Vietnam Among Top Budget Destination in Southeast Asia
	Vietnam Welcomes 12.23 Million International Visitors in 7 Months

Vietnam’s continued expansion of visa exemptions is ushering in a fresh wave of visitors from across the globe. This not only opens new opportunities for tourism growth but also fuels the ambition to enhance infrastructure, services, and experiences so that every trip to Vietnam becomes a journey to remember.

Visa expansion boosts international arrivals to Vietnam

On her first trip to Vietnam, Sophie, a French traveler, originally planned a 10-day holiday to explore Hanoi and Ha Long Bay. However, thanks to the quick visa-free entry process and travel recommendations from friends abroad, she extended her stay to three weeks. During that time, Sophie ventured from Hoi An and Hue to Ho Chi Minh City and Mu Cang Chai during the golden rice harvest. What impressed her most was not only the landscapes and heritage, but also the warmth and hospitality of the Vietnamese people - from taxi drivers in Hanoi to homestay owners in Hoi An and children in the northern highlands.

“I felt welcomed like a special guest. Vietnam offered me a complete, safe, and memorable experience. I will definitely return,” Sophie shared.

Visa-Free Entry Opens Door to New Markets

To extend the experiences of international travelers, the Government has issued Resolution 229 granting visa exemptions to citizens of 12 countries: Belgium, Bulgaria, Croatia, the Czech Republic, Hungary, Luxembourg, the Netherlands, Poland, Romania, Slovakia, Slovenia, and Switzerland. Citizens from these nations can stay for up to 45 days from their entry date for tourism purposes, regardless of passport type. The policy will be in effect from August 15, 2025, to August 14, 2028.

According to Nguyen Hoai Thu, Deputy Director of Saigontourist Travel Service - Hanoi Branch, the visa-free policy for key markets creates favorable conditions to attract more international tourists, especially from Europe. These visitors not only have high spending power but also tend to stay longer to explore Vietnam’s diverse culture, history, and landscapes.

For travel businesses, this opens opportunities to design longer-duration packages and build more sustainable business plans. Tours for European travelers are often flexible, spanning from the north to the central and southern regions, or vice versa, combining a variety of experiences - from beach resorts and mountain exploration to the river life of the Mekong Delta. Companies can offer a wide range of options, from multi-destination routes to specialized cultural, historical, or leisure itineraries.

Rising international arrivals boost Vietnam’s tourism

“We expect international tourism to grow by more than 20% this year compared to 2024. This is a realistic goal as Vietnam boasts many attractive destinations and is preparing for the peak season from October this year to April next year. Destinations and the aviation sector are ready to connect and deliver the best possible services to visitors,” she added.

Head of the Secretariat of the Vietnam Tourism Advisory Board Hoang Nhan Chinh stated that while the visa-free policy will attract more visitors, it also creates both pressure and motivation for the Government and localities to invest more in infrastructure - airports, roads, and public facilities - and to improve tourism service quality.

Businesses, in turn, will expand investment in hotels, resorts, and high-end entertainment complexes to meet rising demand. To better serve international guests, especially the high-end segment, they must upgrade service quality and train a more professional workforce. This will elevate the tourism industry and drive the overall growth of Vietnam’s service sector.

From Short-Term Boost to Long-Term Competitiveness

In reality, a visa policy is only the first step in attracting tourists. The bigger challenge is ensuring that they want to return, stay longer, and spend more. For the visa policy to become a strategic solution and a springboard for long-term tourism growth, Vietnam must address core issues in tourism competitiveness, visitor experience, and sustainable development.

According to Chinh, one major limitation of Vietnam’s tourism is the lack of distinctive products to keep visitors engaged longer. Many travelers report that after 3–5 days at a destination, they run out of new activities. Meanwhile, tourism promotion and marketing remain underfunded - with a budget of less than USD 4 million (under VND 100 billion) - far too modest compared to many regional competitors. Without change, Vietnam will struggle to compete with giants like Thailand or Singapore.

Tourism infrastructure also lags behind, with many airports and seaports outdated and prone to congestion during peak seasons. Road connections between destinations remain limited, with narrow, deteriorating roads causing inconvenience for visitors. Service quality is inconsistent, and the tourism workforce - from tour guides to hotel and restaurant staff - often falls short in professionalism and foreign language skills compared to neighboring countries. At some destinations, overcharging, scams, unlicensed taxis, and aggressive vendors still dampen the visitor experience.

Environmental issues and destination management are also concerns. Waste on beaches and in tourist areas, along with overexploitation, is increasingly noted by visitors - especially Europeans, who place high value on sustainable tourism. If not addressed, Vietnam risks losing this high-value market segment.

“To truly elevate Vietnam’s tourism, we need a comprehensive strategy: develop compelling products, enhance visitor experiences, invest heavily in promotion, improve infrastructure and services, and ensure sustainability. If done well, Vietnam can compete on equal footing and rise to become a top regional destination,” Chinh emphasized.

Global tourists experiencing the charms of Vietnam

Thu also noted that Vietnam’s abundant natural resources - from UNESCO-recognized Ha Long Bay to world-class beaches in Da Nang, Nha Trang, and Phu Quoc - along with its rich cultural heritage, from Hue’s Imperial City to Hoi An Ancient Town, My Son Sanctuary, and traditional cuisine and festivals, give the country a unique appeal.

Vietnamese hospitality leaves a strong impression, creating a sense of warmth and safety for visitors. This “intangible factor” is crucial in making them stay longer and return. Compared to Thailand, Singapore, or Malaysia, Vietnam has a cost advantage: reasonable service and living expenses, alongside rapid growth in luxury resorts, enhancing experiences for affluent travelers and strengthening its position on the global tourism map.

Thu stressed that while the expanded visa policy is a positive signal, it also brings significant pressure, requiring close coordination among businesses, destinations, and authorities. Skilled, well-trained, and multilingual staff are essential for professional and friendly service.

Therefore, authorities should develop concrete support policies, continue expanding the list of visa-exempt countries, and invest in integrated infrastructure - from airports and transport links to sightseeing routes - ensuring visitor convenience. Finally, training in languages and skills should be prioritized so that every visitor feels warmly welcomed from the moment they arrive.

Experts agree that the new visa policy is an important “push,” but to turn this opportunity into a lasting advantage, Vietnam’s tourism industry needs a comprehensive strategy - built on unique products, world-class services, and a commitment to sustainability.

With the addition of 12 European nations, the total number of countries granted unilateral visa exemption by Vietnam has now risen to 24, including Russia, Japan, the Republic of Korea, and the Nordic countries.

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