Vietnam tourism attracts luxury tourists: Is the time of "good wine needs no bush" over?

The tourism industry welcomed nearly 10.7 million international visitors in the first 6 months of the year, completing nearly 50% of the 2025 growth target. However, how to make the "green wheel" roll in the right direction, develop rapidly with a sustainable ecosystem, especially attracting luxury visitors in key markets is a story that requires the cooperation of the Government to local levels, businesses and each citizen.

Increase brand awareness

According to information from the National Tourism Administration, in June 2025 alone, Vietnam welcomed 1.46 million visitors (down 4% compared to May, but up 17% compared to the same period last year). In the first 6 months of the year, the total number of visitors to our country reached nearly 10.7 million (up 20.7% compared to the same period last year and 25.7% higher than the same period in 2019, the time before the pandemic).

Notably, the number of visitors in the first 6 months of 2025 was higher than the total number of visitors in 2016 (10 million). Of which, China continued to be the largest market sending visitors to Vietnam in the past half year with 2.7 million visitors (accounting for 25.6%). South Korea ranked second, reaching 2.2 million visitors (accounting for 20.7%). These two markets alone contributed 46.3% of the total number of international visitors in the first two quarters of the year.

The top 10 largest markets for Vietnamese tourism also include Taiwan, the US, Japan, Cambodia, India, Australia, Malaysia and Russia.

In particular, in the first 6 months of the year, major markets in the Asian region were the main drivers of international visitor growth, including China up 44.2% over the same period in 2024, India up 41.0%, and Japan up 17.2%.

The European tourist market with high spending capacity and daily stays is the target of the Vietnamese tourism industry. (Illustration photo: ColTV/Vietnam+)

Besides, markets in Europe also showed positive growth results such as: Russia increased the most with 139.3%, Norway increased by 24.1%, Italy increased by 24.0%, UK increased by 19.2%, France increased by 19.1%, Sweden increased by 18.2%, Germany increased by 15.3%, Spain increased by 11.5%, Denmark increased by 10.1%.

Poland and Switzerland also recorded an increase in the number of visitors of 44.3% and 10.2% respectively compared to the same period in 2024. This is the effect of the Government issuing a Resolution on short-term visa exemption for Polish, Czech and Swiss citizens under the 2025 tourism stimulus program.

The impressive growth results mentioned above come from the attention and direction of the Government, the Prime Minister issued many policies to remove difficulties, create favorable conditions for tourism development, especially the driving force from the visa exemption policy and open electronic visa issuance. At the same time, it reflects the industry's efforts in advising on building mechanisms, policies, innovating tourism promotion, and diversifying products and services.

In particular, in recent times, the Vietnam National Administration of Tourism and the Ministry of Culture, Sports and Tourism have implemented a series of tourism promotion programs in European countries (Germany, France, Italy, Switzerland, Poland, Czech Republic); promoted film tourism at the Cannes Film Festival, France; promoted Vietnamese tourism at the ITB Berlin international tourism fair in Germany, Travex in Malaysia; enhanced tourism communication on digital platforms...

It can be said that this series of activities has helped increase brand recognition of Vietnamese tourism in key markets, attracting international visitors to Vietnam.

Customer experience is the top priority if you want to retain potential tourists. (Illustration photo: Contributor/Vietnam+)

Strategy to attract luxury customers

According to tourism experts, the above growth is no longer simply a result of “good wine needs no bush,” but rather the result of a harmonious combination of flexible visa policies, well-planned promotional campaigns in key markets, the recovery of international aviation, and the connection of additional routes.

A notable signal is the direct flight from Dubai to Da Nang, operated by Emirates from June 2025. This is considered a strategic step for Da Nang to welcome a wave of high-class visitors from the Middle East and markets connecting via Dubai.

In particular, the tourism promotion campaign in France, Switzerland, Poland, Czech Republic and Germany continuously in recent months has helped Vietnam increase brand awareness, expand its influence to reach high-spending, long-stay customers, which is the goal of the entire industry.

The short-term visa exemption policy for many European countries has also shown initial effectiveness, with Italian tourists increasing by 24.7%, French tourists increasing by 19.8%, British tourists increasing by 19.5%, German tourists increasing by 16.1%, Swiss tourists increasing by 10.7%, Spanish tourists increasing by 10.3%... Even tourists from non-traditional markets such as Poland and Norway have also grown impressively.

The pearl island of Phu Quoc with its system of high-class hotels and resorts has a special appeal to international tourists. (Illustration photo: Mai Mai/Vietnam+)

According to Deputy Minister of Culture, Sports and Tourism Ho An Phong, with an annual compound growth rate of about 4%, the global luxury tourism market has reached more than 2,100 billion USD (in 2023) and is expected to exceed 3,000 billion USD by 2032. Although the high-end customer base from Europe accounts for only 2%, it contributes up to 22% of the revenue for the world's smokeless industry.

“If invested in the right direction, this is a golden opportunity for Vietnam to promote the exploitation of the luxury tourist segment, an open-pit diamond mine,” Deputy Minister Ho An Phong emphasized.

However, in order for the entire industry to make a breakthrough and develop sustainably with the goal of focusing on key markets, Vice President of the Vietnam Green Tourism Association, Dr. Pham Ha said: "It is necessary to build a 5C ecosystem: Culture, Cuisine, Customization, Community, Content to attract the luxury market."

According to this expert, the effectiveness of the visa policy not only needs to be maintained but also expanded to new markets such as the Middle East, Northern Europe, and Eastern Europe. In particular, in-depth investment in destination promotion and communication through international cultural, film, and sports events must be made./.