A remarkable recovery

Vietnam welcomed approximately 17.5–18 million international tourists in 2024, a 35% increase compared to 2023 and nearly 95% of the pre-pandemic 2019 figures.

Domestic tourism also thrived, with 110 million visitors contributing to total revenue of approximately 840 trillion VND ($35 billion).

Asia remained Vietnam’s primary market, accounting for nearly 80% of international arrivals. Visitors from Northeast Asian countries and territories - China, South Korea, Japan, and Taiwan - made up nearly 60% of the total.

The implementation of relaxed visa policies in August 2023, including extended stays of up to 45 days, spurred growth, particularly from European markets. Visitors from the UK, France, Germany, and Italy showed impressive increases of 20–57%.

Nguyen Chau A, CEO of Oxalis Travel, highlighted that while Vietnam’s tourism has largely recovered, certain markets have exceeded 2019 levels.

He attributed this to a combination of open visa policies and promotional efforts, such as international music and film events and digital marketing campaigns.

However, the majority of international arrivals - 8 million - were from China and South Korea, followed by 5 million from Europe and North America. This market diversity reduces dependence on a single region, a positive sign for long-term stability.

Challenges from regional competitors

Despite these gains, Vietnam lags behind competitors like Thailand. For instance, Thailand welcomed 35 million international tourists in 2024, generating $85.3 billion in revenue, nearly triple Vietnam’s figures.

Strategic policies, such as multiple visa exemptions and extended stays for key markets like China and India, contributed to Thailand’s success.

Infrastructure remains a significant hurdle for Vietnam. Overcrowded airports like Tan Son Nhat and Noi Bai result in long delays, deterring potential visitors.

While expanding direct flights to destinations like Da Nang, Quang Nam, and Khanh Hoa has eased some pressure, Vietnam still lacks integrated hubs offering seamless travel experiences.

Nguyen Duc Chi, a former tourism official in Ho Chi Minh City, emphasized that visa reforms, while essential, are only part of the equation. “The true game-changer lies in addressing infrastructure bottlenecks and improving the overall travel experience. Tourists may want to visit, but logistical issues make it difficult to capitalize on demand,” he said.

The need for bold innovation

Beyond infrastructure, Vietnam must develop more diverse and appealing tourism products, particularly for Western visitors.

While attractions like Ba Na Hills and Phu Quoc cater well to Asian tourists, offerings for European and American travelers remain limited.

Adventure tourism in Quang Binh and trekking routes in Ha Giang are exceptions but lack the scale to meet growing demand.

According to Nguyen Chau A, creating unique, high-quality tourism products tailored to specific markets is vital. "Tourism must evolve. We need fresh, compelling attractions to keep pace with changing visitor preferences," he stated.

Experts also stressed the importance of a national tourism strategy. This would include market analysis, product development tailored to target audiences, and coordinated promotional campaigns to position Vietnam as a premier global destination.

2025: A year for transformation

Looking ahead, 2025 is set to be a transformative year for Vietnam’s tourism sector. The industry aims to fully recover to pre-pandemic levels, with targets of 22–23 million international visitors, 130 million domestic tourists, and contributions of 6–8% to GDP. The sector also plans to create 5.5 million jobs.

To achieve these ambitious goals, Vietnam must address its existing bottlenecks with decisive action, from infrastructure upgrades to bold policy innovations.

The country’s natural beauty, rich culture, and warm hospitality remain its strongest assets, but turning potential into performance requires sustained investment and strategic vision.

Ngoc Ha