Vietnam's tourism industry is undergoing a strategic shift, moving away from a focus on visitor numbers to prioritizing tourist spending. This change aims to boost revenue per visitor and promote sustainable tourism, according to recent statements from the Vietnam National Administration of Tourism (VNAT).
The new approach involves targeting high-end travelers and developing premium tourism products, such as luxury resorts, golf tourism, and high-quality culinary experiences. VNAT has emphasized the need to enhance the quality of services and diversify offerings to attract tourists who stay longer and spend more.
In 2025, Vietnam welcomed over 17.6 million international visitors, a significant recovery from the pandemic, but the focus is now on increasing the average expenditure per tourist. The country aims to position itself as a premium destination in Southeast Asia, competing with regional rivals like Thailand and Indonesia.
Experts suggest that this strategy could lead to a more resilient tourism sector, less vulnerable to fluctuations in mass tourism and more beneficial to local economies. However, it also requires substantial investment in infrastructure and service quality to meet the expectations of discerning travelers.
