The Vietnam National Authority of Tourism announced a partnership with VFS Global Vietnam Co. Ltd. in 2026 to enhance international tourism promotion and expand the country’s presence in key global source markets. VFS Global, the world’s largest visa application outsourcing and technology services provider, operates in 169 countries and serves millions of travelers worldwide.
Visitor Statistics and Revenue
Vietnam received over 21 million international visitors and approximately 137 million domestic travelers in 2025, generating VND1 quadrillion (US$38 billion) in tourism revenue. From January to July 2026, foreign tourist arrivals reached 13.9 million, marking a 13.8% increase year on year. Russia was the largest European
source market, sending 864,000 visitors to Vietnam — a 174% rise year on year.
Partnership Objectives and Strategy
A memorandum of understanding signed in 2026 between the Vietnam National Authority of Tourism and VFS Global Vietnam Co. Ltd. aims to strengthen tourism promotion through new marketing approaches addressing rapidly changing international markets. VFS Global proposed a five-stage global digital strategy for promoting Vietnam’s tourism: creating, amplifying, engaging, converting, and advocating.
Leadership Perspectives on the Partnership
Nguyen Trung Khanh, director general of the Vietnam National Authority of Tourism, stated: “International markets are changing rapidly, while tourist behavior and consumption trends are becoming increasingly diverse and competition among destinations is intensifying.”
He added, “Strengthening cooperation with international organizations and businesses with extensive networks, market knowledge, and the ability to connect with customers, businesses, and media organizations in key source markets is therefore a new and appropriate approach.” Khanh emphasized this approach will help mobilize additional social resources, access international knowledge, data, experience, and modern promotional methods, improving the quality of tourism promotion and enabling better-targeted campaigns.
Simon Peachey, VFS Global COO for China, Oceania, Russia, and the Commonwealth of Independent States, said Vietnam is “blessed with beautiful landscapes, rich cultural heritage, world-renowned cuisine, dynamic cities, and warm, hospitable people.” He called
Vietnam’s goal to welcome 45-50 million international visitors by 2030 “ambitious.”
Target Markets and VFS Global’s Role
The partnership focuses on promoting Vietnam’s tourism in key source markets including Northeast Asia, Southeast Asia, India, the Middle East, Europe, and Australia. VFS Global has 24 years of experience, serves 71 government partners worldwide, and through its expansive global network, provides the Vietnam National Authority of Tourism with access to modern promotional tools and direct connections to customers, businesses, and media in 169 countries and territories.
Tourism Recovery and Future Targets
Vietnam’s tourism industry has shown strong recovery and steady growth recently. The country targets attracting 25 million international visitors and 150 million
domestic travelers in 2026. It plans to reach 45-50 million international visitors by 2030, further strengthening its position as a major destination in the Asia-Pacific region.
