Hanoi (VNA) - Global tourism has fully recovered in the post-pandemic period, with over 1.4 billion international arrivals in 2024, according to the United Nations World Tourism Organisation (UNWTO). Riding this growth wave, Vietnam's tourism sector has quickly launched promotional plans to assert its position and further broaden its global influence.
International tourist arrivals in 2025 are expected to increase by 3-5% compared to 2024, if the Asia-Pacific region continues its recovery while other regions maintain steady growth.
The latest UNWTO Tourism Confidence Index reflects these positive expectations. Approximately 64% of UNWTO experts believe that 2025 will show "better" or "much better" prospects compared to 2024, with around 26% forecasting that 2025 will remain similar to the previous year.
UNWTO Secretary-General Zurab Pololikashvili commented that global tourism had mostly completed its post-pandemic recovery by 2024. In many regions, the numbers of tourists, and notably total tourism revenue, have exceeded those of 2019. The tourism industry is expected to continue growing throughout 2025, contributing to both famous and emerging destinations' socio-economic development.
However, UNWTO experts also pointed out that economic and geopolitical challenges remain potential risks for the entire sector. Rising transport and accommodation costs, as well as fluctuating oil prices, are major challenges facing international tourism in 2025. Amid these challenges, travellers are likely to seek destinations offering experiences that match their expenditure. Additionally, risks such as extreme weather conditions and labour shortages in the industry are present.
Experts emphasised that in 2025, balancing growth and sustainability will be crucial. This is reflected in two main trends among travellers: seeking sustainable activities and experiences and exploring lesser-known destinations.
In 2025, Vietnam's tourism sector set the goal of welcoming 22-23 million international visitors and continuing to innovate in tourism promotion. Focus will be placed on strong collaboration between governmental agencies, travel businesses, airlines, diplomatic representatives, and the Vietnamese community abroad.
The promotional programmes will focus on three main factors: target markets, unique tourism products, and innovative promotional methods. Key target markets include Asia-Pacific, Europe, North America, and Australia. Special emphasis will be placed on promoting traditional markets like China, the Republic of Korea, Japan, and Europe, as well as expanding into South Asian countries like India.
Additionally, the tourism industry will enhance efforts in high-volume international visitor markets such as the UK, France, Germany, Nordic countries, and Eastern Europe. There will be a focus on elevating Vietnam’s image in high-spending markets like the US and Australia, and promoting unique tourism products and experiences associated with the Vietnam brand.
The tourism industry will also focus on promoting film tourism in France and Japan, culinary tourism, handicrafts, and cultural festivals in Europe, Japan, and the Republic of Korea, and connecting businesses in markets such as Australia, China, the US, and Canada.
Notably, for cultural and heritage tourism, more work will be done to promote UNESCO heritage sites like the ancient city of Hoi An, Ha Long Bay, and Trang An Scenic Landscape Complex, as well as the unique cultures of ethnic minorities. Green and sustainable tourism will also be promoted to attract visitors from markets that prioritise environmentally friendly experiences, such as trekking in Ha Giang, visiting Nam Cat Tien National Park, or exploring Phu Quoc Island.
Vietnam's tourism promotion strategy for 2025 will focus on adopting digital technology and expanding international communication channels. Social media platforms (Facebook, Instagram, YouTube, and TikTok) will be used to promote Vietnam’s image, leveraging impressive videos and blogs from influencers and guests.
Vietnam will also participate in major international tourism fairs such as Travex 2025 (Malaysia), ITB Berlin (Germany) 2025-2026, WTM London (UK) 2025, and Travex 2026 (Myanmar)./.
