Vietnam attracted an estimated 17.7 million international visitors in the first nine months of 2026, reaching 70.7% of its annual target, according to the Vietnam National Authority of Tourism. The nation also recorded 126 million domestic tourist arrivals, fulfilling 84% of its yearly goal, while total tourism revenue rose 10% year-on-year to 874 trillion VND ($33.8 billion).
According to the World Economic Forum’s 2026 Travel and Tourism Development Index, Vietnam ranked second globally for improvement in tourism development. The country earned Asia’s Leading Destination for the eighth time and Asia’s Leading Heritage Destination for the fourth time at the 2026
World Travel Awards. These achievements coincide with new promotional efforts including appointing tourism ambassadors, utilizing cinema for destination promotion, and expanding digital marketing ecosystems.
New Marketing Strategies and Targeted Campaigns
Vietnam’s tourism sector has adopted data-driven marketing, focusing campaigns on markets such as Japan, India, Russia, Australia, and the United Arab Emirates. These campaigns utilize tourism fairs, cultural festivals, and culinary events to engage travellers. The strategy incorporates digital tools including data analytics, artificial intelligence, and international partner networks to target specific markets and customer segments.
New promotion approaches are designed to transform visitor interest into confirmed bookings by leveraging in-depth market engagement and cooperating with
distribution partners. This marks a shift beyond general brand awareness campaigning toward measurable conversion efforts.
Challenges in Coordination and Funding
Despite progress, coordination among central agencies, local authorities, and private businesses remains inconsistent. Tourism promotion funding is limited and lacks long-term stability, restricting campaign scale, professionalism, and consistent messaging. These constraints impede strengthening Vietnam’s international tourism image effectively.
Resolution No. 26-NQ/TW from the Politburo mandates a unified national tourism promotion program. It calls for an integrated approach combining tourism marketing with country branding, investment, trade promotion, and cultural heritage.
Official Recommendations for Brand Building
Experts emphasize the need for Vietnam to develop a strong, recognizable national tourism brand that goes
beyond promoting individual destinations. Targeted, continuous promotion under a shared strategy between the State, localities, and major tourism businesses is required to create an emotional connection with travellers.
Priority market identification for 2026–2030 is advised to segment countries into short-term core markets, expansion markets, and those requiring longer-term preparation. Each market should have tailored messaging, flagship products, and follow-up plans to ensure promotional activities result in tangible bookings and business capacity readiness.
Political Support and Strategic Integration
The Politburo’s Resolution 26-NQ/TW designates tourism as a spearhead economic sector requiring professional, unified promotion. The State is tasked with coordinating destination promotion campaigns and collaborating closely with
private sector leaders for international outreach. Tourism branding efforts are encouraged to integrate with the broader promotion of Vietnam’s image, investment climate, and cultural assets.
