Vietnam welcomed over 12,2 million international visitors in the first half of the year, a 14,9% increase compared to the same period last year, according to data released by the General Statistics Office on 3/7. In June alone, international arrivals reached an estimated 1,68 million, a 5,7% decrease from the previous month but a 14,7% increase year-on-year.

Among the top 10 international source markets for Vietnam in the first half of the year, China and South Korea led with an estimated 2,7 million and 2,1 million arrivals, respectively. Russia ranked third with nearly 743.000 arrivals, showing a substantial 186% increase year-on-year, the highest growth rate among the top 10. Three other countries — Cambodia, India, and the Philippines — also recorded significant increases of 41,2%, 45,6%, and 67,6%, respectively.

The robust recovery of the Russian market is largely due to the restoration of direct and charter flights to Cam Ranh and Phu Quoc, according to Tran Thi Bao Thu, Marketing and Communications Director at Vietluxtour. With the "aviation bottleneck" removed, Russian tourists quickly returned, drawn by Vietnam's suitable climate, competitive costs, attractive island and beach tourism products, and its reputation as a safe, friendly destination.

When examining tourist numbers by region, all five markets — Asia, Europe, the Americas, Australia, and Africa — recorded growth. European tourist arrivals in Vietnam saw the largest increase in the first six months, up 56,1% to over two million. Asia remained the primary source market with over 9 million arrivals in six months, a 7,7% increase year-on-year. Tourist arrivals from the Americas, Australia, and Africa increased by 19,1%, 22%, and 22,2%, respectively.

Thu noted that Europe is emerging as a "quality growth" segment. European tourists typically have longer stays and are interested in heritage, local culture, nature, cuisine, and sustainable tourism.

"The over 56% increase in European visitors is a synergistic result of several factors, including liberal visa policies, Vietnam's image as a safe and experience-rich destination, and reasonable costs", Thu stated.

Thu also highlighted that the expansion of the 45-day visa exemption for citizens of 12 European countries, including Poland, Switzerland, the Netherlands, Belgium, and the Czech Republic, has facilitated long-stay visitors and those seeking multi-destination travel.

Foreign tourists experience basket boat rowing in Hoi An in April. Photo: Giang Huy

Foreign tourists experience basket boat rowing in Hoi An in April. Photo: Giang Huy

Furthermore, air connectivity with Europe is expanding. From late 2025, direct flights to Europe will increase routes, connecting cities such as Paris, Frankfurt, London, Munich, Milan, Copenhagen, and Moscow. This expansion provides a crucial foundation for the European market to become a strategic customer segment in the medium and long term.

While not experiencing as sharp an increase as Europe, Asian tourists still constitute the largest proportion of international visitors to Vietnam. Nguyen Nguyet Van Khanh, Marketing and Communications Director at Vietravel, reported positive growth in the Indian tourist segment over the past six months, driven by MICE (Meetings, Incentives, Conferences, and Exhibitions), wedding guests, and group tours. Meanwhile, tourists from South Korea and ASEAN countries remain a stable market with consistent two-way tourism demand.

Vietnam aims to welcome 25 million tourists in 2026, having achieved nearly 50% of this target after six months. A Vietravel representative believes the 25 million target is achievable but depends on several crucial factors in the decisive year-end period.

First, maintaining air transport capacity is essential, particularly for new international routes and key markets. Second, Vietravel anticipates that Vietnam will continue to improve its visa policies and facilitate entry for tourists. This remains a direct factor influencing destination choice.

Foreign tourists at a cultural exchange night in Dong Van Old Town in February. Photo: Hoang Giang

Foreign tourists at a cultural exchange night in Dong Van Old Town in February. Photo: Hoang Giang

Third, Vietnam needs to intensify promotion in high-spending source markets, rather than solely focusing on visitor volume. This approach will enhance the tourism sector's economic efficiency.

Finally, Khanh emphasized the need to diversify products and enhance the quality of experiences. Current trends indicate that international tourists are willing to spend more if a destination offers attractive products, professional services, and unique experiences.

"Vietnam's tourism needs to aim for sustainable growth, not just an increase in tourist numbers, but also longer stays, higher average spending, and a greater rate of returning visitors", Khanh noted, explaining that these indicators reflect the quality of growth and the long-term competitiveness of the tourism industry.

Tu Nguyen