Vietnam Tourism Shifts Towards Year-Round International Arrivals
Introduction – Positive Signals from the “Low Season”
Vietnamese tourism is entering a new phase of robust growth, not only in visitor numbers but also in market structure and spending behavior. The record-high arrivals during what was traditionally the “low season” reflect fundamental changes in connectivity, travel habits, and destination appeal.
As a pioneer in heritage-based cruising, LuxGroup sees this as a highly positive signal. Meanwhile, its subsidiary Lux Travel DMC is focusing on three strategic pillars — luxury travel, adventure travel, and events (MICE) — to diversify its offerings and capture evolving demand from premium, experiential, and corporate segments.
1. New Trend: Strong International Arrivals Even in Off-Peak Months
According to the General Statistics Office, Vietnam welcomed 1.56 million and 1.68 million international visitors in July and August 2025 — figures typically associated with peak months like September and October. Several key factors explain this:
• Regional dominance: Chinese and Korean visitors accounted for about 50%, with other Asian markets raising Asia’s total share to 70%. These are short-haul travelers who travel year-round.
• India as a breakout market: Up more than 300% YoY, thanks to direct flights and rising demand for MICE, weddings, and leisure. Indian travelers are less seasonal, making them a stabilizing force.
• Australia, Europe, and the US balancing demand: Australians travel during their summer (July–August), while European and US travelers — making up about 30% — stay longer and spend more.
• Air connectivity: New direct routes to single destinations such as Phu Quoc, Nha Trang, and Da Nang made access easier and reduced reliance on seasonal travel patterns.
➡️ Vietnam is shifting from a seasonal inbound market to a year-round tourism destination, reducing volatility and creating steadier growth for businesses.
2. LuxGroup: Stable Growth Driven by European Travelers
For July–August 2025, LuxGroup’s arrivals increased by 10% compared to the same period last year. Key highlights include:
• Europe accounted for 80% of total guests, reflecting the appeal of boutique cruises and heritage-based tourism.
• Italy surged by 30%, signaling Vietnam’s rising popularity in Mediterranean source markets.
• Guest profile: longer stays (7–14 nights), higher spending, and strong interest in culture, arts, and ESG-driven travel.
➡️ This focus on high-value markets ensures LuxGroup’s resilience and sustainable growth, even when other operators remain dependent on short-haul demand.
3. September and the Year-End Peak: From “Shoulder Season” to Surge
• September is a transitional month between international and domestic demand, with arrivals expected to match August levels (around 1.6–1.7 million).
• Peak inbound season (October–April) is already building momentum — many LuxGroup cruises are 80% booked for Christmas and New Year.
• Revenue outlook: LuxGroup expects a 30% increase in revenue, driven more by higher spending per guest rather than volume growth.
➡️ This shows that in luxury and heritage tourism, quality matters more than quantity.
4. Vision 2026–2030: Aligning with National Goals
• 2026: LuxGroup targets 30% revenue growth, expanding adventure and MICE products to diversify its portfolio.
• By 2030: With Vietnam aiming for 35 million international arrivals, LuxGroup aspires to capture 5% of the total — nearly 2 million visitors — through its ecosystem of Lux Travel DMC, Lux Cruises Group, Lux Hotels & Resorts, and Lux Art.
➡️ This ambition reflects LuxGroup’s commitment to accompanying Vietnam’s tourism industry in its path towards becoming sustainable, green, and globally competitive.
