Vietnam’s tourism sector has achieved a standout performance in the first quarter of 2025, recording a 30 % year‑on‑year increase in international visitor arrivals – the highest growth rate in the Asia‑Pacific region and placing the country sixth globally.

According to the latest data from the United Nations World Tourism Organization (UN Tourism) and Vietnam’s national statistics, Vietnam’s sharp rebound is impressive especially given that many neighbouring markets are still recovering from pandemic‑related disruption. Vietnam not only recorded the highest growth rate in the region at 30 %, but also achieved a recovery rate to pre‑COVID‑19 (2019) levels of approximately 34 %.

Flight connectivity, relaxed visa rules and targeted marketing campaigns have all contributed to this surge. Some key markets – including China and South Korea – have resumed flows strongly, while Vietnam has also expanded its outreach to other regions. The increase underscores the country’s rising appeal as an international destination and the effectiveness of strategic tourism stimulus efforts.

On a global scale, this growth places Vietnam among the fastest‑recovering and fastest‑growing travel destinations. While the Asia‑Pacific region posted a ~12 % growth in international tourism arrivals overall for Q1, Vietnam’s 30 % leap stands out markedly.

The economic implications are significant. More international arrivals mean greater contributions to accommodation, dining, transport and associated services, as well as enhanced visibility for Vietnam’s cultural, heritage and coastal destinations. For tourism stakeholders – from airlines and resorts to tour operators and local communities – the surge presents fresh opportunities and demands careful management.

Looking ahead, sustaining this momentum will depend on maintaining infrastructure capacity, improving visitor experiences and ensuring that growth remains sustainable and inclusive. Vietnam has set ambitious targets for its tourism sector and this strong Q1 result provides encouragement that those targets may be within reach.

Source: Skift DLR & UN Tourism / Vietnam National Statistics, July 2025. Link