Hanoi (VNA) – Vietnam’s tourism website, vietnam.travel, has jumped by 16,000 places since March 2025 to rank 104,698 globally, making it the second-highest-ranked tourism website in Southeast Asia after Thailand. This milestone is expected to create opportunities for the domestic tourism sector to grow in the final months of 2025 and into 2026.
The information was shared by the Vietnam National Authority of Tourism (VNAT), citing data from Similarweb.com, a website analytics and ranking platform, for October 2025.
Vietnam surpasses Thailand in key indicators
With this rise, Vietnam’s website now ranks second in Southeast Asia, behind Thailand (51,251), but ahead of Singapore (109,858), Indonesia (203,665), Malaysia (216,688) and the Philippines (1,687,836).
Notably, several key performance indicators for vietnam.travel exceed those of the Thai website. In terms of average pages per visit, Vietnam.travel registers 1.92 pages, compared with Thailand’s 1.49. Average visit duration stands at 44 seconds for vietnam.travel (Thailand: 36 seconds). Vietnam’s bounce rate is 49.8%, significantly better than Thailand’s 60.1%. These metrics indicate strong appeal and effective content linkage on Vietnam’s tourism website.
The highest share of traffic to vietnam.travel over the past month came from users in the US (up 40.8%), Singapore (up 34%), Indonesia (up 41.6%), and Australia.
Other notable indicators include mobile users accounting for 66.96% of visits, with desktop users making up 33.04%. Around 50.71% of traffic comes via search engines, while 26.17% is direct traffic, reflecting a strong global recognition, higher than Thailand’s 18.66%.
A key factor drawing international visitors is Vietnam’s increasingly open visa policy, complemented by a stream of lively videos, articles and images showcasing iconic destinations and experiences such as Ha Long, Phu Quoc, Ninh Binh and Da Nang.
These policies and destinations have been actively promoted not only domestically and on the website, but also through direct tourism promotion programmes in key markets led by the Ministry of Culture, Sports and Tourism, local authorities, relevant agencies and businesses.
Tourism growth set to surpass 2019 record
Vietnam has in recent years emerged as one of Asia’s hottest destinations, driven by creative approaches and compelling promotional content. BMI, a British multinational research firm and subsidiary of Fitch Solutions, forecasts that Vietnam may welcome more than 22 million international visitors in 2025 - far exceeding the record 18 million arrivals in 2019, marking a full recovery of the smokeless industry after the global pandemic.
Vietnam is overtaking Thailand to become the top destination for Chinese travellers, said Brandon Msimanga, Associate Director, Tourism Research at BMI. Of the 17.2 million international visitors to Vietnam, around 4 million came from China. In comparison, Thailand received only 3.8 million Chinese visitors, a decline of around 30% year-on-year.
Experts attribute Vietnam’s advantage to its stable and safe environment, along with flexible and open tourism policies. The country has also actively promoted national tourism through cinema. International visitors have been drawn to various films and music videos showcasing Vietnamese culture and landscapes, from A Tourist's Guide to Love and Love in Vietnam to social media content created by Vietnamese artists and influencers.
In addition to new flight routes to tourism hotspots such as Khanh Hoa and Da Nang, 2025 will be a landmark year for Vietnam. It features major national events including the 50th anniversary of the Liberation of the South and National Reunification (April 30, 1975–2025) and the 80th anniversary of Vietnam's National Day (September 2, 1945–2025). There is also a series of significant economic, political and cultural activities, all of which will place Vietnam firmly in the international media spotlight.
According to the UN Tourism, travellers will continue to seek value-for-money experiences and reasonably priced tourism products. Visitors are also increasingly opting for closer destinations, shorter trips or reduced spending in response to rising global prices. This presents an opportunity for Vietnam, which consistently ranks among the world’s most affordable destinations, helping drive growth through the remainder of 2025 and into 2026./.
