Why is the number of foreign visitors to Vietnam at its highest level ever?

Data from 2025 and January 2026 shows a strong increase in international visitors to Vietnam, reflecting a shift in market structure, growth drivers, and competitiveness.

Tourist Mos (in red shirt, from Azerbaijan) and his friend watch a football match on Bui Vien Street (Ho Chi Minh City) on the evening of January 21. Photo: Linh Huynh .

In 2025, Vietnam is expected to welcome nearly 21.2 million international tourists, a 20.4% increase compared to 2024 and 17.8% higher than 2019 – the "golden age" before the Covid-19 pandemic.

The Vietnam National Tourism Administration noted that this is the first time the tourism industry has surpassed 21 million international visitors, marking a transition to a new growth phase. Vietnam is ranked by the World Tourism Organization (UN Tourism) among the countries with the highest international tourism growth rates in the world.

The upward trend continued into the beginning of 2026. January recorded nearly 2.5 million international visitors, the highest number ever seen in a single month. This figure demonstrates the expanding market size and the confidence of international tourists in Vietnam as a destination.

NUMBER OF INTERNATIONAL VISITORS TO VIETNAM IN MAY 2025 AND JANUARY 2026
Source: Vietnam National Tourism Administration
Label		January 2025	February 2025	March 2025	April 2025	May 2025	June 2025	July 2025	August 2025	September 2025	October 2025	November 2025	December 2025	January 2026
Number of visitors	Million views	2.07	1.89	2.05	1.66	1.53	1.46	1.56	1.68	1.5	1.73	1.98	2.02	2.5

Market structure is shifting.

According to the National Tourism Administration, the structure of the international tourist market is shifting towards greater diversification and sustainability.

Asia continues to be the mainstay, accounting for nearly 80% of total visitors. China and South Korea are the two largest markets. China is experiencing a strong recovery with growth exceeding 40% in 2025. South Korea maintains its large size and stable growth, being a high-spending market with a high return rate.

India has emerged as a fast-growing market, projected to expand by nearly 50% in 2025 and maintain strong momentum in the first month of 2026. This development demonstrates the effectiveness of a strategy to expand into emerging markets with large populations and a growing middle class.

Southeast Asia has also become a growth engine, with many markets experiencing double-digit growth, reflecting the effectiveness of intra-ASEAN integration, geographical proximity, reasonable costs, and convenient transport links.

TOP 10 MOST POPULAR SOURCE MARKETS TO VIETNAM IN JANUARY
Source: National Statistics Office
Label		Korea	Mainland China	Cambodia	Russia	America	Taiwan (China)	India	Japan	Australia	Malaysia
Number of visitors	Number of visitors	489,669	459,435	223,025	125,449	103,597	101,292	87,604	84,532	75,021	62,441

Europe is a region of high-quality growth. By 2025, visitor numbers from this region are projected to increase by nearly 40% and continue to maintain this upward trend in January.

Russia, Poland, and several Western European countries recorded outstanding growth. European tourists tend to stay longer and spend more, contributing significantly to the added value of the industry.

Long-haul markets such as the US and Australia maintain stable growth, contributing to structural balance and reducing dependence on traditional markets.

Thrust

The agency believes that the growth in international visitors stems not only from the recovery of demand but also from the effectiveness of policies.

A relaxed visa policy is considered a key factor. Expanding visa exemptions, implementing e-visas allowing multiple entries and extended stays, and adding more border crossings that accept e-visas have made Vietnam more accessible.

Strong growth from Poland, the Czech Republic, Switzerland, and other European markets demonstrates the positive impact of this policy.

The international flight network , especially long-haul direct flights, continues to expand, facilitating the flow of tourists from distant markets. Air connectivity is increasingly playing a strategic role in enhancing destination competitiveness.

International tourists are concentrated in Hanoi and Ho Chi Minh City. Photo: Chau Sa, Linh Huynh.

In addition, a stable socio-political environment and an image of a safe and friendly destination are advantages in a context where global tourists prioritize security and sustainable experiences.

Product diversification has also become a driving force for expanding the customer segment. Besides beach and island tourism, cultural tourism, and nature tourism, products such as MICE (meetings, incentives, conferences, and exhibitions), healthcare, golf, rail travel, and film tourism are attracting high-spending customer groups.

Promotional activities have been innovated in terms of content and methods, with a focus on strengthening public-private partnerships and mobilizing social resources.

For the first time, the Department, in coordination with local authorities and businesses, has developed and announced the national tourism promotion program for 2026 based on the combined activities of all parties, demonstrating a synchronized approach to brand promotion.

Indian tourists check in at sunset in Phu Quoc, December 2025. Photo: Linh Huynh .

In the context of increasing global competition as a tourist destination, the current growth momentum not only reflects a recovery in scale but also demonstrates Vietnam's increasingly prominent position on the world tourism map.

The tourism industry aims to welcome 25 million international visitors by 2026, hoping to make a greater contribution to economic growth and promote the national image.

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Source: https://znews.vn/vi-sao-khach-ngoai-den-viet-nam-cao-nhat-tu-truoc-den-nay-post1628576.html