Thirteen Nung households in Lang Son are trying a different approach to tourism. 

Vietnam ranked from the upper-middle tier to among the world's leaders in 13 of the 17 pillars of the World Economic Forum's (WEF) Travel and Tourism Development Index 2026, according to the Vietnam National Authority of Tourism. 

Vietnam has ranked 10th among the world’s 20 most favourite countries in 2026, with 92.99 points by the the renowned US travel magazine Condé Nast Traveler, the Vietnam National Authority of Tourism (VNAT) reported.

Vietnam needs to turn its One Commune One Product (OCOP) products, traditional craft villages and agricultural resources into distinctive tourism experiences, experts said at a recent conference.

Tuyen Quang, a mountainous province on Vietnam's northern border, is deepening tourism cooperation with Wenshan Zhuang and Miao autonomous prefecture in China’s Yunnan province.

Vietnam needs capable travel firms to turn tourism into a new growth driver under Resolution No. 26-NQ/TW. They are expected to connect markets, develop products and generate greater value from tourism resources.

Vietnam has abundant natural landscapes, cultural heritage and cuisine that can compete with many destinations in the region. 

Vietnam welcomed more than 17.7 million international visitors in the first nine months of 2026, up 14.5% year-on-year, reaching nearly 71% of its target, according to the Vietnam National Authority of Tourism.

Vietnam has been honoured with two major titles at the 2026 World Travel Awards (WTA), namely Asia's Leading Destination and Asia's Leading Heritage Destination, according to the Vietnam National Authority of Tourism.

Tourism directly contributed nearly 8.8% of Vietnam’s GDP in 2025 and supported about 4.41 million jobs, equivalent to 8.5% of the workforce. 

Vietnam rose seven places from 2024 and 11 from 2019 to rank 52nd among 110 economies in the World Economic Forum (WEF)'s 2026 Travel & Tourism Development Index (TTDI), the Vietnam National Authority of Tourism (VNAT) said.

Hidden inside a mountain in northern Vietnam, Thien Ha Cave combines dry and water-filled chambers, dazzling stalactites and shafts of sunlight streaming through a natural "sky gate."

In recent years, many highland communities have drawn on natural landscapes, traditional crafts and everyday customs to develop tourism products and tell the cultural stories of their localities.

Da Nang is stepping up efforts to tap the Russian and Commonwealth of Independent States (CIS) tourism markets as visitor numbers from the region rebound strongly, helping diversify the city's international tourist base.

More than 5,400 craft villages and villages with craft activities provide a rich and distinctive resource for Vietnam’s tourism sector, especially as interests are shifting from sightseeing and shopping to exploring local lifestyles.

Russian arrivals in Vietnam topped 1 million in the first eight months of 2026, up about 166%, as travelers increasingly plan their own trips, stay longer and seek more varied experiences.

QR payments in Vietnam by visitors from Thailand, Laos and Cambodia rose eightfold in the first eight months of 2026, while their total value increased sixfold from a year earlier.

Vietnam's tourism sector targets 25-27 million international visitors and 150-153 million domestic tourists in 2026, with total revenue estimated at 1.12-1.23 quadrillion VND (47.34 billion USD).

Vietnam’s tourism sector needs to shift from volume to quality, strengthen industry linkages and target the right markets and products to attract high-value visitors and drive sustainable growth, industry insiders said.