Vietnam tourism enters a new era: Roadmap for strong breakthrough

To create a breakthrough for tourism to enter a new era - an era of wealth, civilization and prosperity, the entire industry will focus on implementing many key tasks and solutions in the coming period.

Tourism activities nationwide continued to flourish with the number of domestic visitors maintaining a growth rate, the number of international visitors increasing at many destinations; room rates and tourism services did not have many major fluctuations; security and order, environmental sanitation, food hygiene and safety at destinations were guaranteed; tourism activities across the country took place vibrantly and safely...

“That result is proof of the right and timely direction of the tourism industry in restructuring the tourist market, orienting product development, effective promotion and advertising both on the ground and on digital platforms, and the positive effects of the new visa policy,” affirmed Director of the National Tourism Administration Nguyen Trung Khanh at the online conference to deploy key tasks of the tourism industry in the last 6 months of 2025, which took place this afternoon, July 9, in Hanoi .

Notable "bright spots"

According to data released by the Ministry of Culture, Sports and Tourism, the number of international tourists to Vietnam reached nearly 10.7 million (up 20.7% over the same period in 2024), reaching 48.6% of the 2025 Plan (22-23 million visitors).

The number of domestic visitors reached 77.5 million (up 8.5% over the same period in 2024), reaching 64.5% of the 2025 plan (120-130 million); total revenue from tourists is estimated at VND 518 trillion (reaching 52.8% of the 2025 plan (VND 980,000-1,050 trillion).

Among them, Ho Chi Minh City leads in the number of visitors with 22.19 million arrivals (international visitors are estimated at 3.85 million arrivals; up 44% over the same period in 2024); total revenue from tourism is estimated at VND 117,937 billion (up 27.3% over the same period in 2024).

Visitors learn about artworks on display at the Ho Chi Minh City Museum of Fine Arts. (Photo: My Phuong/VNA)

In particular, on the occasion of the 50th anniversary of the Liberation of the South and the reunification of the country, with the spirit of "Proud of 50 years - Radiant City named after Uncle Ho", the city named after Uncle Ho has truly left a strong impression in the hearts of the people and tourists, creating a spread of pride for the entire nation, bringing visitors impressive experiences in the great festival of the country in the last days of historic April.

Besides, the top 5 localities leading in the number of tourists are Hanoi, Thanh Hoa, Ninh Binh, Kien Giang.

According to Director Nguyen Trung Khanh, over the past 6 months, the promotion and advertising work of the entire industry has continued to change positively with many new models, creative methods, in a modern direction, applying digital technology, associated with culture - art - cinema, focusing on countries with comprehensive strategic partnerships such as China, Korea, Japan, the US, Australia, Russia, France... along with a series of programs introducing Vietnamese tourism at festivals, cultural events, tourism, international tourism fairs abroad.

The increasing scale, quantity, frequency and scope of promotional activities across continents around the world are proof of the initiative, creativity and determination to innovate in form, content and methods of tourism promotion, harmoniously combining state and social resources.

In parallel with promotional activities on the ground, communication and promotion of high-quality, high-end tourism products such as golf tourism, health care tourism, MICE... on digital platforms have been promoted and achieved positive results.

Tourists on a journey to pay tribute to the heroic land of Dien Bien. (Photo: CTV/Vietnam+)

Breakthrough roadmap

With the positive results of the first 6 months of the year, according to Director Nguyen Trung Khanh, to create a breakthrough for the tourism industry to enter a new era - an era of wealth, civilization and prosperity, the Ministry of Culture, Sports and Tourism, the Vietnam National Administration of Tourism and the entire industry will focus on implementing many key tasks and solutions in the coming period.

Accordingly, the Department will advise on perfecting institutions in the direction of "development creation;" research and advise on promulgating "breakthrough policies and mechanisms;" continue to orient tourism development towards depth, quality, professionalism, sustainability, and brand: building high-end resort tourism products, health care tourism, agricultural tourism and regional specific products, eco-tourism, adventure tourism, medical tourism, culinary tourism... with the scope of world destinations on the basis of distinct potential, outstanding opportunities, national competitive advantages associated with promoting heritage values ​​and national cultural identity.

In particular, improve the quality of high-class tourism services, bring truly unique and impressive experiences to tourists; orient the development and diversification of the system of competitive enterprises, deeply participate in the global tourism supply chain; focus on linking the tourism industry with other industries in the value chain, improve the competitiveness of Vietnamese tourism associated with green and sustainable development and the motto "taking the experience of tourists as the center."

Tourists flock to worship Buddha relics at Tam Chuc Pagoda. (Photo: Vuong Cong Nam/Vietnam+)

In addition, the entire industry will restructure the market to suit its potential and advantages, respond to global trends and adapt to fluctuations in the world market; promote public-private cooperation, mobilize domestic and international social resources to invest in developing tourism infrastructure and facilities, improve competitiveness in logistics costs and human resources;

Developing database systems and digital platforms connecting information systems to serve policy making, administration, state management, and serving domestic and international businesses and tourists; orienting the development and diversification of competitive business systems, deeply participating in the global tourism supply chain./.

Despite achieving outstanding results in the past 6 months, industry leaders commented that tourism still faces many difficulties and challenges such as: Countries in the region have issued flexible policies to attract visitors, creating great competition, affecting the quality and number of international visitors to Vietnam; tourism products, although being renewed in the direction of diversification, have not fully exploited their potential and strengths, have low added value, and are not really attractive; airfares increase during peak tourist seasons.

In addition, the legal corridor for developing some new types of products is not yet favorable (such as regulations on land management for the development of agricultural and rural tourism; mechanisms and policies for developing night tourism products)...

(Vietnam+)

Source: https://www.vietnamplus.vn/du-lich-viet-nam-buoc-vao-ky-nguyen-moi-lo-trinh-de-but-pha-manh-me-post1048768.vnp