Vietnam’s tourism sector is experiencing robust growth, driven by green development and service quality improvements, following a 21% surge in 2025. Policy reforms, enhanced marketing, and product diversification have attracted 21.2 million international visitors and generated VND1 quadrillion in revenue. Looking to 2026, the sector aims for 25 million international arrivals and further revenue growth.
A key driver of this recovery has been policy reform. Expanded visa facilitation, including broader unilateral exemptions, universal e-visas and longer stays, has strengthened Vietnam’s appeal. Targeted support for businesses, such as reduced licensing fees, preferential electricity tariffs for accommodation providers and streamlined procedures, has helped enterprises recover, scale up and improve service standards.
Promotion and marketing have also evolved. The Ministry of Culture, Sports and Tourism has integrated culture, arts, cinema and digital media into more focused campaigns across Europe, the US, China, Japan, South Korea, India and Australia, alongside major fairs like ITB Berlin and WTM London. Digital outreach has gained traction, with the national tourism portal ranking among Southeast Asia’s top destinations online.
Product development has aligned with emerging trends, including night-time, wellness, rural, golf and culinary tourism, extending stays and boosting visitor spending. As a result, in 2025 Vietnam welcomed nearly 21.2 million international visitors and served about 135.5 million domestic tourists, surpassing pre-pandemic levels and generating more than VND1 quadrillion (around US$38 billion) in revenue. Tourism contributed significantly to the service sector’s role in driving GDP growth.
Looking ahead to 2026, the sector targets 25 million international arrivals, 150 million domestic travellers and revenue of about VND1.12 quadrillion (US$43 billion), reinforcing tourism’s role as a spearhead economic sector. According to Vietnam National Authority of Tourism, priorities will include cultural, nature-based, marine and urban tourism, alongside smart and green products such as volunteer and environmental tours, film-set experiences, agri-rural tourism, educational travel and digital applications.
Vietnam is also developing healthcare tourism and premium offerings for higher-spending segments, including Muslim travellers, signalling a strategic shift toward sustainable, high-value growth in the years ahead.
Australian Hospitality Alumni Network Vietnam 