As the first country in Southeast Asia fully open for international tourism, Vietnam aimed to welcome 5 million international visitors in 2022. However, the country wrapped up the year with only 3.6 million international tourists, generating $21 billion in revenue. South Korea was the largest market, followed by the United States and Thailand.
Meanwhile, the domestic market flourished due to pent-up demand, hitting 101.3 million domestic tourists and exceeding the yearly goal by 68.3%.
In 2023, Vietnam expects to welcome approximately 8 million inbound travelers, bringing in approximately $27.5 billion in revenue. The return of Chinese group tours from March 15th brought high hopes for Vietnam tourism, as China was one of the most important source markets prior to the pandemic. In the first quarter of 2023, Vietnam welcomed a total of 2.69 million foreign tourists, a 29.7-fold increase over the same period last year. This included over 33,000 international arrivals by sea, representing an increase of 936 times year-on-year due to the influx of luxury cruise ships. The country also saw a surge in regional visitors, particularly Cambodians, with a total of 390,000 arrivals.
Meanwhile, domestic and outbound travel is expected to surge during the upcoming five-day national holiday starting on April 29th. Central provinces offering island-hopping and beaches are popular choices, along with destinations in the Central Highlands and northern mountainous regions. Coastal tourism remains a high priority of Vietnam’s government as reflected in the coastal tourism development plan with a vision to 2050. This strategy highlights the efficient usage of the country’s rich network of beaches and islands while protecting the environment and ensuring sustainability.
To meet rising demand, many airlines have increased the number of flights they are operating. Vietnam Airlines has prepared 800,000 seats for both domestic and international routes, an increase of 78,000 seats compared to last year’s holiday. At the same time, there will be 52 additional trail services to serve land travel during this period.
The resumption of international airline routes has also provided more travel options for international tourists. Okay Airways will restart flights connecting Da Nang with Hunan (China) from May 2 with three regular flights per week, while Pacific Airlines will operate 30 chartered flights between Da Nang and Muan (the Republic of Korea) from April 28 to October 9. Additionally, VietJet Air announced the launch of multiple new direct flights from Vietnam to well-known destinations such as flights connecting Hanoi and Phuket starting this summer, Ho Chi Minh City to Sydney and Melbourne, and Ho Chi Minh City to Hong Kong.
New visa policies have been proposed to the National Assembly for official approval in May to facilitate tourism and business entries and accelerate economic recovery. The government aims to grant e-visas to citizens of all countries and territories while extending the duration of e-visas from a maximum of 30 days to 3 months, valid for both single and multiple entries. The current unilateral visa exemption scheme is expected to extend the period of stay from 15 and 30 days up to 45 days. The Vietnamese government recently partnered with Vision-Box to lead the implementation of a Biometric Border Control Framework at five airports as a part of the national technological modernization project. This aims to create a seamless and hassle-free border control experience for passengers.
Further, Vietnam has intensified efforts to diversify tourism markets and products to respond to changing tourist behavior and attract longer-staying, higher-spending visitors. The country boasts rich history and heritage, forming a strong foundation for creative tourism experiences based on culture. These experiences enrich immersion with local traditions, strengthen interactions between tourists and locals, and enhance competitiveness while attracting higher-end visitors. National authorities have actively promoted the transformation of traditional folk and performing arts into authentic tourism experiences, promoting the country’s culture and history while generating revenue for cultural preservation.
Vietnam’s tourism recovery is amplified by digital marketing and communications. Tourism authorities have optimized the use of the vietnam.travel official website and social media platforms such as Facebook, Zalo, YouTube, and Instagram to reach more people. Several campaigns have been launched, including “Live fully in Vietnam”, “Safe travel, full experience”, and “Vietnam: Travel to love!” targeting both domestic and international tourists. Recently, Klook, a leading travel platform, announced its strategic partnership with Sun World and VinWonders, the two biggest hospitality groups in the country, to drive demand to Vietnam. This campaign targets key regional markets such as South Korea, Singapore, Thailand, Malaysia, Taiwan, and India via digital marketing initiatives and promotional content to enhance awareness of unique offerings while positioning Vietnam as a top destination in the region.
While gaining recognition through international headlines, Vietnam is on track to become a tourism hotspot. The country was named the Best Culinary Destination in the Bucket List Places in Asia in 2023 by the US magazine Travel + Leisure, while Forbes named Ninh Binh “Ha Long Bay on land” and ‘Vietnam’s hidden gem,’ as well as the world’s top must-visit destination.
