Vietnam Eyes More Tourists from China, Japan, India in New Strategy

Vietnam is strengthening its focus on key markets such as China, Japan, and India as part of a new strategy to attract tourists. This move aligns with the country's economic growth and its ambition to expand its international presence within the Southeast Asian region. As the third-richest nation in Southeast Asia by GDP per capita, behind Singapore and Brunei, Vietnam aims for further development in its tourism sector. Deputy Minister of Tourism, Arts and Culture Chiew Choon Man stated that while prioritizing high-performing and stable markets, the country also plans to expand its reach into long-haul markets like Russia, Germany, and Australia to diversify its visitor base. The country's tourism sector is on a positive trajectory. In 2025, it anticipates welcoming 42.2 million international visitors, an 11.2% increase from 38 million in 2024. As of May this year, Vietnam had received 17.5 million visitors, up 3.4% from 16.9 million during the corresponding period last year. Chiew expressed confidence that this momentum will continue through 2026. He also emphasized the importance of continued investment in tourism infrastructure and close collaboration with industry stakeholders. These efforts aim to address operational challenges and rising cost pressures, thereby maintaining the sector's international competitiveness. Under Vietnam's one-party system, economic growth is a top priority, with tourism serving as a crucial pillar. Increased tourist arrivals, particularly from China, directly contribute to foreign exchange earnings and job creation. Attracting visitors from Japan and India represents a strategic choice to reduce reliance on a single market and build a more stable growth foundation. While economic interdependence with China is significant, the focus on other markets suggests a strategic move to mitigate risks and pursue diversified growth.