After 2025, exceeding the milestone of 21.5 million international visitors for the first time, Vietnamese tourism has entered a new phase, not only growth, but also quality growth.
In regional terms, Vietnam is narrowing the gap with Thailand and Malaysia - Southeast Asian tourism "giants". But in 2026, the competition will be fiercer as these countries continue to launch large-scale stimulus packages, expand visa exemption policies, tax incentives, and even "order" exclusively for high-end customers.
If Vietnam only focuses on chasing quantity, the risk of "large but not strong" is very clear.
The tourism industry needs to strongly define that the purpose is not only to welcome how many tourists, but to welcome which tourists and keep them staying for how long.
To welcome high-end international tourists in 2026, the tourism industry needs to strongly shift from the mindset of "welcoming many" to "welcoming worthy".
Persuading wealthy guests to withdraw their wallets is not easy, but that is what the tourism industry and businesses must do at all costs.
Luxury tourists have spending many times higher than ordinary tourists, but in return, there are stricter requirements on services, environment, safety and experience.
Improving quality to create a high-end segment, the quantity may be less, but revenue and socio-economic efficiency are higher and more sustainable.
High-end products are not only about cuisine and accommodation, but also create a high-quality living environment.
Hanoi and Ho Chi Minh City often appear in the group of cities with high air pollution in the world; many famous tourist destinations are associated with images of garbage, wastewater, and infrastructure overload.
If there is no early improvement, no wealthy tourists will be willing to spend money to relax in the stuffy atmosphere, dangerous traffic and substandard services.
Unsynchronized transport infrastructure, inconvenient connections, and low traffic safety... all directly reduce the attractiveness of destinations. Tourism cannot develop separately from urban management, environmental protection, and social discipline.
Therefore, it is necessary to seriously invest in green tourism, Net Zero tourism, strictly control service quality, and build a high-class experience ecosystem associated with culture, cuisine, and resorts.
25 million international visitors is achievable goal, but what is worthwhile is the image of a cleaner, more beautiful, safer and more decent Vietnam in the eyes of tourists.
At that time, without chasing targets, the quality customer stream will come and stop longer.
