Located at an altitude of over 1,500 metres above sea level, Sapa is dubbed the “Switzerland of Vietnam” for its temperate climate, breathtaking scenery, and European-inspired architecture.
VNAT Director General Nguyen Trung Khanh called visa a golden ticket to pulling in crowds, but he is clear that it needs coordinated efforts across multiple sectors to keep the momentum going in this fast-moving global travel scene.
Given the sector’s ongoing recovery and growth acceleration, investment in infrastructure has been intensified, new products launched, events organised, and diverse partnerships established.
At a tourism promotion event held in Paris on May 12, the final stop of Vietnam’s European roadshow across Italy, Switzerland, and France, officials highlighted that French travelers are increasingly seeking immersive, environmentally-friendly, and culturally enriching travel experiences. These preferences align closely with Vietnam’s tourism offerings.
From 2023 to 2024, there was a 35% increase in Australian travelers heading to Vietnam. The nation was the ninth most popular destination of Australian travelers last year, when almost 450,000 Australians visited. That was an increase of almost 80% on the figures from a decade ago
Swiss travellers are known for their love of nature, environmental awareness, appreciation for local culture, and preference for meaningful and authentic experiences, characteristics that align perfectly with Vietnam’s tourism offerings.
China remained the leading source of visitors, with 1.95 million arrivals, accounting for 25.4% of the total. The Republic of Korea followed closely with 1.58 million (20.6%), while other key markets included Taiwan (China) with 440,000, and the US with 323,000.
Nationwide, average occupancy rates at tourist accommodation facilities reached around 70%, with figures surpassing 80% during the first days of the break.
The year 2025 is expected to mark a significant turning point for tourism in Central Vietnam, as localities in the region simultaneously roll out large-scale, strategic initiatives aimed at redefining cultural experiences for holidaymakers.
The three-day event, a premier platform for travel promotion, spotlighted Vietnam Airlines’ newly resumed Hanoi–Kuala Lumpur route and enhanced connectivity to popular destinations like Sa Pa, Ha Long, Da Nang, and Ho Chi Minh City.
The sector is quickly launching promotional campaigns and demand stimulation efforts to attract more foreign visitors to boost incoming travel and enhance its position on the global tourism map.
With 77% responding that sustainability is important in their travel choices for 2025, travellers from Vietnam earned a spot as one of Asia’s top five most sustainability-conscious.
Vietnam’s tourism sector has fully rebounded, with an ambitious target of welcoming 22-23 million international visitors and 120-130 million domestic tourists in 2025, with total revenue expected to reach 980 trillion to 1.05 quadrillion VND.
Strengthening tourism cooperation helps to not only promote the two countries’ images but also create favourble conditions for tourism businesses to develop, and bolster cultural and people-to-people exchanges, said an official of the Vietnam National Authority of Tourism
Tourism cooperation goes beyond economic development, helping bring Vietnamese and Thai people closer, foster mutual understanding and trust, and build a solid foundation for a shared future.
The programme packs a punch with up to 50% off accommodations, transport, dining, and entertainment nationwide. Iconic sites and scenic spots are slashing fees, making Vietnam a budget-friendly gem. Airlines are jumping in, adding direct routes and extra flights to connect Vietnam to the world.
Condé Nast Traveler ranks Vietnam as one of the most budget-friendly destinations for travel in 2025, with Phu Quoc being highlighted as a must-visit location in the S-shaped country thanks to its pristine beaches and resorts that cannot be found anywhere else.
The first-ever participation of Vietnam Airlines and Vietnamese travel agencies in BIT Milan for the first time also aimed to connect with Italian partners in preparation for the launch of a direct air route in July.
The year-round warm climate is a key factor in Vietnam's popularity among Korean families with young children, particularly for winter travel, according to Hana Tour.
Vietnam ranked first in tourism recovery in Southeast Asia in 2024, reaching 98% of the pre-COVID level, surpassing Malaysia (94%), Thailand (88%), Singapore (86%), Indonesia (86%), and the Philippines (72%).
Vietnam welcomed 17.6 million international visitors last year, achieving a recovery rate of 98% compared to 2019 (the period preceding the COVID-19 pandemic).