After her trip to explore Vietnam, Molly Toland from the UK exclaimed that “this place is even better than her experience in Thailand”. Molly also did not hesitate to admit that she “fell in love” with coffee, the strong, flavorful beverage of Vietnam.
In recent times, with a strategy to promote its image to key tourism markets, Vietnam has become a chosen and favorite destination for tourists in many European countries.
Special impressions of European tourists
During the peak summer of 2025, Vietnam ranked 5th among the most searched Asian destinations by European tourists, after Malaysia, Japan, Indonesia and Thailand. This is information recently announced by online travel booking platform Agoda, based on the number of searches on Agoda in April for check-in dates in July and August.
Notably, the top 5 countries with the highest number of searches for travel to Vietnam are France, the UK, Germany, Russia, and Norway, respectively. Visitors from Russia and Norway have replaced the Netherlands and Spain in the rankings thanks to direct flights and Vietnam's visa exemption policy for citizens of these two countries.
Although summer is not the peak season for European tourists (mainly from October to April next year), representatives of some travel agencies recorded a trend showing that they choose Vietnam this summer with an interest increase of more than 20% compared to the same period in 2025, mainly cross-Vietnam routes and high-end beach resorts.
Positive signals come from the traditional markets of France and Germany. They love vibrant big cities, ancient towns and cultural heritages...; experience peaceful spaces and high-class services in Ha Long Bay, Sa Pa, the northern mountains or beaches in Phu Quoc, Nha Trang, Mui Ne, Con Dao.
Vietnam is a country with many attractions for tourists to explore, and in Molly Toland's opinion, Vietnam has even more wonderful experiences than Thailand. In this female tourist's impression, the S-shaped strip of land is truly a wonderful "hidden gem", with a long history and an extremely diverse and unique culture, along with many charming beaches in Phu Quoc, Mui Ne, or beautiful landscapes in Ha Long Bay...
“You can take boat tours or kayak around the Bay, which is one of the most peaceful places I've ever visited,” says Molly Tooland.
Besides familiar markets, Vietnam also attracted attention from emerging markets such as: Hungary increased by 320%, Türkiye increased by 288% and Poland increased by 153% in searches compared to last year.
The three most popular Vietnamese cities for European tourists are Da Nang, Ho Chi Minh City and Hanoi . These destinations offer a diverse experience with a combination of natural landscapes, cultural heritage and vibrant urban life.
Agoda Vietnam Director, Mr. Vu Ngoc Lam, commented: "Vietnam appears in the Top Summer Destinations in Asia, loved by European tourists, thanks to its natural landscape, cultural identity and increasingly convenient travel."
Efforts to promote Vietnam's image
It can be said that becoming a destination chosen by the European tourist market is the initial result of the Government's open policies and the industry's bold international promotion programs from 2024.
Industry leaders have identified European tourists as a segment with high spending capacity, long-term stays, and responsible and sustainable tourism. Therefore, promoting in these key markets will help strengthen the recognition of the Vietnamese brand, inspiring international tourists to come in 2025.
Notably, in May, the National Tourism Administration launched a program to introduce Vietnam’s tourism in three countries: France, Italy and Switzerland. Not only promoting the image of a colorful, rich and hospitable Vietnam, each opportunity to “bring the bell to strike foreign lands” is an opportunity for us to introduce our policies and unique tourism products.
In particular, on this occasion, the Hue Royal Court Music performance program also had the opportunity to perform at Trocadero Square (Esplanade de Trocadero), Paris (France). In addition, businesses had the opportunity to connect and establish cooperative relationships through business-to-business meetings (B2B) held in Milan (Italy), Geneva (Switzerland) and Paris (France).
Experts noted that this series of promotion programs continues to show innovation in the organization method towards focus and key points, combining state budget resources and resources mobilized from enterprises, thereby creating total strength.
However, in order to promote Vietnam and its people more effectively and sustainably, experts from the Tourism Advisory Board (TAB) believe that a comprehensive strategy is needed, taking advantage of both tradition and modern technology, while focusing on building a distinctive image and positive emotions in the hearts of international tourists.
And at this time, Vietnamese tourism needs to take advantage of the power of digital media. In fact, up to 70% of world tourists (according to Statista, a German online platform specializing in collecting and visualizing data) are currently searching for information via social networks before choosing a destination.
According to information from the Vietnam National Tourism Administration, from June 20 to July 2, the Administration will continue to organize market promotion programs in Poland, Czech Republic, and Germany. These are also key European markets that are exempt from visas to Vietnam.
According to Mai Mai (Vietnam+)
Source: https://baogialai.com.vn/vi-sao-khach-chau-au-chon-diem-den-viet-nam-cho-trai-nghiem-he-2025-post326674.html
Comment (0)