Vietnam sees strong growth in international tourism

Vietnam’s tourism sector is on track for another strong year. In the first nine months of 2026, the country welcomed 17.7 million international visitors, up 14.5% from the same period last year.

That puts Vietnam close to 71% of its full-year target of 25 million arrivals.

China and South Korea remain the country's biggest sources of visitors. But European tourists are also arriving in greater numbers, and they tend to stay longer.

From culture and heritage to nature, cuisine and resorts, Vietnam is increasingly offering the kinds of experiences that encourage visitors to stay and explore the country more deeply.

According to a report released by the World Economic Forum on September 25, Vietnam's 2026 Travel and Tourism Development Index (TTDI) score reached 4.15, up 6.3% from 2024. The increase was the second-highest rate of growth recorded globally and helped Vietnam climb seven places to rank 52nd worldwide.

At the 2026 World Travel Awards for Asia, Oceania and the Indian Ocean, held in the Maldives, Vietnam was named Asia’s Leading Destination and Asia’s Leading Heritage Destination.

These achievements point to a tourism sector gradually shifting its focus from simply attracting more visitors towards creating greater value from each trip.

The Viet Nam National Authority of Tourism (VNAT) has emphasised the need to improve quality and pursue sustainable growth, with longer stays, higher visitor spending, richer experiences and greater added value becoming increasingly important goals.

This direction also reflects the broader cultural-development vision set out in Politburo Resolution 80, issued in January 2026, which places culture at the heart of sustainable national development and highlights cultural resources and identity as an endogenous strength and a source of soft power.

For tourism, that means looking beyond visitor numbers to the stories, heritage, landscapes, cuisine and living culture that give a destination its distinctive character.

As Vietnam approaches its 25-million international visitor target, the next challenge is therefore not simply to welcome more travellers, but to encourage them to stay longer, explore more deeply and take away experiences that make them want to return.