In 2026, Vietnam sets ambitious goal of 25 million international arrivals
DNO - Vietnam is stepping up international tourism promotion efforts as it targets welcoming 25 million international visitors in 2026, building on strong growth momentum recorded over the past year.
Strengthening ASEAN outreach to attract more tourists
As reported by Vietnam News Agency, from January 28 to 30, 2026, a delegation from the Vietnam National Authority of Tourism under the Ministry of Culture, Sports and Tourism will participate in the ASEAN Tourism Forum (ATF) 2026 and the ASEAN Travel Exchange (TRAVEX) in Cebu, the Philippines, as part of efforts to attract 25 million international tourist arrivals in 2026.
Themed “Navigating Our Future, Together”, the forum is scheduled to feature a wide range of high-level meetings, including ASEAN Tourism Ministers’ Meeting and meetings with partners such as China, South Korea, India and Russia, alongside meetings of ASEAN national tourism organisations, the ASEAN Tourism Awards and related sideline activities.
The above-mentioned events are the largest tourism platforms in Southeast Asia, providing an important opportunity for Vietnam to strengthen its national tourism brand, expand market outreach and deepen cooperation with regional and global partners.
From recovery to sustainable growth
At TRAVEX 2026, Vietnam will showcase its national tourism brand, “Vietnam - Timeless Charm,” highlighting destinations and tourism products tailored to the preferences of ASEAN markets and other key source markets.
Priority will be given to promoting Vietnam’s flagship tourism offerings, including beach and island tourism, cultural tourism, nature-based travel and city tourism.
Supporting products such as golf tourism, medical and wellness tourism, and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism will also be featured to reflect the sector’s growing diversification.
Vietnam’s proactive participation in ATF 2026 comes after a breakthrough year for the tourism sector. In 2025, the country welcomed nearly 21.2 million international visitors, marking a strong recovery and positioning tourism as one of the bright spots of the national economy.
Asia remained Vietnam’s largest source market, accounting for 78.6 percent of total arrivals, or approximately 16.6 million visitors.
Southeast Asian markets and major Asian destinations such as China, South Korea, the Philippines, Cambodia and Laos continued to record robust growth, playing a key role in the sector’s expansion.
Looking ahead to 2026, Vietnam’s tourism industry aims to move beyond recovery toward sustainable growth and enhanced competitiveness.
Participation in ATF 2026 and TRAVEX not only underscores Vietnam’s determination to attract more international visitors but also reflects a broader strategic shift toward quality, resilience and long-term development of the tourism sector.