“Storm-proof” tourism creates momentum to thrive: Don’t “rest on your laurels”

The Vietnamese tourism industry is "warned" not to "rest on its laurels" in 2024. In fact, in the "race track" of the smokeless industry, not only Vietnam but many countries are also accelerating strongly.

Vietnamese tourism had a year in 2024 that was considered to have successfully "weathered the storm". (Illustration photo: Mai Mai/Vietnam+)

Welcoming 22-23 million international visitors is the target set for the entire Vietnamese tourism industry in 2025. Experts say that although the target is high, it also shows the determination to soon make tourism a key economic sector of the country.

Although having just gone through a difficult period from the pandemic to natural disasters and floods, Vietnamese tourism has a chance to "reach the finish line" in the year of At Ty thanks to the positive recovery results of 2024 - attracting 98% of foreign visitors compared to 2019 (before COVID-19), higher than Thailand, Singapore, Indonesia, Malaysia, Philippines... However, experts also warn "not to rest on your laurels."

Bravely "weathering the storm"

2024 is considered a year of many difficulties for the economy in general, including tourism, when people across the country have had to "struggle" to overcome natural disasters, storms and floods that directly affected and caused serious damage to economic and social life. However, the National Tourism Administration pointed out that Vietnam is the country with the best tourism recovery rate in Southeast Asia in 2024.

In 2024, while Vietnam welcomes 17.5 million international visitors (a recovery rate of 98% compared to 2019 - the time before the COVID-19 pandemic broke out), other countries in the region have lower recovery rates such as Thailand (88%), Singapore (86%), Philippines (72%)...

In the ranking of countries receiving the most international visitors in Southeast Asia in 2024, Vietnam also “overtook” Singapore (16.5 million arrivals), rising to third place, just behind Thailand (35 million arrivals) and Malaysia (24.5 million arrivals). The number of international visitors to Vietnam is higher than Indonesia (nearly 14 million arrivals) and the Philippines (nearly 6 million arrivals).

International tourists enjoy experiencing the life of Hanoi people. (Photo: Contributor/Vietnam+)

It can be seen that the increase from 12.6 million international visitors (in 2023) to 17.5 million in 2024 is a significant effort of the country's smokeless industry. In addition, the whole industry also serves about 110 million domestic visitors, with tourism revenue estimated at VND840 trillion.

A recent trend survey from online travel platform Agoda shows that Phu Quoc is becoming the top choice for international tourists in 2025, with accommodation searches increasing by 266% compared to 2024. Data from this platform also recorded a significant growth in the number of visitors from other source markets such as South Korea (up 94%), Taiwan-China (up 123%).

Faced with the positive results of Vietnam tourism, the Director of the National Tourism Administration commented: “With the growth rate of tourism in recent times and international recognition, strong internal movements, we have complete confidence in the resilience of Vietnam tourism in the coming time. This can be considered a turning point. Vietnam tourism is always ready to enter a new period of development with new momentum and new resilience.”

Don't rest on your laurels

Experts believe that the reason why Vietnamese tourism has had such a strong growth "turning point" is because from August 15, 2023, the Government opened its doors to the international market, by increasing the temporary residence period for citizens of 13 countries that Vietnam unilaterally exempted from visas from 15 to 45 days, as well as applying electronic visas (e-visas) to citizens of all countries and territories at 13 airports, 13 seaports and 16 land border gates; the duration of electronic visas was increased from no more than 30 days to no more than 90 days and the visa is valid for multiple entries...

Notably, 2024 is considered the year of "explosion" in promoting Vietnamese tourism to the world, especially key markets; improved infrastructure of accommodation, hotels, and tourism services will help tourists enhance their experience.

Tourists experience the colors of Vietnamese Spring and Tet. (Photo: Mai Mai/Vietnam+)

In addition, Vietnam also focuses on attractive tourism types such as sea tourism, eco-tourism, cultural tourism, culinary tourism, MICE... Notably, MICE is a type that showed improvement last year, typically the group of 4,500 Indian tourists coming to Vietnam in August 2024.

However, some experts also “ring the bell” warning domestic tourism developers not to “rest on their laurels” in 2024. In fact, in the “race” of the smokeless industry, not only Vietnam but many countries are also accelerating and even growing faster. If Vietnam has just reached the “near recovery” level, Malaysia has recovered with 28 million international arrivals since 2023.

Therefore, experts believe that 17.5 million international visitors cannot be a measure of success, especially when compared with other countries in the region. Although Singapore is estimated to welcome only 15-16 million visitors, in terms of numerical data it may be "less than" Vietnam, but the Lion Island's area is only 100 km2 larger than Phu Quoc Island, that is, 700 km2. Thus, if comparing the number of visitors, it will be lame.

Another example, in 2024, Thailand is expected to welcome 36 million international visitors, while the population of the Land of Golden Pagodas is nearly 72 million people, so it is equivalent to two Thais welcoming one tourist. If compared according to this "counterbalance", the Vietnamese tourism industry must set a target of welcoming 50 million visitors, out of a total population of more than 100 million to be commensurate.

A group of Indian tourists arrived in Vietnam to begin an exciting journey of discovery. (Photo: CTV/Vietnam+)

Vietnam tourism has made a breakthrough, tourism in other countries has also made a strong breakthrough. Vietnam tourism has become a spearhead, tourism in many countries has also been determined to the end. Therefore, to develop sustainably, Director Nguyen Trung Khanh emphasized that the entire tourism industry will focus on depth, quality, professionalism, sustainability, and brand positioning.

In particular, Vietnam tourism will focus on improving service quality; focusing on building increasingly high-class products to bring truly unique and impressive experiences to tourists. In particular, it will focus on innovating from tourism promotion methods to proposing mechanisms and policies to create conditions for sustainable tourism development…/.

In 2024, Vietnam tourism continues to be honored internationally at many major awards. At the national level, in 2024, Vietnam was voted "World's Leading Heritage Destination" for the 5th time (2019, 2020, 2022, 2023, 2024); voted "Asia's Best Golf Destination" for the 8th time (2017, 2018, 2019, 2020 2021, 2022, 2023, 2024);

Last year, Vietnam continued to be voted as "Asia's Leading Destination" for the 6th time (2018, 2019, 2021, 2022, 2023, 2024); "Asia's Leading Heritage Destination" for the 2nd time (2020, 2024) and "Asia's Leading Natural Destination" for the 3rd time (2022, 2023, 2024).

In November 2024, in Cartagena de Indias, Colombia, the United Nations Tourism Organization (UN Tourism) named Tra Que Vegetable Village (Quang Nam) as "Best Tourist Village 2024"...

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