Tourism is accelerating to attract international visitors.

International searches for Vietnam tourism have seen growth of 10-25% since the beginning of the year, ranking seventh globally. Vietnam is also the only destination in Southeast Asia to be in the top 10, far surpassing other countries in the region.

In late May, the long-established British online newspaper Express published an article about freelance journalist Molly Tooland's travel experiences in Vietnam. In the article, the author argues that for those seeking a new holiday destination in Southeast Asia, Vietnam is the ideal place to experience and explore.

Become an attractive destination

According to aggregated data from the travel trend tracking tool Google Destination Insights, Vietnam is the only destination in Southeast Asia to be in the top 10, far surpassing other regional competitors such as the Philippines (ranked 18th), Singapore (ranked 25th), Thailand (ranked 36th), Indonesia (ranked 37th), and Malaysia (ranked 39th).

Vietnam has become a favorite destination for international tourists thanks to its diverse and attractive tourism products, ranging from cultural, nature, beach, and city tourism to new offerings such as agricultural tourism, rail tourism, health and wellness tourism, and sports tourism. Vietnam's tourism infrastructure is increasingly being developed in a comprehensive and modern way, connecting air, road, and sea transport, and expanding direct flights connecting major cities around the world with Vietnam... making it easier for tourists to access Vietnam.

In particular, the increasingly liberal visa and immigration policies are a bright spot in the eyes of international friends. Besides that, Vietnam has a stable security and order situation, which is one of the most important factors for tourists. Over the past period, the tourism industry has actively implemented a series of tourism promotion campaigns in key markets, promoting the image and brand of Vietnamese tourism to international visitors.

In Agoda's "Summer Travel Trends from Europe to Asia" report, compiled from accommodation search data for July and August 2025, Vietnam officially entered the list of the top 5 most searched Asian destinations for European travelers in the summer of 2025. France, the UK, Germany, Russia, and Norway were the five countries with the most searches for travel to Vietnam. Notably, Russia and Norway replaced the Netherlands and Spain in the ranking, thanks to direct flights between Russia and Vietnam and recent visa-free policies for citizens of these two countries.

Besides established markets, Vietnam is also attracting attention from emerging European countries. Searches in Hungary increased significantly by 320% year-on-year, followed by Türkiye (288%) and Poland (153%).

The top "rival" is feeling anxious.

The tourism sector became a bright spot in the economic picture during the first five months of the year, with a record number of over 9.2 million international visitors to Vietnam, a 21.3% increase compared to the same period last year. Notably, the impressive return of the Chinese market (2.36 million visitors) also caused Vietnam's leading tourism competitor, Thailand, to worry about falling in the rankings for the first time.

Mr. Thanet Supornsahasrungsi, President of the Chon Buri Tourism Association (Thailand), predicts that Vietnam could surpass Thailand in total international tourist arrivals in the next two to three years. This is based on factors such as lower living costs, the construction of many new resorts and family-friendly amusement parks at more affordable prices, and all-inclusive hotel packages in Vietnam that are even half the price of those in Thailand. Furthermore, Vietnam is implementing various measures to support international travel businesses, especially those from Russia, including cooperation to reduce airfares. This has led many companies to shift their tours from Phuket to Nha Trang this summer.

However, Vietnamese tourism still has some limitations. Many tourists complain that after 3-5 days at a destination, there's nothing left to explore. Meanwhile, Thailand offers entertainment, shopping, shows, nightclubs, etc., encouraging visitors to stay longer. Furthermore, the tourism infrastructure is weak and inconsistent; airports and seaports in many localities are not modern and are frequently overloaded during peak season. The transportation system connecting tourist destinations is also inconsistent, with many narrow, dilapidated roads that are inconvenient for international tourists.

Tourism personnel (tour guides, hotel staff, restaurant staff, etc.) are not as professional as those in Thailand and Singapore, and their foreign language skills are limited. Some destinations still experience price gouging, scams, unlicensed taxis, and aggressive sales tactics, which diminish the positive impression and experience of international visitors.

Notably, environmental pollution and poor destination management have also disappointed many tourists, especially European visitors. Without proper environmental control and destination quality improvement, Vietnam could lose a significant number of high-value tourists.

At the 9th session of the 15th National Assembly, National Assembly representative Ma Thi Thuy (Tuyen Quang delegation) stated that tourism is a key economic sector with a significant ripple effect. Therefore, in the coming period, the tourism sector needs to promptly summarize the implementation of Resolution 08 of the Politburo on developing tourism into a key economic sector, and at the same time review and amend the 2017 Tourism Law to suit practical realities.

Furthermore, Vietnam needs to expand the list of visa-exempt countries, extend visa validity for key markets, and improve visa application procedures to facilitate travel for tourists. It also needs to invest in a comprehensive transportation infrastructure connecting tourism centers, especially in localities after administrative reorganization, ensuring the preservation of local identity and the development of unique tourism products.

Overall, for tourism to thrive, Vietnam needs a comprehensive strategy encompassing enhancing experiences, developing products, boosting promotion, improving infrastructure, and ensuring sustainable development. If implemented effectively, Vietnam can absolutely compete with Thailand and Singapore and rise to become a leading destination in the region.

According to Mr. Hoang Nhan Chinh, Head of the Secretariat of the Vietnam Tourism Advisory Council, Vietnam can absolutely achieve the target of 23 million international tourists, contributing to the government's 8% GDP growth target this year. However, in the long term, Vietnam needs to address core issues related to tourism competitiveness, tourist experience, and sustainable tourism development.

GIA HUNG

Source: https://nhandan.vn/du-lich-but-toc-thu-hut-khach-quoc-te-post888304.html