Attraction from Vietnamese tourism brands
Stepping into 2026, Vietnamese tourism continues to maintain positive growth momentum. According to data from the Statistics Office, in the first 6 months of the year, Vietnam welcomed nearly 12.3 million international visitors, an increase of 14.9% compared to the same period last year, completing nearly 50% of the target of welcoming 25 million international visitors for the whole year.
Notably, this result was achieved in the context of the world economy still facing many instabilities, geopolitical conflicts continuing to affect global tourism activities. While June is still the low season for international visitors, Vietnam still welcomed about 1.7 million visitors, an increase of 14.7% compared to the same period last year.
From a destination mainly known for its natural scenery and reasonable cost, Vietnam is gradually affirming its position with the quality of experience, cultural identity, safety and diversity of tourism products.
That change has been recognized through a series of international awards and rankings. For many consecutive years, Vietnam has been honored by the World Travel Awards as "Asia's Leading Destination", "World's Leading Heritage Destination" and "Asia's Leading Culinary Destination". Hanoi, Hoi An, Ha Long Bay, Phu Quoc or Sa Pa also regularly appear in rankings of prestigious travel magazines such as Travel + Leisure, Condé Nast Traveller, Lonely Planet or The New York Times.
Talking to Lao Dong Newspaper, Mr. Truong Quoc Hung - Chairman of UNESCO Travel Club Hanoi - commented: "Vietnam tourism is facing many breakthrough opportunities when it owns an increasingly high-class resort system, improved infrastructure along with advantages in long coastlines, rich natural landscapes, unique cultural identity and attractive cuisine.
According to Mr. Hung, in the past time, the quality of tourism products and services of Vietnam has made many clear progress, gradually improving competitiveness with destinations in the region. Along with the support policies of the State, the business community is actively innovating products, expanding markets and strengthening promotion and advertising in many countries.
Each promotional activity, each promotional event contributes to spreading the image of Vietnamese destinations to international friends, attracting more tourists and creating motivation for sustainable tourism development" - Mr. Hung emphasized.
Each tourist is an "ambassador
If statistical figures reflect the scale of development, then the feeling of tourists is the clearest measure of the destination brand.
Ms. Piñas Maria Del Mar, Head of the delegation from Spain - the 5 millionth international visitor to Hanoi in 2026, shared: "I did not expect to be welcomed so warmly and especially. We hope to have the opportunity to learn more about and explore Hanoi, because this is the first destination when setting foot in beautiful Vietnam.
Ms. Piñas Piñas Maria Del Mar said that Vietnam is a land that they "always dream of visiting once". After the journey to explore the Capital, the delegation will continue to famous tourist destinations such as Sa Pa, Ninh Binh, Ha Long Bay, Hue, Da Nang, Hoi An, Ho Chi Minh City and Ben Tre.
Tourists' sharing shows that the competitiveness of Vietnamese tourism is formed from the core values of the country. Friendliness, hospitality and cultural identity preserved in life not only create a different experience for tourists but also contribute to building the national image and brand in the integration process.
Clearly aware of this, Mr. Nguyen Trung Khanh - Director of the Vietnam National Authority of Tourism - said that in the coming period, the tourism industry will continue to focus on developing in a quality, sustainable and professional direction; diversifying the visitor market, improving the quality of products and services and promoting digital transformation in promotion and advertising.
Each visitor to Vietnam is not just one visitor but also an ambassador spreading the image of the country, people and culture of Vietnam to international friends" - Mr. Khanh emphasized.
Along with the companionship of localities and the business community, the tourism industry will continue to promote its role as a general economic sector, contributing to growth, while promoting the national image, contributing to enhancing Vietnam's position and competitiveness in the international arena.
Over 66 years of formation and development, stepping into a new stage, Vietnamese tourism not only strives to achieve growth goals, but also continues to spread cultural values, people and the image of the country, contributing to fostering soft power and national brand in the integration process.
The Government has just issued Plan 1189/QD-TTg to synchronously implement the national value system, cultural value system, family value system, and standards of Vietnamese people. Among them, one of the important tasks and solutions is: Preserving and promoting cultural heritage and national identity, spreading national, democratic, humane, and scientific values; enhancing the value and competitiveness of the national brand, promoting the cultural strength and people of Vietnam in national development, international integration and sustainable development.
