Despite global headwinds stemming from tensions in the Middle East, Vietnam’s tourism sector posted a record-breaking first quarter, pulling in more than 2 million foreigners per month and achieving its strongest Q1 performance on record.

As global tourism shifts toward data-driven competition, Vietnam accelerates AI adoption to enhance growth, efficiency, and sustainability.

Despite global tourism headwinds linked to geopolitical conflicts, transport disruptions and surging travel expenses, Vietnam’s tourism sector has sustained strong growth, underscoring the destination’s resilience and rising international profile.

Tourism in Ho Chi Minh City is not only expanding in scale but also shifting strongly toward improving visitor experience, strengthening connectivity and enhancing its spillover effects.

The Vietnam International Travel Mart (VITM) is drawing large crowds as visitors flock to take advantage of a wave of deep travel promotions.

In highland villages, residents have not had to abandon their fields to develop tourism, instead, they have introduced their daily rhythms, livelihoods, and indigenous culture.

Vietnam’s tourism sector has set an ambitious target of welcoming between 45-50 million international visitors by 2030, under an adjusted national tourism development plan for the 2021–2030 period with a vision to 2045.

Travel firms are absorbing higher input costs while rolling out discounts to stimulate demand at Vietnam’s biggest tourism fair.

With its rich natural assets and clearly defined policy direction, Vietnam is steadily asserting itself as one of the region’s foremost eco-tourism destinations, striking a balance between economic growth and environmental preservation.

Vietnam welcomed 6.76 million international visitors in the first quarter of 2026, marking an increase of more than 12% compared to the same period last year and setting a new record for the first quarter.

Vietnam’s tourism sector is striving to maintain growth momentum as rising fuel prices drive up travel costs, forcing businesses to adapt, restructure products and shift toward more short-haul markets.

The National Tourism Year 2026 opening and mega concert are drawing massive attention across digital platforms.

Ho Chi Minh City’s tourism sector is ramping up recruitment efforts, offering close to 5,000 job opportunities at the 2026 Tourism Job Exchange held on April 3, which brought together 84 enterprises conducting both in-person and online hiring.

Tourism promotion activities should be further strengthened in a more focused and effective manner, targeting key markets and popular destinations, said an insider.

Vietnam’s tourism sector continues to show resilience and a shift toward more sustainable growth, supported by steady demand and evolving travel preferences.

Vietnam is increasingly emerging as a preferred destination for Philippine travellers, welcoming over 482,000 arrivals in 2025, as ASEAN visa exemption policies provide favourable conditions.

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.