Vietnam remains bright spot in tourism recovery in Asia-Pacific
A report by UN Tourism shows that international tourist arrivals reached 1.4 billion in 2024, with Vietnam recording one of the region’s highest recovery rates at 98%, compared to the Asia-Pacific average of 87%.
Hanoi (VNA) -෴ A report by UN Tourism shows that international tourist arrivals reached 1.4 billion in 2024, with Vietnam recording one of the region’s highest recovery rates at 98%, compared to the Asia-Pacific average of 87%.
Deputy Director of the Vietnam National Authority of Tourism Ha Van Sieu speaks at the conference. (Photo: Vietnam National Authority of Tourism)
A delegation from the Vietnam National Authority of Tourism is attending the 56th Meeting of the UN Tourism Commission for East Asia and the Pacific (56th CAP) and the 37th Joint Meeting of the UN Tourism Commissions for East Asia, the Pacific and South Asia (37th CAP-CSA) in Indonesia.
These meetings are preparatory events for the 26th UN Tourism General Assembly, scheduled to take place from 7–11 November 2025 in Saudi Arabia.
According to UN Tourism, international arrivals in 2024 nearly reached pre-pandemic levels (1.5 billion in 2019), reflecting a strong rebound. Going forward, growth is expected to stabilise, with an estimated increase of 3–5% in 2025.
Vietnam’s international tourism recovery rate of 98% significantly outpaced the regional average. This was attributed to supportive visa policies, improved air connectivity, and rising demand for travel in segments such as green tourism, rural tourism, health care tourism, and MICE (Meetings, Incentives, Conferences, Exhibitions). The return of outbound travellers from China also played a key role.
However, the region continues to face several challenges, including skilled labour shortages, currency volatility, intense destination competition, high travel costs, and economic downturns in key markets.
To promote sustainable recovery, UN Tourism advised member states to focus on digital transformation, AI and innovation, infrastructure development, green transition, and strengthening human resources in tourism.
Deputy Director Ha Van Sieu noted that the region saw a strong recovery in 2024 thanks to countries’ active efforts in promoting tourism, developing new products, enhancing connectivity, and introducing more flexible entry policies.
In Vietnam, the tourism sector welcomed 17.6 million international visitors in 2024, up 40% from 2023, reaching 98% of 2019’s figure. This impressive performance stemmed from new visa facilitation policies, increased direct flights, and a wider range of tourism services.
International visitors at the War Remnants Museum, a popular destination in Ho Chi Minh City. (Photo: VNA)
Vietnam has also closely aligned with UN Tourism’s strategic priorities, advancing digital tools and AI, promoting the circular economy and green transition, supporting agricultural tourism, and empowering local communities.
Sieu also highlighted Vietnam’s active engagement in various initiatives, projects, and activities led by UN Tourism in the Asia-Pacific region. These initiatives have helped countries respond to new market demands, strengthen capacity, and build resilience against future uncertainties.
One notable milestone was Vietnam’s successful hosting of the first UN Tourism International Conference on Rural Tourism in Quang Nam province in December 2024. The event raised Vietnam’s profile both regionally and internationally, while emphasising sustainable development, community empowerment, and inclusive growth in tourism.
International travel fairs offer opportunities for Vietnamese businesses to promote their image. (Photo: VietnamPlus)
In preparation for the 2026–2027 Work Programme, based on member surveys, Vietnam expressed hope that UN Tourism would continue its support for countries in the region to address global economic instability, workforce shortages, and heightened competition.
Vietnam also proposed enhanced cooperation in developing rural tourism, improving workforce skills, and advancing market research and intelligence. The country reaffirmed its commitment to remain an active contributor to regional tourism development efforts./.
In 2024, Vietnam surpassed Singapore to become the third most-visited country in the region, welcoming 17.5 million international arrivals - just behind Malaysia with 25 million and Thailand with 35 million.
In her article posted on the Global Times of China, Liu Xiangyan, associate researcher of the Institute of International Studies at the China Tourism Academy, wrote that with the improvement of transportation networks and enhanced regional cooperation, the two countries have become each other's major markets of tourist sources.
Flight EO3661 operated by IKAR Airlines landed at Cam Ranh International Airport on April 18, carrying 350 Russian tourists from Novy International Airport in Russia. This marks the first charter flight organised by Pegas Misr Vietnam Travel Co., Ltd. to bring Russian tourists back to Khanh Hoa after a long pause due to the COVID-19 pandemic.
A recent report, City Pulse 2025, by Gensler Research Institute, ranked HCM City among the world’s top cities for resident retention, placing it second globally. This underscores the city's reputation as a liveable, dynamic urban centre, an image that supports efforts to attract investors, experts, and MICE travellers.
Deputy Prime Minister Mai Van Chinh has instructed the Ministry of Culture, Sports and Tourism (MoCST) to coordinate with other ministries, agencies and localities to effectively implement policies and directives from the Party, Government, and Prime Minister on tourism development.
Da Nang's appeal stems from its numerous outstanding tourist attractions, particularly My Khe Beach, Sun World Ba Na Hills resort, and the ancient town of Hoi An. Additionally, Da Nang tourism is renowned for its affordability, especially attractive to young travellers and couples, according to Chosun Ilbo.
With new direct flights from major Indian cities like Hyderabad and Bengaluru, Vietnam is becoming an increasingly compelling destination for Indian tourists seeking a quick, emotionally rich four-day escape that blends luxury, culture, and natural wonder.
By source market, China continued to lead with 3.1 million visitors, equivalent to 25.5% of all foreign arrivals. The Republic of Korea followed with 2.5 million, or 20.7%. Other major markets included Taiwan (China) with 737,000, the US with 522,000, and Japan with 380,000.
Khanh Hoa has welcomed 16 international cruises so far this year, with more than 19,000 tourists disembarking to explore the province’s scenic landscapes and renowned cultural, religious, and artistic landmarks, as well as to enjoy local cuisine and sightseeing tours.
According to local plans, fireworks shows will be held at multiple locations, with Ha Long Bay as the focal point. More than mere entertainment, these displays are part of a strategic cultural tourism product aimed at strengthening the region’s brand.
Chatbot and virtual assistants support itinerary consultation and tour bookings, and provide around-the-clock response across multiple platforms while AI advertising applications have been used to optimise budgets and target the right customers. AI has been also employed to analyse customer data, enabling the delivery of personalised tour recommendations.
Many Vietnamese regions possess favourable conditions, including natural landscapes, climate, and rich cultural identities, to host sport events that integrate with cultural and tourism experiences.
Dubbed the “land of ancient towers”, Khanh Hoa boasts a rich Cham legacy through architectural masterpieces like the Po Nagar, Hoa Lai, Po Klong Garai, and Po Rome towers.
Vietnam’s e-visa system is now seen as one of the most efficient, convenient, and transparent in the region. Fully online registration, no paperwork or interviews, and fast and flexible processing time have improved foreigners’ entry experience, creating a competitive advantage over countries clinging to complicated and costly visa procedures.
Sunset Town unfolded like a living fairytale. Every street and hidden corner recalls iconic European landmarks – from Venice’s San Marco Bell Tower and Paris’s Arc de Triomphe to Almafi-style squares and cobblestone paths reminiscent of southern Italy.
Its natural advantages have made Mui Ne a magnet for enthusiasts of kitesurfing, windsurfing, surfing, and stand-up paddle boarding (SUP). These activities not only diversify the local tourism offerings but also contribute to the area’s long-term development strategy focused on sustainability.
In July alone, the city welcomed 695,930 international arrivals, surging 75.3% year-on-year. For the seven-month period, international visitors totalled 4.5 million, up 48% year-on-year.
Welcoming the crew on the morning of July 30, Dang Dong Ha, Deputy Director of the provincial Department of Culture, Sports and Tourism, emphasised that the film offers a valuable opportunity to promote Quang Tri’s tourism potential, particularly to Indian visitors, but also to a broader global audience.
With a proactive and creative approach, Hanoi is positioning itself as one of Southeast Asia’s most compelling destinations where tradition meets innovation, and every visit offers a blend of the familiar and the new.
