From May to September 2027, Vietluxtour is expected to receive one charter flight per month bringing visitors from Poland, with each flight carrying around 300 passengers. This marks the first time the company has hosted European tourists during the summer season.

“Typically, the peak season for international visitors runs from November to March, when tourists escape winter. This year, we are fortunate to welcome Polish visitors during the summer,” said Le Phong Tran, Director of International Markets at Vietluxtour.

According to Tran, this group of travelers usually chooses Thailand. However, instability in that country and neighboring destinations has prompted them to shift toward Vietnam.

As one of Vietnam’s leading inbound travel companies, Vietluxtour reports that European tourists account for more than 35% of its international arrivals. Key markets include the UK, France, Germany, Russia and Poland, with Polish visitors alone growing by over 45%.

Tran The Dung, General Director of Vietluxtour, said the strong performance reflects Vietnam’s more open visa policies, effective promotional campaigns and the country’s growing appeal among international travelers.

In the first three months of 2026, international arrivals rose significantly, supported in part by charter flights. Although some transit routes through the Middle East experienced disruptions due to conflict, direct flights remained largely unaffected, helping stabilize overall visitor numbers.

European travelers often rely on Middle Eastern airlines for convenient and cost-effective routes to Vietnam. When instability affects these transit hubs, some segments - particularly private tours and free-and-easy travelers - may slow due to higher airfare. However, pre-booked group tours have largely proceeded as planned.

Despite concerns that geopolitical tensions could disrupt Vietnam’s tourism sector, early 2026 data shows continued growth. According to the General Statistics Office under the Ministry of Finance, Vietnam welcomed 6.76 million international visitors in the first quarter, up more than 12% year-on-year and marking a new record.

Several markets recorded strong growth, ranging from 40% to 70%, with some nearing 200%. Compared to the same period in 2025, arrivals from Russia surged by 194.5%, Poland by 52%, Norway by 26%, Switzerland by over 27%, Sweden by 27.5%, and Denmark and Italy by more than 20%.

Industry representatives note that bookings for the remainder of the year were largely secured in advance, limiting short-term impacts. While new bookings may slow temporarily, overall demand remains positive. Once conditions stabilize, postponed travel is expected to rebound, similar to the post-Covid-19 recovery period.

A notable trend is the growing presence of long-haul travelers from Europe and the US, who tend to stay longer, spend more and favor cross-country itineraries. This has helped distribute tourist flows more evenly across Vietnam, including destinations without international airports such as the Mekong Delta, Ca Mau, Pleiku and Buon Ma Thuot, rather than concentrating solely on major hubs like Ho Chi Minh City, Hanoi and Da Nang.

At key tourism destinations, international arrivals continue to rise despite geopolitical uncertainties.

Nguyen Quang Thang, Standing Vice Chairman of the Khanh Hoa Tourism Association, said the province recorded positive results in the first quarter of 2026, thanks to early promotional efforts.

This year, Khanh Hoa aims to welcome more than 18 million visitors, including over 6.5 million international arrivals. Key markets include South Korea, Russia and emerging segments. The province currently receives around 20 daily flights from South Korea, while Russian arrivals have surged due to previously arranged charter programs.

Thang noted that the impact of Middle East tensions is likely to be short-term. Although some flights have been adjusted, recovery is expected soon. Diversifying markets has helped reduce reliance on any single source of visitors.

Following the Covid-19 pandemic, Khanh Hoa has significantly restructured its international visitor base, expanding beyond traditional reliance on China and Russia to include South Korea, Southeast Asia, India and Europe.

In addition to air travel, international cruise tourism is also gaining momentum. The province expects to receive around 48 to 50 cruise ships docking at Cam Ranh Port and local marinas this year, bringing high-end travelers and contributing to increased tourism revenue.

“Unlike air or road travel, a luxury cruise docking in Nha Trang Bay not only brings international visitors but also enhances the destination’s global image,” Thang said.

In Ho Chi Minh City, tourism authorities are also reporting positive signals from international markets.

Le Truong Hien Hoa, Deputy Director of the city’s Department of Tourism, said that despite rising fuel costs pushing up tour prices, international arrivals remain stable. Amid global uncertainties, Vietnam is increasingly viewed as a safe destination, leading to a surge in travel searches.

According to Hoa, trends such as MICE tourism, high-end travel and personalized itineraries are on the rise. These segments typically involve higher spending and are less affected by short-term disruptions.

The 20th Ho Chi Minh City International Travel Expo (ITE HCMC 2026) is expected to gather more than 520 exhibitors and 34 localities across Vietnam, alongside 260 high-level international buyers from over 32 countries and territories, up 10% compared to 2025. The event is projected to attract over 30,000 visitors, a 15% increase year-on-year, and facilitate more than 20,050 business-to-business meetings between global and Vietnamese tourism enterprises.

Throughout the expo, thematic discussions and key agenda sessions will provide opportunities for international tourism organizations to exchange insights and update global trends with Vietnamese authorities and businesses, helping shape future strategies and policy directions.

Ngoc Ha