Vietnam’s tourism industry is sustaining its strong rebound, recording close to 14 million international arrivals between January and August 2025—a year-on-year increase of 21.7%, according to the National Statistics Office (NSO).
Strong Off-Season Performance
August alone saw 1.68 million arrivals, up 16.5% from August 2024 and 7.8% higher than July 2025. The growth is particularly noteworthy given that August is traditionally a low season for inbound travel, highlighting both steady demand and rising traveler confidence in Vietnam.
China and South Korea remained the top source markets, accounting for nearly half of all arrivals. China led with more than 3.5 million visitors (25.4%), followed by South Korea with 2.9 million (20.9%). Other strong contributors included Taiwan (839,000), the United States (573,000), Japan (540,000), Cambodia (445,000), India (443,000), Russia (377,000), Australia (358,000), and Malaysia (344,000).
Broad-Based Market Growth
Visitor growth was registered across all regions. Arrivals from Europe rose 33.2%, Asia 21.3%, Australia 14%, the Americas 9.1%, and Africa 4.7%.
Several markets posted standout gains: Chinese arrivals increased 44.3%, Indian arrivals surged 42.2%, Cambodia grew 50.7%, and Japan rose 17.1%. Russia led the momentum with an exceptional 164.9% jump, underscoring its renewed importance as a priority market.
Neighboring Southeast Asian markets also delivered strong performances, with arrivals from the Philippines up 93.4%, Laos 33.1%, Indonesia 13.1%, Malaysia 9.8%, Singapore 9.4%, and Thailand 8.1%. European countries contributed solid double-digit growth, including the UK (+21.8%), France (+22.6%), Germany (+17.9%), Italy (+22.6%), Denmark (+13.9%), Sweden (+17.3%), and Norway (+20%).
Driving Growth Through Promotion
Officials attribute the sector’s momentum in part to active outreach efforts under the 2025 Tourism Stimulus Program. The Vietnam National Authority of Tourism (VNAT) recently staged roadshows and business meetings in Moscow and Irkutsk, Russia (August 28–September 4), followed by Bengaluru and Hyderabad, India (September 4–11).
These initiatives combined policy updates with cultural showcases and networking sessions, helping strengthen Vietnam’s profile in two high-potential markets. Russia continues to view Vietnam as a leading destination, particularly for repeat travelers to coastal resorts such as Nha Trang and Mui Ne. India, supported by improved air links and a rising middle class, is also emerging as a dynamic source of inbound traffic.
Positive Outlook
Tourism experts point to Vietnam’s affordability, diverse landscapes, modern infrastructure, and year-round appeal as core strengths. The steady performance during traditionally slower months like July and August signals resilience and suggests the country is well-positioned to achieve its 2025 tourism targets.
With international arrivals on track to climb further in the final months of the year, Vietnam’s tourism sector is poised to make an even greater contribution to national economic growth.
