Viet Nam has claimed the top spot in Southeast Asia for international tourist arrival growth in 2025, recording a remarkable 20.4% increase compared to the previous year, according to data from the ASEAN Secretariat.
This figure far outpaced regional competitors with Malaysia grew by 11.2%, Indonesia by 10.4%, and Singapore by just 2.7%, while Thailand and Cambodia actually saw declines of 7.2% and 16.9% respectively, highlighting Vietnam's standout performance in an uneven regional landscape.
Speaking at the 63rd ASEAN National Tourism Organizations Meeting held in the Philippines on January 26, Nguyen Trung Khanh, Director of the Viet Nam National Authority of Tourism (VNAT), credited visa reforms, expanded air connectivity, diversified tourism products, and digital transformation campaigns as the key drivers behind the country's strong rebound.
Viet Nam welcomed 21.2 million international visitors in 2025, also serving 137 million domestic tourists and generating an estimated USD 40 billion in total tourism revenue — a milestone that pushed the country to third place in Southeast Asia for international arrivals, behind only Malaysia (42 million) and Thailand (33 million).
The UN World Tourism Organization (UN Tourism) has recognized Viet Nam as one of the fastest-growing tourism markets in the Asia–Pacific region, and with a target of 25 million international visitors set for 2026, the country is firmly positioning itself for a new era of sustainable, high-quality tourism growth.
