Vietnam shifts focus from visitor numbers to spending

The country aims to welcome 45-50 million international visitors and 160 million domestic tourists while generating US$80-90 billion in tourism revenue by 2030.

Do Cam Tho, head of the planning and finance division at the Vietnam National Authority of Tourism under the Ministry of Culture, Sports, and Tourism, elaborated on the sector’s development outlook at HORECFEX Vietnam 2026, held in central Da Nang City on Thursday and Friday.

She said that 2026-27 would be a pivotal period for shifting tourism growth from expansion in scale to deeper value creation.

International visitors spend $1,200-1,400 per trip

Vietnam has remained one of the most popular destinations among international travelers in recent years, with visitor numbers continuing to rise.

The country welcomed 17.6 million international visitors and 115 million domestic tourists in 2024, generating about VND780 trillion ($29.9 billion) in tourism revenue.

In 2025, international arrivals rose to 21.2 million, while domestic tourism reached 137 million trips, with total tourism turnover estimated at around VND1 quadrillion ($38.4 billion).

In January-July, Vietnam welcomed nearly 13.92 million international visitors, up 13.8 percent year on year. 

Domestic tourism reached about 98 million trips, while tourism revenue stood at approximately VND675 trillion ($25.9 billion).

International visitors currently spend an average of $1,200-1,400 per trip in Vietnam, compared with VND2.4-2.6 million ($92-99) for domestic tourists.

About 70 percent of international visitors still come from China, South Korea, Japan, and Taiwan.

Meanwhile, markets with higher spending power, including the Middle East, Northern Europe, North America, and Australia, as well as several emerging markets, still account for relatively small shares.

Tho said tourism is receiving greater attention as Vietnam seeks faster economic development and aims to make the sector a key pillar of the economy.

A draft resolution on developing Vietnam’s tourism industry into a key economic sector in the new era is currently awaiting approval from the designated authorities. 

The policy is expected to bring major changes to the sector and enable tourism to make a greater contribution to the economy.

Under the proposed approach, tourism management will extend beyond the sector itself to encompass a broader ecosystem, with tourism development expected to drive growth in areas such as agriculture and culture.

The country is expected to have about 1.5 million accommodation rooms by 2030, while tourism is projected to create around 5.8 million direct and indirect jobs.

Of the three development scenarios for 2030, Tho said the most ambitious targets annual international visitor growth of 15-18 percent.

Achieving this goal will require institutional reforms, the development of the night-time economy, diversification of high-end tourism markets, and measures to encourage higher visitor spending.

From boosting visitor numbers to boosting spending

Vietnam will continue strengthening its Northeast Asian and ASEAN markets while expanding its reach in Europe, North America, Australia, and other markets with high spending power and longer stays.

India, the Gulf Cooperation Council countries, Russia, and Muslim travelers are also identified as markets with significant growth potential.

For domestic tourism, the focus will shift from boosting visitor numbers to encouraging higher spending, with products including two- to three-day weekend getaways, high-end MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, family vacations and night-time tourism.

Key tourism products will include beach and island tourism, cultural and heritage tourism, ecotourism, and urban tourism.

Other products capable of generating greater added value include wellness and medical tourism, MICE, golf, and shopping tourism.

This shift requires the hotel industry to go beyond providing accommodation and become more deeply involved in the broader destination experience ecosystem.

HORECFEX Vietnam 2026 officially opened at the Ariyana International Convention Center in Da Nang on Thursday, attracting about 5,000 preregistered participants and nearly 100 booths from technology companies, product and equipment suppliers, and solution providers serving the hotel, restaurant and tourism industries.

Under the theme 'Everything You Need - Knowledge, Technology, Supply and Connection,' the event was positioned as a forum on technology, innovation and supply solutions for the hospitality and tourism sectors.