Vietnam Plans to Welcome Millions More International Visitors by 2025 Through Strategic Tourism Initiatives

Vietnam’s tourism sector aims to attract 25 million foreign tourists by the end of 2025. Over 11 million more visitors must arrive in the last four months of the year, or 2.75 million more per month on average, to meet this ambitious target. The government intends to strengthen economic growth and establish Vietnam as one of Asia’s most popular travel destinations by implementing an action plan that involves key stakeholders across the country, including companies, local government organisations, and well-known tourist destinations.

Setting the Stage for Growth

In a recent conference held in Hanoi on September 18, the Vietnam Tourism Association (VITA) unveiled its action programme aligned with the government’s Resolution 226/NQ-CP. The plan outlines a series of initiatives and campaigns designed to meet the tourism growth targets set for 2025. The overarching aim is to attract 25 million international visitors and 150 million domestic travellers by the end of the year. The initiative highlights the need for innovation, collaboration, and a diversified approach to attract travellers, especially high-spending tourists from key international markets.

Reaching the Target: Strategies for 2025

As of the first eight months of 2025, Vietnam had welcomed nearly 14 million international visitors, with an average of 1.75 million per month. To achieve the target of 25 million, the tourism sector will need to attract an additional 11 million visitors, which equates to an ambitious 2.75 million per month for the remaining four months of the year. This is a significant challenge, as the fourth quarter, although traditionally a peak season for foreign arrivals, still requires a concerted effort from all stakeholders.

The plan will see a multi-faceted approach where local authorities, tourism businesses, and national tourism bodies collaborate to stimulate the industry. From innovative marketing strategies to enhanced infrastructure and better flight connectivity, the push aims to address all key aspects of the tourism ecosystem.

Product Innovation and Market-Driven Developments

One of the major focuses of the action programme is to move beyond promoting existing tourism products and instead develop new offerings that align with the evolving preferences of global travellers. By targeting emerging trends and shifting market demands, the Vietnam National Authority of Tourism (VNAT) has emphasised the importance of innovation within the sector.

Key tourism hubs like Hanoi and Ho Chi Minh City will play a central role in these efforts. By strengthening their international promotion campaigns, the goal is to attract more high-spending tourists. These cities will also collaborate with other provinces to enhance regional connectivity, diversify transport options, and link up various tourist itineraries, thus creating a more seamless travel experience for visitors.

Airlines are encouraged to boost flight frequencies to key international markets and introduce competitive fares. This, combined with the country’s existing visa exemptions, is expected to encourage greater arrivals. Several international travel fairs in countries like Malaysia, Germany, and South Korea will serve as platforms for Vietnam to showcase its diverse travel destinations. A strong emphasis will also be placed on promoting Vietnam through cinema, further broadening its appeal globally.

Key Strategies for Promotion

Two core strategies will drive the promotional campaigns moving forward. The first involves ramping up digital communications. By enhancing the country’s online presence, especially on digital platforms, Vietnam aims to target both established and emerging tourism markets. Digital campaigns will highlight the unique aspects of Vietnamese culture, natural beauty, and gastronomy, reaching a wider audience and enticing more travellers to visit.

The second strategy involves direct engagement with international travel agencies through familiarisation trips (FAM-trips). These trips will allow travel agents and industry professionals from key markets like South Korea, China, Japan, Taiwan, and ASEAN countries, among others, to experience Vietnam’s new tourism products firsthand. These familiarisation efforts are expected to foster stronger business ties and promote inbound tourism on a larger scale.

Sustainable Tourism: Green Initiatives

The future of Vietnam’s tourism is also closely tied to sustainability. As part of the “VITA GREEN” certification scheme, the association will focus on promoting eco-friendly tourism. By awarding green labels to destinations, accommodations, travel services, and catering providers, the initiative seeks to enhance the environmental quality of Vietnam’s tourism sector. With a goal to issue at least 100 green labels in 2025, the program also aims to support localities in transitioning toward more sustainable tourism practices. This will improve the overall quality of the industry and help Vietnam compete in an increasingly eco-conscious global market.

Additionally, Vietnam’s rich culinary heritage will be leveraged as a unique selling point. The promotion of Vietnamese food as a signature attraction will be bolstered by introducing awards like “Master Chef,” “Master Baker”, and “Master Mixologist”, which will celebrate culinary artisans and promote Vietnamese gastronomy abroad.

Targeting High-Spending Segments

A key focus for the Vietnam Tourism Association is to attract high-spending tourists. With this in mind, strategies to boost Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism have been put forward. This high-value segment of the tourism market is seen as crucial to achieving the growth targets. Provinces across Vietnam are enhancing their offerings, developing new tourism products, and strengthening regional ties to support MICE tourism.

Alongside MICE, Vietnam is focusing on promoting distinctive destinations and cultural products that will resonate with tourists from major source markets. By diversifying its tourism offerings and emphasizing cultural uniqueness, Vietnam aims to create a more attractive proposition for potential visitors.

Looking Ahead

Although the Vietnamese government’s ambitious tourism goals are not without difficulties, the nation is well on its way to moving in the right direction. Vietnam is establishing itself as a vibrant and alluring travel destination in the global tourism market through creative marketing, strategic international partnerships, sustainable practices, and an emphasis on high-spending tourists. Whether or not these efforts can produce the outcomes required to meet the 2025 targets will be determined in the coming months.

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