Hanoi, April 11, 2025 — The Europe Today: Prime Minister Phạm Minh Chính has issued a formal directive calling for urgent and comprehensive measures to accelerate the development of Vietnam’s tourism sector, aiming to transform it into a leading driver of economic growth as the country targets a double-digit expansion rate.
Signed on April 10, the Prime Minister’s dispatch underscores the Government’s determination to make tourism a spearhead economic sector, as outlined in Politburo Resolution No. 08-NQ/TW. The directive comes amid strong post-pandemic recovery momentum and a strategic push to solidify tourism’s role in Vietnam’s long-term socio-economic development.
Tourism figures from 2024 demonstrated impressive gains, with the country welcoming 17.6 million international visitors—a 39 percent increase from the previous year. Domestic travel rose to 110 million trips, while total tourism revenue reached approximately VNĐ840 trillion, up 24 percent year-on-year. The first quarter of 2025 recorded more than six million international arrivals, the highest quarterly figure to date and a 29.6 percent year-on-year rise.
Looking ahead, the Government has set ambitious targets for 2025, including attracting 22 to 23 million international tourists, serving 130 million domestic travellers, and increasing tourism revenue by 12 to 13 percent. These goals are expected to generate significant spillover effects across various sectors and help propel national GDP growth to at least 8 percent, laying the groundwork for achieving sustained double-digit growth.
Strengthening Promotion and National Branding
To meet these objectives, the Prime Minister has tasked the Ministry of Culture, Sports and Tourism with intensifying promotional activities and implementing the 2025 tourism stimulus programme. The ministry is instructed to modernise marketing approaches, leverage advanced technology, and deliver coherent and impactful campaigns both domestically and internationally.
The directive highlights the need to build a strong, distinctive national tourism brand rooted in Vietnam’s cultural identity, with enhanced cooperation between public and private sectors to expand global visibility. Diplomatic missions abroad are expected to take a more active role in promotion, while Vietnamese communities overseas are encouraged to contribute to outreach efforts. Tourism businesses are urged to establish representative offices internationally. Initial reports on these initiatives are due by May 2025.
Enhancing Tourism Offerings and Infrastructure
The Government is prioritising diversification and modernisation of tourism products and services. The directive calls for increased private sector investment in high-quality infrastructure, such as integrated tourism complexes, national tourist areas, and entertainment and shopping centres.
Emerging segments like wellness tourism, eco-tourism, agricultural experiences, golf holidays, and resort travel will be given special focus. The ministry is also instructed to seek opportunities to host major international events and enhance Vietnam’s role in the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector. Cultural and entertainment events will be promoted to boost appeal and visitor numbers.
Stronger regional coordination is encouraged to develop unique, locally driven tourism experiences and to foster “on-the-spot exports” of Vietnamese agricultural, cultural, and industrial products.
Embracing Digital Transformation and Green Growth
Prime Minister Chính emphasized that digitalisation and sustainability must underpin the sector’s long-term strategy. The Government advocates the creation of smart tourism ecosystems supported by digital platforms and encourages the adoption of eco-friendly technologies across operations.
Tourism models promoting green growth—such as eco-tourism, community-based travel, cultural heritage experiences, and wellness tourism—will be promoted. The Ministry of Culture, Sports and Tourism is working with the Ministry of Finance and the State Bank of Việt Nam to encourage cashless payment systems, supporting smart transactions and reducing cash dependency.
A progress report on these initiatives is expected by May 2025.
Improving Connectivity and Destination Access
To enhance tourism accessibility, the Ministry of Culture, Sports and Tourism, in coordination with the Ministry of Construction and other agencies, is tasked with strengthening multimodal transportation links, including air, rail, road, and waterways. Reports on progress are expected by June 2025.
The Government also seeks increased investment in upgrading transport infrastructure, including airports, seaports, and terminals in key destinations. Local authorities are directed to improve last-mile connectivity between transport hubs and tourist sites, with updates due by August. Environmental safeguards and visitor capacity monitoring will be reinforced to ensure sustainable and safe tourism experiences.
Visa Policy Reforms and International Cooperation
In a move to further ease international travel, the Ministries of Public Security, National Defence, and Foreign Affairs will work with the tourism ministry to review and propose more flexible visa policies by the end of April. Options under consideration include visa exemptions and simplified procedures for tourists under stimulus and cultural diplomacy programmes.
The directive also proposes tailored visa incentives for priority groups such as researchers, artists, elite athletes, scientists, and high-net-worth individuals visiting for tourism or cooperation programmes.
Prime Minister Phạm Minh Chính’s directive affirms the Government’s strong commitment to positioning tourism as a cornerstone of Vietnam’s future development and a major contributor to global economic integration.
