Vietnam Boosts Tourism Promotion Amidst Expanding International Flights

Vietnam is stepping up its tourism promotion efforts, particularly ahead of the launch of direct flights to Sri Lanka. This move aligns with the broader goal of transitioning bilateral ties from traditional friendship to a partnership grounded in innovation and inclusive economic growth, as expressed by Sri Lankan officials. The Vietnamese tourism sector is increasingly attracting both domestic and international attention. Hanoi, known for its rich culinary diversity and historical heritage, has seen its international appeal grow. From January to July, the capital welcomed approximately 5.31 million international visitors, a 25% increase year-on-year, with domestic tourist numbers reaching 15.85 million. Phu Quoc Island, once primarily recognized for its beaches and resorts, is now evolving into a destination offering a full-day journey of experiences, moving beyond traditional beach holidays. It was also recognized as one of the few Southeast Asian destinations to be listed by travel booking site Expedia, alongside Palawan in the Philippines. Domestically, Vu The Binh, Chairman of the Vietnam Tourism Association (VITA), advocates for strengthening regional cooperation by developing integrated tourism routes linking major hubs like Hanoi, Quang Ninh, Hai Phong, and Ninh Binh with neighboring localities such as Hung Yen and Bac Ninh. The aim is to foster complementary tourism products rather than isolated competition. Furthermore, the development of wellness tourism is aligned with the Politburo's resolutions on breakthroughs in science and technology, innovation, and national digital transformation. Cities like Hue are exploring opportunities to combine modern medicine with traditional healthcare, biotechnology, and indigenous medicinal herbs to create high-value services. In the aviation sector, Sun Phu Quoc Airways, owned by Vietnam's Sun Group, launched in October 2025 and began commercial flights the following month. The airline views Thailand as an important partner for promoting two-way tourism and attracting international transit passengers. Vietnam's tourism industry is increasingly shifting towards value-driven cultural development, with localities creating distinctive destination brands that reinforce the country's rich cultural appeal. According to the Vietnam National Authority of Tourism (VNAT), the country welcomed 12.3 million international visitors in the first six months of 2026, putting it on track to meet its annual target of 25 million foreign arrivals.