Southeast Asia is witnessing an astonishing surge in tourism, and Vietnam is leading the charge. Now standing proudly as the third most-visited country in the region, Vietnam welcomed 17.5 million international visitors in 2024—surpassing Singapore and trailing only Malaysia (25 million visitors) and Thailand, which tops the list with 35 million.
These impressive numbers position Vietnam as the undisputed champion of tourism recovery.
Just five years after the global disruption caused by the COVID-19 pandemic, Vietnam has successfully restored 98 percent of its tourism industry to pre-pandemic levels, outpacing its neighbors, such as Thailand (87.5 percent) and Singapore (86 percent).
The upward trajectory continues, with nearly 4 million international visitors arriving in January and February alone—marking an extraordinary 30.2 percent increase from the previous year, according to the latest data from the Vietnam National Tourism Authority.
So, what’s driving this meteoric rise? A variety of factors are fuelling Vietnam’s growing allure for travellers.
Accessibility tops the list: in 2021, Vietnam Airlines launched the first-ever direct flight between the US and Vietnam, connecting San Francisco with Ho Chi Minh City. This was soon followed by the introduction of an e-visa policy in 2023, streamlining the arrival process and extending stays up to 90 days—three times longer than before.
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To further entice tourists, Vietnam now allows visa-free visits for citizens of over a dozen countries, including France, Germany, Italy, Japan, Russia, South Korea, and Spain, with more nations set to be added shortly.
The luxury hotel scene is also booming, further elevating Vietnam's appeal. Newly opened gems such as Regent Phu Quoc, Capella Hanoi, and JW Marriott Hotel & Suites Saigon are setting new standards, while additional properties from prestigious brands like Luxury Collection, Ritz-Carlton Reserve, and Park Hyatt are in the pipeline.
Vietnam's culinary scene is also gaining global recognition, with Michelin expanding its guide in 2024, putting the country’s gastronomic offerings firmly on the international map. All of these developments make Vietnam increasingly irresistible to discerning travellers who have explored Thailand’s Koh Samui and Phuket or are seeking a more serene and unique alternative to Japan and Singapore.
There’s no sign of Vietnam’s tourism growth slowing down anytime soon. By the end of 2025, the country is on track to break new records, aiming for 23 million international visitors. And with the upcoming launch of the Long Thanh International Airport in March 2026, which will further connect Vietnam with the world, the country’s tourism capacity is set to soar to 25 million.
Vietnam’s ambitions stretch far beyond the immediate future: by the decade’s end, the country intends to surpass Malaysia, claiming its spot as the second most-visited destination in Southeast Asia, with Thailand remaining its only major competitor.