Vietnam is poised to claim its place among Asia’s premier travel destinations, fueled by its rich cultural heritage, natural beauty, and a rapidly evolving tourism industry. However, despite significant progress, Vietnam still lags behind regional competitors like Thailand and Indonesia in attracting high-value tourists and maximizing tourism’s contribution to GDP.
In 2024, Vietnam welcomed 17.5 million international visitors and 110 million domestic travelers, generating VND 840 trillion for the economy. While impressive, these numbers pale in comparison to Thailand’s projected 40 million international arrivals in 2025 or Indonesia’s 16% GDP contribution from tourism. To transform its tourism sector and emerge as a regional powerhouse, Vietnam must adopt a bold, value-driven strategy.
From Quantity to Quality
Vietnam’s tourism sector has long prioritized the sheer number of visitors, often at the expense of quality and sustainability. Overcrowded infrastructure, inconsistent service standards, and low average spending per visitor have hampered growth. Currently, international visitors to Vietnam spend an average of $1,200 per trip—far below the $2,000 spent in Thailand or $3,000 in Singapore.
To remain competitive, Vietnam needs to shift its focus from quantity to value. By 2025, the goal is to attract 22–23 million international visitors while increasing average spending to $1,500–$1,600 per person, driving a 30% rise in revenue.
Achieving this requires targeting high-value markets, such as the U.S., Europe, and the Middle East, while offering premium experiences like luxury cruises, eco-resorts, and cultural tours. Beyond traditional sightseeing, travelers now seek unique, meaningful experiences—culinary journeys, heritage exploration, and immersive agritourism.
Building World-Class Infrastructure
Vietnam’s infrastructure, though improving, remains a significant bottleneck. Overcrowded airports, underdeveloped ports, and inefficient transport networks limit growth potential. Substantial investment is required to modernize and expand capacity:
• Airports: Major hubs like Nội Bài and Tân Sơn Nhất must be upgraded to handle increased arrivals.
• Ports: Purpose-built cruise terminals will unlock the untapped potential of marine tourism.
• Connectivity: Highways, railways, and eco-friendly transit systems are vital for seamless travel between destinations.
Visa-Friendly Policies: A Competitive Advantage
To make Vietnam more accessible, visa facilitation must remain a priority. Recent policies waiving visas for Poland, Switzerland, and the Czech Republic from March to December 2025 signal a positive shift. However, broader measures are needed:
• Extend visa exemptions for key markets, including India, the U.S., and the Middle East.
• Streamline e-visa processes for greater convenience.
• Introduce multi-entry visas to encourage repeat visits.
These efforts will reduce entry barriers, attract more tourists, and position Vietnam as a welcoming destination.
Embracing Digital Transformation
Technology is revolutionizing global tourism, and Vietnam must embrace digital tools to stay competitive:
• Personalized experiences: Use big data and AI to analyze traveler preferences and provide tailored itineraries.
• Efficient operations: Implement smart booking systems, digital payments, and real-time destination management.
• Global outreach: Leverage social media, influencer marketing, and virtual tours to captivate international audiences.
Smart cities and digital wayfinding can further enhance the visitor experience, making Vietnam a modern, traveler-friendly destination.
Sustainability: A Long-Term Commitment
Sustainability is no longer optional—it is essential. Travelers increasingly seek eco-friendly options, and Vietnam is well-positioned to lead in green tourism:
• Zero-waste tourism: Promote plastic-free practices and eco-conscious operations.
• Community involvement: Engage local communities in tourism development, ensuring equitable economic benefits.
• Eco-tourism: Showcase natural wonders like Phong Nha, Mekong Delta, and Con Dao while preserving biodiversity.
Agritourism offers another exciting avenue. Tourists can participate in farm activities, explore local produce, and connect with rural traditions—experiences particularly appealing to European and Japanese markets.
Reimagining Vietnam’s Tourism Brand
Tourism is more than an economic driver; it is a powerful tool for national branding. Vietnam must position itself as a destination that blends heritage, luxury, and sustainability. Key branding initiatives include:
• Digital storytelling: Invest in high-quality videos, social media campaigns, and influencer partnerships to showcase Vietnam’s allure.
• Highlighting uniqueness: Celebrate iconic assets like Halong Bay, Hoi An, Hue, and vibrant street food culture.
• Hosting global events: Organize international festivals, sporting events, and exhibitions to boost visibility and attract diverse audiences.
Bold Goals for 2025
Vietnam stands at a critical crossroads. With the right strategy, it can leapfrog competitors and secure a leadership position in Asian tourism. By 2025, the country aims to:
1. Welcome 22–23 million international visitors while increasing average spending per tourist.
2. Develop world-class infrastructure to meet growing demand.
3. Build a sustainable tourism ecosystem that protects the environment and empowers local communities.
4. Establish itself as Asia’s leader in luxury and cultural tourism.
A Promising Future
Tourism is more than an economic pillar for Vietnam—it is a cultural bridge, a source of national pride, and a catalyst for global recognition. By shifting from quantity to quality, investing in infrastructure and innovation, and embracing sustainability, Vietnam can realize its vision of becoming Asia’s next tourism powerhouse.
As the world turns its eyes to Vietnam, the nation has an unparalleled opportunity to transform its potential into strength and define a new era of tourism excellence.
Pham Ha, Chairman of LuxGroup
