Vietnam Tourism Breaks Records, Strengthens Global Appeal in 2025–2026

HANOI, VIETNAM — Vietnam’s tourism industry continues to soar to new heights, marking a remarkable recovery from the pandemic and solidifying its place as one of Southeast Asia’s most sought-after travel destinations for international visitors.

Vietnam has recorded unprecedented growth in foreign arrivals in 2025, surpassing previous benchmarks and demonstrating strong global interest in its diverse tourism offerings. In the first 11 months of the year, international arrivals exceeded 19.1 million, already topping pre-COVID levels, with rapid year-on-year growth across key source markets in Europe, North America, and Asia.

The surge reflects Vietnam’s expanding tourism footprint, driven by a combination of favorable visa policies, targeted international promotional campaigns, and expanding flight connections from major global hubs. Countries such as Germany, France, the United Kingdom, and Italy saw double-digit increases in visitor numbers, while the United States and Canada also recorded significant gains, emphasizing Vietnam’s broad appeal among long-haul travellers.

Industry experts note that Vietnam’s tourism strategy — combining cultural richness, natural beauty, culinary appeal, and sustainable travel initiatives — has helped attract a diverse range of international tourists, from cultural explorers and adventure travellers to holidaymakers seeking authentic experiences. Efforts to promote lesser-known destinations, culinary tourism, and community-based experiences continue to diversify Vietnam’s travel landscape and lengthen stays.

Vietnam’s open and flexible visa regime, including expanded e-visa entry points and visa exemptions for multiple countries, further enhances ease of travel and competitiveness in the global tourism market.

With continued investment in tourism infrastructure, international partnerships, and digital marketing initiatives, industry leaders are optimistic that Vietnam will attract even more travellers in 2026 — reinforcing its reputation as a must-visit destination in Asia.