Official data from Vietnam also show that the sector has strengthened markedly since borders reopened. In 2025, the country welcomed more than 21 million international visitors, and authorities are focusing on reaching 25 million in 2026, consolidating a recovery above 110% compared with pre-pandemic levels. This rate of growth contrasts with regional and global averages, positioning Vietnam not only as a leader in Southeast Asia but also as one of the fastest-growing tourism markets worldwide.
Momentum is also evident in domestic travel. Taking advantage of major holiday periods such as the Lunar New Year (Tet), domestic tourism recently grew by more than 22%, helping to stabilize the sector against international market fluctuations and supporting the economic sustainability of local communities.
The consolidation of emerging destinations within Vietnam has also helped attract a more diverse mix of travelers. Coastal cities, cultural hubs, and natural landmarks such as Hanoi, Ha Long Bay, and Hoi An remain among the most sought-after locations for foreign visitors this season. At the same time, cities like Da Nang are gaining recognition as hubs for digital nomads thanks to their lifestyle appeal and expanding coworking infrastructure—although they also face challenges linked to rising living costs for local residents.
Vietnam’s strong performance in 2025 and its targets for 2026 reflect a shift from pure recovery to a phase of consolidation and sustainable growth. The focus is not only on increasing arrival volumes, but also on improving the quality of visitor experiences, diversifying source markets, and strengthening competitiveness in higher-value global segments.
Even so, Southeast Asia’s recovery remains uneven. Other major destinations such as Thailand and Singapore continue to rebuild international volumes, but with different patterns. Thailand closed 2025 with approximately 32.9 million international visitors, representing a slight year-on-year decline, partially offset by strong domestic travel and campaigns emphasizing sustainability and “quality tourism.” Singapore continues to operate as a key hub for global air connectivity and premium urban tourism, reinforcing its role as a center for business travel and high-end experiences.
At the institutional level, ASEAN tourism ministers have reaffirmed the region’s progress toward full recovery and have begun outlining joint strategies for 2026–2030, centered on resilience, digitalization, and sustainability. These initiatives aim to accelerate structural transformation and strengthen cooperation among member states to address challenges such as climate change, intensifying global competition, and the digital shift in tourism services.
This growth cycle also sits within a broader global context in which Asia is leading international travel demand in 2026. Southeast Asia, alongside East Asia, accounts for more than 30% of global travel interest, underscoring the region’s importance as a driver of international tourism.
Overall, these trends point to a Southeast Asia that is not only returning to pre-pandemic performance, but moving toward new records of competitiveness and global appeal. The combination of travel facilitation policies, improved infrastructure, integrated marketing efforts, and product diversification has placed the region—and Vietnam in particular—on a clear upward path with significant implications for the global tourism industry.
