Tourism sector accelerates to attract international visitors

At the end of May, the long-established British online newspaper Express published an article by freelance journalist Molly Tooland, detailing her travel experience in Viet Nam. In the piece, the author suggested that for those seeking a new resort destination in Southeast Asia, Viet Nam is an ideal place for discovery and relaxation.

A rising destination

According to Google Destination Insights, which tracks travel trends, Viet Nam is the only Southeast Asian country to rank among the top 10 most searched destinations, outpacing regional competitors such as the Philippines (18th), Singapore (25th), Thailand (36th), Indonesia (37th), and Malaysia (39th).

Viet Nam has become a favourite destination among international tourists thanks to its diverse and appealing range of offerings – from cultural and natural tourism, coastal and urban experiences to newer products such as agritourism, railway tourism, wellness, and sports travel. The country’s tourism infrastructure continues to see significant investment and modernisation, with improved air, road, and sea connectivity, including an expansion of direct international flights to major global cities, making travel to Viet Nam more accessible.

Particularly noteworthy is Viet Nam’s increasingly open visa and immigration policy, which is seen as a major advantage in the eyes of international travellers. In addition, the country’s stable security and public order are among the top concerns for tourists. Recently, the tourism sector has actively launched a series of promotion campaigns in key markets, aimed at elevating Viet Nam’s image and brand among global travellers.

According to Agoda’s report “Summer Travel Trends from Europe to Asia”, based on accommodation search data for July and August 2025, Viet Nam has officially entered the list of the top five most searched Asian destinations by European travellers this summer. France, the UK, Germany, Russia, and Norway are the five countries showing the highest number of travel searches to Viet Nam. Notably, Russia and Norway have replaced the Netherlands and Spain in the rankings, thanks to the recent introduction of direct flights and visa exemptions for citizens of these two countries.

Beyond traditional markets, Viet Nam is also gaining attention from emerging European countries. Hungary, for example, recorded a 320% year-on-year increase in travel searches, followed by Turkey (288%) and Poland (153%).

Top competitor feels pressure

Tourism has emerged as a bright spot in Viet Nam’s economic picture over the first five months of the year, with a record-breaking 9.2 million international arrivals – up 21.3% year-on-year. The strong return of the Chinese market (2.36 million visitors) has notably stirred concern in Thailand – long seen as Viet Nam’s primary tourism rival.

Thanet Supornsahasrungsi, Chairman of the Chon Buri Tourism Association (Thailand), forecast that Viet Nam could surpass Thailand in total international arrivals within two to three years. This prediction is based on lower living costs, the rise of affordable family-friendly resorts and amusement parks, and all-inclusive hotel packages in Viet Nam priced at roughly half those in Thailand. Furthermore, Viet Nam is offering various incentives to international travel firms – especially from Russia – including cooperation on lowering airfares. As a result, many tour operators have shifted bookings from Phuket to Nha Trang this summer.

However, Vietnamese tourism still faces several shortcomings. Many tourists report that after three to five days at a destination, there is little left to explore. In contrast, Thailand offers a wide range of entertainment, shopping, performances and nightlife that encourage longer stays. Moreover, Viet Nam’s tourism infrastructure remains underdeveloped and inconsistent, with airports and ports in many localities still outdated and frequently overcrowded during peak seasons.

Tourism personnel – including tour guides, hotel and restaurant staff – are generally less professional than their counterparts in Thailand and Singapore, with limited foreign language skills. At some destinations, overcharging, scams, unlicensed taxis, and aggressive street vendors still tarnish the experience and impression of international guests.

Environmental pollution and poor destination management are also points of concern, particularly for European travellers, who may feel disillusioned by the lack of sustainable practices. Without effective control over environmental issues and quality standards, Viet Nam risks losing high-value tourists.

At the 9th session of the 15th National Assembly, delegate Ma Thi Thuy (Tuyen Quang Province) noted that tourism is a spearhead economic sector with strong spillover effects. She stressed the need to review the implementation of Politburo Resolution No. 08 on developing tourism into a leading economic sector, and to revise the 2017 Law on Tourism to reflect current realities.

In addition, Viet Nam should expand its list of visa-exempt countries, extend visa validity for key markets, and streamline visa processing procedures to facilitate travel. There is also a need for coordinated investment in transport infrastructure linking tourism hubs, particularly in areas undergoing administrative reorganisation, while preserving local identities and developing distinctive tourism products.

To make a real breakthrough in tourism, Viet Nam requires a comprehensive strategy – from enhancing visitor experience and diversifying tourism products to strengthening promotion, improving infrastructure and ensuring sustainable development. If implemented effectively, Viet Nam can compete with Thailand and Singapore to become a leading destination in the region.