Vietnam tourism sector sees growth and strategic shifts

Vietnam’s tourism sector is experiencing significant growth and strategic shifts. In the first eight months of 2026, international arrivals reached 15.9 million, a 14.5% increase compared to the previous year, representing 63.6% of the annual target. Domestic tourism also saw growth, with 113 million visitors. This performance stands in contrast to the broader global tourism slowdown.

To sustain this momentum, the government is implementing a professional national promotion strategy to reach a goal of 45 to 50 million international tourists by 2030. This includes enhanced coordination between ministries and the potential creation of overseas tourism promotion offices.

Regional developments are also key. Phu Tho province is focusing on modernizing tourism infrastructure, including hotels and transport links, to create inter-regional corridors. Meanwhile, in Da Nang, the hospitality industry is beginning to pivot toward the ‘silver economy,’ targeting the growing demographic of older travelers who prioritize comfort and specialized services over rapid-paced itineraries.

Industry experts emphasize that travel agencies must evolve from simply selling tours to designing high-quality, customized experiences to remain competitive. The market is currently seeing a period of adjustment, with the National Authority of Tourism reporting 4,673 international travel enterprises as of August 2026.