Vietnam’s Tourism Boom in 2025: Why International Visitors Can’t Get Enough!

Published on December 15, 2025

Vietnam’s tourism sector has been making remarkable strides in 2025, as evidenced by a substantial increase in international visitors. The first eleven months of the year saw over 19 million international visitors, marking a 20.9% increase compared to the same period in the previous year. This surge in arrivals highlights a robust recovery for the country’s tourism industry, positioning Vietnam as an increasingly attractive destination on the global tourism map.

A Record-Breaking Year for Vietnamese Tourism

The growth in Vietnam’s tourism industry can be attributed to the strong recovery following the global pandemic. This increase in international visitors not only indicates a return to pre-pandemic levels but also signifies the growing appeal of Vietnam’s diverse offerings. The country is now recognized as a prime destination for tourists seeking a variety of experiences, from cultural heritage sites to modern leisure activities.

In 2025, Vietnam’s tourism market welcomed a broad spectrum of travelers, ranging from solo adventurers and budget tourists to affluent individuals, families, and corporate groups. This diversity in visitor segments reflects the expansion of the tourism sector, as well as a growing trend toward more specialized and personalized travel experiences.

Meeting the Demands of Modern Tourists

The rise in international visitors to Vietnam reflects not just a recovery but an evolving demand for unique and high-end tourism products. According to Ms. Nguyen Thi Khanh, Vice President of the Vietnam Tourism Association, tourists are no longer just sightseeing; they are seeking bespoke experiences and are willing to spend more to receive them. This trend is particularly evident in destinations like Phu Quoc, which recently hosted a luxury wedding for a couple from India. This multi-day event brought in high-end services, with the cost of decoration alone exceeding US$2 million. Such events highlight the capacity of Vietnam to cater to high-end tourism with the same level of service seen in other well-known destinations across the region.

Increasing Value per Tourist

While the overall influx of international visitors is a positive sign for Vietnam’s tourism sector, the challenge now lies in increasing the value each tourist brings to the economy. Industry estimates suggest that individual tourists and those on short stays typically spend a few million Vietnamese dong during their visits. In contrast, mid- to high-end tourists are spending from tens to hundreds of millions of dong. This segment of travelers is regarded as a “gold mine” for tourism, as they tend to spend significantly on activities such as shopping, dining, and sightseeing.

The cruise sector, in particular, has seen a sharp rise in international arrivals. Companies like Saigontourist Travel Services have experienced a marked increase in both first-time and repeat cruise arrivals. In 2025 alone, Saigontourist served approximately 75,000 international visitors, showcasing the growing appeal of cruise tourism in the country. This segment plays an essential role in promoting longer stays and higher spending by tourists.

Expanding the Tourism Experience

Vietnam is continuously evolving its tourism offerings to keep pace with global trends. In recent years, the country has gradually introduced policies designed to make it easier for international tourists to visit. These policies include the expansion of visa exemption schemes, the extension of permissible stays, and streamlined immigration processes. These changes have made it easier for visitors to explore the country, contributing to the surge in arrivals.

Furthermore, the recent approval by Vietnam’s National Assembly of policies aimed at developing free trade zones is expected to provide further momentum for the tourism sector. The establishment of such zones is seen as a step toward enhancing the experience for tourists, particularly those seeking shopping and entertainment options. As tourism experts like Phan Yen Ly point out, successful destinations like Singapore and Dubai have capitalized on shopping tourism and high-end services to attract high-spending visitors. By following similar strategies, Vietnam aims to increase the economic contribution of each tourist.

Strategic Repositioning of Tourist Destinations

Across the country, popular tourist destinations have begun repositioning themselves to cater to a more diverse and discerning clientele. Phu Quoc has been expanding its offerings in event tourism, particularly destination weddings and luxury resort services. In contrast, major cities such as Ho Chi Minh City and Hanoi have been focusing on MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, as well as culinary and shopping tourism. Coastal and island tourism is also being carefully managed to ensure sustainable development while offering unique travel experiences.

The Con Dao Special Zone in Ho Chi Minh City is an excellent example of this controlled development strategy. Built around ecological values and distinctiveness, it stands as a model of sustainable tourism that preserves the natural environment while providing high-quality experiences for visitors.

Positive Feedback from Visitors

Visitor feedback has been overwhelmingly positive, signaling that Vietnam is meeting the evolving expectations of international tourists. Mark Johnson, an Australian tourist who revisited Vietnam after seven years, commented on the improved quality of services, the variety of new experiences, and the ease of getting around the country. He expressed a willingness to spend more on experiential tours and local cuisine, highlighting the increasing sophistication of Vietnam’s tourism offerings.

Similarly, Ananya Sharma, an Indian guest attending a wedding in Phu Quoc, praised the high quality of the resorts, cuisine, and event services. According to Sharma, Phu Quoc is now comparable to other well-known luxury destinations in the region, showcasing the country’s ability to meet the needs of high-end travelers.

The Future of Vietnam’s Tourism Sector

Looking ahead, the surge in international arrivals presents a rare opportunity for Vietnam to build on its tourism success. The key challenge now is to continue upgrading service quality and diversify tourism products to encourage longer stays and greater spending. As Vietnam continues to develop high-end services and unique experiences, the tourism industry is expected to play an even larger role in the country’s economy.

As the Ho Chi Minh City Department of Tourism projects, the city is on track to welcome around 8.5 million international visitors and 45 million domestic travelers in 2025. This growth is expected to generate significant revenue for the tourism sector, with estimates suggesting a total of VND 260 trillion (US$9.9 billion), marking an impressive 36% increase compared to the previous year.

Conclusion

Vietnam’s tourism sector is experiencing a period of rapid growth and transformation. The increase in international visitors reflects the country’s growing appeal as a global destination. With strategic efforts to cater to a diverse range of travelers and an emphasis on high-quality, personalized services, Vietnam is positioning itself as a leader in the global tourism market. Moving forward, the key to sustaining this growth will be focusing on service quality, product diversification, and creating long-term, sustainable value for visitors.