Vietnam welcomed an estimated 17.7 million international visitors in the first nine months of 2026, marking a 14.5% year-on-year increase and achieving 70.7% of its annual international visitor target, according to the Vietnam National Authority of Tourism. Domestic tourist arrivals reached approximately 126 million during the same period, up 5.8% compared to 2025, fulfilling 84% of the yearly goal. Total tourism revenue for the first nine months was estimated at 874 trillion VND (33.8 billion USD), a 10% increase from the previous year.
The country’s improved performance contributed to Vietnam ranking second globally in the World Economic Forum’s Travel and
Tourism Development Index 2026 for improvement. At the 2026 World Travel Awards, Vietnam was recognized as Asia’s Leading Destination for the eighth time and Asia’s Leading Heritage Destination for the fourth time.
New Approaches in Tourism Promotion
The Vietnamese tourism sector has adopted new marketing methods to attract visitors. These include appointing tourism ambassadors, cinema-based promotion, and building digital marketing ecosystems. Targeted promotional campaigns focused on key markets such as Japan, India, Russia, Australia, and the United Arab Emirates using tourism fairs, festivals, and cultural and culinary events.
Efforts to diversify tourism products and improve infrastructure, visa policies, and service quality have also contributed to
the sector’s growth. However, as international competition intensifies, promotional activities aim to move beyond broad awareness to engage target markets with specific products and distribution partners, with a focus on converting interest into bookings and revenue.
Coordination and Funding Challenges
Despite progress, coordination among central agencies, local authorities, and businesses remains inconsistent, limiting the scale and consistency of promotional campaigns. Funding for tourism promotion is constrained and lacks long-term stability. Resolution No. 26-NQ/TW of the Politburo mandates the development of a national tourism promotion program with unified, professional messaging.
The State is expected to coordinate national destination promotion campaigns and collaborate with major businesses
for international promotion efforts. Integration with promotion of the country’s image, investment climate, culture, and heritage is emphasized to strengthen Vietnam’s tourism identity.
Expert Insights on Branding and Market Strategy
Industry experts from Vietravel and the Institute of Tourism Economics highlight the need for Vietnam to create a consistent, modern national tourism brand capable of forming emotional connections with travelers. They emphasize sustained and targeted promotion involving the State, local authorities, and private businesses, leveraging data, artificial intelligence, digital platforms, content creators, and international partnerships.
Vietnam is advised to identify priority tourism markets for 2026–2030, categorizing them into core, expansion, and long-term preparation markets. Tailored messages, flagship
products, distribution partners, promotional plans, and performance indicators should accompany each market segment. Post-event follow-up activities such as establishing contacts, scheduling meetings, and assigning responsibilities are critical to convert promotional efforts into actual bookings and ensure sufficient business capacity to serve targeted markets.
