A recent survey conducted by Milieu Insight, a Singaporean market research firm, between late May and mid-June revealed contrasting trends in Asian tourism interest towards the US. While interest from Singapore dipped significantly, with 55% of respondents showing decreased interest compared to 6 months prior (a stark contrast to the regional average of 14%), interest from Vietnam and the Philippines surged. 57% of Vietnamese respondents and 49% of Filipinos expressed greater interest in traveling to the US.

Three significant changes to US visa policies this year have added to the challenge: the discontinuation of the interview waiver program for most non-immigrant visa renewals effective 2/9, a minimum USD 250 increase in visa fees from 1/10, and a pilot program requiring visitors to provide a financial guarantee of up to USD 15,000 when applying for a visa, expected to take effect from 20/8.

Vu Quynh Hoa during her trip to the Bahamas in June this year. In the same month, Hoa visited the US to celebrate her 5th wedding anniversary with her husband. Photo: NVCC

Despite these hurdles, Vietravel reports a 5-10% increase in US tour bookings for Q3 and Q4 compared to last year. Pan American Travel has also seen a surge in visa applications and renewals via mail following the announcement of increased visa fees.

Experts in Singapore attribute the growing interest from Vietnam to the large Vietnamese diaspora in the US. According to data released in May by the Pew Research Center, a Washington D.C.-based think tank, as of 2023, Vietnam has one of the four largest Asian communities in the US, with over 2.1 million people. China leads with over 5 million, followed by India with nearly 4.9 million, and the Philippines with 4.2 million.

Vu Thi Quynh Hoa, deputy director of Con Ga Vang Ninh Thuan Resort, who has successfully obtained a US visa four times, believes the allure of America for Vietnamese goes beyond famous landmarks and tourist experiences. "Setting foot in America is a milestone, a dream that many have cherished for a long time," she says. America is omnipresent in social media, movies, music, and books. For many, standing in Times Square, driving cross-country, or simply enjoying a burger "on American soil" is an experience worth overcoming the obstacles.

Having visited the US over 10 times, Hoa says each trip offers a new experience: from iconic landmarks like the Statue of Liberty, the Golden Gate Bridge, and the White House to the majestic landscapes of Alaska and the vibrant autumn foliage of New England.

A US visa not only opens doors to exploring the country but also simplifies visa applications for other countries and grants visa-free access to many destinations. "Therefore, a US visa is considered a valuable asset on a passport," Hoa says.

Ngo Van Thoa, director of Pan American Travel, points out that the US is a major destination with global appeal. The "American Dream" resonates with many Vietnamese who aspire to visit the country at least once in their lifetime.

Thoa, with 15 years of experience organizing US tours, emphasizes the influence of American cinema. Many popular American films shown in Vietnam contribute to the familiarity and appeal of the destination. "People have a desire to conquer," Thoa says. The more difficult a destination is to reach or obtain a visa for, the more appealing it becomes.

Economically and politically, the US demonstrates remarkable development in infrastructure, technology, and services. This is juxtaposed with a diverse social landscape: vibrancy alongside issues such as wealth disparity, immigration, and security, often highlighted in the media. But it is this blend of light and shadow that creates a realistic portrayal of America, according to Hoa.

The US is a multiracial nation, a melting pot of cultures, languages, and customs from every continent. This diversity creates a vibrant tapestry, evident in the food, music, art, and lifestyles, giving each region its unique character while contributing to the overall identity of the "United States".

Besides stricter visa policies, concerns about security, discrimination, and trade barriers have caused many international travelers to postpone trips to the US, according to Milieu Insight.

Pham Anh Vu, deputy general director of Vietravel, notes that security concerns in the US are not a primary concern for Vietnamese tourists. Few, if any, Vietnamese tour groups have expressed worries about this.

Most Vietnamese tourists travel to the US on organized tours or to visit relatives, according to Vietravel. Tour operators ensure visitors are transported to safe locations, and those visiting family are typically well taken care of by their relatives. Consequently, serious incidents or security risks are rare, as long as visitors abide by local laws.

Quynh Hoa and her husband pose in front of the Hollywood sign in June. Photo: NVCC

Hoa acknowledges hearing about safety issues and gun violence in the US. However, based on her personal experience, she believes that with thorough preparation, research, and adherence to basic safety precautions, these concerns are unlikely to materialize.

She also highlights the openness, directness, and respect for diversity among Americans, encountering friendly smiles from locals wherever she goes.

According to Pham Anh Vu, the peak season for Vietnamese tourism to the US is from September to October (autumn), with pleasant weather, beautiful fall foliage, and year-end festivities. US tours are a premium product, accounting for about 10% of the company's annual customers. A 7-9 day tour to the US costs 50-65 million VND, covering destinations like Los Angeles, Hollywood, Las Vegas, Hoover Dam, and San Diego. Tours to the East Coast, including New York, Philadelphia, and Washington D.C., cost 60-75 million VND.

"Many tourists consider a trip to the US a milestone, a 'dream' to mark their achievements and the successful acquisition of one of the world's most difficult visas," Hoa says.

Phuong Anh