What would make us choose Vietnam as our next travel destination? Perhaps its eight UNESCO World Heritage Sites—Thang Long Imperial Citadel, Hoi An’s Old Town, Trang An Complex, Hue Citadel, Ho Dynasty Citadel, My Son Sanctuary, Phong Nha–Ke Bang National Park, and Halong Bay? Its exotic culture and time-honoured traditions? Its rich cuisine? The kindness and friendliness of its people? Or perhaps its diverse tourist offerings, which delight luxury travellers and backpackers alike? It could be the breathtaking mountain landscapes, or the excellent beaches… Or perhaps the two landscapes that earn the country the nickname “forest of gold, sea of silver”?
Yes, without a doubt, those are good reasons to travel to Vietnam. However, there must be something more, judging by the tourism data reported by numerous local and specialized media outlets. According to the latest World Tourism Barometer published in May by the UN-affiliated World Tourism Organization, the number of international tourists to the Asian country grew by 30% during the first quarter of 2025 compared to 2024, which is exceptional. So much so that the figure places Vietnam as the most dynamic tourist destination in the Asia-Pacific region and 6th in the world.
So, as we said, beyond the golden forests and the silver sea, beyond its people, its culture, and its cuisine, the something extra that has earned Vietnam its “public success” is based on a combination of strategic factors, more related to policies than to tourist attractions. On the one hand, the simplification of entry procedures has been decisive; since 2023, the government implemented an electronic visa system that allows stays of up to 90 days. At the same time, it extended the visa exemption, for stays of between 14 and 90 days depending on the case, to citizens of 15 countries. In total, 24 countries will be visa-free to enter Vietnam (by 2025), namely: Brunei, South Korea, Myanmar, Sweden, Denmark, the United Kingdom, Belarus, the Philippines, France, Cambodia, Finland, Malaysia, Germany, Indonesia, Norway, Laos, Italy, Thailand, Japan, Singapore, Spain, Chile, Russia, and Kyrgyzstan.
Another factor explaining the growth of international tourism in the Asian country is the launch of new air routes, such as the direct flight between San Francisco, United States, and Ho Chi Minh City, operated by Vietnam Airlines. And in the economic sphere, public investment in infrastructure and private investment in leisure and tourism has been another key factor. The expansion of the highway network, which aims to reach 5,000 km by 2030, and airport improvements, such as the construction of Terminal 2 at Dong Hoi Airport, with an investment of €60 million, reflect the trend toward optimizing mobility in the country.
While the most important markets for international tourism to Vietnam were China and South Korea, the exponential growth of India is noteworthy. Indeed, between January and June 2025, China consolidated its position as the main source of international tourists, with 2.7 million visitors. South Korea, meanwhile, was the second largest source of tourists to the country, with more than 2.2 million visitors. Finally, the influx of Indian tourists—which in 2024 already exceeded pre-pandemic figures of 2019 by 297%!—continues its upward trend, although official figures for the first half of 2025 do not yet appear to be available.
Despite these advances, Vietnam faces challenges in maintaining its growth rate. The seasonality of tourism, concentrated between October and December, and competition with established destinations such as Thailand and Singapore, require ongoing innovation and promotional strategies. However, the country has demonstrated a remarkable ability to adapt to global market demands, as evidenced by its commitment to digital transformation, with initiatives such as artificial intelligence-based itineraries and QR codes at heritage sites. We will be closely monitoring its development over the coming years. In any case, congratulations on such excellent results.
Sources: Travel and Tour World, MSN, Bangkok Post, Vietnam Plus 1, Vietnam Plus 2, ASEAN Briefing, Daily Lodging Report, Viaje Vietnam Asia, Porquéviajar.com, Vietnam Visa, VnEconomy.
