ASIATODAY.ID, JAKARTA – Southeast Asia’s tourism landscape is undergoing a major transformation, with Vietnam rapidly emerging as the region’s new tourism powerhouse and challenging Thailand’s long-held dominance.
Vietnam welcomed approximately 21 million international visitors in 2025, marking a 20% increase from the previous year. The strong rebound has positioned the country among Asia’s fastest-growing tourism destinations.
One of the most significant milestones was Vietnam’s success in attracting nearly 5.3 million Chinese visitors, overtaking Thailand as the preferred destination for travelers from China—one of the world’s largest outbound tourism markets.
Traditional tourism hubs such as Hanoi and Ho Chi Minh City continue to attract millions of visitors, while Vietnam’s mountains, coastlines, islands, and rural destinations are gaining popularity among travelers seeking authentic cultural experiences and nature-based tourism.
According to Cs Soong, Vice President of Corporate Development at Klook, global travel preferences are shifting away from crowded urban destinations toward immersive local experiences and sustainable travel.
Vietnam has capitalized on this trend by repositioning itself as a high-value tourism destination, focusing on longer visitor stays, higher tourist spending, luxury resorts, wellness tourism, and premium travel experiences.
The country’s competitive edge has also been strengthened by more liberal visa policies. In 2025, Vietnam expanded its visa-free entry program to citizens of 12 European countries, allowing stays of up to 45 days. The easier entry requirements have encouraged international travelers to extend their vacations.
Air connectivity has become another major growth driver. Vietnamese low-cost carrier Vietjet has aggressively expanded its international network, launching new routes connecting Vietnam with China, Japan, Singapore, and other key regional markets.
Industry analysts believe Vietnam’s next challenge is no longer attracting more visitors, but ensuring sustainable growth. Long-term success will depend on continued investment in tourism infrastructure, service quality, destination management, and visitor experience while maintaining environmental sustainability.
With liberal visa policies, expanding international flight networks, and a strategic shift toward premium tourism, Vietnam is increasingly positioning itself as Southeast Asia’s next tourism leader—signaling a potential shift in regional travel dynamics long dominated by Thailand. (AT Network)
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