Vietnam has become the third-most-visited country in Southeast Asia, with 17.5 million international arrivals in 2024. Thailand leads the region with 35 million visitors, followed by Malaysia with 25 million, while Singapore ranks fourth with 16.5 million visitors.
Vietnam's rapid recovery from the Covid-19 pandemic is notable, having regained 98% of its pre-pandemic tourism levels, ahead of Thailand at 87.5% and Singapore at 86%. The country's popularity continues to grow, with nearly 4 million international tourists visiting in the first two months of 2024, marking a 30.2% year-over-year increase.
The rise in Vietnam’s tourism is attributed to several factors, including increased accessibility through nonstop flights, such as the 2021 Vietnam Airlines route from San Francisco to Ho Chi Minh City. New visa policies introduced in 2023 allow for longer stays, and visa-free access has been extended to more than a dozen countries.
Vietnam is also attracting luxury travellers with new hotel openings, including the Regent Phu Quoc and JW Marriott Hotel & Suites Saigon, along with the expansion of the Michelin guide to the country in 2024.
Looking ahead, Vietnam aims to reach 23 million visitors by the end of 2025 and plans to expand its visitor capacity to 25 million with the opening of Long Thanh International Airport in 2025.