Open Visa Policy Helps Vietnam Realize the ‘Billion-Dollar Tourism Dream’
According to Dr. Pham Ha, in today’s fiercely competitive race to attract travelers and investors, simplifying entry procedures to make visiting easier and staying more enjoyable is a clear competitive advantage.
Vietnam Tourism on a Strong Growth Trajectory
Tourism has increasingly asserted itself as a spearhead sector in Vietnam’s economy. Beyond its direct contribution to GDP, tourism fuels growth across aviation, hospitality, transportation, dining, retail, and entertainment.
In 2024, Vietnam welcomed an estimated 17.5 million international visitors, up 38.9% year-on-year; domestic travel reached 110 million trips, up 1.6%. Total tourism revenue hit VND 840 trillion (approx. USD 33 billion), up 23.8% compared to 2023.
The momentum continued into the first seven months of 2025, with 12.2 million international arrivals—up 22.5% year-on-year—generating VND 616 trillion in revenue. At this pace, the country is well on track to reach its 2025 target of 22–23 million international visitors and VND 980 trillion–1.05 quadrillion in total tourism revenue, edging close to the once-distant VND 1 quadrillion milestone.
These figures reflect Vietnam’s relentless effort to fulfill the vision set out in the Politburo’s Resolution No. 08-NQ/TW (January 16, 2017): to make tourism a truly leading economic sector with strong regional competitiveness.
More Open Visa Policies – A Catalyst for Growth
One key driver behind this robust performance is Vietnam’s increasingly open visa policy. On August 8, the Government announced a series of new visa exemptions, underscoring its determination to welcome more international travelers.
According to Dr. Pham Ha, Chairman of LuxGroup, “a liberal visa policy is the golden key” that both the tourism industry and travelers have long awaited. “In the global race to attract visitors and investors, making it easier to arrive and more enjoyable to stay is a clear competitive edge,” he emphasized.
In particular, the 45-day visa waiver for citizens of 12 European countries—valid for three years—offers a “golden opportunity” for travel businesses to plan ahead, design targeted marketing campaigns, and develop tailored products. This move is not only about attracting tourists but also about opening the door to investment and international cooperation from high-spending markets with high-quality expectations.
Vietnam in the Sights of the Global Elite
In recent years, Vietnam has emerged as a favored destination for the global elite. From lavish Indian billionaire weddings to discreet leisure trips by Bill Gates, Mark Zuckerberg, Lee Jae-yong, Jensen Huang, and Tim Cook, such visits generate powerful media buzz and elevate the country’s image.
With its long coastlines, diverse ecosystems, rich culinary heritage, and unique cultural identity, Vietnam naturally appeals to high-end travelers. This segment often demands highly personalized experiences, from tailored luxury retreats to curated cultural, culinary, and adventure activities.
Strategic Focus: Luxury Leisure, Adventure, and Events
To fully leverage the opportunities from Vietnam’s new visa policies, Dr. Pham Ha identifies three priority tourism segments:
• Luxury Leisure – bespoke, high-end holidays for affluent, discerning travelers.
• Adventure Tourism – nature-based and adrenaline-fueled experiences blending exploration, sports, and local culture.
• Event & MICE Tourism – large-scale conferences, exhibitions, weddings, and special events that amplify Vietnam’s profile.
LuxGroup is actively developing products in these areas. The newly launched Emperor Cruises Legend Nha Trang caters to 99 guests on two daily voyages in Nha Trang Bay: a daytime exploration cruise and a sunset dinner cruise featuring live music, cocktails, and gourmet dining. Combined with its sister vessels, Lux Cruises Group now has the capacity to serve 300 guests per day on the bay, with overnight cruises soon to be introduced in one of the world’s most beautiful bays.
In Ho Chi Minh City, the Amiral Cruises for Presidents—a 299-guest luxury ship—will soon debut with overnight journeys on the Saigon River, blending refined hospitality, culture, entertainment, and fine dining in the heart of Vietnam’s largest metropolis.
Infrastructure and Service – A Twin Transformation
Vietnam’s tourism infrastructure has seen notable upgrades: expanded international airports, modern cruise ports, improved highways, and world-class resorts. Yet, as Dr. Pham Ha notes, “hard infrastructure must be matched by soft infrastructure”—service quality, skilled human resources, and a deep understanding of visitor expectations.
He also highlights the retiree market as a high-potential segment. With stable finances and ample free time, retirees from Europe, Northeast Asia, and North America seek warm climates, natural hot springs, and quality medical services—advantages Vietnam already possesses.
Flexible Policies to Retain High-End Guests
Currently, luxury travelers account for just 3% of total international arrivals, with limited access to special visa policies. Dr. Pham Ha sees this as a bottleneck that must be addressed.
“A visa is more than an entry permit—it’s a message of openness and hospitality. More flexible options—like multiple-entry visas or longer stays for high-spending guests—will help Vietnam retain them and increase per-visitor spending,” he said.
Refreshing Products and Destination Messaging
Visa facilitation is just the first step. To turn policy into tangible value, Vietnam must refresh its tourism offerings and tailor destination messaging to each source market.
This requires professional international promotion through major trade fairs like WTM London and ITB Berlin, targeted roadshows, and familiarization trips for media, influencers, and travel agents. Destination storytelling should highlight authentic culture, heritage, hospitality, and signature experiences.
“Don’t just count arrivals—measure spending and length of stay. That’s the real indicator of industry health,” Dr. Pham Ha emphasized.
Public–Private Synergy is Key
A professional, safe, and culturally rich image cannot be built by one side alone. Close coordination between government agencies and the private sector is essential for consistent strategy, messaging, and execution.
“Airlines, hotels, and tour operators should join forces in coordinated campaigns. Products must tell a story, evoke emotion, and touch the traveler’s heart. That’s when a favorable visa policy truly delivers maximum impact,” he noted.
A New Policy Framework – Opening the Doors
• Decree 221/2025/ND-CP: Grants time-limited visa exemptions to seven categories, including senior government guests, scholars, experts, investors, influential cultural and sports figures, honorary consuls, and special cases serving foreign policy or socio-economic development.
• Resolution 229/NQ-CP (effective Aug 15, 2025 – Aug 14, 2028): Visa-free entry for 45 days for citizens of 12 European countries, regardless of passport type, for tourism purposes.
With open visa policies, upgraded infrastructure, and symbolic luxury products such as Emperor Cruises Legend Nha Trang and Amiral Cruises for Presidents, Vietnam is well-positioned not only to surpass VND 1 quadrillion in tourism revenue in 2025 but also to ascend into the ranks of Asia’s leading luxury tourism destinations in the coming decade.
