Vietnam’s tourism sector recorded a nearly 15% increase in foreign tourist arrivals in 2026, attracting 1.77 million visitors in September alone, a 16.1% rise from the same month last year, according to Vietnam+ (VietnamPlus). This growth contrasts with declines across several Southeast Asian countries during the same period.
Source Markets and Visitor Numbers in 2026
Mainland China remained Vietnam’s largest source market in 2026, providing 3.95 million visitors or 22.3% of the total. South Korea ranked second with approximately 3.05 million arrivals (17.3%). Russia was third with 1.1 million visitors, followed by Taiwan (964,000) and the United States (746,000). Other top origins included Cambodia (688,000), Japan (674,000),
India (670,000), the Philippines (522,000), and Australia (485,000).
Vietnam experienced a notable surge in European arrivals, with numbers increasing by over 50%, and strong growth from the United States, Australia, and India further diversified its visitor base.
National Tourism Promotion Strategy and Targets
Vietnam aims to attract 45–50 million international visitors by 2030 as outlined in Politburo Resolution No. 26-NQ/TW, which also targets a tourism GDP contribution of 10–12%. The resolution emphasizes the need for unified national promotion programs that link tourism with Vietnam’s cultural identity, national image, trade, and investment.
The resolution mandates coordinated efforts among ministries, sectors, and localities to move beyond fragmented promotional
activities toward sustained, market-specific campaigns. It calls for leveraging Vietnamese cultural programs, diplomatic events abroad, and enhancing the roles of tourism ambassadors and representative agencies in key markets.
Expert Views on Promotion Strategy and Infrastructure
Tang Thong Nhan, Deputy Head of Faculty of Tourism and Hospitality Management at Ho Chi Minh City University of Technology, noted the necessity of clear, focused messaging to avoid diluting Vietnam’s destination identity by promoting too many products simultaneously.
Vu Nguyen Quan, Marketing Director of Klook Vietnam, highlighted the growing influence of digital platforms and influencers in shaping international travelers’ choices but stressed that promotions must be backed by quality infrastructure, services,
and well-trained human resources to convert interest into visits.
Destination Recognition and Market Diversification
Phu Quoc island will be featured in the Michelin Guide Vietnam 2027 for the first time, marking its recognition as a culinary destination driven by a mix of traditional fishing-village cuisine and international restaurants, said Gwendal Poullennec, International Director of the Michelin Guide.
Phu Quoc welcomed over 8.57 million visitors in the first nine months of 2026, a 30.5% increase year-on-year, including 1.92 million international tourists, up 60.2%. The Anam Group’s Commercial Director Martin Koerner pointed to this growth and Vietnam’s expanding range of source markets, stating, “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.”
Regional Tourist Arrival Trends and Competitive Position
In contrast to Vietnam’s growth, several Southeast Asian countries experienced declines in international visitors in 2026. Thailand recorded 22.6 million foreign arrivals from January to September, down 3.65% year-on-year. Singapore saw a 1.7% drop with 11.43 million visitors during the first eight months. Cambodia’s international tourist numbers fell nearly 50% in the same period, with just over 2 million arrivals.
Despite ranking fifth in tourism appeal among Southeast Asian countries, behind Singapore, Indonesia, Malaysia, and Thailand, Vietnam’s 6.1% score
increase outpaced all four countries, reflecting its strengthening competitive position.
Official Statements on Vietnam’s Tourism Growth
Martin Koerner emphasized Vietnam’s evolving tourism image, stating, “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.”
The country’s tourism promotion strategy integrates diplomatic, cultural, and digital tools while aligning tourism messaging with broader national economic and cultural goals to support sustainable growth and market diversification.
