Tour Nga- Belarus- 24/06/2026
US magazine: Vietnam is rising as a top attractive destination in Southeast Asia
Recently, the American magazine Fortune confirmed that Vietnam is emerging as the most attractive “tourism hotspot” in Southeast Asia, with impressive growth in international arrivals, increasing appeal to key markets, and efforts to develop tourism in a quality and sustainable way.
Hoi An (Da Nang City) is one of the destinations that international tourists love
Vietnam is proving to be increasingly attractive on the regional tourism map
In 2025, Vietnam welcomed over 21 million international visitors, a 20% increase compared to the previous year. Notably, Vietnam surpassed Thailand to become the most chosen destination for Chinese tourists, with nearly 5.3 million visitors from this market. These figures show the growing appeal of Vietnam’s tourism amid fierce competition among destinations in the region.
Fortune reports that not only major tourist centers like Hanoi and Ho Chi Minh City continue to attract visitors, but many new destinations in Vietnam are also seeing impressive growth. Data from the travel platform Klook shows that the number of visitors to Phu Quoc and Sa Pa in 2025 has more than doubled compared to the previous year.
From increasing the number of tourists to boosting tourism value
Fortune magazine notes that while Vietnam’s economic potential is often highlighted through its manufacturing sector and exports of electronics and garments, the tourism industry—which currently contributes nearly 10% of GDP—is also showing that Vietnam has strong competitiveness in the service sector. Experts believe that Vietnam is competing with Thailand and Malaysia to become a top destination in the region.
Southeast Asia is often seen as a destination for mass tourism with low costs. However, international experts say that Vietnam is shifting towards high-quality tourism, targeting travelers who spend more and stay longer. This means focusing on developing MICE tourism, upscale resorts, and medical tourism.
Sunset Town, Phu Quoc, An Giang Province
Modern infrastructure is shaping a new look for Vietnam’s tourism
Alongside improving the quality of products and services, Vietnam is also heavily investing in tourism infrastructure.
One notable project is the expansion and development of infrastructure in Phu Quoc in preparation for the APEC 2027 High-Level Week. Many major domestic and international corporations are investing in airport projects, resorts, and large hotels in key destinations such as Ho Chi Minh City, Phu Quoc, Da Nang, and Quang Ninh.
Cruises on Ha Long Bay
Vietnam’s tourism aims for sustainable growth
Although there are many positive signs, international experts also believe that Vietnam needs to focus on maintaining growth towards sustainable development. The important goal is not just to increase the number of visitors but also to improve the quality of services so that tourists stay longer, spend more, and come back multiple times.
With the current strong growth, along with a development strategy focused on quality and sustainability, Vietnam is showing solid progress in improving the quality of its destinations, diversifying its tourist markets, and enhancing tourism infrastructure. From being an attractive destination in the region, Vietnam is gradually establishing itself as one of the most dynamic and promising tourism hubs in Southeast Asia.
(Collected photos and news)
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