Vietnam aims to shift coastal tourism toward high-value experiences

Vietnam is seeking to transform its coastal tourism sector from a volume-driven model focused on visitor numbers to a high-value, experience-based economy. The strategy emphasizes leveraging natural landscapes, marine resources, and cultural identity to increase economic returns and support sustainable livelihoods for local communities.

In 2025, the country recorded significant growth, welcoming approximately 21.2 million international visitors and 137 million domestic tourists, with total tourism revenue reaching roughly $38.7 billion. To build on this momentum, officials are looking beyond hotel and resort expansion to focus on increasing the duration of stays, traveler spending levels, and the proportion of revenue that remains within local communities.

Proposed diversification includes cruises, diving, water sports, eco-tourism, wellness, and MICE (meetings, incentives, conferences, and events). This shift aligns with Politburo Resolution No. 26-NQ/TW, which designates tourism as a spearhead economic sector and calls for a transition from quantity to quality to enhance national competitiveness.