International visitors maintain growth momentum
Data from the Statistics Office (Ministry of Finance), in July 2026, Vietnam welcomed about 1.67 million international visitors, an increase of 6.6% compared to the same period last year. Accumulated in the first 7 months of the year, the number of international visitors reached nearly 13.9 million, an increase of 13.8%, completing about 56% of the target of welcoming 25 million international visitors this year.
Notably, Europe continues to be a prominent growth region with an average increase of 53.4%. Russia reached about 864,000 visitors, an increase of 174% compared to the same period in 2025 and became Vietnam's largest visitor market in Europe. In addition, Poland, Czech Republic, Sweden and Switzerland also recorded positive growth after enjoying visa-free policies. Meanwhile, China and South Korea are still the two largest source markets for Vietnamese tourism with about 3.1 million and nearly 2.4 million visitors respectively in the first 7 months of the year.
However, the number of customers from these two markets showed signs of a slight decrease in July. According to Mr. Bui Thanh Tu - Marketing Director of BestPrice Travel, the main reason comes from seasonal factors and competition between destinations in the region.
The decrease in visitors from Korea and China in July is not a worrying sign as the total number of international visitors is still growing. However, this is a signal that needs to be seriously monitored," Mr. Tu said.
On the other hand, this expert believes that the current time is still the low season for international visitors to Vietnam. From about October to April of the following year is the peak period, when the flow of visitors from many markets, especially Northeast Asia and Europe, increases sharply. With the current momentum, the number of international visitors is forecast to continue to increase in the last months of the year.
Market 2.9 brightens
Before entering the peak season of welcoming international visitors, the domestic tourism market has become more vibrant with the 5-day National Day holiday September 2nd.
According to BestPrice Travel's records, this year's holiday market is quite positive. Customers tend to choose routes from 3-5 days, prioritizing nearby destinations, moderate schedules and reasonable total budgets. Families with young children, groups of friends and middle-aged customers are the groups that book the most services.
Mr. Bui Thanh Tu informed: "Tour booking speed is increasing rapidly and is likely to continue to increase sharply in the last two to three weeks before the holidays". By the beginning of August, the average occupancy rate of September 2nd products at businesses reached about 80-85%. Some departure schedules with good flight times or good prices have been fully booked.
Domestically, Da Nang - Hoi An, Phu Quoc, Nha Trang, Quy Nhon, Da Lat, Ha Long and Sa Pa continue to be among the most chosen destinations. For foreign markets, China, Korea, Thailand, Singapore - Malaysia and Taiwan (China) are still outstanding routes.
Records at Vietluxtour also show that the consumption trend of tourists is changing. Instead of trying to go to many places in one vacation, many families choose short trips, prioritizing resorts and experiences.
Ms. Tran Thi Bao Thu - Marketing - Communications Director of Vietluxtour - commented: "The noteworthy point is not in going more, but in the way customers choose their trip: Reducing the number of destinations, increasing rest time, prioritizing schedules suitable for young children, the elderly and the general budget of the whole family.
Ms. Thu assessed that many international tours requiring visas and flights with convenient time slots have been fully booked early. Meanwhile, domestic tours and flexible service packages still have room for growth in the weeks leading up to the holiday.
Another factor contributing to maintaining the attractiveness of the market is that domestic airfares have not increased sharply. According to Mr. Tu, some airlines have proactively allocated supply loads early, while demand is dispersed to road, rail and short-day international routes.
Meanwhile, Ms. Thu reminded tourists to book travel tickets, rooms and services early to ensure a satisfactory itinerary. "Delayed booking can cause total costs to increase rapidly, especially at good flight times, checked-in luggage and high-standard accommodation rooms" - Ms. Thu said.
Along with the increase in international visitors and the improving domestic tourism demand, representatives of businesses believe that the National Day holiday September 2nd will create more momentum for the market before entering the peak tourist season at the end of the year.
