According to the May edition of the UN World Tourism Organization's (UNWTO) World Tourism Barometer, Vietnam's international tourism experienced a 30% surge in the first quarter of 2025 compared to the same period in 2024. This impressive growth ranked Vietnam sixth globally and first in the Asia-Pacific region, ahead of Japan and Palau.

Vietnam also secured the second position in international visitor recovery (a 34% increase compared to 2019) and fourth in total tourism revenue growth, with a 29% rise compared to 2024.

Data from the General Statistics Office revealed that Vietnam welcomed over 6 million international visitors in the first quarter of 2025, marking the highest quarterly figure in history. By the end of May, this number had reached 9.2 million, representing a 21% increase compared to May 2024 and a 15% increase compared to May 2019.

The UNWTO report indicates that global tourism saw over 300 million travelers in the first quarter of 2025, a rise of over 14 million compared to the same period in 2024. This translates to a 5% increase year-on-year and a 3% increase compared to 2019. This demonstrates the tourism sector's resilience despite geopolitical tensions, economic uncertainty, and inflationary pressures impacting travel costs.

UNWTO Secretary-General Zurab Pololikashvili emphasized the vital role of tourism worldwide in supporting millions of jobs and businesses. The continued growth in international arrivals and increased tourist spending in many destinations signifies a strong recovery amidst ongoing challenges, offering positive news for economies and workers globally.

Regionally, Europe led as the world's largest destination, welcoming over 125 million visitors in the first three months of the year, a 2% increase compared to the same period in 2024. Africa saw a 9% growth, the Americas achieved 2%, the Middle East 1%, and the Asia-Pacific region led with 12%.

Compared to pre-pandemic levels (the first quarter of 2019), the Middle East showed the best recovery at 144%, followed by Africa also at 144%, Europe at 105%, and the Americas at 103%. The Asia-Pacific region is still recovering, reaching 91% of its 2019 levels.

Data on tourist spending shows that international tourism revenue hit a record 1.7 trillion USD in 2024, a 15% increase compared to 2019. One contributing factor is the rise in average spending per trip, reaching 1,170 USD, surpassing the pre-pandemic average of 1,000 USD.

Despite challenges and a cautious outlook, the UNWTO maintains its growth forecast of 3% to 5% for 2025.

The spouse of the Japanese Prime Minister at the Vietnam National Village for Ethnic Culture and Tourism on 28/4. Photo: Giang Huy

The Vietnam National Administration of Tourism acknowledges Vietnam's growth as a bright spot in the Asia-Pacific region, which is still grappling with post-Covid-19 recovery. Vietnam's success reflects the tourism sector's comprehensive efforts, from policy recommendations and innovative promotional strategies to stimulus programs and product diversification. Crucially, the government has enacted policies to address challenges and facilitate tourism, including visa reforms that attract increasing numbers of international visitors.

Phuong Anh