Cover The Vietnamese tourism industry is booming as the country steadily cements its place on the global stage
The Vietnamese tourism industry is booming as the country steadily cements its place on the global stage
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After fifty years since the country’s reunification, Vietnamese tourism is flourishing, steadily affirming its position on the international map.
The year 2025 marks the fiftieth anniversary of Vietnam’s reunification. After navigating decades of historical upheaval, the country has weathered economic and social challenges to emerge with new strength. Beyond a revitalised economy, Vietnam’s cultural and artistic scenes have also evolved with remarkable vibrancy.
According to the General Statistics Office, GDP in 2024 rose by 7.09% compared to the previous year. Particularly notable was the continued growth of the Vietnamese tourism service sector, which played an increasingly vital role in the national economy. In 2024 alone, Vietnam welcomed 17.5 million international visitors, up 38.9% from the previous year, while Vietnamese tourism revenue reached approximately VND840,000 billion. These figures underscore how far the Vietnamese tourism industry has come in the past five decades. On the occasion of the fiftieth anniversary of national reunification, we revisit the milestones in the sector’s journey of recovery and transformation.
1975–1985: Economic recovery and the early years of the tourism industry
Before that, 9 July 1960 had already marked a historic milestone, when former Prime Minister Pham Van Dong issued Decree No. 26 to establish the Vietnam Tourism Company under the Ministry of Foreign Trade. In the years leading up to and following reunification, both Vietnam’s economy and its nascent tourism sector continued to grapple with considerable losses and the complex process of rebuilding.
Mr La Quoc Khanh, former Deputy Director of the Ho Chi Minh City Department of Tourism, recalls how the industry faced significant challenges: from the limited variety of tourism products and services to a shortage of skilled workers, alongside minimal focus on promotional activities. Though operations had begun, the industry’s growth remained constrained by modest efficiency and limitations in service development and infrastructure.
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During this period, the primary visitors were politicians, as Vietnam cautiously opened to international travellers from countries such as India, France, Canada, and Australia. Notable destinations included historical landmarks like the Independence Palace, the War Remnants Museum, and several other heritage sites.
1986–2006: Economic reforms and a new chapter for tourism
From 1986 onwards, Vietnam embarked on its Doi Moi (Renovation) reforms, reshaping the mechanisms that governed many sectors, including tourism. In the early years of this transition, the industry made steady gains, and service quality began to improve notably. The sector also started to capitalise on the country's abundant natural beauty and rich cultural heritage, moving beyond the earlier focus solely on historic sites.
Mr La Quoc Khanh notes that the period witnessed a wave of businesses and entrepreneurs entering the tourism field. As visitor numbers climbed, hotels proliferated and offerings became more diverse and tailored. Travel companies began to introduce domestic and international tour packages, while initiatives to showcase Vietnamese culture to overseas audiences gained momentum.
At the time, the Vietnamese tourism industry also attracted growing interest from the workforce. Between 1991 and 2009, the number of direct employees in the sector increased almost twentyfold, from 21,000 to 370,000. Not only did the number of workers rise, but the industry also welcomed a greater proportion of highly skilled professionals. Educational institutions and universities introduced formal training programmes dedicated to the tourism services sector.
In addition to celebrated natural attractions, a series of events were launched to draw international visitors and drive tourism growth, including the City Tourism Festival and the International Tourism Fair.
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These factors contributed significantly to the sector’s momentum. By 1990, Vietnam had welcomed more than 250,000 international arrivals—an impressive achievement just over a decade after reunification. At the same time, foreign investors also turned their attention to the country’s burgeoning tourism sector. In 2009 alone, foreign direct investment into tourism reached US$8.8 billion, accounting for 41% of the total registered FDI capital, highlighting Vietnam’s considerable development potential at the time.
2007–2020: Vietnam’s tourism landscape transforms with the rise of luxury resorts
During this period, Vietnam’s economy maintained a steady growth trajectory, even amidst the turbulence of the global financial crisis. In 2008, tourism revenues approached $4 billion, with 4.2 million tourist arrivals recorded. From 2010 to 2015, the annual growth rate of international visitors stood at 9.48%, up from 8.95% during the 2006–2010 period.
Between 2015 and 2019, the tourism industry witnessed remarkable growth, achieving an average annual increase of 22.7% in international arrivals. In 2015, Vietnam welcomed 7.9 million international tourists, rising to 18 million by 2019, a striking figure for the industry at the time. As tourist numbers climbed, the travel and culinary service sectors flourished, offering increasingly diverse experiences to meet the tastes of a wide range of visitors.
As travellers’ expectations grew more sophisticated, high-end hotels, restaurants, and luxury resorts began to appear across Vietnam, receiving an enthusiastic welcome. One notable example is Amanoi, the prestigious Aman group’s property that opened in the picturesque Vinh Hy Bay in 2013. Amanoi Ninh Thuan has since become a leading destination for those seeking tranquillity, and in 2024, it was recognised by Tatler Best Asia as one of the 100 leading hotels on the continent, praised for its seamless blend of natural privacy and exceptional service.
In the realm of fine dining, 2018 saw the debut of Quince Saigon, the Vietnam outpost of Thailand’s acclaimed Quince Eatery. With its signature Mediterranean flavours, Quince Saigon swiftly captured the attention of gourmets and critics alike, earning a place in Tatler Best Asia’s 2025 list of the 100 Best Restaurants in Asia.
2021–Present: Post-COVID recovery and impressive milestones in tourism
After a period of rapid expansion, the Vietnamese tourism industry inevitably slowed with the onset of the COVID-19 pandemic. Encouragingly, once social distancing measures lifted, the sector showed signs of strong recovery, posting impressive figures. According to the General Statistics Office, Vietnam welcomed 3.7 million international visitors in 2022, with numbers surging to 12.6 million in 2023.
Explaining the resurgence, Ms Jackie Ong, Senior Head of Tourism and Hospitality Management at RMIT University Vietnam, notes that following the lifting of restrictions worldwide, Vietnam emerged as a preferred destination on the global tourism map. This growing recognition is further evidenced by the numerous prestigious accolades the country has received from the World Travel Awards.
Meanwhile, Mr Nam (Steve) Nguyen, General Manager at Trip.com Vietnam, observed that Vietnam’s tourism industry is making remarkable progress. He also noted that many of the country’s high-end resorts, local culinary offerings and iconic attractions are now recognised among the top choices in Asia and beyond.
In the wake of COVID-19, travellers have become increasingly mindful of their physical and mental wellbeing. As a result, private, nature-connected spaces and personalised wellness services have become key priorities. Notably, Regent Phu Quoc and Zannier Bai San Ho—two luxury resorts honoured by Tatler Best in the list of Asia’s top 100 hotels—both offer guests a wide range of treatments designed to nurture both body and mind.
At the same time, as culinary tourism continues to gain momentum, Vietnamese cuisine has further cemented its reputation on the international stage, thanks to the emergence of a new generation of culinary talents. While street food remains a celebrated part of Vietnam’s cultural identity, fine dining establishments are reimagining traditional dishes with creative flair. Among them are Gia Restaurant and Akuna Restaurant, two venues recognised by Tatler Best among the 100 leading restaurants in Asia, praised for their refined marriage of contemporary global techniques with the traditional essence of Vietnamese cuisine.
The forms of tourism in Vietnam are also evolving, with a stronger emphasis on sustainability. Alongside familiar offerings, trends such as agricultural tourism, ecotourism and spiritual tourism are capturing the interest of travellers. Meanwhile, organisations within the sector are increasingly adopting technology and exploring innovative solutions aimed at fostering more sustainable development, from reducing emissions to minimising resource waste.
It is clear that, after 50 years of unification, the Vietnamese economy in general—and the tourism industry in particular—has weathered many challenges and periods of transformation. Through perseverance and ambition, Vietnam continues to develop and affirm its unique place on the global map. Looking ahead, the high-end tourism sector in Vietnam is set to grow even more vibrant, with the upcoming debut of exciting new names such as InterContinental Residences Ha Long Bay (expected to open in 2025), The Westin Resort & Spa Cam Ranh, Four Seasons Resort Nam Hai—Hoi An, Capella Hanoi Hotel, and La Mejor Hotel & Sky Bar.
