Why travelers choosing Vietnam as a destination

International visitor markets becoming more balanced and diversified

An analysis of international visitor markets to Vietnam in the first two months of 2026 shows that nearby Asian markets continue to play a pivotal role. Arrivals from this region reached approximately 3.4 million, accounting for about 73% of the total international visitors to Vietnam during the period.

Notably, South Korea has once again emerged as the largest source market in Asia, with about 971,000 visitors in the first two months of 2026, up 10% compared to the same period in 2025.

China followed closely with nearly 923,000 visitors to Vietnam. The country remains a major source market and continues to be one of the most important sources of tourists for Vietnam's tourism industry.

Meanwhile, Japan and Taiwan (China) maintained steady growth, further strengthening the role of Northeast Asia as a key contributor to Vietnam’s international visitor base.

As for Southeast Asia, several markets recorded positive growth rates. Specifically, visitor arrivals from the Philippines surged by 72%, Singapore by 35%, Indonesia by 27%, and Malaysia by 16.5%, all posting double-digit increases compared with the same period in 2025.

Notably, the number of visitors from Cambodia continued its strong growth trend with a rise of 95.1% compared to the same period last year.

Beyond traditional markets, India has emerged as a highly promising new source market. In January and February, Vietnam welcomed approximately 158,000 Indian visitors, representing a 71% year-on-year increase.

Among long-haul markets, Europe remained a bright spot, with 847,000 visitors recorded during the first two months of 2026, up 67.4%. In particular, Russia remained Europe’s largest source market for Vietnam, with 247,000 arrivals, representing a remarkable 212.5% increase.

Key factors shaping tourists’ destination choices

Amid increasingly fierce global competition among travel destinations, Vietnam’s tourism industry is benefiting from a combination of driving forces.

Foremost among these advantages is Vietnam’s stable and safe political and social environment.

For visitors from nearby markets such as Northeast and Southeast Asia, factors such as convenient travel, reasonable costs, and safety play a decisive role.

For long-haul markets including Europe, Australia, and North America, travel decisions are increasingly influenced by the search for safe destinations amid global uncertainties. In this context, Vietnam has emerged as a particularly attractive option.

Alongside its safety advantage is an increasingly open visa policy. The expansion of visa exemptions, extension of temporary stay periods, simplification of e-visa procedures, and an increasing number of entry points accessible by e-visa have facilitated international visitors' access and entry into Vietnam, especially for long-haul markets with high spending power.

At the same time, tourism promotion and marketing efforts are becoming more professional, with stronger public–private partnerships and digital transformation.

Moreover, tourism products such as coastal and island tourism, nature-based travel, cultural and heritage exploration, high-end resort services, green tourism, and community-based experiences are being developed more systematically.

Another key factor influencing travelers’ choice of Vietnam as a destination is infrastructure development. The expansion of transport networks, especially international air connectivity, is creating additional momentum for tourism growth.