Unique tourism products ready to welcome visa-free visitors

Understanding market preferences

Vietnam has officially granted visa exemptions to citizens from 12 countries: Germany, France, Italy, Spain, the United Kingdom of Great Britain and Northern Ireland, Russia, Japan, the Republic of Korea, Denmark, Sweden, Norway, and Finland. The visa-free stay is valid for 45 days applied during the period from March 15, 2025, to March 14, 2028. Additionally, citizens of Poland, the Czech Republic, and Switzerland are also exempt from visas for a 45-day stay upon entry, with the policy applicable from March 1, 2025 to December 31, 2025 under the 2025 Tourism Stimulus Program.

Tourism experts and businesses consider visa exemptions for high-potential and high-spending markets as a strong boost for Vietnam’s tourism sector. This initiative also supports the development of related industries, such as aviation, hospitality, restaurants, and local services, while enhancing Vietnam’s competitiveness among regional destinations. Notably, many travel businesses have expressed that the extended stay period provides them with more flexibility in designing products and services to better meet tourists’ needs.

International tourists experience cruise services in Lan Ha Bay – Photo: LuxGroup

According to Pham Van Le, International Market Manager at Trang An Travel, the previous 15-day visa exemption is too short, particularly for tourists from Germany and France, where extended holidays are common. As a result, travel companies had to adjust itineraries to fit the visa duration. Now, with a 45-day stay, businesses can design longer journeys incorporating beach destinations like Nha Trang, Mui Ne, Vung Tau, and Phu Quoc.

To capitalize on the opportunity presented by this relaxed visa policy, understanding the preferences and needs of target markets is crucial. According to tourism businesses, European and other newly visa-exempt international travelers visiting Vietnam often prefer nature-based destinations, mountainous regions, and cultural experiences. However, while these travelers enjoy pristine landscapes and immersive experiences, they also have high expectations for service quality. Therefore, all aspects, from accommodation and transportation to dining, must meet the highest professional standards.

Additionally, European and long-haul travelers with high spending power exhibit clear seasonal trends. Without proper preparation, there is a risk of service shortages, negatively affecting visitor experiences. Furthermore, within the visa-free segment, businesses must tailor their offerings to the preferences of travelers from different countries. For instance, Nordic tourists often favor beachfront resorts, while German travelers are more inclined toward nature exploration, trekking, and cultural experiences. Therefore, itinerary design must be flexible and market-specific.

Delivering unforgettable experiences

Based on the characteristics and preferences of visa-exempt markets, Vietnamese travel companies have swiftly developed and refined high-quality products and services to cater to these travelers since the Government announced the policy.

Pham Van Bay, Deputy Director of Vietravel’s Hanoi branch, stated that the company is focusing on three key strategies: expanding new tourism products, including seasonal itineraries and unique cultural experiences; developing combined tours that integrate exploration, relaxation, and gastronomy; and collaborating closely with airlines, destinations, hotels, and local authorities to ensure high-quality, cost-effective travel experiences for visitors.

Meanwhile, Trang An Travel plans to further develop agricultural tourism, a product line that has gained strong interest among European and other international travelers. These visitors enjoy hands-on experiences, learning about local cultures, and participating in traditional farming activities. Ninh Binh, a UNESCO-listed heritage site popular among European tourists, will serve as a key location for these offerings, featuring activities, such as vegetable planting and rice farming to provide authentic rural and cultural experiences.

LuxGroup, a company specializing in luxury travel, is also excited about welcoming high-spending visa-free tourists. According to CEO Pham Ha, Vietnam’s tourism industry must develop a premium ecosystem offering exclusive products and services that cannot be found elsewhere. This includes luxury cruises infused with Vietnamese heritage and cultural narratives. “This is precisely the service that LuxGroup has been developing for years, and we will continue to expand, particularly with high-end cruises in Lan Ha Bay and Ha Long Bay to serve international visitors,” Pham Ha noted.