At the conference to implement the action plan for increasing tourist arrivals in 2025 held on September 18, Pham Van Thuy, Deputy Director General of the Vietnam National Authority of Tourism, revealed that Resolution 226/NQ-CP (dated August 5, 2025) sets a target of 25 million international visitors and 150 million domestic tourists for the year.

Previously, the industry’s goal was 22–23 million international and 120–130 million domestic visitors. The new resolution effectively raised the bar by 2–3 million international and 20–30 million domestic tourists. Thuy acknowledged the steep challenge this poses.

Adding to the difficulty, international tourism in Vietnam is highly seasonal, peaking from October to April. By the end of August, Vietnam had welcomed only 14 million international tourists - 56% of the year’s target. Domestic tourist numbers stood at around 106 million, reaching 70.6% of the goal.

According to Vu The Binh, President of the Vietnam Tourism Association, to hit the 25 million mark, Vietnam must attract more than 11 million international visitors in just the final four months of the year - an average of 2.75 million per month. “It’s a monumental task,” he said.

Achieving 2.75 million tourists per month requires an unprecedented leap

Data from the National Tourism Authority shows that pre-COVID, the record for international arrivals in a single month was 1.8 million (November 2019). Post-pandemic, tourism began to recover and saw breakthroughs in early 2025, reaching 2.07 million in January and 2.05 million in March.

In the first eight months of 2025, the monthly average was just 1.75 million. To achieve the 2.75 million monthly target, Vietnam would need an increase of 1 million arrivals per month - a 57% surge. Compared to peak months, this still represents over a 33% increase.

“This is a significant burden on both the tourism sector and businesses,” admitted Cao Tri Dung, Chairman of the Vietnam Society of Travel Agents. He added that tourism is a policy-sensitive sector, and travelers - especially those from long-haul markets like Europe, Australia, and the U.S. - usually plan trips six months to a year in advance.

Intensifying international promotion and welcoming global tour operators

To rapidly boost visitor numbers, Vu The Binh emphasized two priorities. First, Vietnam must amplify digital marketing and promotions, targeting both core and emerging markets to attract both independent and group travelers.

Second, the Vietnam Tourism Association will focus on direct engagement with tour operators in key markets by organizing international familiarization (fam) trips. These initiatives aim to introduce new tourism products and experiences that can immediately attract tour groups to Vietnam in 2025 and beyond.

The Association is collaborating with local tourism authorities and travel businesses to roll out seven fam trips in three phases between now and early 2026. The plan is to host 300–400 top executives from leading international travel agencies in target markets.

Promotional efforts will also intensify in these markets. “We’ve scheduled specific events and campaigns to ensure maximum impact,” said Cao Tri Dung.

Nearby markets with high responsiveness to policy changes - such as China, South Korea, Japan, Taiwan (China), the Philippines, Indonesia, Thailand, Singapore, and India - will receive priority. These markets are expected to see a 20–30% increase in arrivals. For long-haul markets, a delayed response is anticipated, with a potential 15–20% uptick starting in November or December.

Tourism product innovation essential to attract and retain visitors

One of the sector’s current weaknesses is outdated products. As Pham Van Thuy noted, some offerings have remained unchanged for five to ten years. “We need to rethink and rebuild products based on what tourists want, not just what we already have,” he urged.

One new focus is culinary tourism. Nguyen Thi Khanh, Vice President of the Vietnam Tourism Association and President of the Ho Chi Minh City Tourism Association, emphasized that food is becoming a global travel trend. She encouraged localities to collaborate and develop tourism products rooted in distinctive culinary heritage.

For example, Ca Mau Province will host a culinary festival during World Tourism Day, attracting nearly 200 travel companies to promote and explore regional cuisine.

“To promote Vietnamese cuisine, we’re sending chefs to international competitions. Their high rankings are opening doors to global recognition of Vietnam’s unique flavors,” Khanh shared.

Dung also stressed the need to develop a breakthrough tourism product ecosystem to both attract and retain tourists. He suggested that major travel firms partner with key international gateways like Hanoi, Ho Chi Minh City, Quang Ninh, Da Nang, and Khanh Hoa to create standout experiences. These could be marketed to fast-growing short-term markets such as Southeast Asia, Northeast Asia, and South Asia.

Ngoc Ha