Tam Coc-Bich Dong in Ninh Binh province honored by TripAdvisor as a 2025 Travellers’ Choice Outstanding Destination

Results from policy and market momentum

Vietnam’s tourism industry is showing an impressive recovery after the downturn caused by COVID-19. According to the Vietnam National Authority of Tourism, by the end of August 2025 the country had welcomed nearly 13.9 million international visitors, up 21.7% from the same period last year. This strong growth has placed Vietnam among the fastest-recovering destinations in the region.

In the first nine months of 2025, Hanoi welcomed more than 26.07 million visitors, including 5.54 million international arrivals, an increase of nearly 24% year-on-year. Total tourism revenue reached VND98.36 trillion, up 20.7%. Ho Chi Minh City received nearly 5.9 million international visitors and around 29.1 million domestic travelers, with total revenue estimated at nearly VND185 trillion, accounting for about 71% of the annual target.

Beyond these two leading destinations, many localities also reported positive results. Thanh Hoa welcomed more than 15.3 million visitors in nine months, including 643,000 international arrivals, generating VND42.6 trillion in revenue. Khanh Hoa estimated over 14.1 million overnight visitors, with a strong increase in international guests in September.

These achievements result from a series of coordinated measures: easing visa policies, expanding direct flight routes, enhancing digital promotion, and diversifying tourism products such as beach tourism, Meetings Incentives Conferences and Exhibitions (MICE), and wellness. In particular, the strong recovery of MICE tourism and international events has given the sector a major boost, attracting high-spending tour groups with longer stays. Alongside upgraded services, cuisine, and cultural experiences, Vietnam has significantly improved visitor spending and satisfaction.

Nguyen Trung Khanh, Chairman of the Vietnam National Authority of Tourism, remarked: “The synergy of policy, aviation, tour operators, and localities has created strong momentum for Vietnam’s tourism. This is an important foundation for achieving the sector’s growth targets for 2025.”

Vietnam is increasingly becoming a favored destination for international visitors

Breakthrough expected in the final stretch

If the current growth pace is maintained, the tourism industry could reach closer to its 2025 target of 25 million international visitors. Although the pressure remains considerable, the final months of the year, which mark the peak season for international travel, present many opportunities for acceleration.

Ha Van Sieu, Vice Chairman of the Vietnam National Authority of Tourism, said that the target “requires very strong determination from central to local levels, from businesses to the people.” He emphasized the need to tap into potential markets through technology applications, expand online sales, open new direct routes, and operate charter flights to major markets such as India, Australia, Russia, and the U.S. At the same time, the sector should take advantage of the peak season to attract visitors to popular destinations like Phu Quoc, Nha Trang, Da Nang, and Ho Chi Minh City.

Vietnam boasts many scenic sites that captivate both domestic and international visitors

“We need to organize more international events in culture, music, sports, golf, and trade fairs to generate stronger flows of international visitors to Vietnam,” Ha Van Sieu stressed.

Among upcoming highlights, the Da Nang International Tourism Fair 2025 (October 16-17) is expected to gather more than 200 domestic travel businesses and about 120 international enterprises from key markets, with around 2,000 delegates in total. Cao Tri Dung, Chairman of the Da Nang Tourism Association, expressed his hope that the event will “become an annual international activity, attracting airlines, travel companies, and many other key partners,” thereby strongly promoting Central Vietnam’s image as a destination.

Next, the Hanoi International Film Festival (HANIFF) 2025 in November is expected to welcome about 800 delegates, including many international film businesses and organizations from South Korea, Japan, France, the U.S., and others. Beyond affirming Hanoi’s position as a “creative city,” the event will also expand cooperation in cinema and attract international visitors seeking cultural and artistic experiences.

Additionally, the Nha Trang-Khanh Hoa Sea Festival, the Ho Chi Minh City Techcombank International Marathon, and Christmas and New Year celebrations in many localities are regarded as “highlight events” that will promote the image of a dynamic, modern, and culturally rich Vietnam, while responding to the diverse demands of international visitors ranging from beach leisure and sports tourism to cultural exploration.

According to Nguyen Trung Khanh, “major events at the end of 2025 will not only sustain international visitor growth but also enhance experiences, increase spending, and reaffirm Vietnam’s brand as a safe and attractive destination.”

Thus, the outlook for the rest of the year is not only about numbers, but also about the opportunity for Vietnam to assert itself as a dynamic, modern tourism nation, firmly rooted in its distinctive cultural identity.