Vietnam firmly established itself as one of the world’s standout tourism success stories in 2025, delivering a rebound that exceeded expectations across the global travel industry. The country welcomed nearly 21.2 million international visitors over the year, a jump of just over 20% compared with 2024 and almost 20% above pre-pandemic levels.
This performance placed Vietnam among the top global tourism recoveries, outpacing both the worldwide average and the broader Asia-Pacific region, many of whose destinations are still working toward full recovery.
The surge reflects a combination of pent-up demand, improved accessibility, and a sharpened national tourism strategy. Vietnam’s ability to attract travelers from across Asia, Europe, and beyond has turned it into one of the most closely watched destinations in the post-pandemic era, reshaping perceptions of Southeast Asia’s travel hierarchy and reinforcing the country’s long-term ambitions in tourism.
Cities and Connectivity Driving the Growth
Urban hubs played a decisive role in Vietnam’s tourism expansion. Hanoi and Ho Chi Minh City remained the country’s primary entry points, supported by dense international flight networks and expanding airport capacity. Both cities continue to appeal to travelers seeking a mix of history, modern infrastructure, culinary experiences, and cultural attractions, making them essential anchors of Vietnam’s tourism ecosystem.
Alongside the major metros, Hoi An emerged as a symbol of Vietnam’s experience-led appeal. Its preserved architecture, slower pace, and cultural depth resonated strongly with international visitors looking for authenticity and shorter regional trips. Central Vietnam more broadly benefited from improved air links, particularly through Da Nang, which has grown as both a leisure and MICE destination.
Policy choices also played a critical role. Expanded e-visa programs and longer visa-free stays for travelers from Europe lowered entry barriers and encouraged longer, multi-city itineraries. Airlines responded by restoring and launching new routes, strengthening Vietnam’s connectivity with key source markets such as China, South Korea, and parts of Europe. This combination of policy flexibility and aviation growth helped sustain demand throughout the year rather than concentrating it into narrow peak seasons.
What the Boom Means for Travelers and the Industry
For travelers, Vietnam’s tourism boom brings a more mature and diversified destination. Accommodation capacity has expanded rapidly, with a growing mix of international hotel brands, boutique properties, and resort developments. Transport infrastructure has improved, making travel between cities smoother and opening up secondary destinations beyond the traditional hotspots.
At the same time, higher visitor numbers are beginning to test capacity at iconic sites, particularly during peak travel periods. As a result, travelers are increasingly encouraged to explore lesser-known regions or visit during shoulder seasons. The emphasis on sustainable tourism is also growing, as authorities and operators seek to balance economic gains with cultural preservation and environmental management.
Vietnam’s performance in 2025 signals more than a short-term rebound. It highlights a structural shift that positions the country as a long-term leader in Asian tourism, with resilience, adaptability, and rising global appeal shaping its trajectory into 2026 and beyond.
