HANOI, Vietnam – Vietnam’s tourism sector is in a high-stakes sprint to achieve a monumental goal: welcoming 25 million international visitors by 2025. This ambitious target represents not just a record-breaking figure, but a critical test of the nation’s organizational capabilities, creative prowess, and global competitiveness as a tourist destination.
The Final Push: A Challenging Landscape
The current trajectory puts Vietnam on a tight schedule. As of the end of August 2025, the country had welcomed 13.9 million international visitors, marking a significant 21.7% increase compared to the same period in 2024. However, this figure represents only 56% of the year’s target. This means that over the final four months of the year, the tourism industry must attract more than 11 million additional visitors, averaging an unprecedented 2.75 million per month. This monthly figure is a substantial 57% higher than the average seen from the beginning of the year.
Pham Ha, Chairman of LuxGroup, acknowledged the nation’s rapid recovery, particularly in the first half of the year, with international visitor growth rates among the highest in the region. “Vietnam is recovering very quickly, especially in the first half of the year with 21% international visitor growth, among the highest in the region,” Ha stated. “But to reach nearly 3 million visitors per month, that is an immense challenge.”
Echoing this sentiment, Le Thi Hoa, Director of Hanoitourist, noted the optimistic signs, stating, “Hotels under the Hanoi Tourism Corporation are already fully booked for the final months of the year.” However, she emphasized that the overall success hinges on broader economic policies, the allure of major events, and synchronized development of tourism products.
Key Strategies for International Appeal
To bolster its attractiveness to the international market, three immediate actions are crucial, according to Dr. Pham Ha, Chairman of the Board of Directors of LuxGroup. These include:
- Defining “Vietnamese Luxury”: Establishing a distinct and appealing brand image for luxury tourism in Vietnam.
- Streamlining Procedures: Improving administrative processes to facilitate easier spending for tourists.
- Long-Term Product Investment: Investing in unique, high-value products, ranging from premium resorts to luxury cruises.
Ha Van Sieu, Deputy Director General of the Vietnam National Administration of Tourism, frankly addressed the magnitude of the goal. “The target of 25 million visitors is a grand ambition that requires immense determination,” Sieu commented. “We must diversify and intensify our efforts to attract visitors from markets such as India, Australia, the United States, Russia, and the Middle East.” He stressed the importance of leveraging the peak season at the end of the year by hosting world-class international events spanning culture, music, sports, golf, and trade fairs. This effort will be complemented by the opening of new flight routes, particularly charter flights, to distant markets.
Government Vision and Tourism’s Role
On a broader national scale, the Vietnamese Communist Party and the government have set a vision for Vietnam to become a developed nation, with GDP growth projected to reach 8.3-8.5% in 2025 and aiming for double-digit growth from 2026 onwards. Tourism is identified as a key engine for this economic advancement.
Resolution 226/NQ-CP specifically tasks the tourism sector with welcoming at least 25 million international visitors and 150 million domestic tourists in 2025. During the Vietnam Tourism Awards ceremony on September 27th, Deputy Prime Minister Mai Van Chinh underscored the urgency: “The tourism industry needs to continue to accelerate, innovate, promote digital transformation, and develop green, community-based, and circular tourism, integrated with the night economy, so that every journey is not just an experience but also contributes to sustainable development.”
Businesses Drive Innovation for Breakthroughs
Pham Ha believes that to elevate Vietnam’s image, the country needs to articulate the narrative of “Vietnamese Luxury” in a distinctive manner. Through its “5G” strategy – greener, more global, more digitized, prouder, and happier – LuxGroup is focusing on developing personalized, high-end tourism experiences. “Vietnam possesses abundant natural beauty, rich culture, diverse cuisine, and historical heritage. What is lacking is a compelling image of ‘Vietnamese Luxury’,” Ha observed. “If we can achieve this, it will not only attract more visitors but also ensure they spend more, leaving a greater economic impact.”
From a product development perspective, Le Thi Hoa highlighted the evolving preferences of international travelers. “International visitors are increasingly interested in green, environmentally friendly experiences,” Hoa stated. “This is the time for us to emphasize community-based, agricultural, and ecotourism models as key attractions, rather than relying solely on heritage sites or coastal destinations.”
Vu The Binh, Chairman of the Vietnam Tourism Association, asserted that a shift in promotional thinking is essential for progress. “If we do not change our promotional mindset, it will be difficult to achieve breakthroughs,” Binh declared. The association is concentrating its efforts on two primary avenues: digital communication and direct promotion. “We are leveraging social media platforms and search engines to promote Vietnam to key markets,” Binh explained. “Concurrently, we will invite major tour operators to conduct familiarization trips, so they can become ‘ambassadors’ for Vietnam’s image abroad.”
Binh specifically identified Vietnamese cuisine as a “strategic pillar” for the nation’s tourism industry. “Cuisine not only helps international visitors remember Vietnam but also generates direct consumer spending,” he said. The association plans to honor “culinary artisans,” “pastry artisans,” and “mixology artisans,” transforming Vietnamese food and drink into distinctive tourism products. He also emphasized that post-COVID-19, tourist preferences have shifted. “They are no longer just sightseeing; they want to participate, experience, and become part of the destination’s story,” Binh noted. “Therefore, developing new products, from green tours and community tourism to night tourism, is vital for survival.”
Quality Over Quantity: A Strategic Debate
A recurring question among experts is whether to prioritize increasing visitor numbers or boosting per-visitor spending. Pham Ha offered a nuanced perspective: “It is not necessarily about hitting exactly 25 million. If we reach 23 million but the average spending increases by 30%, that can still be considered a success.” Vu The Binh added to this, stating, “The important thing is not the number, but the actual value that the tourism industry generates. We need high-quality international tourists who stay longer, spend more, and have deeper experiences.”
The path to welcoming 25 million international visitors by 2025 is undoubtedly challenging. However, with the government’s unwavering resolve, the proactive initiatives of businesses, and the robust engagement of tourism associations, this ambitious goal remains achievable. As Deputy Prime Minister Mai Van Chinh aptly put it, “Vietnam’s tourism is not just about economics, but also about culture, identity, and national image.” This foundational understanding will empower the tourism sector to achieve significant breakthroughs and solidify Vietnam’s position on the global tourism map, regardless of whether the final count reaches 25 million or falls slightly short.
