Việt Nam has once again achieved remarkable success in the tourism sector. In the first nine months of 2025, the country welcomed more than 15.4 million international visitors, a 21.5 percent increase compared to the same period last year.
According to the latest report from the General Statistics Office under the Ministry of Finance, around 1.5 million foreign tourists arrived in Việt Nam in September 2025 alone. Although this figure represents a 9.6 percent decline from August, it still marks a 19.5 percent year-on-year increase, signaling a strong and sustained recovery trend.
Tourism Becomes a Key Economic Driver
Tourism’s contribution to the national economy is increasingly evident. Revenue from accommodation and food services between January and September 2025 reached VND 624.4 trillion (approximately USD 23.7 billion), up 14.8 percent compared to the previous year.
Major tourist cities reported significant growth, led by Đà Nẵng with an 18.1 percent increase, followed by Ho Chi Minh City (18 percent), Cần Thơ (14.2 percent), Hải Phòng (12 percent), and Hà Nội (11.9 percent).
Meanwhile, revenue from travel services soared to VND 69.6 trillion, growing 20.5 percent year-on-year. This reflects a positive domino effect from the rising interest of international travelers in Việt Nam.
Government Strategy: From Visa Policies to Global Promotion
The Việt Namese government is widely credited with successfully reviving the tourism industry through a series of strategic measures. These include relaxed visa policies, extensive international promotional campaigns, and large-scale national celebrations that have significantly boosted visitor numbers.
In addition, local authorities have been proactive in developing new tourism products and strengthening Việt Nam’s image as a safe, welcoming, and authentic destination. Promotional support from Việt Namese embassies worldwide has also played an important role in building foreign tourists’ confidence in visiting the country.
Tourist Profile: Asia Leads, Europe Surges Dramatically
Of the total arrivals, 85.2 percent of international visitors entered Việt Nam by air, equivalent to 13.1 million people, an increase of 21.9 percent compared to last year. Overland arrivals reached 2.1 million (up 19.4 percent), while 190,600 visitors entered via sea routes (up 15.1 percent).
Asia remains the largest source market, contributing more than 12.2 million visitors (up 20.9 percent), followed by Europe with 1.9 million (up 34.9 percent), the Americas with 800,000, Oceania with 445,000, and Africa with 40,700 arrivals.
The top five source markets were China, South Korea, Taiwan, the United States, and Japan, with China leading at nearly 3.9 million visits. Notably, several emerging markets posted extraordinary growth rates: Russia surged by 273 percent, the Philippines by 192.2 percent, Cambodia by 150.4 percent, Poland by 146 percent, and India by 142.9 percent.
The exceptional growth from European markets can be attributed to Việt Nam’s visa exemption policy introduced on August 15, 2025, for travelers from countries including Belgium, Poland, Croatia, the Netherlands, Hungary, Switzerland, Bulgaria, and the Czech Republic. The policy allows stays of up to 45 days and has proven highly effective in driving a surge of visitors from the region.
Ambitious Target: 25 Million Tourists in 2025
According to Phạm Văn Thủy, Deputy Director General of the Việt Nam National Administration of Tourism (VNAT), the sector aims to welcome 25 million international visitors by the end of the year. To reach this target, Việt Nam needs to attract an additional 9.6 million tourists, or an average of 3.2 million visitors per month through December.
“To attract foreign tourists, Việt Nam must develop products that meet their expectations. International visitors coming to Việt Nam are often drawn to the country’s cuisine, natural landscapes, beaches and climate – all of which are existing strengths of Việt Namese tourism,” he said.
However, to maintain this momentum, Việt Nam must refresh its tourism brand identity to align with global travel trends. Once new and distinctive tourism products are developed, stronger synergy between the government and industry stakeholders will be crucial for effective promotion and marketing.
