Paris (VNA) – Vietnam is leveraging its rich cultural heritage, natural beauty, and historical ties with France to attract more French tourists, as part of an ongoing tourism promotion campaign in Europe.
At a tourism promotion event held in Paris on May 12, the final stop of Vietnam’s European roadshow across Italy, Switzerland, and France, officials highlighted that French travelers are increasingly seeking immersive, environmentally-friendly, and culturally enriching travel experiences. These preferences align closely with Vietnam’s tourism offerings.
Nguyen Trung Khanh, Director General of the Vietnam National Authority of Tourism (VNAT), underscored France’s importance as a key source market. In 2024, Vietnam welcomed nearly 279,000 French visitors, reaching 97% of pre-pandemic levels. In just the first quarter of 2025, arrivals surged over 28% year-on-year to 102,000, thanks in part to Vietnam’s unilateral visa exemption for French citizens and extended stay periods introduced in August 2023.
French tourists are not only seeking leisure but also meaningful experiences that allow them to connect deeply with local culture. The trend toward “slow travel” and personalised, sustainable tourism is shaping new product development in Vietnam, focusing on heritage-rich destinations such as Hanoi, Hue, Hoi An, and Ninh Binh.
Visitors to Hanoi and Hue can enjoy ancient architecture, royal cuisine, and traditional performances, while Hoi An’s lantern-lit streets and Ninh Binh’s scenic landscapes, dubbed “Ha Long Bay on land”, offer peaceful escapes steeped in history.
Nature lovers are to be invited to explore UNESCO-listed Ha Long Bay, trekking adventures in Sa Pa and Ha Giang, or venture into the mysterious caves of Phong Nha-Ke Bang and the Central Highlands. Vietnam’s coastal tourism offerings, such as Phu Quoc, Nha Trang, Quy Nhon, and Con Dao, combine marine exploration with cultural immersion and local festivals.
Vietnam’s French colonial legacy is also a unique draw. Architectural landmarks, cuisine, and neighbourhoods in Hanoi, Saigon, Da Lat, Hue, and Hoi An blend Asian and European influences, offering French tourists both a sense of familiarity and fresh discovery.
Vietnamese Ambassador to France Dinh Toan Thang praised the campaign, noting that Vietnam’s scenic and cultural wealth is a strong asset for attracting international travelers. He emphasised film as a promising channel for cultural promotion, highlighting Vietnam’s presence at the 2025 Cannes Film Festival (May 13–16) as a key opportunity to engage with French filmmakers and audiences.
The ambassador expressed confidence that strengthened cooperation between governments, businesses, and communities will boost Vietnam’s global image and deepen the strategic partnership between Vietnam and France.
The event in Paris featured cultural performances, travel presentations, and an introduction to the Visit Viet Nam Year - Hue 2025. Delegates from Vietnamese localities and tourism enterprises showcased high-quality services and forged connections with French counterparts./.
