"This video is tagged 'Vietnam is calling' to check in with the very popular trend on TikTok," Denise explained. This is also the reason that brought her to the Southeast Asian country in late June.
In less than 24 hours, the Italian woman's video garnered tens of thousands of views and hundreds of comments from Vietnamese people. "They welcomed me, wished me a happy trip, and even thanked me for visiting their country," Denise said.
30-year-old Denise Muci from Italy and her friend join the "Vietnam is calling" trend in Vietnam, 6/2025. Video: Provided by the subject
As a freelancer in marketing and communications, Denise can work remotely and decided to stay in Vietnam for a month. In Da Nang, she particularly enjoyed her morning walks along the beach, watching the fishermen return after a night of fishing.
She was also touched by the friendliness of the locals. Once, while Denise and her friend were sitting at a restaurant, a group of young Vietnamese people invited them over, showed them how to eat quail eggs, and gave them beer and souvenirs. "They were truly sincere. I have traveled to many places, but rarely have I felt such a genuine desire for connection from strangers," she shared.
"Initially, I came here because of the trend, but in the end, Vietnam has given me so many emotions," Denise said.
For nearly a month, thousands of social media accounts belonging to foreigners have been posting videos of themselves in Vietnam with the caption "Vietnam is calling." These short videos typically feature someone holding a passport, pulling luggage at the airport, or enjoying Vietnam’s scenery, food, and culture, all set to upbeat music. The videos have attracted millions of views, with many Vietnamese commenting and sending greetings to international friends.
The "Vietnam is calling" trend, most popular during the summer 2025 tourist season, is believed to be inspired by the famous quote by American naturalist John Muir: "The mountains are calling and I must go." This trend requires participants to take real action, documenting their actual journey from booking plane tickets to experiencing life abroad.
Nguyen Van Tuan, a representative of Jasmine Tours in Ha Giang, expressed surprise that for over a month, visitors to Ha Giang, in addition to their usual tourist activities, have also been joining the "Vietnam is calling" trend or adapting it to "Ha Giang is calling."
"Many guests ask us to film videos at scenic spots, then find Vietnamese music to add to the videos and even learn to sing in Vietnamese," Tuan said. "This trend has helped connect local culture and modern tourism with visitors from all over."
Jasmine Tours reports that from the beginning of the year until now, the number of international tourists coming to Ha Giang has increased many times compared to previous years, mainly visitors from France, Germany, the UK, Australia, and the US, aged 20-30.
International tourists visit Ha Giang for the experience and join the trend in 6/2025. Video: Jasmine Tours
According to the General Statistics Office, in the first 6 months of 2025, international arrivals to Vietnam reached nearly 10.7 million, an increase of nearly 21% over the same period last year. Google Destination Insights data also shows that in the first 4 months of the year, Vietnam's tourism was "on top trending," ranking among the top 7 fastest-growing destinations in the world. Vietnam is the only Southeast Asian country on this list.
Nguyen Tien Dat, Vice President of the Hanoi Tourism Association, said that to achieve this result, the media's promotion of Vietnamese tourism played a significant role, including the impact of travel trends like "Vietnam is calling."
"This trend has gone beyond social media, becoming a real travel movement. The videos posted by international tourists have effectively promoted Vietnamese tourism," Dat said.
According to him, current youth travel trends are rapidly changing, with a preference for personalized, modern, and trendy experiences. The Vietnamese tourism industry needs to change its approach and promotion methods to keep up with these trends and become an attractive destination.
"Management agencies can research customer needs and psychology, create other trends, collaborate with media companies, and call on domestic key opinion leaders (KOLs), key opinion consumers (KOCs), and travel bloggers to spread the word on social media to create a 'boost' for Vietnamese tourism in the coming time," Dat suggested.
Associate Professor Dr. Pham Ngoc Trung, former Head of the Department of Cultural Development at the Academy of Journalism and Communication, further explained that Vietnam is currently favored by many international tourists due to its visa exemption policy and extended stay duration. A survey by Internations, the world's largest network for people living abroad, ranked Vietnam among the top 15 best countries for expats, with safety and security being the highest-rated indicators.
Jihane El Yamri from Spain, living in Germany, and her husband visit Vietnam to join the "Vietnam is calling" trend, 6/2025. Video: Provided by the subject
Jihane El Yamri, a Spanish woman living in Germany, also admitted that she has filmed videos of her experiences in 43 countries, but Vietnam is the country where she has "joined the trend" most successfully, receiving the appreciation of hundreds of thousands of people on social media. Instead of holding her passport and checking in at the airport, the 29-year-old compiled moments with her husband exploring every corner of Hanoi, Sapa, Ho Chi Minh City, Da Nang, Ninh Binh, and more.
"Many of my friends have also expressed their desire to come to Vietnam to 'join the trend' because of the beauty and the people here," Jihane said.
She said that her most impressive experience was making lanterns in Hoi An and painting Batik, a cultural practice of the H’Mong people in Sapa. Jihane shared that she and her friends want to visit Vietnam not just for the trend, but also because it's a country with stunning nature, from majestic mountains to the beaches of Da Nang, ancient cities like Hue, and valleys and rivers surrounded by rice paddies in Ninh Binh.
"Each region in Vietnam has a very different character. But the most obvious common feature is that the people live simply, seem happy, are proud of their country and culture, and are especially friendly and open," Jihane said.
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21-year-old Tram Anh from Ho Chi Minh City and her New Zealand boyfriend at Con Thoi Son, My Tho, Tien Giang, 7/2025. Photo: Provided by the subject |
21-year-old Tram Anh from Ho Chi Minh City and her New Zealand boyfriend at Con Thoi Son, My Tho, Tien Giang, 7/2025. Photo: Provided by the subject
Inviting her New Zealand boyfriend to Vietnam to join the trend, Tram Anh expressed pride that her homeland is loved by many international friends. The 21-year-old student from Ho Chi Minh City wanted to take this opportunity to introduce regional food culture, such as street vendors selling banh trang (rice paper) and banh mi (sandwiches), and places only locals know.
"'Vietnam is calling' to me is like a call back to my roots. I want to share videos about the beauty, energy, and uniqueness of my homeland through my own perspective, especially for those who have never been here," Tram Anh said.
Zane Hanson, Tram Anh's 21-year-old boyfriend, also said that Vietnam is the first country where he wanted to record every moment and share it on social media. From riding a motorbike through the bustling crowds in Ho Chi Minh City to admiring the stunning coastal roads in Con Dao, Zane has "fallen in love" with this place.
Nga Thanh
