Vietnam is accelerating its global tourism promotion through coordinated, large-scale campaigns aimed at reaching 45 to 50 million international visitors by 2030, according to Politburo Resolution No. 26-NQ/TW. The country leverages its diverse natural landscapes, rich cultural heritage, and distinctive cuisine to compete within Southeast Asia’s tourism market.
Shift to Integrated National Branding and Coordination
The new promotional approach moves beyond isolated marketing activities such as fairs and roadshows. Instead, it integrates tourism promotion with national image building, investment, trade, cultural identity, and heritage preservation. The resolution mandates stronger cooperation among ministries, local governments, and sectors, while expanding Vietnamese agencies and tourism ambassadors’ roles abroad. It also
encourages establishing promotion offices in strategic markets and the use of cultural programs at diplomatic events to boost awareness.
Tourism Performance and Market Developments in 2026
Vietnam ranked fifth in Southeast Asia for tourism appeal in 2026 but recorded the highest regional score increase at 6.1%. The country received 1.77 million foreign visitors in September 2026, reflecting a 16.1% year-on-year rise. The island of Phu Quoc welcomed over 8.57 million visitors in the first nine months of 2026, including 1.92 million international arrivals, an increase of 60.2% compared to the previous year. Phu Quoc’s development includes expanding resort facilities, event venues, entertainment options, and enhanced air connectivity,
contributing to its growing appeal.
Expert Analysis on Campaign Messaging and Infrastructure
Experts emphasize the necessity of market-specific campaigns with focused messaging to avoid diluting Vietnam’s tourism identity. Digital platforms, influencers, and content creators increasingly shape international travelers’ decisions, underscoring the need for supportive infrastructure and skilled services to sustain promotions. Travel companies are urged to understand market demands thoroughly, design products catering to specific segments, coordinate service chains, manage tourist flows, and contribute to shaping destination images.
Regional Campaign Examples and Ethnic Community Participation
Vietnam draws lessons from Thailand’s Tourism Authority of Thailand’s “Feel All the Feelings” campaign, which achieved over 448 million impressions and 89.4 million TV commercial views by mid-September 2026
by linking promotional content to destination-specific experiences and local culture. In northern Vietnam, ethnic minorities are evolving from service providers into creators and owners of tourism products, integrating indigenous cultural storytelling to enrich visitor experiences.
Tourist Impact and Safety Measures
Travelers are cautioned against fraudulent websites impersonating companies like Oxalis Adventure, with advisories to verify booking details before remitting payments. Initiatives such as the Hanoi Beverage Tourism Map include QR codes at cafes and venues to provide destination information. Dong Van commune is enhancing landscape, sanitation, and tourism services to encourage longer stays and repeat visits from tourists.
Awards and Recognition Enhancing Vietnam’s Tourism Profile
Vietnam’s hospitality sector earned international acclaim in
2026, with InterContinental Danang Sun Peninsula Resort ranking first among Asia’s top 15 resorts in Condé Nast Traveler’s Readers’ Choice Awards. Phu Quoc was named the leading island destination in Asia by the US edition of Condé Nast. Furthermore, the Michelin Guide Vietnam 2027 will include Phu Quoc, becoming the fourth Vietnamese destination featured after Hanoi, Ho Chi Minh City, and Da Nang. Michelin Guide International Director noted Phu Quoc’s culinary identity is shaped by a blend of fishing-village food culture and international dining, contributing to diversified visitor experiences.
