Vietnam strengthens position as leading Southeast Asian destination
DNO - Once widely associated with affordable mass-market travel, Southeast Asia is increasingly attracting visitors seeking more diverse and higher-quality experiences.
Vietnam is emerging as one of the region’s most promising destinations, with a growing focus on higher-spending visitors, longer stays and sustainable tourism development.
Vietnam is gaining increasing recognition on the global tourism map, supported by strong international visitor growth, expanding air connectivity and efforts to enhance the quality of its tourism products and services.
According to the Vietnam National Authority of Tourism, Fortune, a US-based business magazine, described Vietnam as one of Southeast Asia's most attractive tourism hotspots.
The assessment highlights the country’s growing appeal among key international markets and its efforts to move towards a higher-value and more sustainable tourism model. The country's tourism momentum is reflected in its expanding international visitor base.
According to Thai newspaper Khaosod, Vietnam welcomed 21.2 million international visitors in 2025. In the first 10 months of 2026, the figure reached approximately 19.5 million, demonstrating the country’s continued appeal to international travelers.
Strong growth has also been recorded in several other major markets, particularly Russia, India and Malaysia. Vietnam welcomed approximately 1.13 million Russian visitors, a remarkable increase of 160.6% year on year, compared with around 430,000 during the same period last year.
This growth has been supported by the expansion of direct air routes connecting Vietnam with major Russian cities, making travel between the two countries more convenient.
Meanwhile, arrivals from India increased by 33%, while the Malaysian market recorded growth of 18.1%. A combination of new attractions, competitive travel costs and increasingly flexible international air connections is further strengthening Vietnam’s appeal.
From coastal resorts and spectacular natural landscapes to historic towns and vibrant urban destinations, the country offers a wide range of experiences for different visitor segments.
Alongside expanding visitor numbers, Vietnam is also placing greater emphasis on improving the quality and value of its tourism industry.
Rather than focusing solely on arrival figures, the country is seeking to attract visitors who spend more and stay longer, creating greater economic benefits for local communities and tourism businesses.
In this direction, high-value tourism segments such as medical tourism, meetings, incentives, conferences and exhibitions (MICE), and luxury resort tourism are expected to receive greater attention.
Developing these products will help diversify the tourism offering, extend visitor stays and tap into emerging international travel trends. Another important factor supporting Vietnam’s tourism growth is its increasingly open visa policy. The country has been working to simplify entry procedures, including visa exemptions for visitors from selected countries and longer permitted stays.
These measures make Vietnam more accessible to international travelers while creating favorable conditions for tourism businesses to expand their markets.
As reported by Nhan Dan Newspaper, commenting on the pace of tourism infrastructure development in Viet Nam, Alexandra Murray, Vice President and Regional Head for Southeast Asia at Hilton, said: “Viet Nam's tourism infrastructure is developing at an astonishing pace. I have not witnessed anything comparable in any other country, including those in the Middle East”.
With its rich natural and cultural resources, growing international connectivity and commitment to quality and sustainability, Vietnam is strengthening its position as an attractive destination in Southeast Asia.
The shift towards higher-value tourism is expected to further enhance the country’s international reputation and support the sustainable development of its tourism sector.