Vietnam Tourism Targets Global Growth in 2027

Vietnam is moving into a pivotal phase for its tourism sector. After a strong recovery in 2026, the country is now focusing on major reforms designed to remove bottlenecks, improve visitor experiences, and strengthen its position as a leading destination in Asia.

With APEC 2027 set to take place in Phu Quoc, the next two years could shape how Vietnam is seen on the global travel map. The strategy is not just about attracting more visitors; it is also about encouraging longer stays, higher spending, and more balanced growth across regions.

Vietnam’s 2026 Tourism Performance Sets the Stage

Vietnam’s tourism numbers in the first eight months of 2026 show solid momentum. The country welcomed 15.9 million international visitors, up 14.5% year on year, while domestic tourism reached 113 million arrivals, a 6.6% increase.

Tourism revenue also climbed to about VND 781 trillion, reflecting a 10.4% rise. These results suggest that Vietnam remains one of Southeast Asia’s stronger tourism performers, even as it works to close the gap between current results and its full-year targets.

International arrivals reached 63.6% of the annual target by August 2026.
Domestic tourism accounted for 75.3% of the yearly goal.
Tourism revenue reached 69.4% of the full-year plan.
Major growth contributors included Ho Chi Minh City, Hanoi, Lam Dong, Khanh Hoa, and An Giang.

Still, the final months of 2026 matter. Vietnam needs a strong finish to keep its 25 million international visitor goal within reach.

Reforms Aim to Fix Long-Standing Tourism Bottlenecks

Vietnam’s next growth phase depends on more than visitor demand. Authorities are also addressing structural weaknesses that have limited the sector’s full potential.

These include inconsistent policy implementation, uneven digital transformation, weak product differentiation, and fragmented coordination between agencies and businesses. The government is now pushing a more integrated management model that brings national authorities, local governments, tourism enterprises, and service providers into one coordinated framework.

The goal is clear: improve accountability, reduce duplication, and make tourism development more measurable and efficient.

What the reform agenda focuses on:

Better tourism data management and stronger planning
More coordinated destination development
Improved digital systems for tourism operations and promotion
Clearer roles for provinces, cities, and tourism businesses

This shift is important because tourism growth is no longer just about welcoming more people. It is also about delivering better experiences, building stronger brands, and making destinations more competitive over time.

A New Framework for Regional Tourism Development

Vietnam is also building a broader tourism development framework linked to its national growth strategy. Under this plan, development targets will be tracked across all 34 provinces and cities during the 2027–2030 period.

Special attention will go to Hanoi, Ho Chi Minh City, and Da Nang, which remain the country’s main tourism hubs. At the same time, 10 major tourism centers, 20 national tourism areas, and 15 large tourism enterprises will play a bigger role in shaping the sector’s future.

This approach is designed to reduce overdependence on a few well-known destinations and encourage more diverse growth across the country.

By assigning clearer responsibilities and performance goals, Vietnam hopes to create a more competitive tourism landscape that can attract investment and unlock regional potential.

Heritage, Luxury, and New Travel Segments Will Drive Value

Vietnam is not only aiming for more visitors. It is also trying to attract travelers who stay longer and spend more.

Cultural tourism, heritage travel, and premium resort experiences are now central to the country’s tourism strategy. Vietnam already has strong assets in this area, from historic sites and traditional communities to beaches and resort destinations.

However, officials recognize that strong assets alone are not enough. Those experiences need better packaging, better services, and better connectivity to stand out in a crowded regional market.

Emerging tourism opportunities include:

Night-time tourism
Medical tourism
Green and sustainable tourism
Community-based travel
High-end coastal and resort getaways

These segments can help Vietnam diversify its tourism offer while drawing attention away from overcrowded hotspots during peak periods.

Visa Improvements Could Boost Accessibility

Access remains one of the biggest factors influencing travel demand. Vietnam is therefore reviewing ways to make entry easier for international visitors, especially for long-stay travelers and higher-spending markets.

The Ministry of Public Security has already introduced steps to improve e-visa services and immigration processing. Authorities are also exploring more flexible visa arrangements tailored to different traveler profiles and source markets.

If approved, these changes could make Vietnam more appealing for extended holidays, business travel, and niche tourism experiences.

That said, these measures are still under review, and any changes will require formal confirmation before they take effect.

APEC 2027 Could Raise Vietnam’s Global Profile

One of the biggest opportunities on Vietnam’s tourism calendar is APEC 2027 in Phu Quoc. Hosting a major international event will bring global visibility, but it will also test the country’s readiness in transport, accommodation, security, and visitor services.

Phu Quoc already has a strong reputation as a resort destination, and the event could further elevate its profile. More importantly, it may encourage visitors to explore other major cities such as Hanoi, Ho Chi Minh City, and Da Nang.

If managed well, APEC 2027 could do more than create a short-term spotlight. It could help convert international attention into sustained demand and repeat visits.

Distinctive Products and Smarter Promotion Are the Next Step

Vietnam’s tourism strategy for 2027 also emphasizes destination uniqueness. Each locality is expected to develop at least one distinctive tourism product, helping travelers see more than the country’s most famous attractions.

This is where itinerary design, local storytelling, and stronger transportation links become crucial. Better connections between destinations can lengthen stays, spread tourism income more evenly, and support smaller local businesses.

Digital transformation is also becoming a top priority. Instead of broad, generic campaigns, tourism bodies are being encouraged to target specific markets and traveler segments with more focused digital marketing.

Key takeaway:

Vietnam’s tourism sector is entering a new phase of growth planning. With reforms in infrastructure, visas, digital systems, destination development, and promotion, the country is positioning itself for stronger global competitiveness in 2027 and beyond.

CONCLUSION

Vietnam has a real opportunity to turn 2027 into a landmark year for tourism. The combination of policy reform, destination upgrades, and APEC visibility could help the country attract more international visitors while improving the quality of the travel experience.

If the current momentum continues, Vietnam may not only meet its growth targets but also build a more resilient and diversified tourism industry for the long term.