Other BriefingsVietnam’s Tourism Industry: Growth Trajectory, Policies, and Opportunities
Vietnam's tourism sector grows with record arrivals, eco-tourism, digital visas, and increased foreign investment.
Vietnam has become one of the fastest-growing tourism destinations in the world in 2025, recording expansion far above the global average. International arrivals rose by 21 percent compared to 2024, placing the country on par with Japan for the highest growth rate worldwide. From January to August 2025, Vietnam welcomed 13.9 million foreign visitors and generated about US$21.3 billion in tourism revenue.
Visa policies driving arrivals
Policy reforms in Vietnam have been instrumental in driving the country’s tourism growth. Since August 2023, the e-visa system has been extended to citizens of all countries and territories. Travelers can now apply online for both single and multiple entries with a validity of up to 90 days, replacing the previous 30-day limit. Entry and exit points have expanded to 42 international checkpoints covering airports, land borders, and seaports, offering smoother access.
Another improvement has eliminated the 30-day gap rule between visa-exempt entries. Visitors from visa-exempt countries can now re-enter immediately after departure for repeat visits and longer stays.
Vietnam has also broadened its visa waiver scheme. As of August 2025, citizens from 24 countries, Germany, France, Italy, Spain, and the United Kingdom, enjoy visa-free entry for up to 45 days. Twelve more European states, Belgium, the Netherlands, Switzerland, and Poland, were added to this list in 2025. Specialized exemptions also apply, for example, to citizens of Poland, the Czech Republic, and Switzerland traveling on organized tours.
Looking forward, the government is finalizing golden visa reforms, which could offer residency options of 5-10 years for investors, researchers, and professionals.
Read more: Vietnam Visa Reforms 2025: New Long-Stay and Golden Visa Options
Infrastructure and regional development
Airport expansion
The government is implementing an ambitious airport development program under Decision No. 648/QD-TTg. By 2030, Vietnam plans to operate 30 airports, rising to 33 by 2050, with total annual capacity projected at 294.5 million passengers. To fulfil this vision, investment needs are estimated at US$18 billion by 2030 and US$25.5 billion by 2050.
Several projects are underway that depict the scope of expansion in Vietnam’s tourist infrastructure. Tuy Hoa Airport is being upgraded to handle up to 5 million passengers by 2050. Vinh Airport is undergoing a VND 1,000 billion (US$37.8 million) renovation to raise capacity to 3-3.5 million passengers. Phu Quoc Airport aims to serve 18-20 million passengers annually while also handling 50,000 tons of cargo. The largest project, Long Thanh International Airport near Ho Chi Minh City (HCMC), is under construction with Phase 1 valued at US$5.5 billion.
Aviation partnerships
Alongside infrastructure, national carrier Vietnam Airlines is building international connectivity. In December 2025, it launched the first nonstop service between HCMC and Copenhagen, linking Vietnam with Scandinavia. It signed new codeshare agreements of partnerships with Singapore Airlines, effective from October 2025, and Scandinavian Airlines to connect Vietnam with Nordic markets.
Accommodation investment
The hospitality industry is also expanding rapidly. In March 2025 alone, foreign direct investment (FDI) in accommodation and food services totaled US$36.6 million. The Trump Organization has announced a US$1.5 billion project near Hanoi featuring luxury hotels and golf courses.
The hospitality market is showing a strong diversification with independent hotels holding the largest market share, followed by growing segments in luxury resorts and boutique hotels. Leisure hotels dominate the accommodation category due to Vietnam's rich cultural heritage and scenic destinations, such as Da Nang, Nha Trang, and Phu Quoc.
Diversification of tourism products
Wellness and eco-tourism
Vietnam's wellness tourism is experiencing unprecedented growth, with the country welcoming 18 million international visitors projected for 2025, many seeking restorative experiences. The wellness tourism market has become a US$639 billion global sector, and Vietnam's affordable, high-quality options are attracting a lot of demand.
Eco-tourism and adventure tourism account for 47 percent of all tourism activity as visitors are showing curiosity towards Vietnam’s biodiversity and landscapes. The country is capitalizing on its natural landscapes and biodiversity by offering unique experiences for environmentally conscious travelers through sustainable travel initiatives and natural resource protection programs.
Cultural and heritage tourism
Vietnam has digitized numerous historical and cultural sites. Nearly 200 out of 370 cultural sites in Quang Ninh province now use QR codes for historical information. Major attractions like the Imperial Citadel of Thang Long, the Temple of Literature, and Hoa Lo Prison have adopted automated audio guides and e-ticketing systems.
Culinary and experiential tourism
The tourism market is experiencing a shift toward immersive travel experiences. Visitors can join fish-market tours in Da Nang, rice planting in Ha Giang, and craft workshops in Hue. In Hoi An, tourists create traditional ao dai garments using natural dyes, and in the Mekong Delta, eco-lodges are teaching coconut candy making and fish sauce fermentation. This immersive experience leaves a lasting impression of Vietnam and can attract more tourists through word-of-mouth marketing.
Digital transformation and promotion
Social media and marketing
Vietnam is leveraging digital tools to promote tourism. According to surveys from Booking.com and AppotaPay, 69 percent of travelers rely on platforms like Instagram, TikTok, Facebook, and YouTube for travel planning.
HCMC has launched modern information kiosks using 3D displays to provide interactive visual content, and Thanh Hoa province has implemented smart tourism initiatives across eight major destinations with increased promotion on Facebook and TikTok.
Travel technology adoption
The government has developed a national tourism database, online booking systems, and a “Vietnam Travel” mobile app. They are bearing fruit, as more than 60 percent of domestic tourists and 75 percent of international travelers now use online booking for hotels and tours.
Digital payment systems have gained widespread adoption among tourists. Popular options like mobile wallets (MoMo, ZaloPay), QR code payments, and bank cards are ubiquitous in tourist pockets. VietQR, launched by NAPAS in 2021, enables standardized QR code payments linked directly to bank accounts and has experienced explosive growth.
Investment opportunities and foreign participation
Vietnam’s tourism industry continues to attract international investors across hospitality, aviation, and digital services. In January 2025, new FDI in accommodation and food services reached US$13.63 million across seven projects. Global hotel chains of Marriott, Accor, and Hilton are expanding their portfolios in Vietnam.
Beyond hotels, aviation infrastructure is emerging as a priority. The Vietnam Airport Construction and Modernization Market is projected to grow from US$72.4 billion in 2025 to US$125.6 billion by 2031, at a compound annual growth rate of 9.5 percent. India’s Adani Group is assessing investment opportunities in Long Thanh and Chu Lai airports.
Investment opportunities are no longer concentrated only in Hanoi, HCMC, and Da Nang. Secondary destinations like Ninh Binh, Vung Tau, and Ha Giang are being promoted by the government, supported by road projects and community tourism initiatives. The rise of new destinations has opened demand for boutique hotels and eco-resorts.
Workforce challenges and training
Vietnam’s tourism sector faces acute labor shortages. Industry estimates suggest a demand for 40,000 new workers annually, but supply is limited to about 20,000. Only 43 percent of the current workforce has received professional training, and most still require additional skills once employed.
Foreign language capacity is a critical weakness. As per the British Council, around 30-45 percent of tour guides and 70-80 percent of reception staff lack sufficient language proficiency, which limits the ability to serve international visitors. The shortage is most evident at managerial and technical levels, where workers are expected to meet international standards.
To address these gaps, Vietnam is experimenting with training innovation. The Swiss Hospitality Management Training Program, developed with EHL, offers a blended model with 80 percent online learning and 20 percent practical work. Netspace Culinary Vocational School provides 16-week programs with 95 percent practical training, and the Imperial International Hospitality Management College uses a “hotel-in-school” format, ensuring that 70 percent of learning is based on real-world application.
Given the diverse workforce, multilingual training and safety protocols must also be adapted. Organizations must develop translation of safety materials, supported by visual aids of pictograms and color-coded signs, to maintain universal standards across varied language groups.
Regulatory and policy challenges
Vietnam's tourism development faces challenges from outdated policies and regulatory frameworks that have failed to keep pace with evolving tourism trends. Vietnam’s 2017 Tourism Law is considered outdated as it leaves gaps in business regulation and constraints on funding and workforce development. New forms of accommodation, like capsule hotels, farm stays, and condo hotels, are lacking in standardized regulations, and there are no proper guidelines for agricultural or community-based tourism.
Environmental pressure adds another layer of complexity. Overcrowding, pollution, and strain on cultural sites have prompted the government to restrict projects in ecologically sensitive areas. Policies now require all tourism establishments to eliminate single-use plastics by 2030. Eco-certifications and incentives encourage operators to adopt energy-saving practices and become environmentally responsible.
At the same time, the legal environment for digital booking platforms, such as Airbnb, Agoda, and Booking.com, is ambiguous and leads to inconsistent enforcement. For foreign investors, entering the hospitality sector often requires navigating multiple legal frameworks, including the Law on Investment 2014, Enterprise Law 2014, Law on Tourism, and WTO commitments. They also need to get certifications in fire safety, food safety, and security, which extend timelines and raise costs.
Strategic roadmap to 2035 and beyond
Vietnam’s Master Plan on Tourism System for 2021-2030, with a vision to 2050, provides the framework for long-term development. The government’s immediate goal is to position Vietnam as a high-capacity tourism destination by 2025 and transform the sector into a spearhead of the economy by 2030.
The government is targeting to welcome 35 million international visitors by 2030 and enabling tourism to contribute 13-14 percent of GDP. The plan projects the creation of 10.5 million jobs by 2030, of which 3.5 million will be direct jobs.
Resolution No. 25/NQ-CP has set ambitious 2025 targets of 22-23 million international arrivals, 120-130 million domestic tourists, and US$39-42 billion in tourism revenue. The government has launched stimulus programs for up to 50 percent discounts on travel services, diverse tour packages, and major cultural events to support the targets.
The tourism market is projected to expand from US$25.7 billion in 2025 to US$79.6 billion in 2035, at a 12.1 percent CAGR. By 2045, the country expects 70 million international arrivals, with the sector contributing 17-18 percent to GDP.
The roadmap is designed to capture immediate opportunities from global tourism recovery as well as to align with the UN Sustainable Development Goals to build resilience against climate risks and long-term environmental challenges.
If managed effectively, Vietnam’s tourism sector could solidify its position as one of Asia’s most dynamic destinations over the next decade.
Read more: Vietnamese Coffee Market: A Deep Dive into Its Consumers, Challenges, and Prospects
(US$1 = VND 26,414.9)
This article first appeared on Vietnam Briefing, our sister platform.
