Vietnam aims to attract 23 million tourists in 2025

Vietnam has set a target of welcoming 23 million international tourists in 2025, focusing efforts on simplifying visa conditions, improving transport accessibility, and promoting tourist destinations. These measures are aimed at developing the tourism industry, creating new jobs, and increasing the sector's contribution to the country's economy.

Tran Phong Binh, deputy director of the marketing department at the National Administration of Tourism, told the ASEAN Tourism Forum that the target implies a 31% increase in foreign visitors compared with 2024, when Vietnam welcomed more than 17 million tourists, generating around $30 billion in revenue.

Vietnam lags behind competitors

Despite the ambition of the target, it can be considered modest, given that tourist arrivals grew by 41% in 2024 compared with 2023. However, it marks a significant step toward recovering to pre-pandemic levels and narrowing the gap with neighbouring countries.

By 2030, Vietnam plans to reach 160 million domestic and 35 million international tourists. Nevertheless, these figures only match Thailand's current 2024 numbers. Tourism's contribution to Vietnam's GDP was just 7% in 2023, rising to 8% in 2024. This is significantly below the global average (10.3%) and countries such as Thailand (23%), the Philippines (22.5%), and Cambodia (25.8%).

Growth strategies

Vietnam intends to increase tourism's contribution to the economy to 13% of GDP, which would create more than 10 million jobs. Experts note that achieving this will require revising current policy and seeking new opportunities in international markets. The bulk of foreign tourists come from Asia (79.6%), followed by Europe (11.3%), the Americas (5.7%), and Oceania (3.1%). Tourists from Africa make up less than 0.3%.

Particular attention will be paid to Southeast Asian countries, China, Japan, and South Korea. India, the Middle East, and North America have also been named as promising markets.

Promoting Vietnam's tourist attractions

Key priorities include improving marketing for Vietnam's unique sites. Special focus will be placed on Thua Thien Hue province, included on the UNESCO World Heritage list, celebrating the Year of Visiting Vietnam, the Da Nang International Fireworks Festival, and Son Doong, the world's largest cave (9 km long and 200 m high).

A review of visa-free entry policy is also planned. At present, Vietnam offers 45-day visa-free entry to only 13 countries, including Russia. By comparison, China has expanded visa-free entry to 38 countries and simplified transit rules for 54 countries, as well as for cruise passengers. These measures have delivered notable results: in the first six months of 2024, China welcomed 14.6 million foreign nationals, up 152.7% compared with 2023. Vietnam is aiming to replicate this success.