Hanoi (VNA) – In the first two months of this year, Vietnam attracted nearly 4 million international visitors - 30.2% increase compared to the same period last year. Besides, the number of international searches for Vietnam’s destinations saw a surge in the period, demonstrating the growing appeal of Vietnamese tourism. This outcome reflects the effectiveness of recent promotional campaigns and the government's expanded visa policies.
Experts believe that significant opportunities are emerging for the country’s non-smoke sector in 2025. Therefore, Vietnamese tourism must swiftly implement innovative measures to attract even more international visitors and further elevate its status on the global tourism map.
Effective promotion: “Winning without arrogance”
According to data released recently by the General Statistics Office, Vietnam welcomed 1.9 million international visitors in February - representing 90% of the previous month and 130% compared to the same month in 2019.
In the first two months of the year, the number of international arrivals reached nearly 4 million, a 30.2% increase over the same period last year.
Notably, the Chinese market continued a strong growth at 77.8%, while other markets also saw increases: The Republic of Korea by 4.9%, Taiwan (China) by 10.1%, the United States by 15.7%, and Japan by 37.3%.
The latest statistics from Google Destination Insights revealed that in the first half of February this year, international searches for Vietnamese destinations increased by between 30% and 45%.
Tourism leaders contend that the explosion in international searches related to Vietnamese tourism is in no small part due to the impact of promotional campaigns, such as the 2024 Vietnam Tourism and Cinema promotion programme in the United States. The sector is also intensifying its digital marketing strategy -leveraging social media platforms, online booking sites, and collaborations with prominent travel bloggers - to further enhance the country’s image.
Three prestigious awards - “Asia’s Top Destination”, “World’s Leading Heritage Destination” and “Asia’s Top Natural Destination” - bestowed by renowned global tourism organisations have all played a role in promoting and elevating the brand of Vietnamese destinations. In addition, promotional programmes such as “Vietnam – Timeless Charm” and “Live Fully in Vietnam” have attracted considerable international attention.
Industry-wide coordination and collaboration
With encouraging signals from international search trends at the start of 2025 and the momentum generated by promotional campaigns, the Vietnamese tourism sector is set for a breakthrough this year.
In response, travel agencies are proactively implementing innovative marketing strategies, enhancing service quality, and diversifying their product offerings. Close coordination between government agencies, businesses, and industry partners is expected to be a key factor in raising the international profile of Vietnamese tourism.
As one of the leading companies in the sector, Vietravel stated that the company will focus on three main strategies in 2025:
Firstly, Vietravel will expand its range of new tour products - developing seasonal itineraries, distinctive cultural experiences, and packages that combine exploration, leisure, and culinary delights.
Secondly, the company will implement a flexible pricing policy with attractive offers by continuing initiatives such as early booking promotions, group discounts, and cashback schemes for customers paying by credit card, all aimed at optimising customer benefits.
Thirdly, Vietravel plans to strengthen its network of international partners by working closely with airlines, destinations, hotels, and local authorities to deliver high-quality journeys at optimised costs for travellers.
Furthermore, experts suggest that digital transformation and service personalisation will play an important role in attracting international visitors. In particular, applying AI and data analytics to study customer behaviour will facilitate the development of tailored tour products; optimising websites and online sales channels will further ease access for international travellers. The creation of customer loyalty programmes is expected to boost return visitation.
According to Minister Nguyen Van Hung, the goal of welcoming 22–23 million international visitors in 2025 is a challenging task under current circumstances. To achieve this objective, it is essential to significantly ramp up tourism promotion efforts in accordance with the Prime Minister’s directives, with a strong focus on resolving visa issues, destination management, and revitalising tour products./.
