The race to capture two-way tourism spending.

Regional tourism is entering a new competitive phase, where spending patterns become a more important indicator than quantity. While Vietnam is renewing its strategy to attract and retain international tourists, the demand for outbound travel among Vietnamese people is also rapidly increasing, forcing many destinations in the region to proactively compete for customers through experiences and value.

Longer-stay visa policies help retain foreign visitors.

2025 marks a significant milestone for Vietnamese tourism , with the number of international visitors reaching 21.2 million, surpassing the 2019 peak by nearly 18%. After a strong recovery period, the tourism industry is entering a new cycle, where the requirement is no longer just to "attract a large number of visitors," but to "retain" the right segments and increase spending value.

Nha Trang is one of the tourist destinations that attracts Russian visitors to stay for extended periods in Vietnam.

According to the Vietnam National Tourism Administration, international visitor growth in 2025 will come from many markets with relatively even contributions. Specifically, India is projected to increase by 48.9%, Cambodia by 44.8%, China by 41.3%, and Japan by 14.4%. This picture shows that Vietnam is gradually diversifying its source markets, reducing its dependence on a few traditional markets.

Among the rapidly growing markets, Russia stands out as a prime example of a qualitative shift in tourist arrivals. In 2025, Vietnam is expected to welcome 689,714 Russian tourists, a 196.9% increase compared to 2024 and surpassing the 2019 record of 646,500. Beyond the increase in numbers, this influx of tourists is also leaving a distinct mark in terms of length of stay and spending.

According to Ms. Thu Nguyen, AdTech Strategy & Business Development Specialist, Russian users have significantly increased their queries related to long winter holidays, tropical beach resorts, family travel, and wellness. These signals reflect a travel trend prioritizing experiences and extended vacations over short trips.

In fact, the majority of Russian tourists visiting Vietnam stay for 10 to 28 days, concentrating in Phu Quoc, Nha Trang, and Mui Ne – areas with relatively complete resort ecosystems. This group of tourists prioritizes 4-5 star resorts, all-inclusive services, and has a high spending capacity, significantly impacting tourism revenue in coastal localities.

From an international market perspective, the Russian Tourism Industry Association (RTI) notes that Vietnam has risen to become a preferred choice for package tours thanks to its favorable visa policy and the rapid restoration of charter flights from Moscow and many major cities to Cam Ranh, Phu Quoc, etc. According to RTI, the year-round sunny and warm climate, suitable for family travel, and reasonable costs make Vietnam a competitive alternative to traditional European resorts during the winter.

Weekend festival at Phu Quoc tourist destination.

From a management perspective, authorities have identified the results from markets like Russia as a practical basis for the tourism industry to remain committed to attracting the right segment of international tourists. Based on this foundation, the target for 2026 is to welcome approximately 25 million international tourists, while simultaneously increasing average spending, length of stay, and economic value per visitor.

To realize this goal, the tourism industry is focusing on targeted market promotion and accelerating digital transformation through the development and exploitation of a national tourism database, tracking tourist flows by market, time of year, length of stay, and spending level; thereby adjusting visa policies, connecting air travel, and developing high value-added tourism products such as long-stay resorts, wellness tourism, MICE, golf, and family tourism.

The race to capture Vietnamese tourists' spending

Alongside Vietnam's renewed strategy to attract and retain international tourists, the demand for overseas travel among Vietnamese people has also increased significantly in the post-pandemic period. Vietnamese tourists are increasingly proactive in choosing destinations, flexible in their itineraries, and willing to spend more on experiences, services, and specialized tourism products. This makes the Vietnamese tourist market a significant competitive target for many destinations in the region and around the world .

Data from travel searches for the 2026 Lunar New Year holiday shows that Bangkok (Thailand), Tokyo (Japan), Kuala Lumpur (Malaysia), Singapore, Phuket (Thailand), Chiang Mai (Thailand), Hong Kong (China), Seoul (South Korea), and Siem Reap (Cambodia) are among the most popular overseas destinations for Vietnamese tourists.

Singapore's Chinatown is also a popular destination for Vietnamese tourists during Tet (Lunar New Year).

Among these, Thailand continues to be one of the most popular destinations for Vietnamese tourists due to its proximity, convenient air connections, and flexible pricing. According to travel agencies, trips to Bangkok, Phuket, or Chiang Mai are expected to attract a large number of Vietnamese tourists in 2025-2026, especially families and young people, with short stays but high frequency of travel.

Another prominent market is Japan, with Tokyo topping the list of cities most searched for by Vietnamese tourists during the 2026 Lunar New Year. In addition, destinations such as Osaka, Nagoya, and Fukuoka also recorded a significant increase in search demand, reflecting the growing interest of Vietnamese tourists in cultural, culinary, and nature experiences, especially in the mid-to-high-end segment.

South Korea and Taiwan (China) are also among the markets of high interest to Vietnamese travelers, thanks to the appeal of their popular culture, shopping, and relatively flexible visa policies. According to travel agency Vietluxtour, three main factors shaping the outbound tourism trend of Vietnamese tourists are geographical advantages and connectivity, favorable exchange rates, and the relaxed visa policies of these destinations.

Contemporary art and cultural exhibitions in Singapore attract many young people to visit and experience them. Photo: SGP

In this competitive landscape, Singapore holds a unique position by not pursuing the budget segment but focusing on experiences, events, and service amenities. According to data from Booking.com, Singapore consistently ranks among the most searched international destinations by Vietnamese travelers, especially during longer vacations.

According to the Singapore Tourism Board, in 2026, Singapore will continue its strategy of attracting regional tourists through a series of year-round events and experiences. Highlights include the Light to Night festival (January-February 2026) in the Civic District; the Spring Blossoms flower exhibition (February-March 2026) at Gardens by the Bay; and contemporary art and culture exhibitions at the National Gallery Singapore and ArtScience Museum in the first half of the year. Alongside these, a series of international concerts and entertainment events will be held throughout the year, targeting young travelers and young families from Vietnam.

Tokyo is also a popular tourist destination for Vietnamese people during the Lunar New Year holiday. (Photo: Tourism)

Beyond experiential content, Singapore continues to invest in travel convenience, treating Changi Airport as part of its tourism product with upgraded shopping, entertainment, and art exhibition spaces. This approach helps Singapore maintain its appeal even as travel costs are higher than many destinations in the region.

Besides Asian destinations, Cambodia is also a major market attracting Vietnamese tourists thanks to its proximity to the border, visa-free policy, and reasonable costs, making it suitable for short trips or weekend getaways. According to statistics from the Cambodian Ministry of Tourism, Vietnam is currently the largest source market for tourists to Cambodia, with approximately 1.11 million visitors in 2015, accounting for more than 20% of the total international visitors to Cambodia.

Source: https://baotintuc.vn/du-lich/cuoc-dua-gianh-dong-chi-tieu-tu-du-lich-hai-chieu-20260123102122019.htm