Tourism turns challenges into opportunities.

Despite the tourism industry exceeding 2 million international visitors for the third consecutive month, unfavorable developments from the Middle East conflict and rising fuel prices are putting pressure on airfares, posing numerous challenges for the tourism sector in 2026.

The slight decrease in international visitors is only seasonal.

The latest figures from the General Statistics Office show that the number of international visitors to Vietnam in February 2026 reached over 2.2 million, marking the third consecutive month that the number of visitors exceeded 2 million, after reaching 2.45 million in January 2026 and 2.02 million in December 2025. In the first two months of the year, Vietnam welcomed nearly 4.7 million international visitors, an increase of 18.1% compared to the same period last year.

However, compared to January 2026, the number of visitors in February decreased by more than 9%. According to Associate Professor Dr. Nguyen Quyet Thang (Faculty of Tourism , Restaurant and Hotel Management, Ho Chi Minh City University of Technology), this is a seasonal development. January usually falls during the peak winter tourism season for many markets and coincides with major holidays in some countries, while February is usually a period of adjustment after the peak. Therefore, the figure of nearly 4.7 million visitors in the first two months of the year, an increase of more than 18% compared to the same period, still shows a positive recovery and growth trend for Vietnamese tourism.

International tourists experience the Cu Chi Tunnels in Ho Chi Minh City.

Photo: Le Nam

From a business perspective, Ms. Tran Thi Bao Thu of Vietluxtour travel company also believes that the more than 9% decrease in February compared to January should be viewed in the context of seasonal factors. January 2026 was a peak month with approximately 2.45 million international visitors, while February still maintained over 2.2 million. "This is still a positive growth rate for the tourism industry. Therefore, this development is not yet a sign of declining demand but reflects a correction after the peak period at the beginning of the year," the Vietluxtour representative stated.

However, amidst rising global travel operating costs, volatile fuel prices, and geopolitical uncertainties impacting international travel behavior , the tourism ecosystem faces significant challenges in achieving its business goals this year.

Mr. Tran Tuong Huy, Deputy Director of the Institute for Tourism and Social Research, analyzed: The tourism industry is very sensitive to security and political fluctuations. Recent tensions in the Middle East, especially the conflict between the US, Israel, and Iran, have led to increased fuel prices and consequently higher operating costs for the tourism industry. These increased input costs have forced many travel companies to adjust tour prices, thereby affecting international tourists' travel decisions or causing them to postpone their travel plans. Furthermore, the Middle East lies on an important flight route for European tourists to Vietnam, so fluctuations there can directly impact the flow of international tourists.

Dr. Pham Huong Trang, Deputy Head of the Tourism and Hotel Management Department at RMIT University Vietnam, believes that the slight decrease in international visitors in February is an early warning sign that the tourism industry should not ignore. This is because sharply rising global airline operating costs are narrowing the accessibility for long-haul travelers from Europe and the US. Furthermore, geopolitical instability in the Middle East could disrupt important transit flights to Vietnam. Meanwhile, competition as a destination in the region is becoming increasingly fierce as many countries like Thailand and Indonesia continuously ease visa policies and intensify promotional efforts. In this context, the tourism industry needs to proactively consider solutions to maintain its market share and achieve its target of 25 million international visitors this year.

The number one strategic priority right now must be investing in product depth.

Photo: Le Nam

Promoting Vietnam as a safe travel destination.

In fact, the turmoil in the Middle East has begun to impact the long-haul tour market. Recently, Vietluxtour has had to postpone several tour groups to Europe. "From last week until now, we have temporarily postponed about 3 tour groups. However, the company is trying to handle the situation flexibly to avoid creating negative sentiment in the market," shared Ms. Tran Thi Bao Thu.

According to Ms. Thu, in the short term, many travel companies, including Vietluxtour, are prioritizing closer and more stable markets, while also promoting domestic tourism products to maintain demand from Vietnamese tourists. In the long term, airlines and travel businesses need to cooperate to find optimal transportation solutions, including selecting suitable transit points to reduce costs and maintain two-way tourist flows.

Mr. Pham Anh Vu, Deputy General Director of Viet Travel Company , analyzed: Long-haul tour markets such as Europe, the Middle East, or the US primarily serve high-spending customers who usually plan very early. Most tourists on these routes book tours 2-3 months in advance, so the current short-term fluctuations haven't caused them to cancel their plans immediately. "Those who booked early are still waiting to see how things develop because many believe the current problems are only temporary. When the situation stabilizes, international flights, especially in the Gulf region, could recover quite quickly," Mr. Vu predicted.

In the event of disruptions to flight routes, travel companies can flexibly adjust itineraries or replace airlines to ensure customers' plans are maintained. "If customers still intend to travel to Europe or the US, we can change airlines or adjust the schedule. Tour prices may increase by approximately 1-3 million VND due to transportation costs, but for groups traveling to distant markets, this adjustment is usually not a major obstacle," Mr. Vu said.

From another perspective, according to a representative from BenThanh Tourist, Vietnam has many advantages such as a safe tourism environment, reasonable costs, and an increasingly convenient international flight network, especially with Northeast Asian markets. These are positive factors to attract more international tourists in the future.

Regarding solutions to maintain the growth momentum of international tourists, Associate Professor Dr. Nguyen Quyet Thang believes that first and foremost, it is necessary to continue expanding and diversifying markets, avoiding over-reliance on a few traditional markets. In particular, the domestic market, with a population of nearly 100 million, always plays a fundamental role in helping the tourism industry maintain a stable flow of tourists amidst international fluctuations. In the long term, the market structure of Vietnamese tourism needs to aim for a more balanced relationship between nearby markets and high-spending distant markets. Only by diversifying markets and improving product quality can Vietnamese tourism maintain sustainable growth and minimize risks from fluctuations in the global tourism market.

Dr. Pham Huong Trang also affirmed that, in any period of instability, a diversified market structure is the decisive factor in the industry's resilience. The domestic market has also changed compared to the 2020-2021 period, with Vietnamese people traveling more frequently, spending more, and expecting higher experiences. This is no longer a temporary solution but needs to be positioned as a strategic pillar alongside the international market, Dr. Trang emphasized.

Vietnam is well-positioned not only to maintain its current position but also to thrive during this period, if it can simultaneously capitalize on its growing domestic demand and the accelerating influx of Asian tourists. This is not the time for defense, but the time to reshape the game.

Dr. Pham Huong Trang   (RMIT University Vietnam)

Source: https://thanhnien.vn/du-lich-bien-kho-khan-thanh-co-hoi-185260312171841065.htm