Hanoi, August 2025 — Vietnam’s tourism sector is experiencing robust expansion, with July 2025 international arrivals soaring by 35.7% year-on-year to 1.56 million, according to the National Statistics Office. This is a remarkable rebound, particularly given July’s typical status as a travel low season.
From January to July 2025, Vietnam welcomed a total of 12.23 million foreign visitors, marking a 22.5% increase compared to the same period in 2024. This growth significantly exceeds the average Southeast Asia growth rate of around 10%, reinforcing Vietnam’s position among the fastest-growing tourism markets in the region.
Key Source Markets: China, South Korea, and Beyond
China remains Vietnam’s largest inbound market, contributing 3.1 million visitors—approximately 25.5% of overall arrivals. South Korea follows with 2.5 million tourists, accounting for 20.6% of the total. Other prominent markets include Taiwan (~736,000), the United States (~522,000), and Japan (~449,000).
Regional Surge and European Momentum
Growth is not limited to Asia. Vietnam saw exceptional increases from Southeast Asia: the Philippines led with a nearly 100% increase, followed by Cambodia (+54.4%), Indonesia (+12.2%), Malaysia and Singapore (+8.1% each), and Thailand (+7.1%).
Europe is also emerging as a powerhouse. Visitor numbers from Russia jumped a staggering 156.6%, while the UK (+22.2%), France (+23.1%), Germany (+17.2%), Italy (+25.9%), Spain (+14.9%), Sweden (+16.5%), Denmark (+14.1%), Poland (+44.8%), and Switzerland (+15.8%) all reported solid gains—thanks in part to visa exemptions and marketing campaigns targeting cultural and natural attractions.
Expanding Visa-Free Access to Boost Visits
Vietnam is lifting travel barriers further. Starting August 15, 2025, citizens from 12 European countries—including Belgium, Bulgaria, Croatia, the Czech Republic, Hungary, Luxembourg, the Netherlands, Poland, Romania, Slovakia, Slovenia, and Switzerland—will enjoy 45-day visa-free entry under Resolution No. 229/NQ‑CP, valid until August 14, 2028.
This follows an earlier policy—Resolution No. 44/NQ‑CP—effective March 15, 2025, which granted visa exemptions for nationals of Germany, France, Italy, Spain, the UK, Russia, Japan, South Korea, Denmark, Sweden, Norway, and Finland—also for 45-day stays—through March 14, 2028.
Combined, these initiatives now provide visa-free access to 24 countries, significantly simplifying travel and appealing to European and Asian visitors alike.
Strategic Growth Levers: Marketing, Infrastructure, and Events
Vietnam’s gains are not happenstance. They reflect a deliberate strategy combining visa relaxations, targeted marketing campaigns, and rich cultural programming, including festival seasons and government-backed tourism promotions. Developed infrastructure, improved air connectivity, and the reopening of iconic destinations have also boosted appeal.
Furthermore, Vietnam is among the fastest-growing destinations in the Asia-Pacific in early 2025, with arrival growth reaching 30% in Q1—a top-tier recovery globally.
What Lies Ahead
With visa-free policies expanding, especially for European markets, Vietnam is positioned to continue its upward trajectory in international tourism. These reforms should sustain momentum, broaden market diversity, and amplify the country’s reputation as an accessible, culture-rich destination.
The convergence of surging arrivals, streamlined entry systems, and proactive promotion sets Vietnam on a clear path to stand out in Southeast Asia’s competitive travel landscape.
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