Vietnam, Thailand, China, South Korea, Taiwan, Japan Power A New Era Of Asian Tourism In 2025 As Coastal Charm And Cultural Depth Redefine Travel Preferences Across The Region

Published on July 10, 2025

In 2025, Vietnam, Thailand, China, South Korea, Taiwan, and Japan are driving a powerful resurgence in Asian tourism as travelers gravitate toward the region’s breathtaking coastal landscapes and rich cultural heritage. This shift reflects a growing global preference for destinations that blend natural beauty with immersive cultural experiences, positioning Asia as the epicenter of next-generation travel trends.

Vietnam’s coastal beauty, Da Nang, has shot to the top as the most searched destination by global tourists during the first six months of 2025. The increased popularity reflects the nation’s rising status as the world’s newest tourism hotspot, particularly for those in search of the perfect blend of relaxation at the beach, modern conveniences, and culture.

Travel behaviour statistics from one of the world’s fastest-growing online travel agencies for the first six months of the year position Da Nang at the very top in terms of international interest. Ho Chi Minh City, Nha Trang, the capital city of Hanoi, and Phu Quoc Island were in second to fifth places respectively and reflect the full range of Vietnamese tourism from urban exploration to quiet coast retreats.

The rankings in the search correspond to the actual number of tourists. During the first five months of 2025, Da Nang has greeted around 4.6 million travelers, marking a brilliant 18 percent increase over the same period last year. Of them, over 2 million were foreign tourists, indicating the appeal of the city to foreign markets.

Known for its expansive beaches, upscale resorts, and proximity to UNESCO-listed sites like Hoi An and My Son Sanctuary, Da Nang continues to evolve into a world-class travel destination. Recent investments in tourism infrastructure, streamlined visa policies, and expanding international air routes have further elevated the city’s profile among global travelers.

Vietnam as a whole has also made significant strides in reviving its tourism industry. The country recorded 10.7 million international arrivals in the first half of 2025, marking a 20.7 percent rise compared to the same period in 2024. While this figure indicates strong recovery and growth, it still lags behind Thailand’s performance, which saw 16.6 million foreign arrivals during the same timeframe.

The growth in global interest has resulted from different source markets. Mainland China became the top foreign tourist supplier, sending 2.72 million tourists to Vietnam during the initial six months of the year. This is a dizzying 44 percent growth over the previous year and marks the comeback of outbound tourism from China thanks to relaxed border restrictions.

South Korea accounted for 2.2 million arrivals, the second-largest group of international tourists. Taiwan, the United States, and Japan were also in the top five, with 629,000, 449,000, and 393,000 respectively.

These figures indicate that tourists from Asia, North America, and the wider world are increasingly looking at Vietnam as one of the top places for vacation. Better air links, focused advertising drives, and favourable exchange rates have all helped to spur this interest.

A study of tourist tastes discovers that island and coastal areas remain especially popular, particularly for South Korean tourists. Search interest finds that the most interested were the Vietnamese travelers from South Korea, placing Nha Trang first in the Vietnamese list, closely followed by Da Nang and Phu Quoc Island. These places are famous for the clear waters, white sandy beaches, and the profusion of sea activities including snorkeling, diving, and island-to-island hopping.

The popularity of Nha Trang is due to its high-end seafront resorts, exciting nightlife, and advanced tourism services. Phu Quoc offers a tranquil getaway in its pristine tropical landscape, peaceful coastlines, and high emphasis on green tourism activities.

Meanwhile, Ho Chi Minh City and Hanoi continue to draw travelers who seek urban exploration, historical landmarks, and culinary adventures. Hanoi captivates visitors with its rich fusion of French-inspired colonial buildings, timeworn temples, and the vibrant energy of its historic Old Quarter. Meanwhile, Ho Chi Minh City impresses with a sleek skyline, a fast-paced culinary culture found in its bustling street food markets, and convenient access to landmark attractions such as the Cu Chi Tunnels and the lush waterways of the Mekong Delta.

The quaint old town of Hoi An, even though smaller in scope, continues to be popular with foreign tourists. Through its candle-light alleys, conserved heritage structures, and crafts bazaars, Hoi An offers a characteristic cultural experience different from the bigger cities.

Tourism authorities in Vietnam have set ambitious targets for 2025, aiming to reach 18 million international arrivals by the year’s end. To meet this goal, efforts have been ramped up across multiple fronts, including digital promotion campaigns, international travel expos, and improved collaboration with airlines and travel agencies.

The airlines have been playing a leading role in helping the tourism rebound in Vietnam. The international carriers resumed operations or increased flights to major Vietnamese cities, and domestic carriers increased frequency and capacity to accommodate rising demand. Da Nang International Airport and Tan Son Nhat in Ho Chi Minh City remain the major entry points internationally.

In addition, the e-visa policy in Vietnam, now in use for more than 80 countries, has simplified the entry process considerably. Such convenience has been an important competitive advantage, more so in a region where tourism rebounding is competitively aggressive.

Vietnam’s diverse appeals – from tranquil coast and cultural towns to cities and natural landscapes – mean the nation is a compelling alternative to busier tourist areas.

In 2025, Vietnam, Thailand, China, South Korea, Taiwan, and Japan are reshaping Asian tourism as their coastal beauty and rich cultural heritage inspire a global shift toward more immersive and scenic travel experiences. As Vietnam surfs the uptick in renewed global interest, cities such as Da Nang, Nha Trang, Ho Chi Minh City, Hanoi, Phu Quoc, and Hoi An will continue to lead the charge in defining global tourism trends throughout late 2025 and beyond.