A significant tourism promotion event was held in Paris from May 12–13, 2025, spotlighting Vietnam’s travel appeal to French and European markets. Hosted by the Vietnam National Authority of Tourism (VNAT), the initiative was part of a broader multi-city European campaign that included Milan, Geneva, and Paris, marking the promotional stretch for Visit Vietnam Year 2025.
The event focused on positioning Vietnam as a top sustainable, high-end, and cultural tourism destination. It also aimed to build lasting partnerships between Vietnamese service providers and European tour operators through business-to-business meetings, immersive showcases, and rich cultural experiences.
France: A Key Gateway to Revitalized Vietnam Tourism
Tourism officials described France as one of Vietnam’s top-priority markets, supported by strong growth indicators. In 2024, nearly 279,000 French tourists visited Vietnam, a figure representing 97% of pre-pandemic levels. During the first quarter of 2025 alone, French arrivals exceeded 102,000, up over 28% year-on-year.
VNAT Director Nguyen Trung Khanh, in his address to French stakeholders, emphasized that this upward trend signaled a strong rebound in bilateral tourism ties. He reiterated the government’s commitment to strengthening cultural tourism as a bridge between the two nations.
A Stage for Vietnamese Culture in the Heart of Europe
The Paris showcase presented visitors with an elegant selection of Vietnamese heritage experiences. One of the highlights was a royal court music performance, symbolizing the refined cultural traditions of Hue, Vietnam’s ancient capital and official host of Visit Vietnam Year 2025.
The event also featured:
- Traditional craft demonstrations by Vietnamese artisans
- Ao dai fashion showcases, offering a glimpse into Vietnam’s iconic style
- Destination presentations, offering detailed previews of Vietnam’s top cities, beaches, and heritage sites
Visitors and partners were invited to indulge in an array of Vietnamese cuisine, including Hue-style beef noodles, royal spring rolls, lotus-stuffed longan desserts, lotus-infused rice dishes, and the country’s celebrated traditional coffee and tea.
Many also participated in prize draws, with rewards ranging from round-trip flights between Europe and Vietnam to luxury tour packages and hotel vouchers, sponsored by Vietnam Airlines and travel partners.
Vietnam Airlines Expands European Connectivity
At the event, Nguyen Tien Hoang, Chief Representative of Vietnam Airlines in France and Europe, confirmed the airline’s growing footprint across the continent. Vietnam Airlines, a crucial connector for Vietnamese tourism abroad, currently operates direct flights to France, Germany, Italy, and the UK, with plans to expand to Denmark by 2026.
This route expansion was positioned as a strategic move to accommodate rising demand from European travelers and to streamline air access to Vietnam’s cultural and beach destinations.
Cultural Diplomacy at the Core of Tourism Strategy
The Vietnamese Ambassador to France, Dinh Toan Thang, highlighted the strategic role tourism plays beyond economic gain. He described the Paris event as a platform for deepening friendship, encouraging cultural diplomacy, and introducing Vietnamese heritage to a wider global audience.
He noted that in the post-COVID recovery landscape, the timing was optimal for Vietnam to scale up international promotion efforts, and France, with its strong travel base and cultural affinity, was a natural partner in this growth.
Visit Vietnam Year 2025: Tourism Ambitions at Scale
Vietnam’s tourism sector has set bold targets for 2025. The Ministry of Culture, Sports and Tourism aims to attract:
- 22 to 23 million international tourist arrivals
- 120 to 130 million domestic travelers
- An estimated 1 quadrillion VND (~38.5 billion USD) in tourism revenue
These numbers reflect Vietnam’s ambition to return to and exceed its pre-pandemic status as one of Asia’s most dynamic travel destinations.
Promoting Vietnam Across Europe: A Multi-City Showcase
The Paris event formed part of a European circuit that also featured promotional stops in Milan (Italy) and Geneva (Switzerland). These cities were selected for their access to diverse travel audiences and their growing influence on outbound tourism.
The initiative was designed to position Vietnam not only as a cultural powerhouse but also as a green, responsible, and high-end travel destination, aligning with the preferences of eco-conscious European travelers.
Across all three cities, the focus remained consistent: showcasing Vietnam’s strengths in:
- Sustainable tourism
- World heritage experiences
- Luxury and bespoke travel
- Coastal getaways and resort escapes
- Authentic cultural immersion
Global Traveler Takeaways: Why Vietnam Stands Out
For travelers based in Europe, particularly in France, Germany, Italy, and the UK, Vietnam presents a compelling mix of value, beauty, and authenticity. The combination of direct air access, rich culinary and cultural offerings, and newly emphasized sustainable tourism makes Vietnam highly appealing to both first-time and returning visitors.
The Visit Vietnam Year 2025 campaign, with its engaging programs and artistic performances, has rekindled interest among French travelers in lesser-known destinations like Hue, Ninh Binh, and the Central Highlands, alongside perennial favorites like Hanoi, Ho Chi Minh City, Da Nang, Hoi An, and Ha Long Bay.
As travel recovery solidifies in 2025, France is poised to remain a cornerstone of Vietnam’s inbound tourism strategy, helping to usher in a new era of cultural, economic, and people-to-people exchange between the two nations.
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