Vietnam’s tourism sector entered a new development phase in 2025, moving beyond post-pandemic recovery and into a period of record-breaking expansion. Rather than being an isolated peak, the achievements of 2025 established a strong base that is now shaping the outlook for 2026. The relationship between the two years is therefore sequential and cumulative: 2025 created the conditions, and 2026 is positioned to scale those gains further.

Vietnam Tourism Situation in 2025

In 2025, Vietnam’s tourism industry moved firmly beyond the recovery phase and entered a period of strong, sustained expansion, reaching a record 21.1 million international arrivals. Visitor numbers had grown steadily from 7.9 million in 2015 to 18 million in 2019 before dropping to 3.7 million in 2021–2022 due to global travel restrictions, then rebounding rapidly to 12.6 million in 2023 and 17.6 million in 2024. The 2025 peak not only marks a full recovery but also signals structurally driven growth supported by effective policies and improved connectivity. In terms of source markets, China rose to first place in 2025 with 5.3 million visitors, overtaking South Korea (4.3 million), while Taiwan (1.2 million) and the United States (0.8 million) remained stable, and India (0.7 million) entered the top five, reflecting both the strong return of the Chinese market and increasing diversification of Vietnam’s tourism demand[1].

Source: Vietnam National Administration of Tourism

Building on these achievements, tourism authorities have set ambitious targets for 2026, including 25 million international visitors, 150 million domestic trips, and tourism revenue of approximately VND 1.125 quadrillion[2]. With expanded e-visa eligibility and additional entry and exit checkpoints across air, land, and sea borders[3], 2026 is positioned as the first stage of expansion built upon the structural gains of 2025.

To better understand the structural progress that underpins these ambitious 2026 targets, it is important to look at the operational performance of Vietnam’s tourism sector in 2025. The following statistics highlight key administrative and industry indicators, including licensing activity, tour guide capacity, and accommodation standards, demonstrating the strengthened institutional foundation and service readiness that support the next phase of tourism expansion.

Tourism Operation Statistics in 2025

Source: Tourism Bulletin 2025

Outstanding Tourist Destinations for 2026

This strong national performance has also elevated the global profile of Vietnam’s key destinations. Beyond record arrival figures, several locations have gained international recognition, reflecting the country’s growing competitiveness and appeal. Against this backdrop, a number of Vietnamese destinations have been highlighted among the world’s trending travel spots for 2026 as follows:

Phu Quoc – Top 4 Global Trending Destinations The U.S.-based international news channel CNBC has recently released its ranking of global trending travel destinations for 2026, placing Phu Quoc in fourth position[5]. The report was based on more than 24,000 international searches for flights and accommodations, reflecting travel trends over the past 12 months. Searches for Phu Quoc increased by approximately 53%, highlighting the island’s growing global appeal. This recognition not only underscores Phu Quoc’s rising visibility on the international tourism map but also signals strong potential for increased foreign arrivals and investment in the island’s hospitality and service sectors in the coming years.
		Source: https://e.vnexpress.net/

Central Vietnam named among world’s best travel destinations for 2026 The UK-based travel magazine Time Out has named Central Vietnam one of the world’s top travel destinations for 2026, placing it 8th on its global list[6]. The feature highlights the region’s diverse appeal, including its rich cultural heritage, historic towns, scenic beaches, and stunning natural landscapes. Time Out also noted the improved travel infrastructure and a growing range of experiences that make Central Vietnam especially attractive to international visitors. This recognition from a major international publication reflects rising global interest in the region and reinforces its potential as a must-visit destination in the coming year.

Source: https://www.instagram.com/p/Cy_AvDQvbkE/

Growth drivers of Vietnam’s tourism sector

1. Visa policy reforms and entry facilitation: Visa liberalization has been a major catalyst for growth. Expanded e-visa eligibility and longer visa-free stays reduced entry barriers, stimulated demand from key markets, and encouraged longer, multi-destination trips. These reforms strengthened Vietnam’s regional competitiveness and improved overall accessibility for both short-haul and long-haul travelers[7].

2. Aviation connectivity and transport infrastructure: Air transport remains central to Vietnam’s tourism growth, handling a record 83.5 million passengers in 2025, including 46.6 million international travelers. The expansion of airport infrastructure — including upgrades at Tan Son Nhat and Noi Bai and progress on Long Thanh International Airport — together with a network of 113 international routes, has strengthened connectivity with key regional and long-haul markets, supporting continued growth in international arrivals[8].

3. Upgrading tourism products and experiences: Vietnam has increasingly shifted toward integrated and experience-led tourism. Investments in high-quality resorts, urban tourism, eco-tourism, and cultural programming have enhanced value creation, encouraged repeat visitation, and strengthened destination competitiveness[9].

Emerging trends in Vietnam’s tourism market

1. Rising capacity and extended high seasons: Visitor arrivals are becoming less seasonal, with demand spreading more evenly throughout the year. This reflects improved marketing strategies, diversified tourism offerings, and stronger infrastructure capable of handling higher peak volumes.

2. Stronger focus on sustainability and green growth: Sustainable tourism is gaining priority in both policy and investment decisions. Environmental protection, resource efficiency, and community engagement are increasingly emphasized, signaling a transition toward quality-driven and resilient development.

3. Growth of longer-stay and hybrid travel: The expansion of work-leisure (“workation”) travel and longer stays is reshaping demand patterns. Cities such as Da Nang and major urban centers are benefiting from demand for serviced apartments, co-living spaces, and lifestyle-oriented hospitality formats.

4. Environmental and climate-related challenges: Despite strong momentum, rising environmental pressures, including air pollution and flooding, underscore the importance of climate adaptation and resilient infrastructure to ensure sustainable long-term growth.

Together, these trends indicate that Vietnam’s tourism market is evolving beyond recovery toward a more complex and strategic phase of development, characterized by higher capacity, sustainability priorities, diversified demand segments, and increased attention to resilience.

Implications and Recommendations for Foreign Investors

Vietnam’s tourism sector is entering a new growth phase, supported by recovering international demand, expanded visa exemptions, and the restoration of long-haul direct flight routes. The rise of green and digital tourism is creating opportunities for higher value-added and integrated service models.

However, the sector remains sensitive to air connectivity, cruise tourism is still underdeveloped, and competition is intensifying amid stricter regulatory oversight. Foreign investors should therefore adopt selective, value-driven, and sustainability-oriented strategies to remain competitive.

To capitalize on current conditions, investors can consider the following directions:

Prioritize value over volume by focusing on high-end entertainment, themed experiences, premium transportation, and long-stay products targeting fast-growing markets (Northeast Asia, India, Europe, and Russia)[10].

Develop projects aligned with green and sustainable standards, emphasizing energy efficiency and internationally recognized certifications[11].

Invest in digital tourism infrastructure, including integration with global booking platforms or proprietary applications to enhance customer experience[12].

Reduce overreliance on air travel by investing in destinations with strong multimodal connectivity and developing products for overland and regional travelers[13].

Conclusion

Vietnam’s tourism sector in 2025 marked a decisive transition from recovery to structural expansion, achieving record international arrivals, diversified source markets, and strengthened infrastructure capacity. The year not only restored pre-pandemic performance but also established a stronger institutional, policy, and connectivity foundation for sustained growth. With ambitious targets for 2026, expanded visa facilitation, upgraded aviation infrastructure, and rising global recognition of key destinations, Vietnam is entering a more competitive and opportunity-rich phase of development.

At the same time, the sector’s evolution toward higher value, sustainability, digitalization, and regulatory tightening signals a shift from quantity-driven growth to quality-oriented expansion. For policymakers and foreign investors alike, the outlook for 2026 is not simply a continuation of momentum, but a scaling of structurally embedded gains achieved in 2025.

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[1] Vietnam National Authority of Tourism (VNAT) <Access>

[2] Government News <Access>

[3] Vietnam News <Access>

[4] Vietnam National Authority of Tourism <Access>

[5] Vietnam National Authority of Tourism <Access>

[6] Vietnam National Authority of Tourism <Access>

[7] Vietnam National Authority of Tourism <Access>

[8] Vietnamnet Global <Access>

[9] Vietnam.vn <Access>

[10] Vietnam Plus <Access>

[11] Vietnam Briefing <Access>

[12] Vietnam News <Access>

[13] Quang Ninh News <Access>