Viet Nam is now emerging as a new star in Southeast Asia’s tourism industry, ranking third among the most-visited countries in the region. In 2024, the country recorded 17.5 million international visitors, surpassing Singapore (16.5 million) but still trailing behind Thailand (35 million) and Malaysia (25 million).
This success marks an impressive post-pandemic recovery, with visitor numbers reaching 98% of pre-COVID-19 levels.
However, what stands out the most is not just the increase but the speed of growth. In just one year, Viet Nam's tourist arrivals surged by 40%, from 12.6 million in 2023 to 17.5 million in 2024—the highest growth rate in the region.
In comparison, Thailand saw a 30% increase, Malaysia 25%, Singapore 21%, and Indonesia 20%. Even smaller tourism markets like Laos (17.6%) and Cambodia (14.5%) could not keep pace with Viet Nam’s rapid rise.
What Makes Viet Nam So Attractive?
1. Easier Visa Policies for More Convenient Travel
Since late 2023, Viet Nam has become even more tourist-friendly by introducing a 90-day e-visa for all nationalities and visa-free entry for 13 countries, a significant extension from the previous 30-day limit.
Visa exemptions now apply to travelers from France, Germany, Italy, Japan, South Korea, and Russia, making it even easier for global tourists to visit the country.
2. More Direct Flights for Greater Accessibility
Accessibility has also improved with an increasing number of direct flight routes to the United States, Europe, and India. Airlines such as Viet Nam Airlines and VietJet Air have expanded their networks, making travel to Hanoi or Ho Chi Minh City faster and more convenient.
It’s no surprise that in 2024, 84.4% of visitors arrived in Viet Nam by air, with South Korea and China emerging as the two largest tourist markets.
3. The Booming Luxury Tourism Sector
Viet Nam's premium tourism segment is expanding rapidly, driven by five-star resorts and hotels such as Regent Phu Quoc, Capella Hanoi, and JW Marriott Hotel & Suites Saigon. The presence of global luxury brands like Ritz-Carlton Reserve and The Luxury Collection further cements Viet Nam’s status as an exclusive destination.
Moreover, the expansion of the Michelin Guide in 2024 has elevated Viet Nam’s culinary reputation on the world stage, attracting high-end travelers looking for alternatives to Japan or Singapore.
4. Viet Namese Cuisine Gains Global Recognition
The inclusion of Viet Namese restaurants in the Michelin list has brought new attention to the country's distinctive cuisine. Dishes such as pho, banh mi, and ca phe sua da are gaining even more popularity among global food enthusiasts, making Viet Nam a must-visit gastronomic destination.
5. Exotic Destinations and Rich Cultural Heritage
Viet Nam offers a unique blend of breathtaking natural beauty and a rich cultural heritage. From the stunning landscapes of Ha Long Bay to the historic charm of Hoi An’s ancient town, every corner of the country holds its own allure.
Temples reflecting Buddhist, Hindu, and Chinese influences further enhance its appeal for travelers seeking immersive cultural experiences.
6. Impressive Tourism Recovery
With a nearly 40% increase in visitor numbers compared to the previous year, Viet Nam is among the fastest-recovering tourism markets in Southeast Asia. This resurgence underscores the country's growing appeal to international travelers.
A Bright Future for Viet Nam’s Tourism Industry
Viet Nam is not slowing down. With a target of 23 million visitors by 2025 and the opening of Long Thanh International Airport in 2026, the country is poised to compete with major global destinations. Its rapidly developing infrastructure will further solidify its position as one of the most attractive travel destinations in the region.
