Priyanka Tiwari
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While Thailand continues to draw global attention—thanks in part to its feature in The White Lotus Season 3—Vietnam is quietly stealing the spotlight in terms of tourism growth. With 17.5 million international arrivals in 2024, Vietnam has overtaken Singapore, now ranking as the third-most-visited country in Southeast Asia, behind only Thailand (35 million) and Malaysia (25 million).
Leading in Tourism Recovery
Vietnam has also emerged as the regional leader in tourism recovery, reclaiming 98% of its pre-pandemic tourism business—far ahead of Thailand’s 87.5% and Singapore’s 86%. According to the Vietnam National Authority of Tourism, the momentum continues, with 4 million foreign visitors in the first two months of 2024, marking a 30.2% year-over-year increase.
Key Drivers Behind Vietnam’s Tourism Boom
1. Improved Air Connectivity
The first-ever nonstop U.S.–Vietnam flight launched in 2021 via Vietnam Airlines from San Francisco to Ho Chi Minh City.
2. Simplified Visa Process
In 2023, electronic visa reforms extended visitor stays up to 90 days, triple the previous limit.
Visa-free travel is now permitted for nationals of over a dozen countries, including France, Germany, Japan, South Korea, and more.
3. Rise of Luxury Hospitality
New high-end hotels have opened, including:
Regent Phu Quoc
Capella Hanoi
JW Marriott Hotel & Suites Saigon
Brands like The Ritz-Carlton Reserve, Luxury Collection, and Park Hyatt are expanding into the market.
The Michelin Guide’s 2024 expansion put Vietnam’s culinary excellence on a global map.
Vietnam’s Appeal to High-Spending Travelers
Mike Nguyen, founder of Ansova Travel in Ho Chi Minh City, reported a 25% rise in international bookings for 2024—surpassing pre-pandemic levels. He anticipates a further 20-30% growth in 2025.
U.S. travelers remain the top market.
Indian luxury tourists have increased significantly, particularly for destination weddings in Phu Quoc and Ha Long.
Indian tourist arrivals in 2024 surged 297% over pre-COVID levels, crossing the half-million mark.
Chinese travelers, concerned about safety issues in Thailand, are also favoring Vietnam.
Looking Ahead: Vietnam’s Ambitious Tourism Targets
Vietnam aims to shatter its tourism record by welcoming 23 million international visitors by the end of 2025. The upcoming Long Thanh International Airport, expected to open by March 2026 near Ho Chi Minh City, will further increase tourist capacity to 25 million.
???????? Long-term goal: Surpass Malaysia and become Southeast Asia’s second-most-visited nation—behind only Thailand.
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