Based on Agoda's booking data for the first 6 months of 2025, Vietnam secured the third spot among the top 5 Asian countries with the highest return visitor rates. It follows Japan and Thailand, and surpasses Malaysia and Indonesia. Da Nang made its debut in the top 10 Asian cities with the highest visitor return rates. Last year, Vietnamese cities were absent from this list.

International tourists enjoy a boat tour in Nha Trang Bay. Photo: Bui Toan

International tourists enjoy a boat tour in Nha Trang Bay. Photo: Bui Toan

In 2024, Vietnam's tourism sector welcomed approximately 17.5 million international visitors, a 38.9% increase compared to 2023, generating estimated revenue of 840 trillion VND. Da Nang, Ho Chi Minh City, and Nha Trang led in visitor numbers, attributed to their unique characteristics and core strengths in offering distinct experiences.

Da Nang stands out for its connectivity and diverse itineraries. The International Fireworks Festival and iconic bridges have become hallmarks, linking the modern coastal city with nearby world heritage sites. Ho Chi Minh City captivates visitors with its vibrancy and cultural blend. The city's mix of ancient architecture and modern structures, along with its street food and cultural events, turns every corner into a new experience. Nha Trang boasts a comprehensive coastal resort ecosystem, from island amusement parks and mud baths to bay cruises.

The success of Da Nang and Nha Trang isn't solely based on scenery. Both have implemented well-defined development strategies. Positioning itself as an "event city," Da Nang has invested in enhancing the International Fireworks Festival, developing MICE (Meetings, Incentives, Conferences and Exhibitions) tourism, and promoting its nightlife. Nha Trang has focused on product restructuring and encouraging private investment in large-scale resort and entertainment projects, establishing itself as a prominent international beach tourism hub.

Another common factor is the effective utilization of sports tourism. International running events help expand the visitor base and create a dynamic image. Both Da Nang and Nha Trang have hosted the VnExpress Marathon, attracting over 10,000 participants. VnExpress Marathon Libera Nha Trang 2025 set a record with 13,000 athletes, transforming the coastal roads into experiential "stages." Runners could jog along the beach at sunrise, cheered on by locals, while pushing their personal limits.

Sports events not only attract visitors during the event but also leave a lasting impression, encouraging them to return. Rather than just a vacation, visitors gain personal stories or achievements to remember. This model is becoming a "catalyst" for experiential tourism, contributing to sustained return visitor rates and turning them into natural "brand ambassadors" for the destinations.

Data from Statista reveals that sports tourism accounted for about 10% of total global tourism spending in 2025, trailing leisure and business tourism in terms of proportion. However, the United Nations World Tourism Organization (UNWTO) estimates this figure will rise to 17.5% by 2030. Da Nang and Nha Trang are at the forefront of this trend, making them attractive not only to domestic tourists but also earning high praise from international visitors.

Trong Trung