Asia's leading cultural destination
In his overall assessment of the development of the entire culture, sports, and tourism sector over the past five years, Minister of Culture, Sports and Tourism Nguyen Van Hung stated: "Looking back on the past period, especially the implementation of the Resolution of the 13th National Congress of the Party, under the close, comprehensive, and profound leadership and guidance of the Central Committee, directly and regularly by the Politburo and the Secretariat, headed by the General Secretary; the attention and support of the National Assembly; the decisive and creative direction and management of the Government and the Prime Minister; the joint efforts and solidarity of those working in culture, information, sports, and tourism nationwide; and the consensus and support of all strata of the people as the subjects of cultural creation, culture has gradually 'permeated' all fields and activities of life; and especially, it has inspired and awakened pride in the glorious history and fine traditional cultural values in the young generation of Vietnam." Nam has made a positive contribution to the overall achievements of the country.
"Through culture and from culture, the image of Vietnam as a safe, friendly, peaceful, hospitable, integrated, and developing country with a rich cultural identity is widely known to international friends, with many prestigious international awards such as: World's Leading Heritage Destination, Asia's Leading Cultural Destination…," Minister of Culture, Sports and Tourism Nguyen Van Hung shared.
Overall, tourism across the country continued to experience remarkable growth. The number of domestic tourists maintained its growth rate; the number of international tourists increased significantly at many destinations. Room rates and tourism services did not fluctuate much. Security, environmental hygiene, and food safety at destinations were generally ensured.
This result stems from the efforts of the entire tourism industry, from leadership and management to the timely shift in Vietnam's tourism restructuring, product development orientation, effective promotion and advertising both on the ground and on digital platforms, along with the positive effects of new visa policies.
Throughout the period 2021-2025, tourism is expected to contribute a stable 6-8% to GDP annually, welcoming nearly 55 million international visitors. (Photo: Thanh Dat)
The number of tourists and total revenue from tourism have reached impressive figures. Notably, in 2025, the number of international visitors to Vietnam is estimated to reach 21.5 million, an increase of 21% compared to the same period in 2024. Meanwhile, domestic tourists are estimated to reach 135 million, an increase of 22.7% compared to the same period in 2024. Total revenue from tourism is estimated to reach approximately 1 trillion VND.
Regarding the development of institutions and policies for tourism, the sector continues to receive attention, contributing to resolving difficulties and obstacles, strengthening linkages, and focusing resources to promptly implement the directives of the Government and the Prime Minister.
Regarding the management of travel and tourism accommodation establishments, efforts continue to be strengthened, focusing on tightening discipline and improving service quality. Regular inspections and audits are conducted, helping to detect and promptly address violations related to tour guides, illegal tour operations, and price listing. The accommodation system is being reviewed, standardized, and digital transformation is being promoted, along with improvements in fire safety and environmental hygiene.
Promotional activities have been recognized as a highlight in the tourism sector's development direction in recent times. The Ministry of Culture, Sports and Tourism has proactively implemented many innovative solutions for promotion and advertising in a modern direction, applying digital technology, linking with culture, art, film, and key markets in accordance with the spirit of Government Resolution No. 82/NQ-CP dated May 18, 2023, and Prime Minister's Directive No. 08/CT-TTg dated February 23, 2024. This has significantly contributed to bringing the image of Vietnam, its people, and culture closer to international friends.
Through culture and cultural references, the image of Vietnam as a safe, friendly, peaceful, hospitable, integrated, and developing country with a rich cultural identity is widely known to international friends, with many prestigious international awards such as: World's Leading Heritage Destination, Asia's Leading Cultural Destination…
Minister of Culture, Sports and Tourism Nguyen Van Hung
The Vietnam National Tourism Administration also promoted and introduced the Vietnamese tourism brand through film at the Cannes Film Festival, the 4th Partnership for Green Growth and Global Goals 2030 (P4G) Summit... At the same time, it coordinated with the Ministry of Foreign Affairs and the Ministry of Public Security to propose visa policies (expanding the list of short-term visa exemptions, proposing a list of priority groups, and preferential visa policies in the areas under its management). In addition, it advised on the implementation of the "One Journey, Three Destinations" initiative connecting Cambodia-Laos-Vietnam, and the "One Journey, Four Destinations" initiative connecting Cambodia-Laos-Vietnam-Thailand, initiatives of the Vietnamese Prime Minister...
Communication and digital transformation in tourism are being intensified with the application of information technology in management, promotion, and visitor support. Digital platforms, digital maps, online booking systems, and artificial intelligence are being more widely deployed, contributing to improved visitor experience and management efficiency.
Simultaneously, the Vietnam National Tourism Administration also launched a video clip promoting the beauty of Vietnamese tourism on YouTube in response to the tourism stimulus program in 2025 with the theme "Vietnam: Travel to Love!". In particular, the development of a bilingual Vietnamese-English website to stimulate tourism in 2025, in accordance with Resolution 11/NQ-CP, achieved many impressive results. Media cooperation continued to be strengthened and expanded with several domestic and international partners, contributing to enhancing the effectiveness of promoting the image of Vietnamese tourism domestically and internationally.
Hanoi, the capital city, is one of the most popular tourist destinations.
Regarding tourism activities in localities, it can be seen that tourism is bustling in key tourist destinations nationwide. In 2025, many localities successfully implemented the Tourism Stimulus Program with the message "Vietnam: Travel to Love," stimulating demand, attracting tourists, introducing new tourism programs and product packages with good service quality to enhance tourist experiences and improve service quality.
During the period 2021-2025, Vietnam gradually affirmed its position as a leading attractive destination in the region and the world, continuously receiving recognition from prestigious international tourism awards. In particular, in 2025, the World Travel Awards honored Vietnam's tourism brand in important categories such as "Asia's Leading Destination 2025" and "Asia's Leading Heritage Destination 2025". Alongside this, for the sixth time, Vietnam was voted "World's Leading Heritage Destination"...
Making tourism a bridge to connect people.
Setting the goal of building and developing the entire culture, sports, and tourism sector in general, and the tourism sector in particular, to truly become a driving force for rapid and sustainable national development in the new era, Minister of Culture, Sports and Tourism Nguyen Van Hung stated: "Deeply aware of our responsibility for cultural development entrusted by the Party, State, and Government, in the coming time, the entire culture, sports, and tourism sector will continue to conduct in-depth research and enhance a more complete and profound understanding of culture in accordance with the spirit of the Resolution of the 14th National Congress of the Party, and Resolution No. 80-NQ/TW dated January 7, 2026, of the Politburo, first and foremost in state management agencies for culture, information, sports, and tourism."
Above all, the entire sector needs to effectively advise Party committees and government agencies at all levels so that culture develops in parallel with politics, economics, and society. Minister of Culture, Sports and Tourism Nguyen Van Hung stated that developing culture and human resources is the foundation, an important endogenous resource, a great driving force, a pillar, and a regulating system for the rapid and sustainable development of the country. Therefore, we need to have the right understanding to act effectively and implement the sector's thematic message: culture is the foundation - information is the guiding thread - sports is the strength - tourism is the connecting bridge.
2026 is projected to continue to be a year of complex global changes. The global economy will recover, but unevenly, due to the impact of prolonged inflation, financial tightening, and volatile energy prices. Climate change will cause severe natural disasters, forcing many countries to increase investment in adaptation and green transitions. Simultaneously, AI technology and the digital economy will develop rapidly, creating both growth opportunities and challenges in governance, information security, and employment. The future global landscape is seen as a mix of instability and opportunity, requiring countries to strengthen cooperation and coordinate policies for effective responses.
The beauty of the Imperial Citadel - the heart of Hue at night. (Photo: VNA)
According to the Ministry of Culture, Sports and Tourism, 2026 is a significant year, marking the 14th National Congress of the Communist Party of Vietnam, the election of deputies to the 16th National Assembly and People's Councils at all levels for the 2026-2031 term, and the first year of implementing the 5-year socio-economic development plan for 2026-2030… With this spirit, the entire culture, sports and tourism sector needs to further enhance its core role in the cause with the overarching goal and task of “strongly arousing patriotism, national self-reliance, and the aspiration for a prosperous and happy country.” The entire sector needs to make breakthroughs in creating a space for the development of culture, sports, and tourism in the era of Vietnam's national progress, actively contributing to the country's achievement of socio-economic development goals and tasks in 2026 and the 2026-2030 period.
Regarding the tourism sector specifically, Minister of Culture, Sports and Tourism Nguyen Van Hung believes that a comprehensive set of solutions needs to be implemented to realize the message: "Tourism is a bridge connecting" - connecting cultures, connecting people, connecting heritage regions, as well as connecting Vietnam with friends around the world.
Looking back at some of the shortcomings in tourism development during the past term, it is easy to see that management of some new types of tourism has not kept pace with reality. Tourism products have been renewed towards diversification, but have not fully exploited the potential and strengths of nature, people, and historical and cultural traditions. Many products in the same region are overlapping, lacking uniqueness and distinctiveness, making it difficult to attract tourists to return. Many tourist areas and destinations are still developed spontaneously, lacking proper planning, investment, and management. The tourism industry's workforce still does not meet practical needs, and the workforce structure has not yet recovered after the Covid-19 pandemic. The high proportion of small and medium-sized enterprises in the tourism industry limits their ability to compete, penetrate markets, and expand international brands.
Accordingly, Vietnam's tourism sector needs to implement key tasks to truly achieve breakthroughs, sustainable development, and contribute to the goal of double-digit GDP growth. First, approve the following projects: establishing a Vietnam Tourism Promotion Office in Laos; establishing Vietnam Tourism Promotion Offices abroad; promoting Vietnamese tourism and cuisine abroad during the 2026-2030 period; developing health and wellness tourism in Vietnam by 2030; and the project "Developing tourism linked to the production and consumption of OCOP products, contributing to the preservation and promotion of cultural values and indigenous knowledge in rural areas of Vietnam."
Tourists experience virtual reality at the Temple of Literature - National University. (Photo: Ha Nam)
Alongside the above activities, the tourism sector needs to continue implementing the tasks outlined in Resolution No. 82/NQ-CP, Directive No. 08/CT-TTg, Official Dispatch No. 06/CĐ-TTg, and Official Dispatch No. 34/CĐ-TTg; and develop and implement the tourism stimulus program for 2026. The Vietnam National Tourism Administration will continue to organize events such as: the 2026 National Green Tourism Annual Forum; the National Excellent Receptionist Competition; the National Food Festival, etc. Simultaneously, it will coordinate the organization of: programs to promote Vietnamese tourism at the Travex Fair and the ASEAN Tourism Forum 2026, ITB Berlin, WTM UK, etc.; programs to introduce Vietnamese tourism in key markets; and activities and events within the framework of the National Tourism Year 2026.
Furthermore, it is necessary to develop and implement a plan to inspect the compliance with the law by travel businesses and the quality of tourism accommodation facilities in 2026, and to continue organizing and implementing the tourism resource survey plan. The direction and guidance of the tourism industry in localities should focus on improving service quality, ensuring security, safety, environmental protection, and civility in tourism activities...
During the period 2026-2030, the tourism industry aims to become a key and sustainably developing economic sector, making Vietnam a particularly attractive destination, ranking among the top 30 countries in the world in terms of tourism competitiveness, and fully meeting the requirements and goals of sustainable development. Total revenue from tourists is projected to reach 3,100-3,200 trillion VND (equivalent to 130-135 billion USD), with an average growth rate of 11-12% per year, contributing directly to GDP at 15-17%.
In addition, it will create approximately 8.5 million jobs, including about 3 million direct jobs, with an average growth rate of 8-9% per year. Regarding tourism, the country aims to welcome at least 50 million international tourists and 160 million domestic tourists; maintaining an average growth rate of 8-10% per year for international tourists and 5-6% per year for domestic tourists.
Source: https://bvhttdl.gov.vn/du-lich-diem-sang-trong-buc-tranh-kinh-te-xa-hoi-viet-nam-20260122151518749.htm
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