Strategies proposed to accelerate Vietnam’s push for 25 million int’l visitors

The Vietnam National Authority of Tourism and the Ministry of Culture, Sports, and Tourism on Friday hosted the 2025 National Travel Conference in Ho Chi Minh City, which was part of the 19th International Travel Expo Ho Chi Minh City (ITE HCMC 2025).

The event was meant to build momentum for the final months of the year, with a focus on market-specific solutions, product innovation, promotional campaigns, and travel supply chain linkages.

These strategies are seen as critical to boosting the competitiveness of Vietnam so the country can hit the target of 25 million international visitors by year-end.

Considering Northeast Asia, ASEAN as key source markets

According to the Vietnam National Authority of Tourism, nearly all international markets recorded growth in January-July.

The Northeast Asian and ASEAN regions led the way, contributing 8.5 million visitors, accounting for 69.6 percent of the nation's total international arrivals and marking a 19-percent year-on-year rise.

Within Northeast Asia, major markets posted gains: China (45.7 percent), Japan (18.2 percent), and Taiwan (six percent). South Korea, however, saw a slight decline of 2.5 percent.

Nguyen Trung Khanh, director general of the Vietnam National Authority of Tourism, said that Northeast and Southeast Asia remain Vietnam’s most critical source markets.

"These regions will be the focus for accelerated development as we aim for 25 million international visitors in 2025," Khanh said.

Nguyen Quoc Ky, chairman of Vietravel Holdings, argued that market recovery must go beyond volume and prioritize quality and spending power.

“We need targeted actions for each market, tailored products, and promotional campaigns," he said.

“Stronger partnerships between travel agencies, airlines, accommodation providers, and destinations are essential to creating competitive value chains. 

"When we act swiftly, collaboratively, and correctly, Vietnam's tourism industry can break through and reach its target."

Prioritizing MICE tourism

At the conference, Hoang Kim Bich from travel company Vietravel highlighted the potential of second-tier Chinese cities, which have large populations and are emerging as new travel markets.

She urged swift action to launch direct flights to beach hubs like Da Nang and Phu Quoc.

"Group and MICE (Meetings, Incentives, Conferences, Exhibitions) tourists need prioritization mechanisms to attract travelers from Northeast and Southeast Asia, as these segments operate year-round," she said.

“We must also tackle zero-dollar tours that involve illegal foreign tour guides, enhance the quality of Chinese-speaking guides, and develop core culinary tourism products."

Meanwhile, a Saigontourist representative called for policy improvements targeting Northeast Asian markets.

“Immigration procedures at entry points like Hanoi and Ho Chi Minh City are too slow—taking one to 1.5 hours on average," the representative said.

"We need dedicated immigration lanes for MICE tourists and tour groups so Vietnam can better compete with other regional destinations."

Also addressing immigration, Hoang Thi Lien, CEO of F5 Travel, suggested simplifying entry procedures for Taiwanese tourists.

She proposed creating a 'digital library' of images and videos showcasing tourist attractions, services, MICE offerings, and new experiences such as ESG-focused responsible tourism.

To attract Chinese travelers, VGI Travel suggested utilizing land border crossings, promoting travel using border passes, self-drive (caravan) tours, cruise tourism, and charter flights.

In January-July, Vietnam welcomed 12.23 million international visitors, a 22.5-percent increase over the same period in 2024. July alone saw 1.56 million arrivals, up 35.7 percent year on year.

Despite being the low season for international tourism, arrivals in July still rose 6.8 percent compared to June. 

Notably, European arrivals surged 38 percent, thanks to relaxed visa policies and effective promotional campaigns.

China remained Vietnam’s largest source market, accounting for 3.1 million arrivals (25.5 percent), followed by South Korea with 2.5 million, Taiwan with 737,000, the United States with 522,000, and Japan with 449,000.

Other top markets include Cambodia, India, Australia, Russia, and Malaysia.

According to the National Statistics Office, Vietnam currently has more than 4,300 international travel companies, nearly 280 five-star hotels offering over 92,000 rooms, and 340 four-star hotels with more than 46,000 rooms.

The country has over 42,000 licensed tour guides, including 24,900 certified for international groups, specializing in languages such as English, Chinese, French, Korean, Japanese, Russian, and German.

International interest in Vietnamese tourism has also risen 10-25 percent, ranking seventh globally and first in Southeast Asia.

The most searched destinations include Ho Chi Minh City, Hanoi, Da Nang, Phu Quoc, Nha Trang, and Hoi An.