Vietnam Tourism Market

How big is the Vietnam tourism market in 2026?

The market was valued at USD 25.7 billion in 2025 and is estimated to reach USD 28.8 billion in 2026. It is projected to grow at a CAGR of 12.0% from 2026 to 2036 and reach USD 89.1 billion by 2036.

Demand for tourism in Vietnam is shifting from packaged sightseeing towards flexible, experience-led travel, with domestic travellers forming the larger part of the market. Easier entry for foreign visitors and stronger air connections are reinforcing that shift, and the market is expected to keep growing at double-digit rates through 2036. Vietnam welcomed more than 19.1 million international visitors in the first 11 months of 2025, up 20.9%, [3] and 17.7 million in the first nine months of 2026, up 14.5%. [1] Air capacity is keeping pace with that demand: Vietnamese airports handled nearly 102 million passengers in the first nine months of 2026, up 12%, with international passengers up 14% to more than 39 million and domestic passengers up 11% to more than 62 million, while Vietnamese airlines carried more than 46 million passengers, an increase of more than 8%. [9] The Vietnam tourism market is estimated at USD 28.8 billion in 2026, up from USD 25.7 billion in 2025, and is projected to reach USD 89.1 billion by 2036 at a 12.0% CAGR.

Market Size & Forecast

Table 1: Vietnam Tourism Market Size and Forecast (USD billion and CAGR percentage), 2025 to 2036

Market size and forecast	Value
2025 Value	USD 25.7 billion
Estimated market size in 2026	USD 28.8 billion
Projected market size by 2036	USD 89.1 billion
CAGR (2026-2036)	12.0%
Added revenue, 2026 to 2036	USD 60.3 billion

Government targets for 2026 of 25 million international visitors and 150 million domestic tourists show the volume behind that growth, [3] and the market is expected to add USD 60.3 billion between 2026 and 2036.

Demand and Access Indicators

Table 2: Demand and Access Indicators for the Vietnam Tourism Market (visitors, passengers and dong), 2026

Metric	Value
International visitors, first nine months of 2026	17.7 million, up 14.5% [1]
International visitors arriving by air, first nine months of 2026	83.2% [1]
Vietnam Airlines international passengers, first half of 2026	Nearly 4.8 million, up 18.8% [4]
Vietjet passengers, first half of 2026	Over 13.4 million [5]
Vietravel net revenue, first half of 2026	VND 3,685 billion (USD 143 million), up 11% [6]

Key Market Trends & Insights

• By tourist type: Domestic tourism is expected to account for 64.0% of the market in 2026, as residents look for local culture and heritage routes.
• International tourism is estimated to hold 36.0% of the market in 2026, with entry rules and air access shaping how visitors plan a trip.
• Flexible, custom itineraries are gaining ground as visitors prefer to design their own trips.

Destination Highlights

• China was the largest source market in the first nine months of 2026 with 3.9 million visitors, or 22.4% of arrivals, followed by South Korea with 3 million, or 17.3%. [1]
• Russia sent about 1.1 million visitors, up 160.6%, ahead of Taiwan with 964,000 and the United States with 764,000. [1]

Analyst Perspective

“Vietnam’s visitors are travelling more often and planning their own routes, and the larger share of them are Vietnamese residents. Operators that combine clear itineraries with reliable transport and flexible terms are likely to keep both domestic and international customers as airlines add routes and entry becomes easier.”

- Ronak Shah, Principal Consultant, Future Market Insights.

How is the Vietnam tourism market segmented?

The Vietnam tourism market is segmented by activity type, age group, demography, tourist type and tour type. By activity type, the market is sub segmented into cultural immersion, eco-adventures, culinary tourism, wellness retreats and heritage tours. By age group, it is sub segmented into under 20, 20-30, 30-40, 40-50 and over 50, and by demography into men and women. By tourist type, it is sub segmented into domestic and international, and by tour type into individual and group.

Why is domestic tourism the leading segment by tourist type?

Domestic tourism is estimated to account for 64.0% by tourist type in 2026.

Table 3: Tourist Type Leadership and Market Growth for the Vietnam Tourism Market (segment and CAGR percentage), 2026 to 2036

Metric	Value
Market CAGR (2026 to 2036)	12.0%
Leading segment	Domestic tourism (64.0% of the market in 2026)

Residents can take shorter trips within Vietnam and return as their time and budget allow, so the value of a brief break depends on how much of the available time remains after travelling to the destination. Vietnam’s tourism authority expected about 135.5 million domestic tourists in 2025. [3] Air capacity supports that volume: Vietjet operated 46 domestic routes among the 213 it flew in the first half of 2026. [5] A compact itinerary makes accommodation and local activities easier to fit into the time a resident has, and repeat trips give operators a chance to offer a different experience each time. Clear details of trip length and inclusions help residents choose an arrangement suited to the occasion. FMI finds that operators keep domestic customers by delivering dependably on short trips, since a good first break is the reason to book the next one.

How does activity type shape a Vietnam itinerary?

Activity-type coverage includes cultural immersion, eco-adventures, culinary tourism, wellness retreats and heritage tours. These experiences require different arrangements for transport, accommodation and scheduled visits. Clear itineraries help travellers select the experiences they want within the time available.

How does age group shape trip planning?

The report covers travellers under 20, aged 20 to 30, 30 to 40, 40 to 50, and over 50. Preferences vary within each age group. Operators can match trip length, travel arrangements and assistance to the traveller’s available time and desired level of support.

How does demography fit within tourism coverage?

Demography coverage includes men and women. The report considers the itinerary, travel arrangements and booking terms offered to travellers in each group.

How does tour type affect travel arrangements?

Tour type includes individual and group travel. Individual travellers can choose components of an itinerary, while group trips coordinate shared dates, transport and activities. Clear inclusions and change terms help customers compare the arrangements.

What are the drivers, restraints and opportunities in the Vietnam tourism market?

Easier entry for foreign visitors and stronger air connections support a 12.0% CAGR through 2036. At the same time, rising costs for airlines and tour operators restrain faster profit growth. [5][6]

Driver: Easier entry supports tourism demand. Easier entry makes Vietnam simpler to add to a trip, so more visitors can plan a longer stay. Under Resolution 229/NQ-CP, for example, citizens of 12 European countries, including Belgium, the Netherlands, Poland, the Czech Republic and Switzerland, can stay up to 45 days without a visa from 15 August 2025 to 14 August 2028. [2]

Restraint: Rising operating costs limit profit growth. Higher fuel and operating costs reduce what operators keep from growing sales. Vietjet’s second-quarter 2026 net revenue rose 70.5% to VND 30,498 billion (USD 1.18 billion) while its profit fell 46.5%, [5] and Vietravel’s first-half profit after tax fell 81% to VND 1.29 billion (USD 50,000) on 11% higher revenue. [6]

Opportunity: New routes widen access. New direct routes widen the market for operators that sell onward travel. Air carried 83.2% of international arrivals in the first nine months of 2026, [1] and Vietnam Airlines opened routes to Amsterdam and Phuket in the first half of the year. [4]

How do destination forecasts compare?

Table 4: Destination Growth Outlook for the Vietnam Tourism Market (CAGR percentage), 2026 to 2036 — FMI estimates

Destination	CAGR (2026-2036)
Hanoi	12.0%
Da Nang	12.0%
Ho Chi Minh City	12.0%

Source: Future Market Insights estimates.

Tourism revenue in Hanoi, Da Nang and Ho Chi Minh City is projected to grow at an estimated 12.0% CAGR from 2026 to 2036. These destination forecasts are FMI estimates.

What is the tourism outlook for Hanoi?

Tourism revenue in Hanoi is projected to grow at an estimated 12.0% CAGR from 2026 to 2036.

What is the tourism outlook for Da Nang?

Tourism revenue in Da Nang is projected to grow at an estimated 12.0% CAGR from 2026 to 2036.

What is the tourism outlook for Ho Chi Minh City?

Tourism revenue in Ho Chi Minh City is projected to grow at an estimated 12.0% CAGR from 2026 to 2036.

Who are the notable companies in the Vietnam tourism market?

Airlines, tour operators, hotel groups and destination providers compete for the same trip, each contributing a different part of the itinerary. Vietravel, Vietnam Airlines and Vietjet are the companies covered in this report; their offers range from packaged tours to scheduled air travel. Operators with local relationships coordinate hotels, transfers, guides and activities, while airlines decide how easily visitors reach each region.

Key Developments in the Vietnam Tourism Market

• On 4 October 2026, Vietnam’s tourism authority reported 1.77 million international visitors in September, up 16.1%, and said arrivals in the first nine months had reached nearly 71% of the annual target. [1]
• Vietnam Airlines reported on 31 July 2026 that its first-half consolidated revenue rose more than 28% to VND 75.3 trillion (USD 2.92 billion). [4]
• Vietjet reported first-half 2026 net revenue of VND 51,535 billion (USD 2.00 billion), up 43.8%, on 3 August 2026. [5]
• Vietravel announced on 18 September 2026 that it would dissolve its Indian joint venture, Viet India Travel Private Limited, in which it held 51%. [6]
• Under Resolution 44, citizens of Germany, France, Italy, Spain, the United Kingdom, Russia, Japan, South Korea, Denmark, Sweden, Norway and Finland can stay 45 days without a visa until 14 March 2028. [8]

Key Players in the Vietnam Tourism Market

• Vietravel
• Vietnam Airlines
• Vietjet

This Report Answers

• How large is the Vietnam tourism market in 2026?
• What value is forecast by 2036?
• What is the added revenue between 2026 and 2036?
• Which tourist type leads the market?
• What share does international tourism hold?

Vietnam Tourism Market - Report Scope

Table 5: Report Scope for the Vietnam Tourism Market (coverage fields and definitions), 2026 to 2036

Coverage field	Report scope
Market breakdown	Activity Type (Cultural Immersion, Eco-Adventures, Culinary Tourism, Wellness Retreats, Heritage Tours); Age Group (Under 20, 20-30, 30-40, 40-50, Over 50); Demography (Men, Women); Tourist Type (Domestic, International); Tour Type (Individual, Group)
Quantitative Units	Revenue in USD billion and CAGR from 2026 to 2036
Market Definition	Domestic and international tourism in Vietnam, by activity type, age group, demography, tourist type and tour type
Regions Covered	Vietnam
Key Companies Covered	Vietravel, Vietnam Airlines and Vietjet
Forecast Period	2026 to 2036 (with 2025 historical baseline)
Approach	Combined primary interviews, secondary literature analysis, and top-down data triangulation
Countries Covered	Vietnam
Destinations Profiled	Hanoi, Da Nang, Ho Chi Minh City
Geography Scope	The overall market covers domestic and international tourism in Vietnam. The destination comparison profiles Hanoi, Da Nang and Ho Chi Minh City using current destination labels.

Vietnam Tourism Market - Research Methodology

The market assessment combines primary interviews with industry participants and secondary research drawn from company disclosures, trade data and industry publications. Market size is built from supply-side and demand-side estimates and validated top-down, and segment shares and competitive positioning are checked through data triangulation before publication.

Vietnam Tourism Market by Segments

By Activity Type

• Cultural immersion
• Eco-adventures
• Culinary tourism
• Wellness retreats
• Heritage tours

By Age Group

• Under 20
• 20-30
• 30-40
• 40-50
• Over 50

By Demography

• Men
• Women

By Tourist Type

• Domestic
• International

By Tour Type

• Individual
• Group

Research Sources and Bibliography

• [1] VietnamPlus. Vietnam welcomes 17.7 million international visitors in January - September. 4 October 2026.
• [2] Vietnam National Authority of Tourism. New Visa Exemption Policies Effective From 15 August 2025.
• [3] Viet Nam News. Việt Nam tourism emerges as bright spot in 2025 socio-economic growth. 31 December 2025.
• [4] Viet Nam News. Vietnam Airlines posts 28% revenue growth in H1. 31 July 2026.
• [5] Mekong ASEAN. Doanh thu Vietjet quý 2 tăng hơn 70% nhưng lợi nhuận vẫn giảm gần một nửa. 3 August 2026.
• [6] VnBusiness. Vietravel chấm dứt liên doanh tại Ấn Độ, lợi nhuận bán niên giảm 81%. 22 September 2026.
• [7] The Investor. Major tour operator Vietravel posts first quarterly loss since 2022 as costs surge. 24 February 2026.
• [8] Tuoi Tre News. Vietnam to extend visa exemption for citizens of 12 countries until 2028. 8 March 2025.
• [9] Viet Nam News. Việt Nam’s airports handle nearly 102 million passengers in first nine months. 1 October 2026.