Vietnam tourism accelerates after the pandemic
2025 marks a turning point for Vietnam’s tourism industry. According to forecasts, the country expects to welcome around 25 million international arrivals and over 110 million domestic visitors, generating revenue of more than 36 billion USD.
A key driver comes from the Government’s decision to expand visa exemption to 12 more countries, raising the total to nearly 40. This strategic policy not only boosts short-term arrivals but also reflects Vietnam’s determination to make tourism a pillar of the national economy.
But impressive numbers alone do not secure long-term competitiveness. The essential question remains: What are Vietnam’s true competitive advantages in tourism?
Beyond scenery and hospitality
Thailand targets 40 million visitors, Indonesia is advancing its “Bali+” strategy, and Singapore continues to position itself as a global hub.
If Vietnam relies solely on beautiful landscapes or hospitality, we risk being “similar” to others. True competitiveness lies in unique, irreplaceable values rooted in national identity.
V.I.E.T.N.A.M – Formula for competitive advantage
I summarize Vietnam’s strengths through the seven letters of our nation’s name – V.I.E.T.N.A.M:
• V – Values: Authentic services and proven quality.
• I – Identity: More than 40 UNESCO-recognized heritages, diverse regional culture.
• E – Environment (ESG): Rich nature tied to responsible, certified sustainable development.
• T – Talent: Over 2.5 million tourism workers, needing world-class training to become cultural ambassadors.
• N – Navigation: A 3,260-km coastline and thousands of islands – enormous potential for cruising and maritime tourism.
• A – Art & Heritage: Arts, cuisine, and heritage integrated creatively into unique tourism products.
• M – Mindset: Innovation, national entrepreneurship, and global aspiration.
Positioning 2025: Safe – Sustainable – Distinctive
Vietnam aims to position itself as a safe, sustainable, and distinctive destination.
• Develop national signature tourism products (Ha Long Bay, Hue, Nha Trang, Saigon River).
• Raise tourism’s GDP contribution to 15% by the end of this decade.
Vision 2045: A tourism nation contributing 20% of GDP
By 2045 – Vietnam’s centennial of independence – the country can become:
• A leading tourism nation in Asia, among the world’s top 20 destinations.
• A maritime and cultural tourism power, with distinctive high-end products.
• A tourism-driven economy contributing 20% of GDP, serving as the backbone of the service sector.
To achieve this, Vietnam must:
1. Invest boldly in aviation, maritime, and rail infrastructure.
2. Develop high-quality human resources.
3. Foster public–private partnerships in heritage preservation and promotion.
4. Embed ESG as a guiding principle.
5. Cultivate national entrepreneurs who dare to innovate and lead.
Conclusion
Welcoming 25 million international visitors in 2025 is a remarkable milestone. Yet, numbers are only the surface. Vietnam’s true competitive advantages lie in V.I.E.T.N.A.M – Values, Identity, Environment, Talent, Navigation, Art, and Mindset.
When nurtured properly, these elements will elevate Vietnam into a global tourism nation by 2045 – a place where travelers come not only to relax, but to learn, to live, and to treasure unique experiences called Vietnam.
