Vietnam is cementing its position as Southeast Asia’s fastest-growing tourism hub, drawing 17.5 million international visitors in 2023—trailing only Thailand’s 35 million and Malaysia’s 25 million—as infrastructure upgrades and visa reforms fuel its ascent.
The country has achieved 98% recovery in tourist arrivals since its post-pandemic reopening, outpacing Thailand’s 87.5% and Singapore’s 86% rebound rates. Momentum continues in 2024, with January-February arrivals surging 30.2% year-on-year to nearly 4 million visitors, per Vietnam National Administration of Tourism data.
Officials project record annual arrivals of 23 million by December, rising to 25 million in 2026 when Long Thanh International Airport—Ho Chi Minh City’s $16 billion aviation megaproject—is set to open.
Key growth drivers include enhanced connectivity: national carrier Vietnam Airlines inaugurated a direct San Francisco-Ho Chi Minh City route in 2021, while 2023’s e-visa program allows three-month stays for visitors from all nations. Vietnam this month expanded visa-free entry to 25 countries including France, Germany, Italy, Japan, Russia, South Korea and Spain.
The tourism upgrade extends to hospitality infrastructure, with Four Seasons, Capella and InterContinental establishing coastal resorts. Michelin Guide’s inclusion of Hanoi and Ho Chi Minh City restaurants in 2023 further positions Vietnam for luxury travelers—particularly those seeking alternatives to Thailand’s Phuket or Japan’s crowded cities.
India’s affluent families are fueling demand for $200,000 weddings at Phu Quoc Island and Ha Long Bay, contributing to a 297% surge in Indian visitors post-pandemic to over 500,000 in 2023. Meanwhile, safety concerns following last year’s abduction of Chinese actor Wang Xing in Myanmar’s telecom scam compounds have redirected high-spending Chinese tourists toward Vietnam.
These moves align with Vietnam’s grand vision: overtaking Malaysia within five years to become Southeast Asia’s second-largest tourism market after Thailand.