Rising Tourism in Vietnam

In 2025, Vietnam has seen its tourism industry stretch out into new highs, welcoming around 15.4 million international travelers between January and September. This figure reflects a 21.5% jump compared with the same period last year. Yet, while the country is bursting with optimism, it still falls short of its ambitious goal of 25 million visitors by year’s end. Analysts say the rise is mainly driven by favorable visa rules, nationwide campaigns, and large-scale celebrations that have set off renewed international interest.

Major Drivers of Tourism Growth

Mainland China continues to be the leading source market, sending nearly 3.8 million visitors—a 43% year-on-year leap. South Korea followed closely with 3.2 million, while Taiwan ranked third with nearly 926,000 arrivals. The United States, Japan, India, and Russia also played important roles, along with regional neighbors like Cambodia, Malaysia, and Australia.

The government’s visa exemption strategy has been key, encouraging a steady stream of arrivals from diverse regions. However, officials acknowledge that occasional bottlenecks in infrastructure could set back progress if not addressed.

Policy Shifts and Events Steeped in Culture

A major factor behind the surge was the August expansion of visa exemptions, which now covers 39 countries. Citizens of 12 additional European nations can stay up to 45 days without applying for a visa. This move, steeped in diplomatic and economic considerations, has been widely welcomed.

At the same time, promotional campaigns and cultural showcases have helped Vietnam soak up global attention. National holidays and regional festivals have become magnets for visitors, drawing them to cities dotted with lanterns, music, and traditional performances.

Strong Third Quarter Performance

Vietnam welcomed 4.7 million international visitors in the third quarter alone, a 23% increase from last year. Such growth highlights the country’s rising appeal, though some experts caution that unchecked development could encroach on natural habitats and heritage sites if not carefully managed.

Despite these concerns, the tourism ministry remains confident of hitting 23–25 million arrivals in 2025. With momentum building, the target appears increasingly attainable.

Tips for Travelers

• Explore Iconic Sites: Vietnam is bursting with vibrant cities like Hanoi and Ho Chi Minh City and breathtaking destinations such as Ha Long Bay and Phong Nha-Kẻ Bàng National Park.

• Use Visa Exemptions: Visitors from qualifying countries can make the most of stays up to 45 days without visa hassles.

• Stay During Festivals: Timing your trip with cultural celebrations will allow you to soak up the country’s unique spirit.

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As Vietnam’s tourism industry continues to expand, travelers in the months ahead have a prime chance to experience a nation balancing rapid modernization with deep cultural roots.

Vocabulary Support

1. stretch out

Definition: To extend or expand over a longer period, distance, or area.

Example: The festival stretched out for an entire week, attracting visitors from around the world.

Question: If your holiday could stretch out for two extra weeks, what would you do with the extra time?

2. steep in

Definition: To be deeply involved in or surrounded by a particular quality, tradition, or atmosphere.

Example: The old town is steeped in history, with buildings dating back hundreds of years.

Question: What traditions or places in your country are steeped in history or culture?

3. encroach on

Definition: To slowly take over or intrude on something, often land, rights, or time.

Example: New resorts are starting to encroach on the natural coastline.

Question: Do you think tourism sometimes encroaches on local traditions or the environment? Why or why not?

4. set back

Definition: To delay progress or make something happen later than expected.

Example: The heavy rains set back the construction of the new airport terminal.

Question: Has a trip or project of yours ever been set back by unexpected problems?

5. set off

Definition: To cause something to start, or to begin a journey.

Example: The fireworks set off a wave of excitement among the crowd.

Question: What kind of events usually set off celebrations in your community?

6. dotted with

Definition: To be spread or scattered with many small things.

Example: The hillside was dotted with colorful wildflowers.

Question: Can you describe a place you’ve visited that was dotted with beautiful sights?

7. soak up

Definition: To absorb or enjoy something fully, like the sun, atmosphere, or knowledge.

Example: Tourists love to sit by the river and soak up the peaceful atmosphere.

Question: When you travel, do you prefer to soak up the culture by visiting museums, or by talking with locals?

8. bursting with

Definition: To be full of energy, excitement, or abundance.

Example: The market was bursting with fresh fruit, spices, and handmade crafts.

Question: If your city were bursting with tourists tomorrow, how would life change for local people?