The program was attended by Mr. Phung The Long, Ambassador Extraordinary and Plenipotentiary of Vietnam to Switzerland; Mr. Mai Phan Dung, Ambassador Extraordinary and Plenipotentiary, Head of the Permanent Mission of Vietnam to the United Nations, the World Trade Organization and other international organizations in Geneva; Mr. Nguyen Thanh Binh, Standing Vice Chairman of the People's Committee of Hue City, along with representatives from the tourism management departments of Hanoi, Hue, and Da Nang, and numerous representatives from tourism and travel businesses and media agencies of both countries.
Vietnam - an ideal destination for Swiss tourists.
In his opening remarks, the Director General of the Vietnam National Tourism Administration, Nguyen Trung Khanh, emphasized: The event is a vivid testament to the shared interest, commitment, and efforts in strengthening tourism cooperation between Vietnam and Switzerland – two countries with long-standing friendship and many complementary potentials. In the context of the two countries celebrating 54 years of diplomatic relations (1971-2025) and the recent upgrade of bilateral relations to a "Comprehensive Partnership" in January 2025, this is a historic milestone, creating favorable conditions for expanding and deepening cooperation in the tourism sector – which serves as an effective bridge between the people of the two countries, fostering understanding, empathy, and close ties.
Nguyen Trung Khanh, Director General of the Vietnam National Tourism Administration, believes that with the suitability of the market characteristics and product strengths, Vietnam's tourism industry has full potential to become a favorite destination for Swiss tourists.
The Director General stated that tourism is a bright spot in the Vietnam-Switzerland cooperation landscape. Swiss tourists are known for their love of nature, high environmental awareness, interest in local culture, and appreciation for in-depth and valuable experiences. These characteristics are very well suited to the strengths of Vietnamese tourism – a destination rich in identity, ecological diversity, friendliness, and increasing professionalism.
Current tourism trends in Switzerland emphasize sustainability, authentic experiences, and responsible tourism that respects the environment and local communities. This is also the direction that Vietnamese tourism is pursuing, creating many opportunities for cooperation, product development, and expansion of the bilateral market.
Director Nguyen Trung Khanh believes that, with the suitability of the market characteristics and product strengths, Vietnamese tourism has full potential to become a favorite destination for Swiss tourists on their journey to explore the world, contributing to further promoting the good relationship between the two countries.
Visa exemption is a major incentive to attract Swiss tourists to Vietnam.
Overview of tourism in Vietnam
One of the key highlights that attracted significant attention at the program was the introduction of Vietnam's new visa policy, creating unprecedented opportunities for Swiss tourists. Specifically, according to regulations effective from March 1st to December 31st, 2025, Swiss citizens entering Vietnam through tours organized by Vietnamese international travel agencies will be exempt from visa requirements for up to 45 days – a significant step towards attracting more tourists from this market. Simultaneously, the Vietnamese tourism industry is actively proposing that, in the near future, Swiss citizens be able to travel to Vietnam independently without a visa, catering to the flexible travel trends of international tourists.
In 2024, Vietnam welcomed over 33,600 Swiss tourists, a significant increase compared to 28,000 in 2023 and approaching pre-pandemic levels in 2019 – over 36,500. In the first three months of 2025, nearly 12,000 Swiss tourists visited Vietnam, an increase of over 14% compared to the same period last year. These are very positive figures, demonstrating the strong recovery and sustainable development potential of the Swiss market for Vietnamese tourism.
Switzerland - a partner in supporting tourism development in Vietnam.
Vietnam hopes to further expand cooperation with Switzerland in areas such as training high-quality tourism human resources, developing green tourism products, and community-based tourism.
Expressing his sincere appreciation for the valuable support from the Swiss Government for Vietnamese tourism, the Director General stated that the Swiss Federal Department for Economic Affairs (SECO) is currently funding the non-refundable ODA project “Swiss Tourism for Sustainable Development in Vietnam” (ST4SD), implemented by HELVETAS from 2024 to 2027 in Dong Thap, Quang Nam, and Ha Giang provinces. This project is highly practical, contributing to the promotion of sustainable tourism in localities with rich potential but facing many challenges. Focusing on supporting policy implementation, enhancing training capacity, and strengthening the operational efficiency of destinations and local businesses will not only improve the quality of tourism but also enable local people to benefit more from tourism, in line with the spirit of harmonious and inclusive development that Vietnam always strives for.
In the coming period, Vietnam hopes to continue expanding cooperation with Switzerland in areas such as training high-quality tourism human resources, developing green tourism products, community tourism, as well as organizing events to promote Vietnamese tourism in Switzerland, in order to strengthen Vietnam's presence on the tourism map for Swiss tourists.
Today's program is not only a bridge to introduce Vietnam as a destination to Swiss tourists, but also opens up valuable opportunities for businesses from both countries to exchange information, establish partnerships, and jointly explore the potential for cooperation in the tourism sector. With the attention and support of relevant agencies, the proactive efforts of the business community, and the favorable policies and increasingly open cooperation environment, tourism exchanges between Vietnam and Switzerland will continue to develop strongly, sustainably, and effectively in the future. “Vietnam always welcomes Swiss tourists to discover unique cultural values, stunning natural wonders, and enjoy high-quality tourism services. We expect that each trip to Vietnam will bring tourists memorable experiences, while contributing to further deepening the friendship and cooperation between the two countries,” Director Nguyen Trung Khanh emphasized.
Ambassador Extraordinary and Plenipotentiary of the Socialist Republic of Vietnam to the Swiss Confederation, Phung The Long, delivered a speech at the program.
Ambassador Extraordinary and Plenipotentiary of the Socialist Republic of Vietnam to the Swiss Confederation, Mr. Phung The Long, happily stated that Switzerland has become a particularly popular destination for Vietnamese tourists in recent years. When visiting this beautiful country, Vietnamese tourists not only enjoy a peaceful life and traditional festivals, but are also captivated by majestic snow-capped mountains, picturesque villages, stunning hiking trails, and lush green meadows.
For Swiss tourists, Vietnam is a safe and charming destination. In Vietnam, Swiss visitors can enjoy cool breezes, warm sunshine, beautiful beaches, and delicious fresh seafood. They can find peace in the ancient town of Hoi An or the romantic beauty of Hue Imperial City. At the same time, they can experience the vibrant modernity of cities like Hanoi, Da Nang, and Ho Chi Minh City. Wherever they go in Vietnam, visitors will always be welcomed with friendly smiles and warm hospitality from the Vietnamese people.
The friendship and cooperation between Vietnam and Switzerland have developed strongly in recent years. Promoting people-to-people exchanges is one of the important pillars of this relationship. In this context, with increasingly close cooperation between the national tourism agencies and travel companies of the two countries, we will make a significant contribution to strengthening the comprehensive partnership between Vietnam and Switzerland.
Promoting the image of Hue as "Ancient capital, new opportunities"
Mr. Nguyen Thanh Binh, Permanent Vice Chairman of the People's Committee of Hue City, introduced the Hue National Tourism Year 2025.
At the event, Vietnam showcased to Swiss partners and tourists a diverse beauty, from UNESCO-recognized world cultural heritage sites such as Ha Long Bay, Hoi An Ancient Town, and the Hue Imperial Citadel complex with its royal court music, to magnificent natural landscapes and unique tourism products tailored to the tastes of Swiss tourists who appreciate sustainable tourism, cultural exploration, and in-depth experiences. Destinations such as Sa Pa, Ha Giang, Trang An, Phu Quoc, and Son Doong Cave are expected to be attractive choices. In particular, the Hue City People's Committee introduced the Hue National Tourism Year 2025 with the theme "Ancient Capital, New Opportunities," highlighting the potential strengths, cultural heritage values, unique cuisine, and attractive products of the ancient capital to a large number of Swiss delegates, partners, and businesses.
Besides introducing destinations and policies, the event also created a space for business networking activities between Vietnamese and Swiss tourism and hotel companies, opening up opportunities for effective business cooperation. Cultural and culinary performances of Vietnam, such as Hue Royal Court Music performances by artists from the Hue Royal Court Traditional Arts Theatre, demonstrations of Hue's royal cuisine with dishes like "nem cong" and "cha phuong," invitations to make and taste spring rolls, and a demonstration of the art of making lotus leaf conical hats, enriched the experience for attendees in an atmosphere rich in Vietnamese cultural identity, offering a multi-sensory experience.
Businesses exchange information at the B2B networking event.
The Vietnam tourism promotion program in Switzerland concluded with expectations of even stronger growth in tourist exchanges between the two countries, contributing to deepening friendship and multifaceted cooperation, and affirming Vietnam's position as a safe, friendly, and attractive destination on the world tourism map.
Source: https://bvhttdl.gov.vn/quang-ba-du-lich-viet-nam-tai-thuy-si-20250509094558885.htm
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