Vietnam Looks to Accessibility and the Luxury Segment to Boost its Tourism Sector

According to the latest data from the Vietnam National Authority of Tourism, the country welcomed 17.5 million international visitors in 2024, ranking as the third most-visited destination in Southeast Asia, just behind Malaysia (25 million) and Thailand (35 million). Particularly remarkable is the pace at which tourism is rebounding post-pandemic: the 2024 Travel & Tourism Development Index by the World Economic Forum notes that in 2018, international arrivals reached nearly 16 million, dropped to around 3.5 million during the global restrictions of 2020–2022, and have now returned to pre-Covid levels, thanks to the full restoration of international flights to the country. As reported by Jing Daily, Vietnam already recorded nearly 4 million international arrivals in the first two months of 2025, marking a 30.2% increase compared to the same period last year. 

Several factors are driving this momentum. First and foremost, accessibility: since 2021, the first direct flight between the United States and Vietnam (San Francisco – Ho Chi Minh City) has been operational, and by 2026, the new Long Thanh International Airport—set to serve Ho Chi Minh City—will open, increasing the country’s capacity to accommodate up to 25 million visitors. 

In addition, 2023 saw the implementation of new e-visa policies allowing stays of up to 90 days, along with visa exemptions for over a dozen key countries, including Italy, France, and South Korea. 

Vietnam’s positioning as a new premium destination in Asia is also being strengthened by the opening of high-end hotels such as the Regent Phu Quoc, Capella Hanoi, and JW Marriott Saigon, with brands like Ritz-Carlton Reserve and Park Hyatt in development. The 2024 expansion of the Michelin Guide further highlighted the local food scene, attracting a more sophisticated audience eager for new experiences. 

Jing Daily also reports that, according to Mike Nguyen, founder of luxury travel agency Ansova Travel, demand in the luxury segment is led by the U.S. and India—the latter especially in the wedding tourism sector, with over half a million arrivals (+297% vs. 2019)—as well as by affluent Chinese tourists seeking safer alternatives to Thailand following concerning news reports. 

Political cooperation between China and Vietnam is also gaining ground, particularly in student tourism. In a recent meeting, Chinese leader Xi Jinping and Vietnamese President Tô Lâm discussed strategies to leverage their land and sea connectivity. China is also planning “Red Study Tours” for young Vietnamese to explore their shared cultural heritage. 

The meeting also highlighted that in 2024, Vietnam welcomed 3.74 million Chinese tourists—a 114% increase from the previous year—while in Q1 2025 alone, 1.58 million arrivals were recorded, up 178% year-on-year. Currently, there are nearly 400 round-trip flights operating weekly between the two countries, and around 23,000 Vietnamese students are studying in China. 

At Twissen, we have observed that Vietnam is establishing itself as one of the most promising international tourism destinations, with a significant rise in arrivals. The combination of an expanding luxury offering, favorable visa policies, and growing air infrastructure creates the ideal environment to attract high-end travelers. Moreover, the country’s increasing cooperation with China further fuels inbound tourism. In this context, Vietnam has a unique opportunity to position itself as a premium destination in Asia—ready to welcome visitors from around the world and fully realize its tourism potential. 

Martina Baldo

She graduated in Intercultural Development of Tourism Systems and she has a passion for foreign languages and cultures. Since 2016 she works as administration and tourism project manager at Twissen.