Vietnam Sets Ambitious Goal: 25 Million International Visitors by 2025

A confident vision backed by connectivity, diversification, and sustainable growth

Vietnam’s tourism industry is entering a new era of acceleration and transformation. After achieving remarkable recovery in 2024, the country has set an ambitious yet well-founded goal: welcoming 25 million international visitors by 2025, effectively surpassing pre-pandemic numbers and reinforcing its position as one of Asia’s most dynamic destinations.

This bold target is not merely about numbers — it reflects Vietnam’s commitment to shaping a sustainable, diversified, and digitally empowered tourism economy that aligns with changing global travel behaviors.

1. A Strong Recovery Story: Vietnam’s Post-Pandemic Rebound

Just a few years ago, Vietnam’s tourism faced unprecedented disruption. But as 2025 approaches, the industry is not only back — it’s thriving. According to the Vietnam National Administration of Tourism (VNAT), the country welcomed more than 15.4 million international visitors in the first nine months of 2025, representing a 21.5% year-on-year growth.

The key to this success has been a combination of strong government support, strategic marketing campaigns, and enhanced regional connectivity. Vietnam’s flagship destinations — including Hanoi, Ha Long Bay, Hue, Da Nang, Hoi An, and Phu Quoc — are regaining global attention for their balance of authenticity and modern appeal.

At the same time, a growing number of secondary destinations such as Ninh Binh, Ha Giang, Quy Nhon, and the Central Highlands are emerging as fresh, sustainable alternatives that appeal to travelers seeking deeper, more meaningful journeys.

2. Four Strategic Directions Shaping Vietnam’s Tourism 2025 Roadmap

Vietnam’s roadmap for achieving the 25-million target is grounded in four key strategies — each designed to not only attract more visitors but also improve quality, sustainability, and competitiveness across the entire tourism value chain.

a. Market Diversification

For years, Vietnam relied heavily on Northeast Asia (China, Korea, Japan) and Western Europe. The new vision expands beyond these traditional markets to embrace South Asia, the Middle East, and Eastern Europe. Markets such as India are now among Vietnam’s top priorities, thanks to improved air connectivity and growing demand for cultural and honeymoon travel.

b. Destination Marketing and Country Branding

The VNAT and local DMCs are investing in integrated destination marketing campaigns, leveraging both digital and experiential channels. Instead of promoting single destinations, the focus is shifting toward storytelling across regions, such as “From the North to the South: A Complete Vietnam Journey” — a narrative that connects diverse experiences in one seamless itinerary.

c. Digital Transformation and Smart Tourism

Vietnam aims to become a smart tourism hub by integrating technology into every stage of the traveler journey — from planning and booking to experience and feedback. Many DMCs, including AnVui Travel, have already adopted CRM automation, AI-driven customer insights, and digital brochures to enhance client relationships and response times.

d. Sustainable Development and Community-Based Tourism

Sustainability is no longer a buzzword; it’s a core business strategy. Vietnam is promoting green standards, waste management, and local community participation across destinations. Responsible travel initiatives — especially in Ha Giang, Mai Chau, and the Mekong Delta — are gaining visibility among European and Asian operators seeking authentic cultural engagement.

3. What This Means for B2B Partners and Tour Operators

For DMCs, tour operators, and travel agencies, this new growth strategy represents a wealth of opportunity — and a clear call to evolve.

1️⃣ Refresh Product Portfolios

Now is the perfect time for B2B partners to update product lines with themes that match market demand:

• Cultural & Heritage circuits across Indochina.

• Eco-luxury experiences that combine sustainability with comfort.

• MICE programs in emerging urban centers like Da Nang or Nha Trang.

• Wellness retreats in Phu Quoc, Da Lat, and Yen Tu.

2️⃣ Strengthen Partner Networks

Vietnam’s tourism success relies on collaboration. The relationships built through trade fairs, roadshows, and direct B2B visits — like AnVui Travel’s recent Malaysia partnership program — help bridge cultural understanding and business opportunities.

In-person engagement remains a powerful trust-building tool that complements digital outreach. As many partners have noted, “Meeting face-to-face is still the fastest way to create real connection.”

3️⃣ Invest in Market Insights and Education

The needs of travelers are evolving rapidly. By staying informed through reports, webinars, and local updates, international buyers can design programs that resonate with market realities — from visa policies to consumer behavior trends.

AnVui Travel regularly provides its partners with market intelligence and curated product updates, ensuring they have the right information to sell Indochina confidently and effectively.

4. Sustainable and Inclusive Growth — The Heart of Vietnam’s Vision

Vietnam’s future tourism strategy emphasizes inclusive growth — ensuring that local communities benefit from international arrivals. Projects in rural and ethnic minority areas are being supported to create shared value between travelers and hosts.

For example, in Mai Chau and Sapa, small homestay networks are now integrated into premium tour packages, offering travelers both authenticity and comfort. Similarly, Phu Quoc Island is emerging as a model for eco-friendly coastal tourism, balancing luxury resort development with coral protection and waste reduction initiatives.

As the country moves toward 2025, the focus will be not just on volume but on value per traveler — ensuring Vietnam remains a sustainable, year-round destination that welcomes the world responsibly.

5. AnVui Travel’s Role in This Journey

As a leading Vietnam-based DMC specializing in Indochina tours, AnVui Travel fully aligns with the national tourism roadmap. Our mission is to co-create meaningful travel experiences that connect cultures and inspire exploration across Vietnam, Laos, and Cambodia.

We are actively expanding partnerships in Asia, the Middle East, and Europe, offering curated itineraries such as:

• Vietnam Classic 11 Days with Phu Quoc Island

• Indochina Discovery: Vietnam – Laos – Cambodia

• MICE & Incentive Series for Asian Markets

• Wellness & Cultural Journeys for Premium Clients

Through data-driven automation and personal relationship building, we help our B2B partners grow their business while delivering authentic, memorable, and sustainable experiences to travelers.

🌿 In Closing

Vietnam’s target of 25 million international visitors by 2025 is not just a national milestone — it’s an invitation for global partners to join in a collective journey of growth, innovation, and connection.

For tour operators and buyers worldwide, this is the moment to look toward Vietnam not only as a destination but as a strategic partner in the evolving world of sustainable and experiential travel.

📩 Partner with AnVui Travel

Interested in co-developing new Indochina programs or joining our upcoming Famtrip?
👉 Contact us at: info@anvuitravel.com
or visit www.anvuitravel.com