Speaking at the recent launch event for the Bangkok route, La Vinh Nam, the airline's Deputy Commercial Director, said the full-service carrier, owned by Vietnam's Sun Group, views Thailand as an important partner in promoting two-way tourism and attracting international transit passengers, rather than as a competitor.
One of the most notable successes is the premium Hoa Phuong Do (Flamboyant Flower) train operating between Hanoi and Hai Phong city. Since entering service in May 2025, the train has completed nearly 3,000 trips and carried around 1.33 million passengers.
Placed 9th, Phu Quoc is one of only two Southeast Asian destinations to make this year's list, alongside Palawan in the Philippines. Expedia said the rankings were compiled based on search trends, traveller interest and the growth potential of island destinations.
As localities move beyond resource-based tourism towards value-driven cultural development, they are creating distinctive destination brands while reinforcing Vietnam's position as a culturally rich and compelling destination on the global tourism map.
According to the Vietnam National Authority of Tourism (VNAT), Vietnam welcomed 12.3 million international visitors in the first six months of 2026, up 15% year-on-year. The figure is the highest first-half number in recent years and puts the country close to halfway towards its target of 25 million foreign arrivals this year.
According to Lonely Planet, Da Nang stands out for its harmonious blend of beautiful beaches, an energetic yet relaxed lifestyle, a rich culinary scene and a diverse range of experiences spanning nature, culture, leisure and entertainment. The city is also praised as an ideal gateway to central Vietnam, offering convenient access to Hoi An, Hue and My Son Sanctuary.
Sun PhuQuoc Airways, the airline of Sun Group, officially launched in October 2025 and began commercial flights the following month, entering a Vietnamese aviation market riding a wave of post-pandemic recovery, but also grappling with rising costs, fleet constraints, talent shortages, infrastructure pressure, and intensifying service competition. Less than a year in, this newcomer has already made its presence felt.
Japan remained the top destination, attracting about 951,000 Korean visitors, accounting for 40.6% of total outbound tourists. Vietnam ranked second with approximately 278,000 visitors, followed by the US with 100,000, Taiwan (China) with 79,000, Thailand with 64,000, the Philippines with 61,000 and Hong Kong (China) with 59,000.
The development of wellness tourism is also aligned with the Politburo's Resolution No. 57-NQ/TW on breakthroughs in science and technology development, innovation and national digital transformation. For Hue, the strategy provides an opportunity to combine modern medicine with traditional healthcare, biotechnology, indigenous medicinal herbs and tourism to create high-value services.
Held at April 2 Square and along Tran Phu street under the theme “Symphony of the Blue Sea – A Convergence of Colours”, the event featured 10 elaborately decorated parade floats and more than 1,500 artists, performers, artisans and beauty queens.
The capital city was mentioned for friendly staff and service. Much of this warmth can be attributed to a deeply rooted culture of community and social harmony in Vietnam, with a rich tradition of hospitality culture.
Nestling in Tan Phung 2 village of Phu My Dong commune, Mui Vi Rong (Dragon Fin Cape) is emerging as one of Gia Lai province’s most captivating coastal attractions
Authorities in Xuan Hong commune of the northern province of Ninh Binh are leveraging digital technology to preserve cultural heritage and promote rural tourism, with the centuries-old Keo Hanh Thien Pagoda serving as the centrepiece of the initiative.
The Ministry of Culture, Sports and Tourism has proposed a national tourism data ecosystem based on a "1+34+N" model to ensure data is accurate, complete, clean, up-to-date, standardised and shared.
Accessible at https://discover.moscow/vi, the platform provides a one-stop source of travel information, featuring practical guidance, seasonal itineraries and planning tips for visitors. It showcases the city's key attractions, cultural routes, parks, events, restaurants, shopping destinations and family-friendly activities, enabling travellers to organise their trips before arriving in Moscow.
NHAAN Resort & Spa Hoi An, the first Tapestry Collection by Hilton in Vietnam, has officially opened reservations ahead of its grand opening on August 1, marking a significant milestone for the country's hospitality sector.
Vietnam currently has more than 600 agricultural and rural tourism models, generating over 25 trillion VND (956 million USD) in annual revenue. The sector has become an important source of income for many rural communities seeking to diversify their livelihoods.
The tourism sector will implement a series of key tasks and solutions in the last six months of 2026 to realise the goal of making tourism a leading economic industry in the new development era.
With its cool climate, rich natural resources and diverse tourism offerings, Lam Dong aims to welcome 25.8 million visitors in 2026, further strengthening its position as one of Vietnam's leading tourism destinations
Ta Xua is rolling out a campaign titled “Bringing Ta Xua to the world” and aims to establish the image of “Ta Xua - a sea of clouds, majestic nature and Mong cultural identity” during the 2028-2030 period.