Strategies for Sustainable Growth of Vietnam’s Tourism from International Markets

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This initial success is attributed to effective international promotion policies, relaxed visa procedures, and coordinated efforts from localities and businesses alike.

International tourists visit Hoi An. (Photo: Quang Nam Newspaper)

However, to sustain this recovery momentum and achieve the annual target of 22–23 million international arrivals, the tourism sector must implement strategic solutions across both management and enterprise levels.

According to Ru Yi, Assistant Vice President of International Markets (APAC) at the online travel platform Trip.com, Vietnam holds a growing advantage in diversifying its international visitor base. While markets such as Japan, South Korea, and Singapore were previously dominant, new markets like Taiwan and Hong Kong are now rising rapidly. In particular, Hong Kong is emerging as a high-potential market with impressive growth, while travelers from Taiwan are noted for their high spending and deeper experiential preferences.

"Instead of relying on a single market, Vietnam is now attracting a broader range of travelers thanks to its diverse destinations and experiences," Ru Yi commented. The average stay of international tourists has increased from 2.2 to 2.7 days. According to her, this trend reflects growing demand for longer, family-oriented trips and broader spending across service categories. She emphasized: "Vietnam should invest in high-quality accommodation and integrated offerings that combine leisure, culture, and shopping to retain visitors."

Nguyen Tien Dat, director of AZA Travel and vice chairman of the Hanoi Tourism Association, stressed that to further enhance its appeal to international tourists, Vietnam needs to develop products tailored to the high-end segment and conduct in-depth market research to target the right audiences. He also highlighted the importance of improving infrastructure and expanding flexible visa policies to facilitate entry. In the post-pandemic context, consumer behavior is shifting toward personalization, he noted, adding that "Enterprises that can anticipate and meet these changes will have a competitive edge internationally."

Bui Thi Thu Huyen, director of Legacy Voyages Vietnam Co., Ltd., suggested that the tourism sector focus on three key pillars-digital transformation in management and promotion, upgrading infrastructure and services to premium standards, and developing experience-based products rooted in cultural identity. She also called for mechanisms to help businesses access preferential policies for investment in green tourism and international trade promotion.

Pham Van Thuy, deputy director general of the Vietnam National Authority of Tourism, said the sector is actively implementing solutions under Directive 08/CT-TTg dated February 23, 2024, and Official Telegram 34/CD-TTg dated April 10, 2025, issued by the Prime Minister on comprehensive, rapid, and sustainable tourism development. He noted that promotional efforts are now focused on expanding Vietnam’s tourism image globally and effectively targeting both traditional and emerging markets.

Nguyen Trung Khanh, director general of the Vietnam National Authority of Tourism, emphasized "The results in Q1/2025 are the outcome of strong coordination from central to local levels, and especially the tireless efforts of the business community — the driving force in tourism recovery and development." He added that now is the time for the sector to accelerate, not only to achieve the goal of attracting 22–23 million international visitors, but also to elevate Vietnam’s position on the regional tourism map.

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