Vietnam welcomed nearly 12.3 million international visitors in the first six months of 2026, up 14.9% year-on-year, putting the tourism sector on track to achieve its target of attracting 25 million foreign tourists this year.

Tourism products will be assessed under three groups of criteria worth a maximum of 100 points. Product quality and community strength account for 40 points, marketing capability 25 points, and product quality standards 35 points.

As global tourism shifts away from traditional package holidays towards personalised, culturally immersive experiences, Free Independent Travellers (FIT) are emerging as one of the industry's fastest-growing and most valuable market segments.

Heritage train services are reshaping Vietnam’s tourism landscape, turning every ride into an immersive encounter with the country’s terrain and people.

Vietnam is strengthening its appeal to international travellers, combining vibrant cities, rich cultural experiences and diverse natural landscapes to attract growing interest from key source markets worldwide.

As the tourism sector seeks to increase visitor spending and extend stays, the development of the night-time economy is increasingly seen as a way to create new tourism products, enhance destination appeal and support sustainable urban growth.

Starting from just a few experimental grapevines in his home garden, a Can Tho man has expanded the area into a 3,000-sqm vineyard boasting over 13 different grape varieties.

Vietnam possesses an exceptionally rich tourism offering.

Vietnam is set to digitise its tourism sector, leveraging artificial intelligence (AI) and data analytics to streamline operations, enhance visitor experiences, and integrate with regional markets.

The banks of the Perfume River have become the most popular delivery hub in Hue, while traditional cyclos are now available on digital platforms.

Facing volatility in global input and fuel markets affecting passenger transport costs, tourism and travel operators in HCM City are increasingly focusing on enriching on-site visitor experiences and redesigning itineraries.

Hoi An Ancient Town in the central city of Da Nang, and the War Remnants Museum and the Cu Chi Tunnels in Ho Chi Minh City have been named among Asia’s top attractions in the Tripadvisor Travelers’ Choice Awards Best of the Best 2026.

The northern city of Hai Phong is looking to develop “ripe fruit season” tours as a new tourism product, capitalising on its agricultural strengths to attract travellers, boost rural tourism and enhance the value of local farm produce.

App-based cyclo bookings, digitised dining services and greater transparency are among the solutions Hue is implementing to improve visitor experiences and encourage longer stays.

Abandoning her office desk job, a young woman in Can Tho returned to her countryside hometown to kickstart a business with an orchard homestay model.

Phong Nha in the central province of Quang Tri has been recognised by online travel platform Agoda as one of outstanding resort destinations connected to nature in Asia in 2026.

Alongside the sector’s efforts, strong, responsible and innovative media engagement is expected to play a key role in helping the country achieve its tourism growth ambitions and enhance its position on the global tourism map.

Vietnam recorded robust growth in international arrivals during the first five months of 2026, reinforcing its position as one of Asia’s most attractive travel destinations.

This summer, global economic pressures, rising service costs, and geopolitical uncertainties are reshaping travel behavior, with more tourists opting for affordable, flexible, and safety-focused trips over costly, long-haul vacations.

Vietnam ranks among the four ASEAN countries most chosen by people in the region for travel, work, and live in, according to a survey in 2026 by Singapore’s Yusof Ishak Institute (ISEAS).