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Vietnam Tourism: Southeast Asia’s Rising Star
Vietnam is rapidly emerging as Southeast Asia’s new tourism powerhouse. In 2024, the country welcomed 17.6 million international visitors—up 39.5% y/y—and recovered 98% of its pre-pandemic tourism activity, outpacing regional peers like Thailand (87.5%) and Singapore (86%).
The momentum continues in 2025, with over 7.7 million foreign arrivals in the first four months—28.5% higher than the same period in 2019. Notably, arrivals from key markets such as China and South Korea have already exceeded pre-COVID levels by 14.5% and 9.7%, respectively.
What’s fueling this boom?
- Relaxed visa policies and expanded direct international flights
- Government incentives for foreign travel agencies, including subsidized flight tickets and reduced airport fees.
- A surge in luxury hospitality investments: JW Marriott Saigon and Capella Hanoi are now open, while Ritz-Carlton Reserve and Park Hyatt are under construction
- Growing global interest in Vietnam’s cultural and nature-based travel experiences
Even Thai authorities are raising concerns over losing their tourism leadership to Vietnam (BangkokPost). As international arrivals soar, this will also serve as a key driver for retail sales, which is poised to return to double-digit growth.
