Vietnam Tourism on Track for Record Year, Faces challenges to Sustained Growth
Vietnam’s tourism sector is experiencing notable growth, positioning the country to potentially reach its 2025 goal of 25 million international visitors. This was the key takeaway from a recent conference hosted by the Vietnam National Authority of Tourism (VNAT).
Data presented at the conference indicates a 10-25% increase in tourism-related searches since the beginning of 2025,placing Vietnam seventh globally in search ranking. This growth is outpacing other popular Southeast Asian destinations including the Philippines, Singapore, Thailand, Indonesia, and Malaysia. Leading source markets for these searches include the United States, india, Japan, South Korea, the United Kingdom, and Germany.The most popular destinations within Vietnam, based on search volume, are Ho Chi Minh City, Hanoi, Da Nang, Phu Quoc, Nha trang, Hoi An, Vung Tau, Da Lat, Phan Thiet, and Hue. Notably, Vung Tau and Ninh Binh are demonstrating the highest growth in interest, with increases exceeding 75%. Strong interest is also being observed from Australia, China, India, Japan, Malaysia, Singapore, South Korea, the U.K., and the U.S.
Deputy Minister of Culture, Sports and Tourism, Ho An Phong, emphasized the importance of this moment for Vietnamese tourism, acknowledging both the opportunities and challenges presented by the current economic climate. He stressed the need for tourism to become a primary driver of the national economy and highlighted the vital role of the private sector in achieving this. He urged businesses to contribute innovative ideas, develop actionable plans, and strengthen collaboration with suppliers and international partners to enhance Vietnam’s tourism competitiveness.currently, Vietnam’s tourism industry comprises 4,361 international tour operators (1,330 joint-stock companies, 3,025 limited liability companies, and six private enterprises) and 2,115 domestic tour operators. The country also boasts a significant hospitality infrastructure, including 280 five-star hotels (nearly 93,000 rooms) and 340 four-star hotels (almost 47,000 rooms). Over 42,000 licensed tour guides are employed nationwide.
Though, VNAT Deputy Director Ha Van Sieu pointed out that the majority of tour operators are small to medium-sized enterprises.These businesses often lack the resources for large-scale product growth and promotion, and face challenges in attracting visitors due to limited competitiveness and insufficient incentives.
Conference attendees participated in panel discussions focused on key markets – Northeast Asia & ASEAN, Europe, North America & Australia, and India & the Middle East – to explore strategies for increasing visitor numbers. Discussions centered on improved promotional efforts, strengthened transportation links, and business restructuring to accommodate the increasing demand for digital transformation within the tourism sector.Delegates concluded that achieving the 25 million visitor target requires a unified effort from all stakeholders, capitalizing on both domestic and international opportunities, and leveraging supportive policies and institutional frameworks to accelerate growth.