Vietnam is gaining global recognition as one of the top emerging destinations in tourism, securing the 7th position in the world for growth in destination searches, according to Google Destination Insights. This remarkable achievement underscores the country's growing appeal among international travelers, who are increasingly attracted to Vietnam's diverse offerings and vibrant culture.
With an open visa policy, a rich array of high-quality tourism products, and the expansion of international air routes, Vietnam is quickly climbing the ranks of global travel destinations. The country now stands out as the only Southeast Asian nation among the top 10 in growth, surpassing neighboring tourism giants such as Thailand, Indonesia, and Malaysia.
Vietnam's Strong Growth in Tourism Searches
The surge in interest is evident, with international searches for tourist accommodations in Vietnam showing a growth rate of 10%-25% since the beginning of 2025. This increase places Vietnam in the 7th position globally, marking a significant rise in the country's visibility as a top choice for travelers. These figures are a testament to the country's vibrant tourism industry, which continues to attract a diverse range of international visitors.
Among Southeast Asian countries, Vietnam leads the way, surpassing competitors like the Philippines (#18), Singapore (#25), Thailand (#36), Indonesia (#37), and Malaysia (#39). The rise in search volumes reflects a larger trend, one that is likely to continue as the country solidifies its position on the world tourism map.
The Most Searched Cities in Vietnam by Global Travelers
Vietnam’s most sought-after destinations continue to showcase the country’s diverse appeal. According to the latest data, Ho Chi Minh City, Hanoi, Da Nang, Phu Quoc, Nha Trang, Hoi An, Vung Tau, Da Lat, Phan Thiet, and Hue are among the top 10 most searched Vietnamese cities by international tourists.
The growth in search volume for these cities is significant, with Vung Tau and Ninh Binh experiencing the highest search volume increases, over 75%, highlighting their rising popularity among travelers. From bustling urban hubs to serene coastal towns and cultural heritage sites, Vietnam offers a rich tapestry of experiences to suit all types of travelers.
Key Factors Driving Vietnam’s Appeal
Several factors are driving Vietnam’s rise in global tourism. Among the most compelling are the country’s diverse tourism offerings. From cultural and nature-based experiences to emerging products like agricultural tourism, rail journeys, wellness tourism, and sports tourism, Vietnam continues to diversify its tourism portfolio. This variety ensures that Vietnam appeals to a broad spectrum of travelers, from adventure-seekers to those looking for relaxation and cultural immersion.
The country’s rapid improvements in tourism infrastructure also play a significant role in its growth. Investments in air, road, and sea transport are making it easier for visitors to explore the country, while the expansion of direct flights connecting major global cities to Vietnam has made travel more accessible than ever.
Additionally, Vietnam’s open visa policies have proven to be a game-changer. The flexibility and ease of travel are helping to attract international visitors who might otherwise face bureaucratic barriers. The country's stable security and public order also provide peace of mind for tourists, making it an attractive destination for both first-time visitors and repeat travelers.
Marketing and Promotion Efforts Amplify Vietnam’s Global Reach
Vietnam’s tourism sector is actively working to raise the country’s profile through targeted marketing campaigns. One notable initiative is the ongoing tourism roadshow in France, Italy, and Switzerland from May 3–14, organized by the Vietnam National Authority of Tourism. These efforts are key to building Vietnam’s tourism brand in important source markets and ensuring sustained growth in visitor numbers.
The positive trends are already evident, as Vietnam welcomed over 7.6 million international arrivals in the first four months of 2025. This represents a 23.8% increase compared to the same period in the previous year. With such growth, the country is well on track to meet its ambitious target of 22-23 million international visitors for the year, contributing to a GDP growth target of 8% set by the Vietnamese government.
Vietnam's Bright Future in Global Tourism
Vietnam's rise as a global tourism destination is an exciting story of progress and promise. The country’s 7th place ranking in terms of growth is a clear indicator of its potential to become one of the world’s top travel hotspots. As the government continues to prioritize tourism development, and with global interest continuing to grow, Vietnam is poised for even greater success in the years to come.
Whether it’s the cultural richness, the diverse landscapes, or the warm hospitality, Vietnam offers something for everyone, making it an ideal destination for travelers seeking adventure, relaxation, and everything in between.
For more information about Vietnam’s tourism developments, visit the Vietnam National Authority of Tourism website: https://vietnamtourism.gov.vn
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