Vietnam’s tourism brand is demonstrating strong momentum and robust recovery amid record-breaking international arrivals, driven not only by market demand but also by renewed thinking and innovative approaches to destination promotion and marketing.
Success in 2026 will depend on how effectively Vietnam continues to remove friction from the traveler’s journey – addressing critical areas like payment gateway interoperability and digital service seamlessness – to ensure that global intent is fully converted into high-value impact on the ground.
Prestigious fashion magazine Vogue has officially listed Con Dao Island, part of the great Ho Chi Minh City metropolitan area, among the world’s most ideal honeymoon destinations for 2026, underscoring the strong potential of the island district in capturing the high-end resort market.
According to official statistics, the country welcomed nearly 2.5 million international visitors in January, up 21.4% month-on-month and 18.5% year-on-year. A representative of the Vietnam National Authority of Tourism (VNAT) noted that beyond its impressive scale, this figure reflects a notably positive and balanced growth structure across source markets.
Vietnam has in recent years emerged as one of Asia’s hottest destinations, driven by creative approaches and compelling promotional content.
As a “benchmark of prestige” in the tourism sector, the Vietnam Tourism Awards not only honour outstanding organisations but also create opportunities for connection between regulatory bodies, professional associations, businesses, training institutions, and the media to work together towards the goal of sustainable tourism development.
Green Tourism Criteria (VITA Green) will not only be a certification but a genuine green passport for Vietnamese tourism enterprises, aiming for an integrated green tourism ecosystem that is globally connected yet distinctly Vietnamese.
Despite a competitive post-pandemic environment, Lee played a key role in increasing the flow of Korean tourists to Vietnam in 2024. He partnered with major Korean broadcasters like MBN, SBS, and EBS to co-produce highly creative and tailored tourism programmes, effectively introducing Vietnam’s beautiful landscapes and warm hospitality to Korean viewers.
Creative cultural festivals are fast emerging as a new catalyst for tourism development in Vietnam, as localities increasingly invest in these vibrant events on a more systematic and larger scale.
The performances made many Swiss leave their seats to capture the distinctive presentations embodying Hue’s cultural essence.
The partnership between Samsung Vietnam and the Tourism Information Centre highlights efforts to apply modern tech in promoting Vietnam.
With positive signals from international search trends at the start of 2025, and a boost from promotional campaigns, the Vietnamese tourism sector is poised for a breakthrough this year.
Vietnam's tourism and cinema industries are aligning like never before, with policies fostering collaboration between the two sectors. However, effectively promoting Vietnamese tourism through cinema in foreign markets remains an uphill battle.
The annual Namaste Vietnam (Hello Vietnam) Festival will be back from August 25 in three southern cities to consolidate the bilateral relationship between India and Vietnam, promote cultural exchange, and foster multifaceted growth, according to the organising board.
A tourism promotion programme was held by the Vietnam National Authority of Tourism (VNAT) and the Vietnamese Embassy in France on June 25 as part of the activities to promote Vietnamese tourism in Europe.
