Vietnam received 17.7 million international tourists in the first nine months of 2026, a 14.5% increase year-on-year, reaching 70.7% of its annual target, the Vietnam National Authority of Tourism reported. Domestic tourism also expanded, reaching 126 million arrivals, up 5.8%, achieving 84% of the yearly plan. Tourism revenue during this period rose 10% year-on-year to 874 trillion VND (33.8 billion USD).
Accolades Reflect Vietnam’s Rising Tourism Profile
Vietnam ranked second worldwide for improvement in the Travel and Tourism Development Index (TTDI) 2026, according to the World Economic Forum. The country also 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, marking continued recognition of its growing tourism appeal.
New Promotional Models and Market Focus
The tourism sector introduced new promotion methods, including appointing tourism ambassadors, cinema advertising, and building digital marketing ecosystems. Targeted campaigns focused on markets such as Japan, India, Russia, Australia, and the United Arab Emirates through tourism fairs, festivals, and international cultural events to broaden Vietnam’s market reach.
Need for More Focused Promotion Amid Global Competition
As global destinations compete more fiercely, Vietnam’s tourism promotion is shifting toward targeted market engagement. Officials emphasize moving beyond generalized brand awareness to concentrate on specific markets, products, and distribution networks, aiming to convert promotional interest into
actual bookings and revenue.
Coordination and Funding Challenges in Promotion
Coordination among central agencies, local authorities, and tourism businesses remains inconsistent. Limited and unstable funding for tourism promotion constrains campaign size, reach, and professionalism. This results in an uneven national tourism image that hampers Vietnam’s efforts to capitalize fully on its tourism potential.
Government Directives for Unified Tourism Promotion
Resolution No. 26-NQ/TW directs the development of tourism as a priority economic sector with a national promotion program providing unified and professional messaging. It calls for integrating tourism marketing with national image, cultural heritage, investment, trade, and people promotion. The State is tasked with coordinating destination campaigns and partnering with major businesses in
international marketing.
Industry Leaders Call for Strong National Brand
Experts stress the need for Vietnam to establish a consistent, modern national tourism brand that creates emotional connections with travelers. Sustained, targeted promotion involving the State, localities, and major businesses is necessary. The digital era requires leveraging data, artificial intelligence, digital platforms, content creators, and international partnerships to reach the right audiences effectively.
Tailored Market Strategies and Follow-up Emphasized
Priority markets for 2026–2030 should be identified with distinct short-term core markets, expansion markets, and those requiring longer preparation. Each market needs customized messaging, flagship products, distribution partners, and performance metrics. Post-event follow-up with contact lists, product identification, scheduled meetings, and assigned responsibilities is crucial
to ensure promotions translate into bookable tourism products supported by sufficient business capacity.
