"Hon Tre, You Complete Me" explores a new vision of luxury where wellness, family, romance and self-discovery come together in one unforgettable destination.

As Vietnam's cultural industries continue to grow, souvenirs are carving out a bigger role as "cultural ambassadors," spreading the country's image, rich heritage, and momentum in the creative economy.

More than 38.8 million visitors traveled to Ho Chi Minh City in the first seven months of 2026, pushing tourism revenue to 72% of its full-year target.

Vietnam’s railway sector is gaining fresh momentum as a series of innovative services, including tourism, heritage and dedicated commuter trains, have attracted growing numbers of passengers and opened up new opportunities for the industry.

With Vietnamese cuisine securing growing recognition from global bodies, travel publications and rankings, the country now has a real shot at transforming every dish into a cultural experience.

Localities across Vietnam are increasingly placing heritage, natural landscapes and cultural identity at the heart of their tourism strategies, transforming indigenous assets into distinctive destination brands.

Building an integrated and standardised database has become essential to developing a smart tourism ecosystem and supporting Vietnam's goal of making tourism a key economic sector, according to insiders.

Rather than choosing a destination first, many travellers now plan their trips around concerts and music festivals, turning music tourism from a niche trend into a powerful driver of travel demand across Southeast Asia.

Hanoi plans to develop night-time economy zones, corridors and public spaces centred on heritage, culture, creativity and visitor experiences to increase the value of its tourism industry.

Lao Cai has unveiled a new tourism identity while setting out plans to develop a four-season tourism ecosystem and gradually become a tourism hub for Northwest Vietnam.

The tourism sector will implement a series of key tasks and solutions in the last six months of 2026 to realise the goal of making tourism a leading economic industry in the new development era.

Cultural heritage is emerging as a driving force for sustainable tourism development in VN, with traditional brocade weaving among the Thai ethnic community in Nghe An and the preserved Tay cultural space in Thai Nguyen offering notable examples.

In recent years, community-based tourism has emerged as an increasingly popular choice among travellers seeking closer connections with nature, deeper engagement with local cultures and more sustainable ways to explore.

As travellers increasingly seek authentic cultural experiences, accommodation is evolving from a place to stay into the starting point of a destination's story.

Vietnam welcomed more than 742,000 Russian visitors in the first half of 2026, nearly three times higher than the same period last year, making Russia the Southeast Asian country's largest source of tourits behind China and the Republic of Korea.

Quang Ninh is pitching itself as a prime destination for Russian tourists while seeking broader cooperation in tourism, services and logistics, heard a tourism promotion event recently held in Moscow, Russia.

Vietnam is moving to turn medical tourism into a key growth sector as the Ministry of Health is finalising a national strategy on medical tourism development for the 2026-2030 period with a vision to 2040.

A durian orchard in An Giang Province is welcoming hundreds of visitors every day and selling its fruit at two to three times the prevailing market price.

Vietnam's leading tourism destinations, organizations and businesses were recognized at the VITA Awards 2026, with 106 awards presented across nine categories during a ceremony held in Ninh Binh Province on July 9.

Vietnam is winning over international travellers with a rich blend of culture, nature, cuisine and modern experiences that engage all the senses, earning growing global recognition as one of Asia's leading travel destinations.