Vietnam races to reach 25mn int’l visitors by end of 2025

With only four months remaining in 2025, Vietnam’s tourism industry faces a significant challenge in achieving its ambitious goal of welcoming 25 million international visitors — a figure that would mark the highest in the country’s history and match Thailand’s total for 2023.

Experts say this final stretch demands extraordinary effort across the entire sector.

As of the end of August 2025, Vietnam had welcomed 13.9 million international arrivals, up 21.7 percent year on year.

However, this accounts for only about 55.6 percent of the full-year target. 

To meet the goal, the country will need to attract an average of 2.5 to 2.7 million international visitors each month from now through December.

At a conference held on Thursday to launch an action plan aimed at boosting international arrivals in the final quarter of the year, Cao Tri Dung, chairman of the Vietnam Travel Agents Association Branch, stated that the tourism industry is at a pivotal moment as it seeks to enter a new era — one in which Vietnam can compete at the top tier in the region in terms of scale and growth.

While the 25 million visitor target reflects the industry’s determination and ambition, Dung noted that the remaining time frame presents intense pressure.

He emphasized that tourism policies often require significant lead time to take effect, particularly for distant markets like Europe, Australia, and the United States, where travelers typically plan trips six months to a year in advance.

Vu The Binh, chairman of the Vietnam Tourism Association, outlined two key strategies to boost visitor numbers.

He recommended intensifying digital marketing and promotion across online platforms, focusing on both core and emerging markets.

He also urged direct engagement with travel agencies in key tourism markets through organized familiarization (FAM) trips. These trips would showcase Vietnam’s latest tourism products and services, enabling international tour operators to bring groups to the country in late 2025 and beyond.

These measures aim to reach two distinct segments: independent travelers who book in advance, and the customer base of international travel companies.

After experiencing Vietnam’s new offerings during FAM trips, foreign tour operators can inspire their clients and organize group tours to the country.

Key target markets include South Korea, China, Taiwan, Japan, India, and ASEAN countries, with the hope of boosting arrivals from these regions by 20–30 percent over the next four months.

For longer-haul markets such as Russia, Western Europe, Eastern Europe, and Northern Europe, particularly countries whose citizens are eligible for Vietnam’s visa waiver program, tourism promotion should be intensified.

This will require careful planning and strong partnerships with airlines to maximize the potential of these markets.

By Thanh Ha & Ng.Thanh Thuy – Tuoi Tre News – September 20, 2025