Vietnam has emerged as the third-most-visited country in Southeast Asia, surpassing Singapore with 17.5 million international arrivals in 2024. It follows Malaysia, which recorded 25 million visitors, and Thailand, the region’s leader with 35 million.
Vietnam is now the fastest-growing tourism destination in Southeast Asia, recovering 98% of its pre-pandemic tourism business—outpacing Thailand (87.5%) and Singapore (86%). The country’s tourism momentum remains strong, with nearly 4 million international tourists visiting in January and February 2025, marking a 30.2% year-over-year increase, according to the Vietnam National Authority of Tourism.
The country’s rapid rise can be attributed to improved accessibility. Vietnam Airlines launched the first-ever nonstop flight from the US to Vietnam in 2021, connecting San Francisco to Ho Chi Minh City. In 2023, electronic visa policies were introduced, allowing tourists to stay for up to 90 days—three times the previous limit. Additionally, Vietnam expanded its visa-free policy to include France, Germany, Italy, Japan, Russia, South Korea, and Spain, with more countries set to join the list.
Vietnam’s hospitality sector is seeing a surge in high-end offerings. Recent luxury hotel openings include Regent Phu Quoc, Capella Hanoi, and JW Marriott Hotel & Suites Saigon, with upcoming projects from the Luxury Collection, Ritz-Carlton Reserve, and Park Hyatt. The expansion of the Michelin Guide in 2024 further boosted Vietnam’s reputation as a rising culinary destination, attracting high-spending travellers seeking alternatives to Thailand, Japan, and Singapore
