Vietnam Tourism Shifts Focus to Quality, Highlighting Luxury Resorts and Local Experiences

Vietnam's tourism industry is pivoting towards qualitative growth, emphasizing not just visitor numbers and revenue, but also customer satisfaction and contributions to the local economy. This strategic shift is clearly outlined in the national tourism brand enhancement plan through 2035, which aims to position Vietnam as a "high-quality, safe, and leading Asian destination." A prime example of luxury resort development is the JW Marriott Phu Quoc Emerald Bay Resort on Phu Quoc Island, which has garnered international attention for its unique architectural design and beautiful setting. Thai media outlet Thairath has highlighted Phu Quoc as an ideal destination for Thai travelers seeking a private and comfortable five-star resort experience without extensive transit times. Concurrently, unique local experiences are being prioritized. In Quang Binh Province, adventure activities such as cave exploration in Phong Nha-Ke Bang National Park are attracting travelers. Da Nang city is strengthening efforts to integrate its culinary scene into tourism routes, linking culinary promotion with destination branding and cultural heritage preservation. In Hanoi, experiential events are being organized, allowing tourists to create handicrafts with artisans and explore destinations through virtual reality. As of August 2026, Vietnam welcomed nearly 2 million international tourists, reaching 63.6% of the annual target. Russian arrivals, in particular, have shown remarkable growth, increasing by 165.7% year-on-year. China remains the largest source market for tourists, with approximately 3.08 million visitors traveling to Vietnam in the first seven months of the year. This highlights the significant role tourism plays within Vietnam's economic development under its one-party system and its engagement with the international community. However, the tourism sector also faces the challenge of seasonality, with many regions experiencing peak tourist numbers in the summer while visitor traffic declines during the rainy months. Consequently, there is a growing need to develop year-round tourism products and restructure tourism ecosystems. Resolution No. 26-NQ/TW, issued on August 22, 2026, sets forth a new vision for fundamentally renewing mindsets, methods, and approaches to tourism development and governance, accelerating the shift from quantity to quality.