Hanoi (VNA) - Beyond the rich variety of experiences that blend natural landscapes, cultural heritage, and vibrant urban life, what is drawing such a large number of European visitors to Vietnam this summer?
After exploring Vietnam, Molly Tooland from the UK couldn’t help but exclaim, “This place is even better than my experience in Thailand.” She admitted she had “fallen in love” with Vietnamese coffee - a strong, flavorful drink that left a lasting impression on her.
In recent times, thanks to active promotion strategies targeting key markets, Vietnam has emerged as a popular destination among travelers from various European countries.
During the peak of summer 2025, Vietnam ranked fifth among the most searched Asian destinations by European tourists, following Malaysia, Japan, Indonesia, and Thailand. This data was released by the online travel booking platform Agoda, based on search volumes in April for check-in dates in July and August.
Notably, the top five European countries with the highest number of searches for travel to Vietnam are France, the UK, Germany, Russia, and Norway. Russia and Norway have replaced the Netherlands and Spain in the rankings, thanks to the availability of direct flights and Vietnam’s visa exemption policy for citizens of these two countries.
Although summer is not typically the peak season for European tourists - who mostly travel from October to April - some travel agencies have reported a growing trend this year, with interest in Vietnam rising by more than 20% compared to the same period in 2024. The most popular choices are trans-Vietnam tours and luxury beach resorts.
Positive signals are emerging from traditional markets like France and Germany. Travelers from these countries are drawn to Vietnam’s vibrant cities, ancient towns, and rich cultural heritage. They also seek out peaceful escapes and high-end services in Ha Long Bay, Sa Pa, the northern mountains, and beach resorts in Phu Quoc, Nha Trang, Mui Ne, and Con Dao.
Vietnam is a country full of attractions waiting to be explored, and in Molly Tooland’s opinion, it offers even more incredible experiences than Thailand. To this traveler, the S-shaped land is a true “hidden gem” - a place with a rich history, a uniquely diverse culture, and stunning destinations ranging from the charming beaches of Phu Quoc and Mui Ne to the breathtaking landscapes of Ha Long Bay.
“You can take boat tours or kayak around the Bay, which is one of the most peaceful places I’ve ever visited,” says Molly Tooland.
In addition to traditional markets, Vietnam has also drawn growing interest from emerging ones. Search volumes from Hungary surged by 320%, Turkey by 288%, and Poland by 153% compared to last year.
The three most popular Vietnamese cities among European travelers are Da Nang, Ho Chi Minh City, and Hanoi - which offer a diversity of natural landscapes, cultural heritage, and dynamic urban experiences.
Notably, in May, the Vietnam National Authority of Tourism organised a tourism promotion programme in France, Italy, and Switzerland. As part of the initiative, a performance of Hue royal court music was held at the iconic Trocadero Square in Paris. In addition, Vietnamese businesses had the opportunity to network and establish partnerships through business-to-business (B2B) meetings in Milan, Geneva, and Paris.
From June 20 to July 2, a similar promotional campaign will be launched in Poland, the Czech Republic, and Germany - key European markets that currently benefit from Vietnam’s visa exemption policy, according to the tourism authority./.
