Breakthrough growth opportunities for Vietnam tourism in the last months of 2025

Vietnam tourism is emerging as one of Asia's "hot" destinations thanks to creative approaches and attractive promotional content in key markets, opening up strong growth opportunities.

The website promoting Vietnamese tourism abroad at vietnam.travel increased by 16,000 places compared to March 2025 (ranked 104,698 in the world ), ranked 2nd in Southeast Asia (only after Thailand's tourism website, ranked 51,251). This milestone opens up further growth opportunities for the domestic market in the last months of 2025 and 2026.

This information has just been announced by the Vietnam National Administration of Tourism according to similarweb.com (a website specializing in analyzing and ranking websites worldwide), data as of October 2025.

Vietnam surpasses Thailand

With this upgrade, Vietnam's website is ranked 2nd in Southeast Asia, just behind Thailand's travel website (rank 51,251), above Singapore (rank 109,858); far surpassing Indonesia (rank 203,665), Malaysia (rank 216,688), Philippines (rank 1,687,836).

Notably, some important indicators of Vietnamese websites are higher than those of Thai websites. Regarding the average number of pages viewed/visit, the vietnam.travel website achieved an index of 1.92 pages/visit (Thai website 1.49 pages/visit); the average time/visit, the vietnam.travel website is 44 seconds (Thai website 36 seconds); the page abandonment rate of the vietnam.travel website is 49.8% (Thai website 60.1%). These indicators reflect the attractiveness and coherence of promotional content on Vietnamese websites quite well.

The highest number of visits to the vietnam.travel website in the past month came from Americans (up 40.8%), Singaporeans (up 34%), Indonesians (up 41.6%), Australians…

Website ranking information vietnam.travel on similarweb.com platform.

Some other notable indicators, the percentage of users accessing the vietnam.travel website via mobile phones accounts for 66.96%, accessing from desktop computers accounts for 33.04%; the number of visits via search engines accounts for nearly 50.71%, direct visits account for 26.17%, showing that the recognition level of the vietnam.travel website in the world is quite good (higher than the Thai website with 18.66%).

The website vietnam.travel is the official information channel of the Vietnam National Administration of Tourism, bringing the image of Vietnamese tourism to the world. In recent times, the direct operating unit has implemented a comprehensive communication strategy, combining the website vietnam.travel with Facebook, Instagram, YouTube... Thereby, strongly spreading the message of safe, friendly and vibrant Vietnamese tourism, especially during the peak international tourism season at the end of the year.

The key factor attracting international tourists is the open visa policy of the Vietnamese Government, along with a series of video clips, articles and vivid images that are constantly updated, introducing products, services and unique destinations such as Ha Long, Phu Quoc, Ninh Binh, Da Nang...

These policies and destinations have been widely introduced not only domestically, on websites but also through direct promotion programs in key markets of the Ministry of Culture, Sports and Tourism, localities, relevant agencies and businesses.

The 2024 Vietnam Tourism and Cinema Promotion Program in the United States attracts a large number of filmmakers and directors from Hollywood. (Photo: TITC)

Tourism growth exceeds record in 2019

Recently, Vietnam tourism has emerged as one of the hottest destinations in Asia thanks to its creative approach and attractive promotional content. Leading market research company BMI forecasts that Vietnam could welcome more than 22 million international visitors in 2025 (far exceeding the record of 18 million in 2019), marking a strong recovery of the smokeless industry after the global pandemic.

“Vietnam is surpassing Thailand as the top destination for Chinese tourists,” said BMI Regional Director Brandon Msimanga. Of the 17.2 million international arrivals to Vietnam, 4 million were from China (the figure for Thailand was only 3.8 million, down about 30% year-on-year).

Vietnam's advantages are recognized by experts thanks to its stable, safe environment and flexible tourism opening policy. In addition, Vietnam has also actively promoted national tourism through cinema. Foreign visitors are attracted by many films and music videos introducing Vietnamese culture and landscapes, from "A Tourist's Guide to Love," "Love in Vietnam" to videos of Vietnamese artists and celebrities that have spread across social platforms.

Not only opening new flight routes to tourist hotspots such as Khanh Hoa and Da Nang, 2025 is also a special time for Vietnam with a series of major events such as: Celebrating the 50th anniversary of the Liberation of the South and National Reunification (April 30, 1975 - April 30, 2025), the 80th anniversary of Vietnam's National Day (September 2, 1945 - September 2, 2025), along with a series of other exciting economic, political and cultural events, making Vietnam the focus of international media.

Tourists from China on flight CZ8155 to Da Nang. (Photo: PV/Vietnam+)

According to the UN Tourism Board of Tourism Experts, tourists will continue to seek travel experiences that are worth the money spent, products with reasonable prices. In addition, tourists also tend to choose closer destinations, prioritize shorter trips or spend less to cope with the context of rising prices. That is also an opportunity for Vietnamese tourism - a country in the top destinations with cost savings, contributing to creating growth momentum for the last months of 2025 and 2026./.

According to the General Statistics Office (Ministry of Finance), in October, the number of international visitors to Vietnam reached 1.73 million (13.8% higher than September and 22.1% higher than the same period in 2024). In the first 10 months of 2025, the total number of international visitors reached nearly 17.2 million (up 21.5% over the same period last year).

Tourism growth has created momentum for revenue from accommodation and food services in the past 10 months, estimated at 695.1 trillion VND, of which tourism revenue is estimated at 77.4 trillion VND.

(Vietnam+)

Source: https://www.vietnamplus.vn/co-hoi-tang-truong-but-pha-cho-du-lich-viet-nam-nhung-thang-cuoi-nam-2025-post1076225.vnp