Vietnam shows the best tourism recovery in ASEAN

Hoi An ancient town attracts a growing number of visitors

According to updated data from the ASEAN Secretariat, Vietnam welcomed 17.6 million international visitors in 2024, 98% of the number of visitors in 2019. Meanwhile, the rate in other leading tourism countries were lower, reaching 88% in Thailand, 86% in Singapore and Indonesia, 72% in the Philippines, and 94% in Malaysia.

According to the latest report from online platform Agoda, Vietnam and Malaysia are the top destinations in ASEAN for sustainable tourism, focused on environmental protection, a major trend among international travelers in the post-pandemic period. The platform revealed that 75% of global tourists stated they aim to travel more sustainably in the next 12 months.

Three among the 10 most attractive cities for this type of tourism are in Vietnam. They are Da Nang, Nha Trang, and Ho Chi Minh City.

Data from Agoda show that Vietnam attracts strong interest from international visitors during the 2025 Lunar New Year period. The number of international visitors’ searches for accommodation in Vietnam has increased by 139% compared to the same period last year. The number of visitors from China has increased by nearly 300% year-on-year.

Vietnam’s Phu Quoc Island has also become one of the top destinations for international tourists in 2025, with accommodation searches increasing by 266% compared to 2024.

Agoda’s data show a significant growth in the number of visitors from the Republic of Korea (up 94%) and Chinese Taipei (up 123%).

In 2025, Vietnam’s tourism industry aims to welcome 22-23 million international visitors. This ambitious goal reflects the industry's strong determination to develop tourism in line with its potential and advantages, truly positioning it as a key economic sector./.