Vietnam tourism under pressure of competition in Southeast Asia

Under pressure from Southeast Asian destinations, Vietnamese tourism is facing the opportunity to reposition, enhance experiences and attract international visitors in a context of fierce competition.

Vietnam tourism has had a strong recovery after the COVID-19 pandemic. In the first 6 months of 2025, Vietnam welcomed 10.6 million international visitors, achieving a growth rate of 20.7% over the same period.

However, according to the United Nations Tourism Organization (UN Tourism), in 2024, there will be more than 1.4 billion international tourist arrivals globally, with the Asia -Pacific region welcoming 316 million, while Vietnam will record 17.5 million, accounting for less than 1.3% of total world tourist arrivals and 5.5% of the Asia-Pacific region.

This situation shows that competition is increasingly fierce, not only in the region but also globally. If Vietnamese tourism does not reform synchronously, develop appropriate strategies and keep up with technological trends, its position on the international tourism map will still have many difficulties, especially in completing the goal by 2030, welcoming nearly 200 million domestic and foreign visitors, contributing 13-14% to the total socio-economic product.

SUP paddling is one of the tourism products attracting young visitors recently at Da Nang beach. (Photo: PV/Vietnam+)

Fierce competition in Southeast Asia

Southeast Asia continues to be a tourist hotspot, with Thailand, Singapore, Malaysia, Indonesia and Vietnam competing to attract international visitors. From January to April 2025, Thailand leads with 12.1 million arrivals; Singapore receives only about 5.7 million arrivals but spends a high average; Malaysia ranks second with 8.36 million arrivals and Vietnam ranks third with 7.67 million arrivals.

Vietnam is holding an advantage over other countries in the region, but there are still many challenges in attracting international visitors compared to Thailand, Malaysia and even Singapore.

Ms. Hannah Pearson, Southeast Asia Tourism Research and Consulting Expert, said, "These countries all have unique tourism development policies and high-quality services, helping them maintain their appeal to international tourists. At the same time, they apply technology to improve service quality, manage smart tourism, and develop many special tourism products such as sustainable tourism, green tourism, and MICE tourism (meetings, incentives, conferences and seminars).

Ms. Do Thi Hong Xoan, Chairwoman of the Vietnam Hotel Association, speaks at the opening event of HorecFex Vietnam 2025. (Photo: Thanh Phong/Vietnam+)

Ms. Do Thi Hong Xoan, President of the Vietnam Hotel Association, affirmed: "The tourism and hotel industry is entering a 'new race' - requiring innovative thinking, flexibility in strategy and decisive action."

"Tourists are increasingly demanding but willing to pay for real value. Technology opens up great opportunities for those who know how to take advantage of it. The trend of developing sustainable and responsible tourism is no longer an option, but has become a mandatory criterion," Ms. Xoan emphasized.

The challenge of maintaining tourism growth momentum

Vietnam tourism is entering a period of strong growth after the pandemic, with 10.6 million international visitors and 77.5 million domestic visitors in the first 6 months of the year, with total revenue reaching 518 trillion VND. According to Ms. Do Thi Hong Xoan, this result is thanks to support policies such as issuing e-visas, visa exemption for 13 countries and many support mechanisms for accommodation establishments.

A space located in the World Cultural Heritage - Hue Monuments Complex. (Photo: PV/Vietnam+)

However, the differentiation between hotel models is increasingly clear: those that invest in quality, technology and human resources are recovering and attracting, while some establishments are still struggling and lacking direction.

The human resources of the tourism industry are still in an "alarming" state, especially high-quality human resources, experienced management and leadership personnel and change leaders are lacking and becoming a bottleneck.

Ms. Hannah Pearson emphasized, "Growth is only sustainable when Vietnamese businesses meet the higher experience expectations of international tourists and develop responsible tourism. Hotels must innovate their thinking, apply technology and redefine the customer experience to maintain their appeal."

So how can Vietnam tourism maintain its growth momentum and even make a stronger breakthrough in the next period? The answer will be in the next episode " Vietnam Tourism: Technology and Certification to elevate destinations."./.

(Vietnam+)

Source: https://www.vietnamplus.vn/du-lich-viet-nam-truoc-suc-ep-canh-tranh-khu-vuc-dong-nam-a-post1058865.vnp