The central city of Hue is stepping up efforts to position itself among Vietnam’s leading green tourism destinations, moving towards a net-zero tourism model with balanced emissions.

A 12-minute feature on Son Doong cave - the largest natural cave in the world - has been broadcast on 60 Minutes, creating a powerful global media effect and introducing Vietnam’s extraordinary natural heritage to millions of viewers.

Beyond offering opportunities for people to reconnect with their roots and experience distinctive historical and cultural values, traditional festivals are emerging as strategic resources that promote tourism and support local economic growth.

Vietnam’s tourism market is being reshaped as rising costs and cautious spending push travellers toward shorter, more flexible, and experience-led trips.

The Visit Vietnam Year 2026 under the theme “Gia Lai – Where the great forests meet the blue sea” officially kicked off in Gia Lai province on March 28 evening.

While many destinations around the world are being forced to introduce “soft limits” to protect themselves from tourism pressures, Vietnam appears to be moving at a different rhythm.

Vietnam has positioned itself at the forefront of a “micro-trip” trend in the Republic of Korea (RoK), which prefers destinations that maximise experience while minimising travel time and cost.

Vietnam has been named among the world’s 28 most beautiful countries by Condé Nast Traveler, reinforcing its growing appeal as a premier destination for nature lovers and outdoor enthusiasts.

A tourism promotion conference for the Mekong Delta was held in Malaysia’s capital, Kuala Lumpur, on March 18, aiming to introduce the region’s potential, cultural space, and tourism offerings to international friends.

Positive signals from the 49th World Travel Fair in Paris show Vietnam is on the right track in promoting itself as an attractive, safe and culturally rich global destination.

As the tourism sector is striving to meet the targets set in the Ho Chi Minh City Tourism Development Plan to 2030, connecting “brand heritage” is emerging as a "key" to creating distinctive tourism products.

Vietnam welcomed more than 2.2 million international visitors in February, marking the third consecutive month that the number of tourist arrivals exceeded 2 million, following 2.45 million in January and 2.02 million in December 2025.

With about three quarters of its land covered by hills and mountains and rich natural landscapes, Vietnam has strong potential for nature-based tourism such as trekking, trail running and cultural experiences.

Vietnam is emerging as a destination attracting strong interest from French travel companies and visitors at the ongoing World Tourism Fair in Paris.

Vietnam received nearly 4.7 million international visitors in the first two months of 2026, up 18.1% year-on-year, according to the Vietnam National Authority of Tourism (VNAT).

The Ministry of Foreign Affairs, in coordination with the Gia Lai provincial People’s Committee, held an international press briefing in Hanoi on March 5 to introduce the Visit Vietnam Year – Gia Lai 2026 under the theme "Mountains embrace the Sea".

To build a national culinary brand, Vietnam must align heritage, the food and beverage industry, and artisan standardisation—laying the groundwork for greater global presence and the elevation of Vietnamese cuisine as a tourism icon.

As Vietnam enters a new development phase, tourism is poised for a breakthrough, reinforcing its role as a key growth driver.

In addition to preferential policies and programmes attracting tourism, business and marketing strategies played a key role for Vietnamese tourism to achieve success in 2025.