Vietnam’s Hotel Boom Accelerates as Global Hospitality Giants Expand Across Phu Quoc, Da Nang, Hoi An and Vung Tau Amid Record Tourism Growth, But Could the Country Become Asia’s Next Luxury Travel Powerhouse?

Written By: Abhirup Gan

Abhirup Gan

I'm Abhirup Gan, a Mass Communication graduate and digital marketing professional. Driven by a passion for storytelling, I create insightful, research-led content that explores tourism trends, destination stories, and hospitality developments with depth and clarity. Through my writing, I hope to inspire readers to discover not only where to travel, but the stories, cultures, and experiences that make every journey meaningful.

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June 19, 2026 10:47 GMT+5:30

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Vietnam is rapidly becoming one of Asia’s most closely watched tourism and hospitality markets as major international hotel groups race to expand their presence across the country. From the beaches of Phu Quoc to the cultural streets of Hoi An and the growing coastal appeal of Vung Tau, global hospitality brands are accelerating investment plans in response to rising visitor demand and record tourism growth.

The latest expansion plans announced by Marriott International, the world’s largest hotel company by room count, highlight how international hospitality operators are positioning themselves for Vietnam’s next phase of tourism development.

As international arrivals continue increasing and new destinations gain global recognition, hotel groups are moving quickly to secure locations, develop new properties and strengthen their foothold in one of Southeast Asia’s fastest-growing travel markets.

Global Hotel Brands Turn Their Attention to Vietnam

Vietnam’s tourism sector has emerged as one of the strongest performers in Asia over the past few years.

Improved international connectivity, expanding tourism infrastructure, competitive travel costs and a diverse range of experiences have helped attract travellers from across Europe, North America, Australia, the Middle East and Asia.

As visitor numbers rise, international hotel operators are increasingly viewing Vietnam as a long-term growth market rather than simply an emerging destination.

The country’s appeal extends beyond traditional tourism hotspots. While cities such as Hanoi and Ho Chi Minh City remain important gateways, investors are now targeting secondary and emerging destinations where tourism demand is growing rapidly.

This shift is creating opportunities for large-scale resort developments, luxury hospitality projects and branded accommodation offerings.

Marriott Unveils Major Expansion Plans

Marriott International recently announced plans to add ten new hotels and resorts across Vietnam by 2030.

The expansion is expected to deliver approximately 4,500 additional rooms and significantly increase the company’s footprint in the country.

The developments will focus heavily on emerging tourism destinations, particularly Phu Quoc and Vung Tau, both of which have experienced increasing visitor interest in recent years.

For Marriott, the strategy reflects confidence in Vietnam’s ability to sustain tourism growth over the long term.

The company already maintains a substantial presence in the country, operating thirty-two properties with more than 9,900 rooms under eleven different brands across ten cities.

The new projects will further strengthen its position within Vietnam’s hospitality landscape.

Phu Quoc Continues Its Transformation

Among Vietnam’s fastest-growing destinations, Phu Quoc has become a major focal point for tourism investment.

Located in the Gulf of Thailand, the island has evolved from a relatively quiet destination into one of Southeast Asia’s most ambitious tourism development zones.

White-sand beaches, luxury resorts, entertainment complexes and improved transportation infrastructure have helped attract both domestic and international visitors.

Marriott plans to open two new properties on Hon Thom Island in Phu Quoc this year, adding further momentum to the destination’s hospitality growth.

The continued expansion of internationally branded accommodation is expected to strengthen Phu Quoc’s position within the regional luxury travel market.

Da Nang and Hoi An Continue Attracting Global Attention

Beyond Phu Quoc, Marriott is also preparing to open new hotels in Da Nang and Hoi An.

These destinations have become central pillars of Vietnam’s tourism success.

Da Nang is widely recognised for its beaches, modern infrastructure and growing international airport connectivity. The city serves as a gateway to central Vietnam and continues attracting leisure travellers, conference visitors and international holidaymakers.

Hoi An, meanwhile, remains one of Vietnam’s most iconic cultural destinations. Its UNESCO-recognised heritage district, riverside setting and historic architecture continue drawing visitors from around the world.

The combination of beach tourism, cultural experiences and luxury hospitality has helped make the Da Nang-Hoi An corridor one of Southeast Asia’s most competitive tourism regions.

Vung Tau Emerges as a New Investment Destination

Vung Tau is also attracting increasing attention from hospitality investors.

Traditionally known as a domestic beach destination, the coastal city is now benefiting from broader tourism development initiatives and improved accessibility.

Its location near Ho Chi Minh City gives it strong potential as both a weekend tourism market and a longer-stay leisure destination.

International hotel operators view destinations such as Vung Tau as important opportunities to capture future tourism growth while diversifying beyond already established markets.

Tourism Growth Drives Hotel Development

The relationship between tourism growth and hotel investment is becoming increasingly visible across Vietnam.

As visitor arrivals reach new highs, accommodation demand continues expanding across multiple segments, including luxury travel, family holidays, wellness tourism, business travel and experiential tourism.

International hotel brands are responding by introducing a broader range of products tailored to different traveller preferences.

Luxury resorts, lifestyle hotels, extended-stay properties and premium leisure developments are all becoming part of Vietnam’s evolving hospitality landscape.

This diversification reflects the changing profile of international visitors and the increasing maturity of the country’s tourism sector.

Competition Intensifies Across Southeast Asia

Vietnam’s hospitality expansion is also occurring within a highly competitive regional environment.

Destinations such as Thailand, Indonesia, Malaysia and Singapore continue attracting substantial hotel investment and international visitor demand.

However, Vietnam’s combination of natural attractions, cultural heritage, affordability and infrastructure development is helping it stand out among investors seeking growth opportunities.

The increasing involvement of global hotel operators signals confidence in the country’s long-term tourism potential and its ability to attract a broader international audience.

Key Stats and Timeline

• Marriott International plans to open 10 new hotels and resorts in Vietnam by 2030.

• The developments will add approximately 4,500 rooms.

• Two new properties are scheduled to open on Hon Thom Island in Phu Quoc this year.

• Additional openings are planned in Da Nang and Hoi An.

• Marriott currently operates 32 properties across Vietnam.

• The company manages more than 9,900 rooms under 11 brands in 10 Vietnamese cities.

• Expansion plans focus heavily on Phu Quoc and Vung Tau.

Conclusion

Vietnam’s tourism surge is increasingly translating into major hospitality investment as global hotel operators expand across the country. With new developments planned in Phu Quoc, Da Nang, Hoi An and Vung Tau, international brands are positioning themselves to benefit from rising visitor demand and the growing global profile of Vietnamese tourism. As record arrivals continue reshaping the market, Vietnam is strengthening its status as one of Asia’s most dynamic travel destinations, attracting both international travellers and some of the world’s largest hospitality companies.