recent seminar on new tourism trends, Assoc. Prof. Dr Pham Hong Long, Head of the Tourism Department at the University of Social Sciences and Humanities, noted that tourism trends have shifted significantly post Covid-19. Travellers are now more inclined towards personalised experiences or traveling in small groups. This presents a challenge for businesses in designing tourism products.
Nguyen Tien Dat, General Director of AZA Travel Co., Ltd., stated that traditionally, tourists followed pre-designed tour packages and relied largely on travel companies. However, thanks to technological advancements, they now choose to travel based on their personal interests. Travellers may visit locations inspired by popular movies, trending songs, concerts featuring their favourite idols, or newly popular cafés. Therefore, offering combo packages tailored to specific customer groups will be a valuable approach for travel businesses.
Sharing this perspective, Le Thanh Thao, Director of Asia Sun Joint Stock Company, highlighted that both inbound and outbound travel trends have evolved significantly. To adapt, the company has designed flexible tourism products, allowing customers greater choice.
Currently, the company offers extended-stay travel packages in Vietnam for international visitors, ranging from 7 to 10 to 20 days. The company arranges hotels, ensures reliable transportation, and collaborates with domestic destinations to create tourism packages focused on cultural tourism, education, and hands-on experiences.
Through travel agencies, tourist groups can be formed based on interests and preferences, resulting in cost-effective and tailored tourism products. "This approach aligns with customer demands and creates an appealing factor for attracting tourists, especially international visitors," said Le Thanh Thao.
As a leading travel agency welcoming a large number of international visitors annually, Nguyen Hoai Thu, Director of Saigontourist’s Hanoi branch, emphasised that to attract this market, Saigontourist has curated a collection of distinctive tour packages.
With carefully selected itineraries incorporating Vietnamese cultural, historical, and traditional values, as well as routes covering Cambodia, Laos, and Myanmar, Saigontourist has launched a variety of tours. These include traditional tourism, festival and culinary tourism, island and cruise tourism, eco-tourism, exploration tours, MICE tourism, and golf tourism.
According to Nguyen Hoai Thu, the visa exemption policies for key markets have significantly boosted international arrivals to Vietnam, particularly from high-spending tourist segments seeking frequent and diverse travel experiences.
It is evident that post-Covid-19, travellers approach tourism differently. They seek personalised and interest-based experiences rather than visiting traditional destinations. Many prefer exploring lesser-known locations for fresh and unique experiences.
Moreover, luxury tourism, emphasising emotional fulfilment, sustainability, and personalisation, is expected to thrive to meet tourists' evolving demands. This presents both challenges and opportunities for travel companies and the tourism sector at large. However, with collective efforts and determination, Vietnam's tourism industry is hopeful of achieving its ambitious goals.
