With only 4 months left, the Vietnamese tourism industry is facing a challenging problem but also opening up an unprecedented opportunity to break through to reach 25 million visitors - the highest target in history.
Sprinting to welcome guests
According to data from the General Statistics Office, after the first 8 months of the year, Vietnam welcomed nearly 14 million international visitors. Although this figure shows significant growth compared to the same period, it has only completed 56% of the yearly plan.
Thus, in the last 4 months of 2025, the tourism industry must create a breakthrough boost to attract more than 11 million visitors.
Speaking on September 18 at the Conference on implementing the action program to implement the task of increasing tourist growth in 2025, according to Resolution No. 226/NQ-CP dated August 5, 2025 of the Government, Mr. Pham Van Thuy, Deputy Director of the Vietnam National Administration of Tourism, acknowledged: "This target is very challenging and very large".
Deputy Director Pham Van Thuy frankly pointed out one of the inherent weaknesses: many Vietnamese tourism products are outdated, 10-15 years old and no longer attractive enough in the context of global competition.
"We have to change our approach, we have to sell what customers need, not what we have," Mr. Thuy emphasized.
In the general assessment, Mr. Vu The Binh, Chairman of the Vietnam Tourism Association (VITA), also emphasized that this is a "very heavy task", requiring "the entire industry to get involved in the strongest way".
Joining hands to create a boost
Facing time pressure, the entire industry is focusing on finding breakthrough solutions. Vietnam Tourism Association (VITA) focuses on two main spearheads.
The first is to promote communication on digital platforms. VITA will make the most of social networks and search engines to promote the image of Vietnam tourism, targeting key markets such as China, Korea, Japan, Taiwan, ASEAN region and emerging markets.
Second is to increase direct promotion through organizing fam trip groups (tourism surveys).
VITA plans to welcome 300 - 400 leaders of travel agencies from key markets to survey products and work directly with Vietnamese businesses.
The program will start from September 24, with the first famtrip group consisting of 50 representatives from Korea, the Philippines, Taiwan (China), Indonesia will come to Vietnam to survey destinations in Hanoi, Quang Ninh, Hai Phong and attend the MICE EXPO 2025 event. The next groups will survey other areas such as Ninh Binh - Thanh Hoa, Da Nang - Hue, and the Mekong Delta.
In addition, creating new products is considered the golden key. In particular, cuisine - which is a strength of Vietnam - is being positioned as a key tourism product.
Ms. Nguyen Thi Khanh, Vice President of the Ho Chi Minh City Tourism Association, suggested that localities need to closely link to create unique tours based on unique culinary cultural values.
To optimize efficiency during the final stages, the tourism industry will focus on markets with the fastest growth potential. Nearby markets in Asia are given top priority, followed by the ASEAN region and further markets that are entitled to unilateral visa exemption policies such as Russia, Western European countries and Northern Europe.
Deputy Director Pham Van Thuy also emphasized three important supporting factors:
First, airlines need to increase the frequency of flights to key markets with competitive price policies.
Second, diversify domestic transport vehicles.
Third, make the most of the advantages of the current open visa policy.
The last four months of 2025 will be a real test of the combined strength, determination and innovation of the entire Vietnamese tourism industry on the path to affirming its position on the world tourism map.
