Vietnam Focuses on the Quality Tourism to Boost Competitiveness, Attract High-End Visitors and Ensure Sustainable Growth in the Global Market

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The tourism sector in Vietnam has achieved many successes over the years, but it has now been encouraged to focus more on quality rather than the number of tourists that visit the country. Even though scaling up the size of the market as well as the number of tourist arrivals has remained a major factor that has contributed to the success of the tourism sector in Vietnam, experts have now encouraged the need to focus more on quality.

The restoration of tourism in Vietnam can be seen, with Vietnam ending 2025 with a record high of nearly 21.2 million international tourists and 137 million domestic visits. With a target of attracting 25 million international tourists and 150 million domestic visits in 2026, the industry continues to move from strength to strength. But tourism industry growth is not merely a question of growth in figures; it encompasses a greater vision of value addition in tourism experience and sustainable growth.

Expanding Vietnam’s Global Appeal: A Strategy for Long-Term Tourism Growth

Vietnam’s growing appeal has been acknowledged globally, with The New York Times ranking the country as one of the world’s 52 best places to visit in 2026. This ranking highlights Vietnam’s ability to provide high-quality tourism experiences that attract visitors worldwide. Additionally, the United Nations World Tourism Organization (UN Tourism) reported that Vietnam’s tourism recovery has exceeded 110% of pre-pandemic levels, outpacing the Asia-Pacific region’s recovery.

This recognition reflects Vietnam’s evolving tourism offerings, which now extend beyond traditional mass tourism. As the country’s tourism sector diversifies, it is attracting long-haul, high-spending markets from Europe and North America, reducing reliance on a limited number of source markets. This shift to welcoming a more diverse range of tourists ensures stability and positions Vietnam for sustainable tourism growth that will continue to benefit the local economy, tourism businesses, and cultural sites.

Quality Tourism Growth: A Sustainable Path Forward

Experts agree that, as Vietnam’s tourism sector continues to recover, focusing on quality rather than simply increasing visitor numbers is the key to sustainable growth. Overloading popular destinations with too many visitors can lead to resource strain and diminish the appeal of a destination over time. Therefore, Vietnam must focus on quality-driven growth—ensuring that visitors contribute more economically by spending longer periods, returning for repeat visits, and paying higher amounts for premium experiences.

Investing in distinctive tourism products, improving service standards, and expanding the tourism offering with additional amenities such as shopping, wellness, entertainment, and cultural experiences will help Vietnam develop a more sustainable tourism model. In addition, focusing on tourism sustainability will protect cultural heritage and natural resources while promoting economic growth.

Enhancing Visitor Experience to Drive Quality Tourism

The Vietnamese government has embraced the need to restructure the tourism sector to focus on quality tourism growth. The Politburo’s Resolution No. 80-NQ/TW on Vietnamese cultural development underlines the importance of improving the tourism industry’s competitiveness by enhancing service quality. Deputy Prime Minister Mai Van Chinh emphasized that sustainable tourism is key for both economic growth and the long-term resilience of the industry. This focus on quality will better serve tourists, improve the reputation of Vietnamese destinations, and contribute to overall economic development.

Key indicators such as length of stay and spending are central to measuring tourism success. By attracting high-value visitors, Vietnam can increase tourism revenue without overburdening destinations. This means investing in high-end tourism offerings, such as luxury accommodations, personalized travel experiences, and wellness tourism. Understanding and meeting the expectations of these affluent travelers will drive more sustainable, high-value tourism growth.

Catering to High-End Travelers for Growth in Luxury Tourism

Vietnam’s tourism sector is increasingly catering to high-end travelers, a market segment that demands unique, luxurious, and hard-to-replicate experiences. These visitors seek destinations that offer not just luxury but authenticity, with experiences that are deeply connected to local culture and history. As more affluent tourists visit Vietnam, there is an opportunity to position the country as a premium destination, elevating its global tourism status.

To attract this growing segment, Vietnam must develop more luxury travel experiences that emphasize personalized services, exclusive cultural experiences, and immersion in local traditions. This focus on quality tourism ensures that Vietnam can meet the demands of high-end travelers, boosting revenue per visitor and contributing to the luxury tourism growth segment.

Focusing on Sustainable and Experiential Tourism Growth

As tourism preferences shift towards urban, cultural, and wellness tourism, Vietnam’s tourism industry must diversify its offerings and adapt to changing visitor preferences. This includes expanding services in areas like MICE tourism (Meetings, Incentives, Conferences, and Exhibitions), cultural tourism, and wellness tourism, which continue to grow in demand globally. These experiential tourism sectors attract higher spending and longer stays, directly contributing to sustainable tourism growth.

To support this diversification, Vietnam’s tourism authorities are investing in aviation infrastructure, port facilities, and regional connectivity, ensuring easier access for both domestic and international tourists. The development of specialized tourism products will drive future growth and position Vietnam as a top destination for premium, high-value tourism.

Quality Tourism Growth Drives Sustainable Success for Vietnam

Tourism in Vietnam is shifting from focusing on increasing mere visitor numbers to pursuing quality growth. With high value brought in by visitors, improved tourist experiences, and the sustainability of both cultural and natural resources, long-term sustainable tourism development will be achieved. With solid global recognition, diversified tourism, and a high value for travellers, it is ensuring a position among the top tourist destinations globally. This will continue to provide economic benefits to Vietnam while still preserving its cultural and environmental heritage through quality tourism growth.