Vietnam attracted an estimated 17.7 million international tourists during the first nine months of 2026, achieving 70.7% of its annual visitor target with a 14.5% year-on-year increase, according to the Vietnam National Authority of Tourism. Domestic tourism also grew, reaching about 126 million arrivals, fulfilling 84% of the yearly plan and rising 5.8% compared to the previous year. Total tourism revenue reached approximately 874 trillion VND (33.8 billion USD), a 10% rise from 2025. The World Economic Forum’s 2026 Travel and Tourism Development Index ranked Vietnam second globally for improvement. Additionally, Vietnam won Asia’s Leading Destination for the eighth time
and Asia’s Leading Heritage Destination for the fourth time at the 2026 World Travel Awards.
Vietnam’s Expanded Tourism Promotion and Target Markets
In 2026, Vietnam adopted new tourism promotion approaches including appointing tourism ambassadors, leveraging cinema for destination marketing, and building digital marketing ecosystems. The Vietnamese tourism sector has targeted international markets such as Japan, India, Russia, Australia, and the United Arab Emirates. Promotional activities in these markets involved tourism fairs, festivals, and cultural and culinary events designed to attract a broader base of visitors.
Need for Data-Driven Marketing and Challenges in Coordination
The Vietnam National Authority of Tourism and industry experts emphasize shifting promotion efforts from broad brand awareness to focused, data-driven marketing targeting
specific markets, products, and distribution partners. This approach aims to improve conversion of interest into confirmed bookings. However, inconsistent coordination among central agencies, local authorities, and private sector stakeholders impedes these efforts. Limited and unstable funding constrains the scale, reach, and professionalism of campaigns, resulting in fragmented messaging of Vietnam’s tourism image.
Official Perspectives on Branding and Market Prioritization
Nguyen Quoc Ky, Chairman of Vietravel’s Board of Directors, stressed the importance of establishing a strong, recognizable national tourism brand. He called for consistent and modern branding capable of connecting emotionally with travelers, supported by sustained, targeted promotion involving government, local entities, and businesses. Nguyen Anh Tuan, Director
of the Institute of Tourism Economics, advocated for identifying priority markets through 2030 by categorizing short-term core, expansion, and long-term preparation markets. Each market requires tailored messaging, flagship offerings, distribution partners, detailed promotional plans, and measurable performance indicators. He highlighted the significance of follow-up mechanisms after each promotional event to ensure promotion translates into bookable products served effectively by enterprises.
Strategic Framework Under Politburo Resolution for Unified Tourism Promotion
Resolution No. 26-NQ/TW of the Politburo recognizes tourism as a spearhead economic sector in Vietnam’s new era and calls for a national tourism promotion program with a unified, professional message. This program should integrate promotion of Vietnam’s image, investment climate,
trade environment, culture, heritage, and people. The resolution directs the State to coordinate destination promotion campaigns nationally and collaborate closely with major businesses for international outreach.
