Vietnam’s Cruise Tourism: Untapped Potential Along a Golden Coast
With over 3,200 kilometers of coastline and a strategic location on major international maritime routes, Vietnam holds immense potential for cruise tourism. Yet, despite growing interest, the industry has yet to realize its role as a key economic driver. Experts liken it to a “sleeping golden goose” that remains underdeveloped.
According to Vietnam National Administration of Tourism, nearly 158,000 international cruise visitors arrived in Vietnam in the first four months of 2025—four times higher than the same period last year. Mega-cruise liners like Celebrity Solstice, Norwegian Spirit, and Spectrum of the Seas have docked at major ports including Halong Bay, Da Nang, Nha Trang, Ho Chi Minh City, and Con Dao, carrying thousands of high-spending travelers.
This surge indicates growing global interest in Vietnam as a cruise destination, especially among luxury travelers. However, in light of the country’s vast natural and cultural advantages, these numbers remain modest.
Untapped Advantages and Infrastructure Gaps
Vietnam’s location is ideal—situated in the heart of the Asia-Pacific cruise circuit and neighboring key markets such as China, Japan, South Korea, and Australia. Coupled with a rich ecosystem of thousands of islands, scenic bays, and a vibrant cultural-culinary heritage, the country is primed for cruise tourism.
Yet, a lack of strategic vision, limited cruise-focused infrastructure, and weak international marketing continue to hinder progress. While ports like Halong, Da Nang, Nha Trang, and Ho Chi Minh City have upgraded capacity, there are still no dedicated terminals for large cruise ships. Facilities for high-end passengers remain inconsistent—lacking exclusive berths, cruise terminals, and integrated shopping or entertainment complexes.
According to Mr. Pham Ha, Chairman of Lux Cruises Group—a pioneer in Vietnam’s boutique cruising sector:
“We have all the ingredients—stunning landscapes, rich culture, compelling history—but we lack cohesive organization and a national strategy to position Vietnam as a premier cruise destination in Asia.”
Vietnamese Enterprises Making Waves
Despite systemic challenges, several Vietnamese companies have shown resilience and ambition. Lux Cruises Group recently scored a double victory with two of its heritage cruises named among the Top 10 Best River and Coastal Journeys in Asia-Pacific by Travel + Leisure at the Luxury Awards Asia Pacific 2025.
The awarded itineraries include Heritage Cruises Binh Chuan, inspired by the legendary 1919 ship of entrepreneur Bach Thai Buoi, and Emperor Cruises, which evokes the royal lifestyle of Emperor Bao Dai. These voyages offer not just five-star luxury but immersive cultural storytelling through art, cuisine, and heritage.
“Luxury is not just about material comforts—it’s about evoking emotion and reconnecting with one’s roots. Each journey we offer is not just a voyage, but a return to the soul of Vietnam,” said Mr. Pham Ha.
With a fleet of eight vessels operating across Halong Bay, Lan Ha Bay, Nha Trang, and soon the Saigon River and Phu Quoc, Lux Cruises Group is setting a new benchmark for domestic cruise experiences. The company is also pioneering themed routes such as “Central Heritage Voyage,” “Green Bay Journey,” and “Sea & Art Escapes,” which elevate Vietnam’s status on the regional tourism map.
Long-Term Strategy and Policy Needed
Industry experts agree that a comprehensive national strategy is vital for cruise tourism to reach its full potential. Key pillars should include: development of specialized cruise ports, incentives for high-quality domestic cruise fleets, international marketing campaigns, workforce training, and enhancing passenger experience at every touchpoint.
More importantly, Vietnam must shift from a passive mindset of “welcoming visiting ships” to actively creating compelling cruise products that encourage longer stays and repeat visits. Statistics show that international cruise travelers spend an average of USD 250–500 per day—three to five times more than regular tourists—and tend to return if satisfied.
Supporting trailblazers like Lux Cruises could accelerate sectoral growth and generate ripple effects across coastal provinces such as Quang Ninh, Khanh Hoa, Da Nang, and Kien Giang.
As Vietnam’s “living heritage sets sail,” cruise tourism represents not only an economic opportunity but also a powerful platform to showcase a modern, distinctive, friendly, and world-class Vietnam to the international community.
