Vietnam Eyes 100 Million Tourists as European Successes Offer Insights

As Vietnam aims to reach its ambitious target of welcoming 100 million tourists annually, the recent developments in Spain, a European tourism powerhouse, offer valuable insights for Vietnam's tourism strategy. Spain welcomed nearly 100 million tourists in 2025, marking a record high. In the first five months of this year, foreign tourist arrivals reached 36.8 million, a 5% increase compared to the previous year, indicating a steady growth trend. Notably, Spain is reinforcing tourism's role as a key driver of economic growth, with an estimated contribution of €64 billion (US$73 billion) to the economy between June and September this year. This represents a 10% increase from the same period last year, helping the country outperform its European peers. Despite geopolitical uncertainties in the Middle East diverting some travelers, Spain's tourism sector has shown remarkable resilience. While concerns were raised about the impact of regional instability on arrivals, it has ultimately boosted demand for southern Mediterranean countries like Spain. For Vietnam's pursuit of 100 million tourists, Spain's experience provides multifaceted lessons. Firstly, promoting rural dispersal is crucial. Spain is actively directing tourists inland and to lesser-known areas to address overcrowding in popular coastal destinations, which has triggered backlash from residents. This approach could offer solutions to Vietnam's challenges with over-tourism in places like Ha Long Bay and Da Nang. Secondly, leveraging diverse tourism resources is key. Beyond its traditional sun-and-beach offerings, Spain is capitalizing on unique events like the total solar eclipse in August to attract visitors to its rural inland regions. Vietnam can similarly enhance its appeal by combining its rich cultural heritage and natural landscapes with unique culinary experiences and traditional festivals to attract a broader range of tourists. Under its one-party system, Vietnam can implement strong government-led tourism policies, enabling rapid infrastructure development and promotional activities. However, adopting Spain's perspective on sustainable tourism development, which respects regional distinctiveness and fosters coexistence with local communities, is also vital. While the target of 100 million tourists promises significant economic contributions, it also brings challenges such as infrastructure strain, environmental impact, and cultural implications. Learning from Spain's strategy to balance economic benefits with sustainability will be indispensable for the future of Vietnam's tourism industry. Source: VnExpress International