Vietnam Tourism Focuses on Attracting European, Asian Travelers Amid Sustainability and Digitalization Push

Vietnam is intensifying its efforts to attract international tourists, particularly from Europe and Asia, with a strategic focus on sustainable tourism and digital transformation. In the first six months of 2026, international arrivals to the country reached 12.3 million, marking a 14.9% year-on-year increase. Quang Ninh province is actively seeking partnerships to attract more Russian visitors to its renowned Ha Long Bay and other local attractions. The province boasts diverse advantages in marine tourism, cultural sites, luxury resorts, and wellness services, complementing the UNESCO World Heritage site. Cooperation with Asian destinations is also being strengthened. Can Tho city in the Mekong Delta and the Republic of Korea's Jeonbuk province are stepping up tourism collaboration by enhancing business links, developing joint tourism products, and building travel routes between the two localities. Ho Chi Minh City is evolving its tourism approach, shifting from viewing it as a standalone industry to an integrated ecosystem leveraging regional strengths and cultural identity. In major cities like Hanoi and Ho Chi Minh City, travelers are encouraged to reduce their carbon footprint and immerse themselves in urban life by opting for walking, cycling, double-decker buses, and metro systems. Ninh Binh has emerged as one of Vietnam’s fastest-growing tourism destinations, welcoming an estimated 18.7 million visitors in the first seven months of the year, a 23.34% year-on-year increase. Phu Quoc Island, known for its pristine beaches, is also diversifying its offerings to appeal to visitors throughout the year, not just during the dry season. Rapid technological advancements and growing concerns over climate change are reshaping travel demand, with tourists increasingly seeking seamless digital experiences and environmentally responsible destinations. Consequently, digital transformation and green transition are identified as crucial strategic pillars for the rapid and sustainable development of Vietnam's tourism industry. The country has achieved approximately 56% of its annual target of 25 million foreign arrivals for 2026. The tourism sector plays a vital role in Vietnam's economy, contributing to local communities, preserving cultural heritage, and fostering international connections. New direct routes between Vietnam and Sri Lanka are expected to shorten travel times and provide a fresh impetus for cooperation in tourism, trade, investment, and people-to-people exchanges, deepening the bilateral friendship. Phu Quoc Island is now attracting visitors with a full-day journey of experiences, extending beyond its traditional image of turquoise waters and white-sand beaches. Hanoi's street food, with its rich culinary diversity and affordable prices, continues to be a signature tourism product, enhancing the capital's image and attracting visitors. From January to July, Hanoi welcomed approximately 5.31 million international visitors, a 25% increase compared to the same period in 2025, with domestic tourist numbers reaching 15.85 million. Vu The Binh, Chairman of the Vietnam Tourism Association (VITA), emphasized the need for provinces to strengthen regional cooperation by developing integrated tourism routes linking Hanoi, Quang Ninh, Hai Phong, Ninh Binh, and neighboring localities like Hung Yen and Bac Ninh. Vietnam is well-positioned to develop wedding tourism into a specialized product, attracting high-spending visitors and enhancing destination competitiveness, owing to its scenic landscapes, developing infrastructure, and capacity to host large-scale events. Hanoi's appeal lies in its heritage as a thousand-year-old capital, with attractions like Hoan Kiem Lake, the Old Quarter, the Temple of Literature, and the Thang Long Imperial Citadel. The municipal Department of Tourism reported that Ho Chi Minh City welcomed over 7.1 million international visitors from January to July, a 42.7% year-on-year increase, alongside 31.6 million domestic tourists. Tourism revenue surged 55.3% to nearly 237.5 trillion VND (9.01 billion USD). The Hudson Rooms, a rooftop bar at Capella Hanoi, was ranked No. 46 in Asia's 50 Best Bars 2026, marking the first time a Hanoi bar has entered the 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. La Vinh Nam, Deputy Commercial Director of Vietnam's Sun Group airline, views Thailand as an important partner for promoting two-way tourism and attracting international transit passengers.