According to Vogue, Vietnam's attraction comes from the harmonious intersection of unique natural landscapes, cultural depth and energetic modern rhythm of life.
Possessing a thousand-year-old culture and spectacular natural landscapes, Vietnam brings a rare form of "luxury": original authenticity, not eroded by time. Once a destination for experienced tourists, and after a period of COVID-19 pandemic causing many losses, this country is gradually reopening, even rising to become one of the most desired destinations in Asia in 2026", excerpt from an article published in Vogue magazine.
Accordingly, in urban space, each city of Vietnam has its own personality. Hanoi impresses with the ancient beauty of Hoan Kiem Lake, the Old Quarter, and French architectural works. When night falls, the city center becomes bustling with cultural and outdoor entertainment activities and unique nightlife.
Hue City takes tourists back through history, exploring the capital, tombs, temples and delicate royal cuisine. As a World Cultural Heritage recognized by UNESCO, Hue still retains its quiet, elegant beauty, clearly reflecting a glorious period of Vietnamese history.
In contrast to that ancient beauty, Ho Chi Minh City appears as a symbol of a youthful, open and modern city. High-rise buildings, vibrant neighborhoods, nightlife entertainment and diverse culinary culture create a fast, energetic rhythm of life.
Leaving large cities, Vietnamese nature appears with many unique spaces. Ninh Binh impresses with limestone mountains, rivers and ancient pagoda systems blending with rice fields and lotus fields; Sa Pa (Lao Cai) is attractive with terraced fields, Muong Hoa valley and sky-high trekking routes.
Vogue also appreciates the completion of the accommodation and transportation infrastructure system in Vietnam, with an increasingly convenient network of air, road, and sea routes, helping international tourists easily access destinations.
Not only Vogue, in 2025, Vietnamese tourism also continuously recorded many prestigious international awards and titles, affirming its strong attraction on the global tourism map.
At Readers' Choice Awards 2025 organized by the prestigious travel magazine Conde Nast Traveler (USA) and voted by international readers, Vietnam entered the top 10 "Most Attractive Destinations in the World" and "Most Friendly Country in the World", ranking 9th and 6th in the global rankings. This is the second consecutive time Vietnam has been in the group of destinations most loved by international tourists.
Also at Readers' Choice Awards 2025, Phu Quoc was voted "The most beautiful island in Asia", surpassing many famous beaches and islands in the region, recognizing the leading position of Vietnam's sea and island destination in global polls.
At the World Travel Awards 2025, one of the most prestigious tourism awards in the world such as "World's Leading Heritage Destination 2025", Phong Nha - Ke Bang National Park is the world's leading national park, Dong Van (Tuyen Quang) is the world's leading regional cultural destination, Moc Chau is the world's leading natural destination and Bai Kem (Phu Quoc) is the world's leading beach...
In the July-August 2025 issue of National Geographic Traveller UK, Vietnam was chosen as the cover theme with the prominent title "Up Rising Stars of Southeast Asia", along with a series of nearly 20 pages of articles introducing destinations, culture and cuisine, showing the widespread interest of global tourism media.
