Vietnam, Southeast Asia's emerging tourism powerhouse

28-03-25

Vietnam has established itself as one of Southeast Asia's most dynamic tourism destinations, experiencing remarkable growth in international visitor arrivals. In 2024, the country welcomed 17.6 million foreign tourists, a significant increase from 12.6 million the previous year. This figure not only represents a solid recovery from the pandemic years, but also places Vietnam as the third most visited destination in the region, behind only Thailand and Malaysia, and ahead of established powerhouses such as Singapore. This rise reflects not only the country's beauty and diversity, but also the result of a clear strategy of openness and international promotion.

One of the keys to this growth has been the implementation of more flexible migration policies. From August 2023, Vietnam extended visa exemptions from 15 to 45 days for citizens of several European countries such as Germany, France, Spain, Italy and the UK, facilitating longer visits and quality tourism. The validity of e-visas was also extended from 30 days to 3 months and their availability was expanded for travellers from 80 countries, including the United States and other key sending economies. These measures have not only removed bureaucratic barriers, but have also positioned Vietnam as an attractive option for extended stays and multi-destination travel in the region.

Vietnam has harnessed its cultural, historical and natural diversity to offer a holistic visitor experience. From the mountainous landscapes of Sapa to the paradise beaches of Da Nang and Phu Quoc, not forgetting the heritage heritage of Hoi An or the vibrant energy of Ho Chi Minh City, the country combines authenticity, accessibility and beauty. This richness is complemented by one of the world's most prized cuisines. Dishes such as pho, bun cha and banh mi have transcended borders and have become cultural symbols that, on their own, justify a trip. Food tourism, in fact, has become an increasingly important part of what the country has to offer, attracting foodies and Asian cuisine lovers from all over the world.

The economic impact of this tourism expansion has been profound. In 2024, tourism revenues reached US$34 billion, representing a 23.8% growth over the previous year. This flow has boosted sectors such as hospitality, transport, commerce and services, generating employment and promoting both public and private investment in infrastructure and vocational training. Tourism is consolidating as one of the strategic drivers of the Vietnamese economy, and the government has set ambitious goals for the coming years, including receiving between 22 and 23 million international tourists by 2025, a figure that, if current trends continue, seems achievable.

However, this success brings with it new challenges. The country's tourism infrastructure, although growing, needs to continue to expand to absorb the increase in demand without compromising the quality of service. Sustainability has also become a priority. Preserving natural environments, managing waste properly and ensuring a balanced development of tourist areas will be essential elements to avoid the erosion of the most visited destinations. In addition, improving the training of tourism professionals and raising standards of service and hospitality are key steps in building visitor loyalty and ensuring a memorable experience.

Vietnam has proven to be much more than an emerging destination. Its combination of authenticity, hospitality, nature and modernisation places it in a privileged position on the regional tourism map. With strategic vision and a commitment to sustainability, it has all the ingredients to become a global tourism benchmark in the next decade.

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