Vietnam recorded nearly a 15% increase in foreign tourist arrivals in 2026, contrasting with declines in neighboring Southeast Asian countries. The country aims to attract 45 to 50 million international visitors by 2030, targeting 10-12% direct GDP contribution and up to 90 billion USD total tourism revenue, according to Politburo Resolution No. 26-NQ/TW.
Vietnam Advances Coordinated Market-Specific Tourism Promotion
Vietnam’s tourism strategy has shifted to long-term, large-scale campaigns tailored to specific markets, moving beyond fragmented roadshows and fairs. The resolution calls for unified national messaging that ties tourism with cultural identity, heritage, trade, and investment opportunities. It also promotes inter-ministerial coordination and bolstered roles for overseas
agencies, cultural centers, and tourism ambassadors, with emphasis on diplomatic and cultural events to boost global exposure.
Strong Visitor Growth with Diverse Source Markets in 2026
From January to September 2026, Vietnam registered 1.77 million foreign arrivals in September alone, up 16.1% year-on-year despite an 11.3% drop from August. Mainland China led as the largest source market with 3.95 million visitors (22.3% share), followed by South Korea with 3.05 million visitors (17.3%). Other top sources included Russia (1.1 million), Taiwan (964,000), the United States (746,000), Cambodia (688,000), Japan (674,000), India (670,000), the Philippines (522,000), and Australia (485,000). European arrivals surged by over 50%, with notable growth also from the
U.S., Australia, and India.
Industry Experts Highlight Vietnam’s Growing Sophistication and Market Diversification
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.” Ho Chi Minh City University of Technology’s Tang Thong Nhan emphasized the necessity for focused campaigns with clear messages to avoid diluting the nation’s tourism identity. Klook Vietnam’s Marketing Director Vu Nguyen Quan underlined the importance of combining digital promotion with quality infrastructure and skilled human resources.
Vietnam’s Tourism Growth Outpaces Regional Neighbors Amid Southeast Asia Slowdown
Vietnam ranked fifth in tourism competitiveness in Southeast Asia with a 6.1% score increase, outpacing
Singapore (down 1.7%), Thailand (22.6 million international visitors, down 3.65%), and Cambodia (around 2 million, down nearly 50%) during the same period. The tourism downturn in the region partly reflects the Middle East crisis impact, while Vietnam’s diverse source markets reduce reliance on any single economy, enhancing resilience.
Focus on Nature-Based, Culinary, and Family-Friendly Tourism
Vietnam capitalizes on its natural landscapes and culinary heritage to attract tourists. The northern mountainous region’s ethnic communities actively develop cultural tourism products. Beaches, forests, and mineral springs also support growing wellness tourism. The island of Phu Quoc combines fishing-village culinary traditions with international cuisine, offering nature-based and family-friendly tourism options. AirAsia
describes Phu Quoc as “almost tailor-made for families,” with beaches and leisure activities accommodating children of all ages.
Phu Quoc Emerges as a Culinary and MICE Destination with Michelin Guide Coverage
Phu Quoc is poised to become the fourth Vietnamese destination covered by the Michelin Guide Vietnam 2027. The island welcomed over 8.57 million visitors in the first nine months of 2026, including 1.92 million international tourists—a 60.2% year-on-year increase. Gwendal Poullennec, Michelin Guide International Director, noted Phu Quoc’s culinary identity blends local fishing-village culture with global gastronomy. The island is also expanding the MICE market with international resorts and event venues supported by Sun PhuQuoc Airways, which offers hotel-based flight check-in and
baggage services to streamline departures.
Officials and Industry Leaders Endorse Vietnam’s Evolving Tourism Brand
Officials stress the need to unify Vietnam’s tourism promotion messages nationally and internationally, aligning campaigns with sustainable growth targets. Travel companies are urged to design market-responsive products and manage tourist flows to strengthen destination competitiveness. Industry voices highlight Vietnam’s diversification of source markets and its advancing hospitality sophistication as critical factors in securing global recognition.
