Vietnam recorded 17.7 million international visitors in the first nine months of 2026, a 14.5% increase year-on-year, and generated total tourism revenue of 874 trillion VND (33.8 billion USD), up 10% compared to 2025, according to the Vietnam National Authority of Tourism. Domestic tourist numbers reached approximately 126 million during the same period, rising 5.8%. Vietnam ranked second worldwide for improvement in the World Economic Forum’s Travel and Tourism Development Index (TTDI) 2026 and secured titles as Asia’s Leading Destination for the eighth time and Asia’s Leading Heritage Destination for the fourth at the 2026 World Travel Awards.
Intensified Targeted Tourism Promotion in 2026
In response
to competitive global tourism markets, Vietnam stepped up focused tourism promotion initiatives in 2026 aiming to strengthen its national brand and broaden market penetration. The sector incorporated new marketing methods including appointing tourism ambassadors, leveraging cinema to promote destinations, and expanding digital marketing ecosystems. Targeted campaigns focused on international markets such as Japan, India, Russia, Australia, and the United Arab Emirates through tourism fairs, festivals, and international cultural and culinary events.
Coordination and Funding Challenges Constrain Campaigns
Despite progress, coordination between central agencies, local authorities, and businesses remains inconsistent, limiting the overall scale and professionalism of promotional efforts. Funding for tourism promotion is constrained and lacks
long-term stability, restricting the reach and consistency of the national tourism image. Resolution No. 26-NQ/TW of the Politburo mandates the creation of a unified national tourism promotion program that integrates messaging with promotion of Vietnam’s image, investment environment, cultural identity, heritage, and people.
Expert Recommendations for National Tourism Brand Development
Nguyen Quoc Ky, Chairman of Vietravel’s Board of Directors, emphasized the need for Vietnam to develop a strong, recognizable, and emotionally engaging national tourism brand in global markets through sustained, targeted promotion coordinated among state bodies, localities, and businesses. He advocated enhanced use of data, artificial intelligence, digital platforms, and international networks to reach appropriate customer segments.
Nguyen Anh Tuan, Director of the Institute of Tourism Economics, recommended prioritizing markets for 2026–2030 with tailored messages, flagship products, distribution partners, and measurable performance indicators, alongside thorough follow-up actions translating promotion into bookings and market capacity.
Strategic Promotion to Sustain Tourism Growth
Vietnam’s tourism sector growth, highlighted by increases in visitor volumes and revenue, coincides with expanded promotional efforts addressing market demands and competitive pressures. Alongside product innovation, infrastructure upgrades, visa policy reforms, and service improvements, tourism promotion is critical to Vietnam’s aim to elevate its global tourism brand and convert interest into economic gains. The current approach focuses on focused engagement over broad awareness
to better capture diverse international tourist segments and improve campaign effectiveness.
