Hanoi, March 4, 2025 – The Europe Today: The Ministry of Culture, Sports and Tourism has officially launched the tourism stimulus programme for 2025 under the theme “Vietnam – Travel to Love,” aiming to rejuvenate the country’s tourism sector and bolster its green economic growth.
The initiative is designed to enhance Vietnam’s global visibility and attract international visitors, particularly from Poland, the Czech Republic, and Switzerland. This effort aligns with the Government’s Resolution on visa exemptions for citizens of these countries, effective from March 1 to December 31, 2025, and another resolution to accelerate tourism development.
Strengthening Việt Nam’s Tourism Sector
In 2024, Vietnam recorded approximately 17.5 million international tourists and 110 million domestic travellers, generating VNĐ840 trillion (US$33.6 billion) in revenue. The country also secured several prestigious global tourism awards, including the title of World’s Leading Heritage Destination for the fifth time, Asia’s Best Golf Destination for the eighth time, and Asia’s Leading Destination for the sixth time. Additionally, Trà Quế vegetable village in Quảng Nam province was recognized among UN Tourism’s Best Tourism Villages 2024.
Dr. Nguyễn Trùng Khánh, Director of the Vietnam National Authority of Tourism (VNAT), emphasized the country’s warm hospitality, noting, “Our welcoming communities make Vietnam safe, friendly, and unforgettable.”
The tourism stimulus programme offers significant incentives, including up to 50 per cent discounts on accommodations, transport, dining, and entertainment across the country. Many iconic tourist sites are reducing entry fees, positioning Vietnam as a highly attractive and affordable destination. Additionally, airlines are expanding direct routes and increasing flight frequencies to improve connectivity.
Leveraging digital technology, the VNAT is set to introduce an advanced tourism promotion platform to provide businesses with real-time updates on marketing initiatives. Social media and other digital channels will also be fully utilized to enhance Vietnam’s international appeal.
Outlook for 2025
Vietnam’s tourism sector is poised for a strong resurgence, with an ambitious target of 22-23 million international visitors and 120-130 million domestic travellers in 2025. To achieve this, the industry is focusing on three core trends: green tourism, night tourism, and heritage tourism.
Eco-tourism models are gaining traction, with destinations such as Six Senses Côn Đảo, known for its sustainable design and marine conservation projects, and Sơn Trà Nature Reserve in Đà Nẵng, which offers educational nature conservation programs. Eco-tours in Cát Bà have also garnered positive feedback from European and U.S. visitors.
Night tourism has become a major contributor to revenue, accounting for approximately 20 per cent of Hanoi’s total tourism income in 2024. Popular experiences include the “Decoding the Thăng Long Imperial Citadel” tour and the HỎca Lò Prison night tour.
Heritage sites continue to attract large numbers of visitors, with destinations such as Hội An ancient town in Quảng Nam province and Tràng An in Ninh Bình province maintaining their timeless appeal.
To meet its ambitious visitor targets, Vietnam must achieve a 25-30 per cent growth rate in international arrivals. Media expert Nguyễn Ngọc Sơn highlighted the necessity of significant investment in digital marketing, citing a Google and Temasek report that found most international tourists rely on mobile apps and websites for travel planning.
Phạm Hải Quỳnh, Director of the Asian Tourism Development Institute, underscored the importance of streamlining visa procedures, expanding e-visa accessibility, and promoting visa exemption policies. He also emphasized the need for further investments in transport infrastructure, accommodations, and services to enhance the overall tourist experience.
Additionally, Vietnam is advised to introduce incentive packages for visitors from visa-exempt countries and prioritize sustainable tourism models such as eco-tourism and community-based tourism.
With these strategic initiatives, Vietnam aims to solidify its position as a premier global travel destination, offering diverse experiences that blend cultural heritage, natural beauty, and modern conveniences.
