Tourism has long been a key pillar of Vietnam’s economy, contributing up to 12% of GDP pre-COVID. Since then, Vietnam has emerged as Southeast Asia’s fastest-recovering tourism market, outpacing regional peers like Singapore (86%) and Thailand (87.5%). This momentum is now reinforced by the government’s ambitious target of having the sector become a true pillar of the economy, contributing around 13-14% of national GDP by 2030. For investors, this blend of policy support, rapid growth, and untapped potential marks a compelling opportunity. As Vietnam gradually shifts from post-pandemic recovery to long-term strategic growth, now is a critical time for investors to assess where the opportunities lie.

Vietnam’s Tourism Rise Backed by Strategic Government Initiatives

In the wake of the COVID-19 pandemic, Vietnam’s tourism sector has demonstrated remarkable resilience and recovery, quickly regaining its footing as one of Southeast Asia’s most dynamic travel destinations. Vietnam welcomed 17.6 million international tourists in 2024, an increase of 38.9% compared to the same period in 2023. Domestically, the country served over 85 million local travelers, accounting for more than 70% of national tourism revenue. The government’s swift, strategic actions in response to the crisis were crucial in accelerating the recovery process. Key measures taken by the government included:

  • Liberalized visa policies, including a 90-day e-visa and expanded visa exemptions for countries like France, Germany, Japan, South Korea, and Russia.
  • Expanded air connectivity, such as direct flights from the U.S. (e.g., San Francisco–Ho Chi Minh City) and stronger links with India and Northeast Asia.
  • Luxury travel boom: Launch of premium properties like Regent Phu Quoc, Capella Hanoi, JW Marriott Saigon; upcoming entries by Ritz-Carlton and Park Hyatt. Michelin-starred restaurants and recognition of Vietnamese cuisine on the global stage have also contributed to the rising allure of the country among high-net-worth individuals.

Foreign searches for travel to the country have surged significantly, reflecting Vietnam’s growing international appeal. Between late November 2024 to January 2025, international searches for accommodations in Vietnam grew by 15-30% compared to the previous year, with a significant 30-45% increase in early February 2025. Popular destinations such as Ho Chi Minh City, Hanoi, Da Nang, and Phu Quoc saw the highest search volumes. As of Q1/2025, Vietnam recorded 6.02 million international arrivals, a 29.6% increase year-on-year.

In line with Resolution No. 25/NQ-CP dated February 5, 2025, the country has set ambitious tourism targets for 2025: 22-23 million international visitors, 120-130 million domestic tourists, and US$39-42 billion in tourism revenue. By 2030, tourism is set to become a true pillar of the economy, developing in line with green growth principles. To realize these goals, the government is actively rolling out a series of policy initiatives:

  • Resolution No. 11/NQ-CP (effective March–December 2025): Introduces a temporary visa exemption for citizens of Poland, the Czech Republic, and Switzerland under the 2025 Tourism Stimulus Programme.
  • Tourism Development Stimulus Program 2025: Launched by the Ministry of Culture, Sports and Tourism to implement Resolution No. 11/NQ-CP. The program features nationwide promotional campaigns, up to 50% discounts on travel services, diverse tour packages, and major cultural and international events to boost inbound tourism.
  • Resolution No. 44/NQ-CP (effective March 7, 2025–March 2028): Grants visa exemptions with 45-day stays for citizens of 12 countries, including Germany, France, Japan, and the UK.

Vietnam’s Tourism Development Strategy and Emerging Investment Opportunities

Decision No. 509/QĐ-TTg (June 13, 2024) and recent Official Dispatch No. 34/CĐ-TTg (April 10, 2025), both issued by the Prime Minister Pham Minh Chinh, outlined key directives aimed at accelerating tourism development and achieving double-digit economic growth. These directives serve as a valuable foundation for investors to identify and evaluate opportunities aligned with national priorities. Key directions for Vietnamese tourism development include:

  1. Tourism infrastructure development and product diversification

Infrastructure development:

  • The Vietnamese government is strengthening efforts to attract social resources for the development of tourism infrastructure. Strategic, environmentally conscious investors are being encouraged to develop large-scale tourism complexes, national tourism zones, and high-end retail and entertainment hubs.
  • Decision No. 509/QĐ-TTg dated June 13, 2024 stated special priority given to investing in potential sites for development into National Tourism Zones, including planning infrastructure investment, and attracting capital for tourism facilities to accelerate the transformation of these locations. During the 2021–2030 period, some high-potential sites prioritized for state-supported infrastructure development include: Ba Vi (Hanoi), Cat Ba (Hai Phong), Yen Tu – Uong Bi (Quang Ninh), Trang An (Ninh Binh), Dai Lai (Vinh Phuc), Can Gio (Ho Chi Minh City), and Cu Lao Cham (Quang Nam), etc.
    • Investment opportunities: This direction offers significant investment prospects, particularly for investors looking to explore opportunities in tourism infrastructure. It creates an environment where investors can contribute to the development of high-potential tourism destinations, especially as the government works to enhance connectivity and site appeal through foundational public investments.

Tourism product diversification & service enhancement: 

  • Emerging in-demand & high-value tourism sectors such as health tourism, agricultural tourism, adventure tourism, resort tourism, honeymoon tourism, and golf tourism are being prioritized to diversify offerings and attract high-spending travelers. Vietnam’s recent rise as a luxury destination, evidenced by the influx of ultra-wealthy travelers, high-end weddings, and growing demand for bespoke experiences, also presents significant opportunities for investors. Experiential travel is increasingly driving purchasing decisions, with affluent tourists seeking personalised services, cultural immersion, and premium offerings such as helicopter tours, exclusive cave expeditions, and fine dining.
  • In parallel, the expansion of international events and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism in Vietnam is creating more consistent, year-round demand. To capitalize on this, efforts are being made to develop integrated tourism packages that combine cultural, culinary, eco, and heritage experiences.
    • Investment opportunities: These directions open up compelling investment opportunities across multiple segments, from luxury hospitality developments (themed/boutique resorts, high-end villas, exclusive beach properties, golf resorts), premium wellness facilities, to high-end transportation services (private helicopter fleets, luxury cruise vessels, luxury yacht tours).

  1. Accelerated digital and green transformation

  • Green transformation: The Vietnamese government is promoting smart tourism ecosystems through the adoption of clean technologies and data-driven operations, while also encouraging eco-friendly investments. In alignment with global sustainability trends, green tourism models such as eco-tourism, agricultural eco-tourism, community-based tourism, adventure travel, wellness retreats, and heritage experiences are being expanded, particularly in provinces rich in natural and cultural resources like Ha Giang, Quang Binh, and Dak Lak. Additionally, the Vietnamese government’s commitment to green infrastructure, which adheres to LEED certification standards, provides further incentives for investments in buildings and infrastructure with low-emission materials, energy efficiency, and environmental protection.
    • Investment opportunities: Along with the rapidity of low-impact tourism models, investment projects focusing on energy-efficient hotels, resorts, and attractions that prioritize environmental sustainability could be promoted to align with global eco-friendly trends. Investors can tap into investment projects that integrate green building practices, leverage eco-tourism models, and cater to the increasing demand for sustainable travel experiences, thereby capitalizing on both government initiatives and market trends.
  • Digital transformation: At the same time, digitalization is emerging as a top government priority. According to Decision No. 509/QĐ-TTg regarding Vietnam’s Tourism System Master Plan for 2021-2030 with a vision to 2045, the highest-priority investment projects are those in digital transformation. This includes the development of software and mobile applications for tourists, tourism businesses, guides, management agencies, as well as infrastructure projects to modernize tourism-related information technology systems. The adoption of digital payment systems is also being prioritized to reduce cash usage and enhance convenience, particularly for international visitors using smart devices.
    • Investment opportunities: These directions are opening a wide spectrum of investment opportunities, not only in green-certified hospitality projects and sustainable tourism infrastructure, but also in travel tech like: Platforms for digital bookings, AI-enabled itinerary customization, immersive virtual experiences, smart destination management tools. Together, Vietnam’s digital and green tourism strategies offer compelling prospects for investors seeking to lead in the future of sustainable, tech-enabled travel.
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  1. Visa policy facilitation:

  • Vietnam is actively advancing visa policy reforms to improve the ease of entry for international travelers. More convenient visa regulations will be proposed, including broader exemptions and short-term visa options tailored to participants in tourism stimulus programs and cultural diplomacy events. New special visa incentives will also be researched and proposed for high-profile individuals, such as investors, global athletes, renowned artists, researchers, scientists, and tech innovators, to attract influential visitors and long-stay tourists.
    • Investment opportunities: These evolving visa policies are expected to create valuable opportunities for investors in high-end hospitality, cultural tourism, sports tourism, and event management. By making travel to Vietnam more accessible, these reforms are expected to open space for investors to develop premium accommodations, design curated cultural experiences, host international events, and tap into high-value niches like wellness, education, and medical tourism.

In short, Vietnam’s tourism sector stands at a pivotal moment of transformation. The impressive post-pandemic recovery has laid a strong foundation, but it’s the government’s forward-looking policies and commitment to sustainable growth that truly signal the sector’s long-term potential.  As Vietnam accelerates infrastructure upgrades, streamlines visa policies, and cultivates a more connected and experience-driven tourism ecosystem, new doors are opening for investors across multiple segments of the tourism sector. With digital innovation, green investment, and diversified tourism offerings at the heart of the national strategy, the country is positioning itself as one of Asia’s most promising tourism markets.

Interested in tapping into the Vietnam tourism market for your business?

Here at GLOBAL ANGLE, we are able to conduct market research in Vietnam. Our local Vietnamese partner, team members, and local researchers are based in the country for on-the ground and comprehensive market research and business consulting services. We can conduct detailed research on Vietnam’s tourism market according to your needs.

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