The Ministry of Culture, Sports and Tourism has rolled out the tourism stimulus programme 2025 with the theme "Vietnam – Travel to Love", igniting fresh energy for Vietnam’s green economic sector.

A terraced field in the northern mountainous province of Yen Bai.

This move aims to spotlight Vietnam globally while luring travellers with irresistible perks, especially those from Poland, the Czech Republic, and Switzerland.

It is also meant to realise the Government’s Resolution on granting visa exemptions to citizens of these countries from March 1 to December 31, 2025, and another resolution to accelerate tourism growth.

In 2024, Vietnam welcomed around 17.5 million foreign tourists and catered to 110 million domestic travellers, raking in 840 trillion VND (33.6 billion USD) in revenue.

Its tourism sector also garnered international acclaim, with Vietnam being named the World’s Leading Heritage Destination for the 5th time, Asia’s Best Golf Destination for the 8th time, and Asia’s Leading Destination for the 6th time. Tra Que vegetable village in central Quang Nam province even earned a spot among UN Tourism’s Best Tourism Villages 2024.

“Our warm communities make Vietnam safe, friendly, and unforgettable”, said Dr. Nguyen Trung Khanh, Director of the Vietnam National Authority of Tourism (VNAT).

The programme packs a punch with up to 50% off accommodations, transport, dining, and entertainment nationwide. Iconic sites and scenic spots are slashing fees, making Vietnam a budget-friendly gem. Airlines are jumping in, adding direct routes and extra flights to connect Vietnam to the world.

Beyond traditional promotional activities, digital technology is being leveraged to boost tourism marketing. Khanh revealed that the VNAT will launch a dedicated tourism promotion platform, enabling firms to easily access updated information and promotional programmes. Social media and digital platforms will be fully tapped to showcase Vietnam’s allure to the world.

Vietnam’s tourism sector is poised for a remarkable comeback, aiming to attract 22-23 million foreign visitors and serve 120-130 million domestic travellers in 2025. To achieve this, the focus will be placed on three key trends: green tourism, night tourism, and heritage tourism.

Localities are leading the way in eco-tourism with conservation-focused models. Six Senses Con Dao, with its sustainable design and marine ecosystem restoration programme, and Son Tra Nature Reserve in Da Nang, offering educational courses on nature conservation, are prime examples. Eco-tours in Cat Ba have also received positive feedback from European and US visitors.

Night tourism is thriving, contributing around 20% of Hanoi’s total tourism revenue in 2024. Outstanding experiences include the "Decoding the Thang Long Imperial Citadel" tour and the Hoa Lo Prison night tour.

Heritage sites like Hoi An ancient city in the central province of Quang Nam and Trang An in the northern province of Ninh Binh keep pulling crowds with their timeless allure.

The goal of welcoming 23 million foreigners this year requires a growth rate of 25-30%. Media expert Nguyen Ngoc Son stressed that to compete effectively, Vietnam needs to invest heavily in digital promotion. According to a report by Google and Temasek, international tourists now primarily search for information and book services via mobile apps and websites.

Pham Hai Quynh, Director of the Asian Tourism Development Institute, stressed the need for Vietnam to streamline visa procedures, expand e-visa availability, and promote visa exemption policies and attractive destinations. Investments in transport infrastructure, accommodations, and services are also crucial to improving tourist experiences, he said.

Furthermore, Vietnam should introduce incentive packages for visitors from visa-exempt countries and focus on sustainable tourism models like eco-tourism and community-based tourism, he recommended.

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