Vietnam’: A Sleeping Giant Waiting to Make Waves
(VietnamNews) With over 3,260 kilometers of sun-kissed coastline, more than 3,000 islands, and some of the most enchanting beaches in Southeast Asia, Vietnam is an oceanic dream waiting to be fully awakened. From the limestone wonders of Ha Long Bay to the coral-rich waters of Nha Trang, the country is a natural canvas for marine tourism. Yet, despite these gifts from nature, much of Vietnam’s sea and island tourism remains just below the surface.
Between 2010 and 2019 — before the world stood still — coastal destinations in Vietnam saw a rapid rise in arrivals. International visitor numbers to seaside provinces surged by an average of 13.6% annually, while domestic tourism grew 12.3%. In 2019 alone, 72% of foreign tourists visited Vietnam’s 28 coastal cities and provinces, generating two-thirds of the country’s total tourism revenue. High-end hotels and resorts have sprung up along these shores, particularly in destinations like Da Nang, Nha Trang, and Phu Quoc.
But the numbers only tell part of the story. Beneath the surface, experts say, lies a vast and underdeveloped world of potential.
“Vietnam has mainly focused on inshore resources — beaches, short sightseeing trips, relaxation,” noted Deputy Minister of Culture, Sports and Tourism Doan Van Viet during a recent tourism development workshop. “Now, we need a deeper, more strategic approach to unlock the full spectrum of marine tourism.”
The challenge? Many coastal destinations still offer only limited experiences. Seasonal constraints, especially in the north, have further reduced opportunities for year-round travel. And there’s a noticeable absence of unique, high-end, sea-based experiences that could elevate Vietnam to the ranks of the world’s top marine destinations.
Nguyen Anh Tuan, Director of the Vietnam National Administration of Tourism’s Institute for Tourism Development Research, said the focus should be on diversifying tourism offerings and extending the average length of stay. “Vietnam is missing out on a generation of wellness-seeking, experience-driven travelers who want more than sun and sand,” he explained.
Among those leading the call for change is Dr. Pham Ha, founder and chairman of LuxGroup — Vietnam’s pioneering luxury cruise operator. Known for redefining boutique sea travel in Vietnam, Lux Cruises Group® is once again setting the standard with the upcoming launch of Emperor Cruises Legend Nha Trang, a new artful boutique cruise ship accommodating just 99 guests. Designed to embody royal elegance and Vietnamese heritage, this vessel is part of a larger ambition: to debut the first Vietnamese-flagged luxury ship to sail along the coastline and dock at key Asian seaports.
“This marks a bold new chapter for Vietnamese marine tourism,” Ha shared. “We’re not just creating another cruise — we’re crafting a floating cultural embassy, one that can carry our heritage and hospitality to the world.”
However, Ha believes that innovation must be matched by policy. “Post-COVID, travelers are turning to nature and the sea for healing and inspiration. Yet the policies in place still do not fully support investors or operators in marine tourism,” he said.
For example, the trio of Lan Ha, Ha Long, and Bai Tu Long bays offer world-class scenery, yet overlapping administrative boundaries between Quang Ninh province and Hai Phong city complicate tour coordination. “We need a national strategy rooted in cross-regional collaboration, sustainability, and creativity,” Ha emphasized.
Environmental concerns are another rising tide. Modern travelers expect more than just comfort — they demand responsible tourism. “Plastic pollution is a growing threat to our coasts. Sustainable practices are not optional; they’re essential if we want to preserve what makes our destinations beautiful,” Ha added.
Cruise tourism, in particular, holds immense potential — but Vietnam is still catching up in terms of infrastructure. “Many ports are unable to accommodate international cruise liners,” said Vu Duy Vu of Saigontourist. “Visitors often have to disembark via smaller boats, which dilutes the experience.”
Vu urges greater investment in port facilities and closer ties with international cruise operators. “Vietnam has a chance to become a premier stop on the regional cruise circuit — but only if we commit to building the infrastructure and relationships to support it.”
To fully harness its blue economy, Vietnam must chart a course with purpose. Experts recommend smart zoning and development tailored to each coastal region’s strengths, expanded marina networks, upgraded tourist ports, and diverse tourism products aligned with both domestic and international markets. And above all, they urge a holistic approach where sustainability, culture, and community are the cornerstones of growth.
Because Vietnam’s marine tourism isn’t just a sector. It’s a story. A story of floating heritage museums, of barefoot luxury and healing waves, of coastal communities rooted in tradition, of island life and sunrise sails. And that story deserves to be shared — from Ha Long to Singapore, from Da Nang to Tokyo Bay.
The sea is calling. It’s time for Vietnam to rise with the tide — not just as a destination, but as a leader in the next wave of marine travel.
