Vietnam recorded 1.77 million foreign visitors in September 2026, marking a 16.1% year-on-year increase amid efforts to intensify large-scale, long-term tourism promotion campaigns aimed at key markets. Politburo Resolution No. 26-NQ/TW sets a national goal of welcoming 45 to 50 million international visitors by 2030 and raising tourism’s direct contribution to GDP to 10-12%.
In the first nine months of 2026, Phu Quoc island attracted approximately 8.57 million tourists, up 30.5% year-on-year, including 1.92 million international arrivals, which increased by 60.2%. The island’s growing popularity also led to its inclusion in the Michelin Guide Vietnam 2027, becoming the fourth Vietnamese
destination covered following Hanoi, Ho Chi Minh City, and Da Nang. Phu Quoc’s expansion into the meetings, incentives, conferences, and exhibitions (MICE) sector is supported by airlines like Sun PhuQuoc Airways, which introduced hotel-based flight check-in and baggage services to ease travel for MICE visitors.
Coordinated Promotion Efforts Link Tourism to National Strategy
The Vietnamese government has mandated stronger coordination across ministries, sectors, and localities for tourism promotion, with assistance from overseas Vietnamese agencies, cultural centres, and tourism ambassadors. Politburo Resolution No. 26-NQ/TW emphasizes unifying promotional messaging to enhance Vietnam’s national image, cultural identity, and international trade and investment opportunities.
Tang Thong Nhan, Deputy Head at Ho Chi
Minh City University of Technology’s Faculty of Tourism and Hospitality Management, stressed the importance of focusing campaigns on a few clear themes rather than multiple fragmented messages to avoid diluting Vietnam’s tourism brand.
Vietnam Outperforms Regional Peers Amid Southeast Asia Tourism Decline
While Southeast Asia experienced declines in international arrivals partly due to the Middle East crisis—Thailand saw a 3.65% drop to 22.6 million visitors from January to September 2026 and Singapore recorded a 1.7% decrease to 11.43 million arrivals in the first eight months—Vietnam improved its tourism score by 6.1%, the highest rate among regional peers. The country now ranks fifth in the region, surpassing Singapore, Indonesia, Malaysia,
and Thailand.
Martin Koerner, Commercial Director of The Anam Group, noted that Vietnam’s diversification of source markets, including a 50% rise in European visitors and strong growth from the United States, Australia, and India, strengthens the market’s resilience. He said, “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.”
Focus on Nature-Based and Culinary Tourism Supports Quality Growth
Vietnam is prioritizing nature-based tourism and culinary experiences by promoting unique natural sites such as caves, mountains, beaches, and islands alongside traditional cuisine that combines local ingredients and cultural heritage. Marketing Director of Klook Vietnam,
Vu Nguyen Quan, emphasized that quality infrastructure, services, and trained human resources are essential complements to digital marketing campaigns and influencer engagement to attract discerning travelers.
Gwendal Poullennec, International Director of the Michelin Guide, highlighted Phu Quoc’s culinary strength as rooted in its fishing-village heritage combined with international restaurant concepts, creating a diverse offering across price points.
Travel Safety and Convenience Measures for Visitors
Oxalis Adventure issued a warning about fraudulent booking websites impersonating their brand and advised travelers to verify booking details before transferring funds. Meanwhile, Sun PhuQuoc Airways introduced hotel-based services for flight check-in and baggage handling, improving convenience for MICE travelers departing from Phu
Quoc.
