Vietnam welcomed over 2 million international visitors in december 2025, bringing the total number of arrivals for the year to 21,2 million. This figure, announced by the General Statistics Office on the afternoon of 5/1, marks the highest in history.

Mainland China was the top source market, with over 5,28 million arrivals in 2025, a 41% increase from last year. This accounted for 25% of Vietnam's total international visitor market. South Korea ranked second with 4,33 million arrivals, representing over 20% of the market share. Taiwan, the third largest source market, contributed 1,23 million arrivals, or 6% of the market. The remaining destinations in the top 10 included the US, Japan, India, Cambodia, Russia, Malaysia, and Australia.

Pham Ha, CEO of Lux Group, explained that the surge in mainland Chinese visitors is "understandable." This traditional segment benefits from border proximity, short flight times, and low costs.

Chinese travelers were particularly vulnerable after the pandemic, facing discrimination in many places due to Wuhan being the origin of the coronavirus. Their travel behavior has also evolved, favoring in-depth experiences over mass-market, budget tours. They tend to seek safe and friendly destinations. Moreover, with global economic fluctuations in recent years, Chinese citizens have exercised tighter control over spending, with travel often being the first expense cut. Consequently, they look for nearby, easily accessible, and affordable markets.

"Vietnam meets all those desires", Ha stated, explaining why China consistently holds the top spot as a source market for Vietnam.

Political instability in Thailand and Cambodia last year also prompted Chinese visitors to shift their focus to Vietnam as an alternative destination.

Ha noted that in 2025, the mainland Chinese visitor segment to Vietnam was "higher quality." In addition to charter groups, many travel companies welcomed more Chinese visitors on commercial flights from major cities like Beijing and Shanghai.

"Visitors arriving via commercial flights from tier-one cities are generally wealthier and represent a higher quality segment", Ha remarked.

Chinese tourists visit the City Post Office, TP HCM. Photo: Dang KhoaNguyen Thi Bao Thu, Marketing and Communications Director at Vietlux Tour, observed that in 2025, the Northeast Asian market continued to be a primary source market, with nearly 11 million total arrivals, accounting for 50% of the overall market share. This is attributed to geographical advantages, extensive air connectivity, and rapid post-pandemic recovery. Meanwhile, the US, Japan, and Australia remained stable as long-haul markets with high spending and a demand for in-depth experiences.India and Russia emerged as new markets for visitors to Vietnam. This demonstrates Vietnam's expanding market reach, no longer solely dependent on a few traditional source markets. This positive signal reflects efforts to diversify markets and the adaptability of travel businesses and Vietnam as a destination.Regarding growth drivers, Russian visitors were a "bright spot" for Vietnam's tourism industry. With nearly double the growth, Russia became the market with the strongest growth, followed by the Philippines, China, India, and Cambodia. In contrast, Taiwan and South Korea experienced negative growth rates in 2025, with arrivals at 95% of 2024 levels.According to CEO Pham Ha, in 2026, Vietnam's tourism industry needs to focus on long-haul markets such as Europe, Australia, New Zealand, the US, Canada, and the Middle East. These are segments that all nations welcome due to their high spending, longer stays, and sustainable travel preferences, while also retaining existing customer segments.Phuong Anh

Chinese tourists visit the City Post Office, TP HCM. Photo: Dang Khoa

Nguyen Thi Bao Thu, Marketing and Communications Director at Vietlux Tour, observed that in 2025, the Northeast Asian market continued to be a primary source market, with nearly 11 million total arrivals, accounting for 50% of the overall market share. This is attributed to geographical advantages, extensive air connectivity, and rapid post-pandemic recovery. Meanwhile, the US, Japan, and Australia remained stable as long-haul markets with high spending and a demand for in-depth experiences.

India and Russia emerged as new markets for visitors to Vietnam. This demonstrates Vietnam's expanding market reach, no longer solely dependent on a few traditional source markets. This positive signal reflects efforts to diversify markets and the adaptability of travel businesses and Vietnam as a destination.

Regarding growth drivers, Russian visitors were a "bright spot" for Vietnam's tourism industry. With nearly double the growth, Russia became the market with the strongest growth, followed by the Philippines, China, India, and Cambodia. In contrast, Taiwan and South Korea experienced negative growth rates in 2025, with arrivals at 95% of 2024 levels.

According to CEO Pham Ha, in 2026, Vietnam's tourism industry needs to focus on long-haul markets such as Europe, Australia, New Zealand, the US, Canada, and the Middle East. These are segments that all nations welcome due to their high spending, longer stays, and sustainable travel preferences, while also retaining existing customer segments.

Phuong Anh