Vietnam Tourism Embraces Sustainability and Diversification

Vietnam's tourism sector is entering a new growth phase, driven by rising interest in sustainable travel and the offering of diverse experiences beyond traditional beach resorts. According to a Booking.com report, awareness of sustainable travel is growing among Vietnamese tourists, propelling industry transformation. Hanoi, with its thousand-year history, is attracting international attention with unique tourism resources such as Hoan Kiem Lake, the Old Quarter, the Temple of Literature, and the Thang Long Imperial Citadel, alongside its craft villages. From January to July this year, Hanoi welcomed approximately 5.31 million international visitors, a 25% increase year-on-year. Domestic tourists also reached 15.85 million, up 11.9%. Tourism revenue surged 55.3% to nearly 237.5 trillion VND (9.01 billion USD), achieving 72% of the annual target. Meanwhile, Phu Quoc Island is evolving from its image of beautiful beaches and resorts to offering full-day experience tours from morning till night. Expedia's rankings recognize Phu Quoc as one of the few island destinations in Southeast Asia, alongside Palawan in the Philippines, highlighting its growth potential. In the northern mountainous region, Ta Xua is aiming to establish its image as "Ta Xua - a sea of clouds, majestic nature, and Mong cultural identity" through its "Bringing Ta Xua to the world" campaign, with plans to strengthen regional branding from 2028 to 2030. Cao Bang province also seeks to leverage its rich natural and cultural heritage as a key driver of economic growth, making tourism a major pillar. According to the Vietnam National Authority of Tourism (VNAT), Vietnam welcomed 12.3 million international visitors in the first six months of 2026, a 15% increase year-on-year. This is the highest first-half figure in recent years, putting the country on track to achieve its annual target of 25 million foreign arrivals. Furthermore, Vietnam is expanding into niche areas such as wellness tourism and wedding tourism. This aligns with the Politburo's resolutions to promote breakthroughs in science, technology, innovation, and national digital transformation. For historical cities like Hue, this strategy offers an opportunity to create high-value services by combining modern medicine with traditional healthcare, biotechnology, and indigenous medicinal herbs. In aviation, Sun Phu Quoc Airways, a subsidiary of Vietnam's Sun Group, began commercial flights in October 2025, entering the Vietnamese market during a post-pandemic recovery period. The airline views Thailand as a key partner for promoting two-way tourism. The premium "Hoa Phuong Do" (Flamboyant Flower) train operating between Hanoi and Hai Phong city has also been well-received since its launch in May 2025, carrying around 1.33 million passengers. Through strengthened regional cooperation at the local level and the development of unique tourism products, Vietnam's tourism industry is working to solidify its position on the global tourism map. This development is also linked to the emphasis placed on tourism as a crucial pillar of economic growth under Vietnam's one-party system, and as part of economic diversification efforts amidst complex relations with China.