Increasing new position on the ASEAN tourism map
The Southeast Asian tourism picture is witnessing remarkable changes as Vietnam emerges as the fastest growing market in the region.
According to the ASEAN Secretariat, in 2025, Vietnam recorded a growth rate of 20.4% in international visitors, the highest among member countries. With about 21.2 million visitors, Vietnam surpassed Singapore and Indonesia, rising to third place in ASEAN in terms of international visitors, after Malaysia and Thailand.
Growth momentum continues to be maintained in 2026. ISEAS's "Situation in Southeast Asia 2026" report also shows that Vietnam is in the top 4 most attractive destinations in ASEAN, along with Thailand, Singapore and Malaysia.
Entering the leading group not only shows the attraction of tourism, but also reflects the national image, living environment and Vietnam's ability to attract international human resources is increasingly improving.
Answering Thai press, Mr. Adith Chairattananon - General Secretary of the Tourism Agents Association of Thailand (ATTA) - said that Vietnam is becoming the fastest growing strategic competitor in the region thanks to its novelty, infrastructure investment and more competitive costs.
He commented: "If Thailand does not change faster, this country may lose Gen Z tourists, self-sufficient tourists, digital nomads and the new generation of Chinese tourists to Vietnam in the next 5-10 years.
Factors that create the momentum of Vietnamese tourism
The success of Vietnamese tourism does not come from a single factor but is the result of many resonance dynamics.
Singapore's The Straits Times newspaper commented that Vietnam is becoming one of the leading destinations in Southeast Asia for Singaporean tourists thanks to the combination of diverse landscapes, rich culture and history, and reasonable travel costs.
Mr. Yuthasak Supasorn, former Governor of the Tourism Authority of Thailand (TAT), said that the development of Vietnamese tourism is driven by many factors such as economic growth, infrastructure investment, digital transformation and increasingly favorable entry policies.
In addition, Vietnam has a stable socio-political environment and a high level of safety. Visa policy is also considered one of the important "levers".
Not only that, Vietnam's tourism industry is constantly innovating products. From resort tourism, health care, MICE tourism, golf, agricultural tourism to railway tourism, products are increasingly diverse, helping to extend length of stay and expand customer base. Many localities are also developing in-depth experience products, targeting groups of customers with high spending and a need to explore local culture.
One of the factors contributing to improving the competitiveness of Vietnamese destinations is the rise in the culinary industry. Mr. Gwendal Poullennec - International Director of Michelin Guide - said: "Since the Michelin Guide came to Vietnam 4 years ago, the culinary picture of the country has made truly impressive progress. Restaurants are becoming closer and more open, but still committed to quality and sophisticated service and meticulous careful space.
The development of cuisine not only enriches the experiences of tourists but also contributes to enhancing the image of Vietnam's destination on the international stage.
Promotion and advertising work has also changed a lot. Instead of just focusing on traditional campaigns, the tourism industry promotes digital communication, promotes on online platforms and increases presence at major international tourism fairs and events.
In 2026, Vietnam aims to welcome 25 million international tourists. With positive signals from the market, Vietnam's tourism industry is facing a great opportunity to affirm its position as one of the most dynamic tourist centers in Southeast Asia.
