Tourism breakthrough

While many global destinations are reeling from geopolitical turmoil, Vietnam's tourism industry has set new records, expanding its market and solidifying its position as a leading safe destination in the region. The first quarter of 2026 concluded with the most impressive figures ever, painting a bright picture for the country's tourism sector.

Diversified market, comprehensive growth.

According to a report by the Vietnam National Tourism Administration, in March 2026, the country welcomed nearly 2.1 million international visitors, bringing the total number of visitors in the first quarter to 6.76 million, an increase of 12.4% compared to the same period in 2025, the highest level ever recorded for the first quarter of the year. This also marks the first time Vietnam has welcomed more than 2 million international visitors each month for three consecutive months – a historic milestone reflecting its growing attractiveness on the world tourism map. Khanh Hoa province alone welcomed 1.1 million international visitors in the first quarter.

Belarusian tourists fly directly from Minsk to Khanh Hoa .

Mr. Pham Minh Nhut, Chairman of the Khanh Hoa Provincial Tourism Association, analyzed that during a period when many destinations experienced a decline or slowdown in tourist numbers due to geopolitical instability, Vietnam's continuous record-breaking achievements clearly demonstrate its position as a safe, stable, and attractive destination. Notably, 82.3% of international visitors arrived by air – showing Vietnam's appeal to mid-range and long-haul markets. "In the context of conflicts in the Middle East increasing fuel prices and disrupting many flights, the steady flow of tourists by air shows the confidence of international visitors in Vietnamese tourism," Mr. Nhut said.

In terms of market structure, China and South Korea continue to lead with 1.4 million and 1.3 million visitors respectively, accounting for approximately 40% of the total number of tourists to Vietnam. Southeast Asian markets recorded strong growth, including: the Philippines (up 69.3%); Indonesia (up 43.9%); Cambodia (up 41.1%); and Singapore (up 30.2%). Notably, India – the world's most populous country – increased by 69.3%, demonstrating significant untapped potential. A particular highlight is the European market with an overall increase of 55.6%. Within this, Germany increased by 15.2%; Switzerland by 18.9%; Poland by 19.2%; the UK by 3%; France by 2.3%; and notably, the Russian market increased by 163.4%, reflecting the growing interest of Russian tourists in Vietnam. The North American and Australian regions are on a good growth trajectory, with the United States increasing by 17%. Canada saw a 24.2% increase; Australia saw an 18.4% increase. These figures demonstrate that Vietnam is not only growing in size, but also expanding and diversifying its tourist markets, creating a sustainable foundation for the tourism industry in the long term.

A safe destination is a competitive advantage.

According to Mr. Pham Ha, Chairman of Lux Group (a company specializing in operating cruises in Ha Long Bay and Nha Trang Bay), in the current context, choosing a safe destination has become a top priority for international tourists. From this perspective, Vietnam stands out with a clear advantage: a stable political environment, guaranteed social order, and effective risk control capabilities. Vietnamese tourism in general, and Khanh Hoa in particular, needs to strengthen its communication and promotion efforts in this direction to increase its attractiveness to international tourists.

Travel businesses welcome international tourists to Khanh Hoa.

Furthermore, Vietnam's tourism appeal stems from its abundant natural resources and unique cultural identity. Recently, Condé Nast Traveler magazine (USA) honored Vietnam as one of the 28 most beautiful countries in the world, particularly highlighting Ninh Van beach (Khanh Hoa province) with its fresh air, ideal for scuba diving and exploring underwater ecosystems. Son Doong Cave – the world's largest cave – was recently featured on CBS 's "60 Minutes" program to millions of global viewers, further promoting Vietnam's tourism image internationally. Increasingly relaxed visa policies, expanded visa exemptions, extended stay durations, an increased number of border crossings accepting e-visas, and increased international flight frequencies have significantly enhanced Vietnam's accessibility and attractiveness to international tourists. In the context of rising global travel costs, destinations that are "easy to get to, easy to leave," and offer cost-effective solutions have a clear advantage, and Vietnam is making good use of this trend.

Despite the very positive results in the first quarter, the Vietnamese tourism industry in general, and Khanh Hoa in particular, still faces significant challenges. Ms. Nguyen Thi Duyen, a member of the Board of Directors of Anex Vietnam Trading and Tourism Company Limited, stated that the conflict in the Middle East is disrupting many international flights, driving up aviation fuel prices and causing airfares to increase sharply. This is a direct barrier for tourists from Europe, North America, and long-haul markets such as Russia and Kazakhstan. The fear of traveling during this period of instability may also cause many people to postpone or cancel their travel plans, even though Vietnam is not in the conflict zone. To maintain growth momentum, the tourism industry needs to continue strengthening its image as a safe destination, diversify its customer markets, flexibly adapt to fluctuations in international air travel, and improve service quality to compete on value rather than quantity.

XUAN THANH

Source: https://baokhanhhoa.vn/du-lich/202604/du-lich-but-pha-10946c2/