A historical milestone for Vietnamese tourism.

Yesterday (December 15th), Vietnam's tourism industry officially welcomed its 20 millionth international visitor, marking a historic milestone for the industry and providing momentum for breakthroughs in the new era.

From "emerging destination" to a new regional tourism hub.

At exactly 2 PM on December 15th, the plane carrying the 20 millionth tourist officially landed at Phu Quoc International Airport ( An Giang province ). The program to welcome the 20 millionth visitor had been prepared by the Ministry of Culture, Sports and Tourism since the previous week. According to the Ministry, this is the first time in 65 years of its formation and development that Vietnam's tourism industry has reached the milestone of 20 million international visitors in a single year, marking a new development level for Vietnamese tourism in its recovery and growth process. Therefore, the welcoming ceremony was held solemnly with activities including welcoming the delegation at the airport, presenting flowers, and traditional art performances showcasing the rich cultural identity of Vietnam.

Welcoming the 20 millionth international visitor of 2025: Ms. Karolina Agnieszka Muskus (Poland), on December 15, 2025 in Phu Quoc (An Giang).

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Graphics: Tuan Anh

Receiving special gifts, Karolina Agnieszka Muskus (Poland), the 20 millionth visitor, shared: "I am truly moved to tears. I feel so lucky to be here and have the opportunity to visit Vietnam. Your country is so beautiful, and the people are friendly, warm, and open. I want to say 'I love Vietnam' and 'Hello Vietnam'. This is a moment I will cherish for the rest of my life. This is my first time in Vietnam, but it certainly won't be my last. I will recommend all my friends and relatives in Poland to visit this wonderful country."

Speaking at the ceremony, Mr. Ho An Phong, Deputy Minister of Culture, Sports and Tourism, emphasized: This historic milestone demonstrates the strong, sustainable, and remarkable recovery of Vietnamese tourism in the context of global tourism having just gone through an unprecedented deep decline due to the Covid-19 pandemic.

Since Vietnam fully reopened its tourism sector on March 15, 2022, the number of international visitors has consistently shown impressive growth. In 2023, the country welcomed 12.6 million visitors; in 2024, it reached 17.6 million, and in 2025, it is projected to reach approximately 21 million, far exceeding the 18 million visitors in 2019 – the period before the pandemic. With a growth rate of around 21%, Vietnam's tourism sector is considered by the UN Tourism Organization to be among the fastest-growing in the world .

"These figures show that Vietnam is not only recovering quickly but also rising strongly, creating a clear competitive advantage in the region and the world. 2025 also witnessed important recognition from international organizations, when Vietnam was honored for the 6th time by the World Travel Awards as the 'World's Leading Heritage Destination' and for the 7th time as the 'Leading Destination in Asia', along with a series of other prestigious titles," the tourism industry leader cited.

Looking back at history, from 10 million international visitors in 2016 to 20 million in 2025, Vietnam's tourism industry has doubled in size in less than a decade, demonstrating a growth rate rarely seen in the region. During the same period, Thailand only grew by about 19% and Singapore by about 8% (despite having a larger visitor base). This shows that Vietnam is shifting from the position of an "emerging destination" to a new regional tourism hub, with outstanding growth rates and clear potential for expanding its international market.

Rapidly moving towards the target of 35 million visitors by 2030.

According to leaders of the Ministry of Culture, Sports and Tourism, the milestone of 20 million international visitors is of special significance to Vietnam's tourism industry. Firstly, the figure of 20 million affirms Vietnam's attractiveness and new position on the world tourism map. Vietnam is becoming a leading destination in the region, attracting tourists with its unique culture, beautiful nature, distinctive cuisine, and diverse and rich experiences. In addition, the strong recovery of the international tourism market after the pandemic shows that we are keeping pace with the global recovery trend, continuing to maintain sustainable growth, demonstrated by stable growth rates and a high number of returning visitors. This milestone also affirms international tourists' confidence in Vietnam – a safe, friendly destination with rich experiences; with endless beauty, both tangible and intangible. This will be an important step, creating momentum for Vietnam to achieve its goal of 35 million international tourists by 2030, contributing to making tourism a key economic sector and enhancing the national brand.

The ceremony to welcome the 20 millionth international tourist to Vietnam will be held in Phu Quoc on December 15, 2025.

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Mr. Nguyen Tran Hoang Phuong, Director of the Institute for Tourism and Social Research, enthusiastically shared: "The milestone of 20 million international visitors is a number that the Vietnamese tourism industry has been waiting for for many years. This event not only affirms Vietnam's attractiveness on the world tourism map but also shows that the position of Vietnamese tourism has been significantly raised during the recovery period. International visitors play a particularly important role because they create a large surplus value for the economy. Not only do travel agencies and hotels benefit, but also the people and 'on-site export' activities, from small-scale trading to local services, all enjoy a significant source of income."

Explaining the reasons behind Vietnam's impressive tourism figures, Mr. Phuong pointed out a number of fundamental factors: First, the open-door policy and increasingly liberal visa policies play a key role in attracting international tourists. In addition, the level of development of Vietnam's tourism industry, especially in its ability to adapt and develop unique tourism products such as homestays, farmstays, and staycations, is crucial. When these models are "Vietnamese-ized," harmoniously combining local culture with modern trends, they create unique products that attract international tourists. Another important factor is the significant improvement in Vietnam's image and standing in the eyes of the international community.

Furthermore, infrastructure and the selection of strategic focal points are also key factors. Phu Quoc is a prime example, where the tourism ecosystem has been invested in comprehensively and rapidly, aiming to serve international tourists, especially the high-end segment. Finally, according to Mr. Phuong, the most fundamental factor still lies in the Vietnamese people, with their hospitality, preservation of traditional culture and national identity, creating a natural attraction for international tourists who want to learn about Vietnam and its people.

What lies beyond this historic milestone?

While reaping the rewards of their efforts to reopen to tourists, tourism experts agree that the most important issue remains how to encourage visitors to return, stay longer, and spend more.

Dr. Matt Kim, lecturer in Tourism and Hospitality Management at RMIT University Vietnam, commented: Vietnam is still widely perceived by international tourists as a "cheap but full-fledged" destination. This perception offers a significant advantage, making it easier for tourists to choose Vietnam and encouraging them to try a variety of foods, services, and experiences during their trip. While spending may not be high on individual services, it is spread widely, creating livelihoods for many stakeholders in the tourism chain.

Welcome to international guests on the flight to Phu Quoc on December 15, 2025.

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However, "cheap" is also a double-edged sword when a destination is undervalued; the relationship between tourists and local communities can easily become skewed, with tourists being seen as "those with money" and locals as the beneficiaries. More importantly, the image of a cheap destination makes it difficult for Vietnamese tourism to reach the high-spending segment, even though the main international markets come from countries with high GDP such as Japan, South Korea, Europe, and the United States.

According to Matt Kim, a more appropriate strategy is to encourage tourists to spend more across a wider range of experiences and extend their stay. Local cuisine is an untapped "gold mine" in this regard. International visitors are willing to spend more on food if they feel safe, clean, and trustworthy. When hygiene standards and service environments are consistently maintained, businesses have a solid basis to offer higher prices while still being accepted by tourists.

In the long term, to retain and attract tourists, Vietnam's tourism industry needs to focus on improving urban infrastructure and public transportation, creating a safe and friendly pedestrian environment. Airport gateways also need to be upgraded comprehensively, not only in terms of capacity but also in service quality, shopping experiences, and transparency. Simultaneously, the human resources issue remains a major bottleneck. Service quality remains a significant problem due to a lack of properly trained workforce. Developing certified service training programs, managed and supervised by relevant authorities, will help raise the standards across the entire industry.

"The milestone of 20 million international visitors shows that Vietnam's tourism is heading in the right direction. The remaining issue is not just about attracting more visitors, but about ensuring that each visitor is willing to stay longer, spend more, and return, with the feeling that Vietnam is not only 'cheap' but also 'worth the money'," Mr. Matt Kim emphasized.

Mr. Nguyen Vu Khac Huy, Chairman of the An Giang Provincial Tourism Association, also noted that the major challenge after reaching the 20 million tourist milestone is how to increase spending and extend the length of stay of tourists. Vietnam is facing a great opportunity to make a breakthrough in the coming time, especially as the tourism industry has long-term plans aimed at 2027 and beyond. In particular, continued investment, improvement, and diversification of tourism products are key factors, alongside improving service quality and human resource capacity. Furthermore, policy adjustments to better suit market trends and demands will contribute to attracting more new markets with larger scale and higher spending levels.

According to Mr. Huy, when product quality is improved uniformly, services become increasingly professional, and the market expands, tourism revenue will increase proportionally with the number of tourists, thereby contributing increasingly to the economy. This is also a necessary step for the sustainable development of Vietnamese tourism, not just based on the number of tourists, but aiming for long-term value and efficiency.

In the past, when I traveled to many countries, I noticed that quite a few people were still unfamiliar with Vietnam. However, in the last few years, awareness has increased significantly. Although Vietnam's international tourism marketing and promotion activities are still modest, they have contributed to spreading Vietnam's image more widely. Many people now know about Vietnam, want to visit Vietnam, and love Vietnam.

Mr. Nguyen Tran Hoang Phuong, Director of the Institute for Social Tourism Research

At the ceremony, the organizers presented certificates and souvenirs to three special guests: the 19,999,999th, 20,000,000th, and 20,000,001st guests, with sponsorship from Sun Group and Ngoc Hien Pearl. The 20 millionth guest's gift was worth nearly 500 million VND, including a high-end pearl necklace worth 200 million VND; a round-trip business class flight package with Sun PhuQuoc Airways; a stay at a 5-star hotel; vouchers for Michelin-starred culinary experiences; golf; a cruise exploring the southern part of Phu Quoc Island; and priority access to entertainment services within the Sun Group ecosystem, valued at up to 300 million VND. The 19,999,999th and 20,000,001st passengers also received gifts worth over 200 million VND each, including high-quality pearls and vouchers for products and services within the Sun Group system. In addition, all passengers on the lucky flight received welcome flowers and tickets to the "Kiss of the Sea" show in Sunset Town (Phu Quoc).

Source: https://thanhnien.vn/dau-moc-lich-su-cua-du-lich-viet-185251215235619876.htm