Vietnam tourism recovery nears pre-pandemic levels, leading Southeast Asia
Vietnam’s tourism sector witnessed a remarkable resurgence in 2024, welcoming approximately 17.6 million international visitors—a 39.5% increase from the previous year. This figure represents 97.6% of the pre-pandemic peak of 18 million in 2019, positioning Vietnam as a leader in Southeast Asia’s tourism recovery. According to Vietnam News, the country is on track to surpass previous records by 2025.
Strategic initiatives driving the tourism boom
Several strategic measures contributed to this impressive rebound. The Vietnamese government expanded its visa exemption program, allowing travelers from 25 countries to stay up to 45 days without a visa. Additionally, the launch of a streamlined e-visa portal helped reduce friction at entry points.
Flight connectivity has also been key. In 2024, over 14.8 million international arrivals were by air, accounting for 84.4% of the total, according to data from VEN. The remaining arrivals came via land borders (14.2%) and sea routes (1.4%), indicating a balanced multi-channel recovery.
Diverse source markets fueling growth
Asia remained the dominant source region, contributing nearly 80% of Vietnam’s international arrivals. South Korea led the chart with 4.5 million visitors, followed by China (3.7 million) and Taiwan (1.29 million). Notably, India saw a dramatic rise, with tourist numbers growing from 138,000 in 2022 to over 500,000 in 2024—placing India as the sixth-largest source market. This growth suggests increasing cultural and business linkages, especially as direct flights between India and Vietnam expand.
Editorial insight: Vietnam's strategic positioning in regional tourism
Vietnam’s rapid tourism recovery can be credited to its proactive government policies and targeted infrastructure upgrades. From relaxing visa rules to launching multilingual promotional campaigns, the country positioned itself as a competitive and welcoming destination. These efforts also contributed to economic growth, with tourism revenues reaching approximately VND 840 trillion (US$33.2 billion) in 2024, as noted in DtiNews.
Vietnam’s clear value proposition—affordability, scenic diversity, and cultural richness—makes it well-positioned against regional competitors like Thailand and Indonesia, particularly for middle-income travelers seeking post-COVID value.
Future outlook: Sustaining momentum and targeting new markets
Looking ahead, Vietnam aims to attract 23 million international visitors in 2025. This ambition will be supported by further targeting of high-potential source markets such as North America, India, and the Middle East. Continued improvements in airport infrastructure, hospitality services, and digital tourism tools will also be critical.
As Vietnam balances growth with sustainability, it has a unique opportunity to redefine itself not just as a regional leader—but as a global travel powerhouse.
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