Vietnam welcomed an estimated 17.7 million international tourists in the first nine months of 2026, representing a 14.5% increase year-on-year and reaching 70.7% of the national target for the year, according to the Vietnam National Authority of Tourism.
Domestic tourism also expanded, with approximately 126 million local arrivals recorded, up 5.8% from the previous year and achieving 84% of the annual plan. Total tourism revenue rose to 874 trillion VND (about 33.8 billion USD) during this period, a 10% increase from 2025.
The World Economic Forum’s 2026 Travel and Tourism Development Index placed Vietnam second worldwide for improvement. At the
2026 World Travel Awards, Vietnam secured the titles of Asia’s Leading Destination for the eighth time and Asia’s Leading Heritage Destination for the fourth time.
New Promotion Models Target Key Markets
In 2026, Vietnam’s tourism sector adopted new promotional methods including appointing tourism ambassadors, leveraging cinema for destination promotion, and developing digital marketing ecosystems.
Targeted campaigns engaged markets identified by authorities as promising, such as Japan, India, Russia, Australia, and the United Arab Emirates. Promotional activities in these markets included participation in tourism fairs, cultural festivals, and culinary events.
Coordination and Funding Challenges Persist
Despite progress, coordination between central agencies, local governments, and private businesses remains inconsistent, limiting the professionalism and
reach of tourism campaigns.
Funding for tourism promotion lacks long-term stability, restricting the scale and consistency of marketing efforts aimed at strengthening Vietnam’s international tourism brand.
The Politburo’s Resolution No. 26-NQ/TW mandates a unified and professional national tourism promotion program that integrates promotion of Vietnam’s cultural identity, investment environment, heritage, and people alongside tourism.
Experts Advise Focused Brand Building and Follow-Up
Nguyen Quoc Ky, Chairman of Vietravel’s Board of Directors, emphasized that Vietnam’s tourism sector needs a strong, recognizable national brand beyond individual destinations. He recommends sustained, continuous, and targeted promotion driven by the State, localities, and major businesses using data-driven tools and digital platforms.
Nguyen Anh
Tuan, Director of the Institute of Tourism Economics, advised identifying priority markets for 2026–2030 with tailored messages, flagship products, distribution partners, and measurable promotional plans. He stressed the importance of thorough follow-up after promotional events to convert interest into confirmed bookings.
Strategic Importance of Marketing to Expand Vietnam’s Tourism Brand
Vietnamese tourism authorities prioritize focused, data-driven marketing strategies to boost the country’s global tourism profile and convert visitor interest into actual bookings.
Enhancing coordination and securing stable funding will be critical to scaling promotional activities and maintaining consistent messaging, which officials see as essential to securing Vietnam’s position in a competitive global tourism market.
