Viet Nam's tourism sector is experiencing unprecedented global interest, with international searches surging 10-25% since early 2025 and now ranking 7th globally in destination growth, outpacing Southeast Asian rivals Thailand, Malaysia, Indonesia, Singapore, and the Philippines.
According to Google Destination Insights data presented at a Vietnam National Authority of Tourism (VNAT) conference, key source markets driving this search boom include the U.S., India, Japan, South Korea, and European countries like the U.K. and Germany.
The top 10 most-searched Vietnamese destinations are Ho Chi Minh City, Ha Noi, Da Nang, Phu Quoc, Nha Trang, Hoi An, Vung Tau, Da Lat, Phan Thiet, and Hue, with Vung Tau and Ninh Binh recording exceptional growth rates exceeding 75%.
Deputy Minister of Culture, Sports and Tourism Ho An Phong emphasized that Vietnam's tourism sector has become "a bright spot in Viet Nam's economic landscape" as the country targets 25 million international visitors in 2025, supported by 4,361 international tour operators and over 42,000 licensed guides.
With Viet Nam welcoming over 7.6 million international arrivals in the first four months of 2025—a 23.8% increase year-on-year—the surge in search interest signals strong momentum toward achieving the nation's ambitious tourism goals and establishing the sector as a key economic driver.
