Viet Nam among world’s top-growing tourism markets: UN Tourism

In 2025, the Southeast Asian country welcomed nearly 21.2 million international arrivals, a year-on-year increase of 20.4 percent and 19 percent higher than in 2019, the period before the COVID-19 pandemic.

This result far exceeded the global average tourism growth rate of 4 percent and was significantly higher than the overall growth of the Asia–Pacific region (6 percent). Viet Nam's strong tourism recovery has been driven by multiple factors, notably increasingly open visa policies, the expansion of international flight routes, and innovations in tourism promotion and marketing.

In addition, the country's tourism sector has actively diversified its products and services, accelerated the application of technology to support travelers, and promoted tourism development in a green and sustainable direction. These efforts have contributed to enhancing Viet Nam's competitiveness and appeal as a destination on the international tourism map.

With the current growth momentum, UN Tourism forecasted that the nation will maintain its role as one of the most dynamic growth destinations in the region and worldwide this year.

Viet Nam targets to lure 25 million foreign visitors in 2026, the National Authority of Tourism (VNAT) said.

Earlier, the nation made a stunning impact at the 2025 World Travel Awards (WTA) - often referred to as the "Oscars of the travel industry" - by securing 16 top-tier global honors.

Among the highlights, Viet Nam was named World's Leading Heritage Destination for the sixth time. Individual locations also earned accolades: the Dong Van Karst Plateau as World's Leading Local Cultural Destination 2025; Moc Chau won World's Leading Local Nature Destination for the third time; Tam Dao claimed World's Leading Town Destination for the fourth time; and Phu Quoc retained its title as World's Leading Nature Island Destination for the fourth year running.

Phu Quoc also swept several other global awards, including World's Leading Iconic Tourism Bridge for the Kiss Bridge, World's Leading Beach 2025 for Bai Kem, and World's Leading Iconic Scenic Spot for Sunset Town.

In the hospitality and resort sector, Viet Nam earned multiple prestigious distinctions such as World's Leading Green Resort 2025 and World's Leading Luxury Wedding Resort 2025.

At the WTA Asia-Pacific Awards in October last year, Viet Nam was named Asia's Leading Destination for the seventh time and Asia's Leading Heritage Destination for the third time./.