Vietnam’s tourism performance has been widely regarded as a bright spot at a time when the global tourism industry continues to face significant challenges, including geopolitical tensions, armed conflicts in several regions, slowing global economic growth, rising oil prices and higher travel costs.
According to online travel platform Agoda, searches for accommodation in Vietnam by Chinese travellers surged 164% year-on-year in the first five months of 2026, the fastest growth among international source markets.
The growing presence of Vietnam in international music videos is therefore more than a story of beautiful imagery. It is also a test of how the country positions itself within the global cultural landscape.
Rather than rushing to “check in” at as many attractions as possible, slow travel allows visitors to immerse themselves in local life. Travellers may spend time wandering through a highland market, learning to cook a traditional dish, cycling around a coastal fishing village, or simply enjoying the tranquil rhythm of life in the countryside.
In Q1, international arrivals reached an estimated 6.76 million, up 12.4% year-on-year and marking the highest level on record. Domestic travel remained strong with approximately 37 million visitors. Total tourism revenue was estimated at 267 trillion VND (10.1 billion USD).
Tourism promotion activities should be further strengthened in a more focused and effective manner, targeting key markets and popular destinations, said an insider.
During the nine-day Lunar New Year (Tet) holiday, Vietnam's tourism sector served an estimated 14 million visitors, up 12% year-on-year, according to the Vietnam National Authority of Tourism (VNAT) under the Ministry of Culture, Sports and Tourism.