Vietnam recorded a nearly 15% increase in foreign tourist arrivals in 2026, with 1.77 million international visitors arriving in September alone, a 16.1% rise year-on-year, according to Vietnam+ (VietnamPlus).
The country aims to attract 45–50 million international visitors by 2030, as set out in Politburo Resolution No. 26-NQ/TW, which also targets tourism’s direct contribution of 10–12% of GDP and total revenue of 80–90 billion USD.
Expansion of Tourism Promotion and Coordination
Vietnam’s tourism sector has intensified its global promotion, shifting from fragmented efforts to coordinated large-scale campaigns tailored to specific target markets. The Politburo resolution emphasizes stronger coordination among ministries, localities, Vietnamese representative agencies, cultural centres,
and tourism ambassadors abroad to promote a consistent national tourism brand linked to investment, trade, culture, and heritage.
It encourages using diplomatic events and cultural programs overseas to support tourism promotion and calls for establishing tourism promotion offices in key markets where appropriate.
Market Diversification and Digital Promotion
Vietnam is diversifying its source markets to reduce reliance on traditional Asian markets. Mainland China remains the largest source with 3.95 million visitors, accounting for 22.3% of total arrivals, followed by South Korea with 3.05 million (17.3%). Other significant source countries in 2026 include Russia with 1.1 million visitors, Taiwan with 964,000, and the United States with
746,000 arrivals.
Growth from European markets exceeded 50% in 2026, with notable increases also from the US, Australia, and India. Martin Koerner, Commercial Director of The Anam Group, stated: “Vietnam is no longer seen simply as an inexpensive holiday destination. Increasingly, it is being recognized as a destination capable of delivering sophisticated, world-class hospitality.” This evolution contrasts with visitor declines in nearby countries: Thailand reported 22.6 million visitors (-3.65%), Singapore 11.43 million (-1.7%), and Cambodia’s arrivals dropped nearly 50% in 2026.
Digital platforms, influencers, and content creators increasingly influence travel decisions. Vu Nguyen Quan, Marketing Director of Klook Vietnam, highlighted
that promotional campaigns require support from quality infrastructure, services, and trained human resources to be effective.
Phu Quoc’s Growing Tourism and MICE Market
Phu Quoc island emerged as a leading destination in Vietnam’s tourism growth, welcoming over 8.57 million visitors during the first nine months of 2026, representing a 30.5% increase from the previous year. International arrivals to the island surged 60.2%, reaching more than 1.92 million.
AirAsia describes Phu Quoc as a family-friendly destination featuring beaches, leisure attractions, and activities tailored for children. The island has expanded its capacity for Meetings, Incentives, Conferences, and Exhibitions (MICE) with international resorts, event venues, world-class shows, and a growing
flight network.
Sun PhuQuoc Airways offers flight check-in and baggage handling services directly at hotels to improve travelers’ departure experiences. The island’s appeal to the Russian market remains strong and contributes significantly to its international tourism revenue.
Phu Quoc’s Chanterelle Spa at the JW Marriott Phu Quoc Emerald Bay Resort & Spa was named Vietnam’s Best Resort Spa 2026, further reinforcing the island’s upscale tourism offerings.
Tourism Products and Competitiveness
Vietnam’s diverse tourism products leverage abundant natural landscapes, cultural heritage, and culinary offerings. Attractions include mountains, beaches, caves, and wellness tourism with mineral springs and traditional medicine.
Ethnic communities in northern Vietnam are integrating
indigenous knowledge and customs into tourism products, evolving from service providers to cultural storytellers. Tram Chim National Park offers seasonal experiences like fishing and rat catching during flood season.
Routard.com and Lonely Planet have featured Vietnamese destinations positively. Vietnam ranked fifth in Southeast Asia for tourism competitiveness in 2026 and improved its score by 6.1%, the highest gain among top regional destinations.
Vietnam’s tourism sector targets 25–27 million foreign visitors and 150–153 million domestic tourists in 2026, with total revenue estimated between 1.12 and 1.23 quadrillion VND (47.34 billion USD).
