Vietnam’s tourism industry is experiencing a strong recovery, welcoming 3.96 million foreign visitors in the first two months of 2025, representing a 30% year-on-year increase. Despite this surge, the country remains behind Thailand, which recorded seven million international arrivals over a similar period, according to data from the General Statistics Office of Vietnam and Thailand’s Ministry of Tourism.

Government-backed tourism initiatives, including visa reforms, global marketing campaigns, and international tourism accolades, have played a significant role in boosting Vietnam’s inbound tourism. However, industry analysts highlight that Vietnam still faces challenges in catching up with its regional competitor, Thailand, which benefits from a more developed tourism infrastructure and a broader international airline network.

China, South Korea, and Taiwan Lead Inbound Tourism to Vietnam

From January to February 2025, mainland China remained the largest source market for Vietnam, contributing 955,000 visitors. South Korea followed closely with 885,000 arrivals, while Taiwan ranked third with 218,000 tourists. The United States and Japan completed the top five source markets, with 180,000 and 147,000 visitors, respectively.

The remaining top 10 inbound markets for Vietnam included Cambodia (142,000), Australia (104,817), Malaysia (102,000), India (92,000), and Russia (79,000). This diverse mix of travelers underscores Vietnam’s growing appeal to global tourists, driven by a combination of cultural heritage, natural landscapes, and an increasingly competitive hospitality sector.

Thailand’s Tourism Growth Outpaces Vietnam’s

Thailand, Vietnam’s key regional competitor, recorded a 5.9% increase in foreign tourist arrivals from January 1 to March 2, 2025, reaching seven million visitors. The country’s long-established reputation as a top-tier travel destination, coupled with seamless connectivity and well-developed tourism infrastructure, continues to give it an edge in the Southeast Asian market.

Thailand’s aggressive promotional campaigns, extended visa-free policies, and an extensive network of low-cost and full-service carriers contribute to its dominance in regional tourism. Despite Vietnam’s rapid progress, experts believe it will require further policy enhancements and expanded air connectivity to close the gap with Thailand.

Vietnam’s 2025 Tourism Target and Policy Reforms

Vietnam has set an ambitious goal of attracting 23 million foreign visitors in 2025, representing a nearly 30% increase from the previous year. To achieve this, Prime Minister Pham Minh Chinh has directed ministries to explore additional visa exemptions for tourists from key markets, including global billionaires and high-spending travelers.

Current efforts include streamlining e-visa procedures, expanding the list of countries eligible for visa waivers, and enhancing promotional campaigns in strategic markets. These initiatives aim to increase Vietnam’s competitiveness as a travel destination and position the country as a more accessible and attractive option for international tourists.

Key Takeaways from Vietnam’s Tourism Performance in Early 2025

Vietnam recorded 3.96 million foreign arrivals in the first two months of 2025, marking a 30% increase from the previous year.
Thailand remains the regional leader with seven million foreign visitors in the same period, reflecting its established tourism infrastructure.
China, South Korea, and Taiwan are Vietnam’s top inbound tourism markets, while the U.S., Japan, and Australia also contribute significantly to visitor numbers.
Visa reforms and promotional campaigns play a crucial role in Vietnam’s tourism growth, with further policy enhancements expected.
Vietnam targets 23 million foreign arrivals for the full year 2025, with an emphasis on attracting high-value travelers.

Future Outlook: Can Vietnam Close the Gap with Thailand?

Vietnam’s tourism industry is on an upward trajectory, with promising signs of sustained growth. However, closing the gap with Thailand will require continued investment in tourism infrastructure, improved international flight connectivity, and enhanced visitor experiences. Expanding the reach of its tourism marketing efforts and streamlining entry procedures for foreign tourists will be key to achieving the country’s ambitious 2025 targets.

With a strong government commitment to tourism development, Vietnam’s potential remains high. As it continues to strengthen its position in the regional travel market, the country is expected to see further gains in foreign arrivals, contributing to its broader economic recovery and long-term growth in the travel sector.