Vietnam's Tourism Sector Hits Record Highs in Visitor Numbers and Revenue

Vietnam's tourism sector has set new records in international visitor numbers and tourism revenue in the first half of 2026. According to the Vietnam National Authority of Tourism (VNAT), the country welcomed 12.3 million international visitors during this period, marking a 15% year-on-year increase. This figure brings the nation close to achieving its annual target of 25 million foreign arrivals. Hanoi, in particular, is rapidly enhancing its profile on the global tourism map. The Vietnamese capital was ranked 25th among the world's 50 most interesting cities to live and explore in 2026 by Time Out, underscoring its rising appeal. Hanoi possesses a unique charm that blends its thousand-year-old heritage, including Hoan Kiem Lake, the Old Quarter, the Temple of Literature, and the Thang Long Imperial Citadel, with modern urban development. From January to July 2026, Hanoi welcomed over 7.1 million international visitors, a significant 42.7% increase compared to the same period last year. Domestic tourists reached 31.6 million. Tourism revenue surged by 55.3% to nearly 237.5 trillion VND (approximately 9.01 billion USD), achieving 72% of this year's target. Vietnam's tourism industry is moving beyond reliance on natural landscapes and existing attractions towards developing higher value-added tourism by leveraging its cultural heritage. This aligns with the Politburo's Resolution No. 57-NQ/TW on breakthroughs in science and technology development, innovation, and national digital transformation, paving the way for the development of high-value services such as wellness tourism and the integration of modern medicine with traditional healthcare. Regional cooperation is also being strengthened. Vu The Binh, Chairman of the Vietnam Tourism Association (VITA), advocates for developing integrated tourism routes linking major areas like Hanoi, Quang Ninh, Hai Phong, and Ninh Binh with neighboring localities such as Hung Yen and Bac Ninh. This approach aims to foster the creation of complementary tourism products rather than isolated competition, thereby enhancing Vietnam's overall tourism competitiveness. These initiatives reflect the government's strategy of positioning tourism as a key pillar for economic growth within Vietnam's one-party system. Expanding tourism revenue is particularly significant for diversifying economic growth and strengthening self-reliance, especially in the context of complex relations with China. Furthermore, ongoing infrastructure development and the capacity to host large-scale events are enhancing Vietnam's potential to develop specialized sectors like wedding tourism and attract high-spending visitors. Capella Hanoi has been honored by the prestigious magazine Travel + Leisure in its list of Asia’s most architecturally stunning hotels, becoming the only representative from Vietnam to appear in this ranking. The Hudson Rooms, the rooftop bar perched atop Capella Hanoi, has been ranked No. 46 in Asia's 50 Best Bars 2026, marking the first time a bar in Hanoi has entered Asia's Top 50. The 2026 Ky Anh Tunnels–Dam River Reed Bed Cultural and Tourism Festival featured a rich program of cultural, tourism, and sporting events. Authorities in Xuan Hong commune of Ninh Binh province are leveraging digital technology to preserve cultural heritage and promote rural tourism, with the centuries-old Keo Hanh Thien Pagoda serving as the centerpiece of the initiative. Sun PhuQuoc Airways, the airline of Sun Group, officially launched in October 2025 and began commercial flights the following month, entering a Vietnamese aviation market riding a wave of post-pandemic recovery. The premium Hoa Phuong Do (Flamboyant Flower) train operating between Hanoi and Hai Phong city has been a notable success, carrying around 1.33 million passengers since entering service in May 2025. Regarding outbound tourism, Japan remained the top destination for Korean visitors, attracting about 951,000. Vietnam ranked second with approximately 278,000 visitors, followed by the US, Taiwan, Thailand, the Philippines, and Hong Kong. La Vinh Nam, Deputy Commercial Director of Sun Group's airline, views Thailand as an important partner for promoting two-way tourism and attracting international transit passengers, rather than a competitor.