HANOI, Vietnam — Vietnam received nearly 2.5 million international visitors in January 2026, according to data released by the Vietnam National Authority of Tourism, marking the highest monthly total in the country’s tourism history.
The figure represents a 21.4 percent increase over December 2025 and an 18.5 percent rise compared with January 2025, underscoring Vietnam’s expanding presence on the global tourism map. Officials described the milestone as the beginning of a new growth cycle, one defined not merely by recovery but by structural diversification and higher-value markets.
Air Travel Leads the Surge, Regional Mobility Accelerates
Air travel continued to dominate, accounting for more than 1.95 million arrivals — nearly 80 percent of the total. The rebound reflects the rapid restoration and expansion of international air routes, including long-haul services and newly launched regional connections.
Land crossings also posted notable gains, with over 440,600 arrivals, nearly doubling year-on-year — a signal of strengthened cross-border tourism within Southeast Asia. Sea arrivals, though smaller in scale, rose roughly 30 percent, reaffirming Vietnam’s position in the regional cruise market.
Industry analysts say the diversified transportation recovery reduces overreliance on any single corridor and enhances resilience against seasonal volatility.
Asia Remains Core Market, but Growth Broadens Across Continents
Asia continued to supply the majority of visitors, contributing approximately 1.8 million arrivals — over 73 percent of the total.
South Korea remained Vietnam’s largest source market, with nearly 490,000 visitors, rising 26 percent month-on-month and over 17 percent year-on-year. Japan recorded particularly strong momentum, increasing 41 percent compared with December and nearly 17 percent year-on-year, signaling renewed demand among higher-spending travelers.
Although Chinese arrivals declined slightly compared with last year, the market still contributed nearly 460,000 visitors, ranking second overall.
Within Southeast Asia, growth was especially robust. Markets such as the Philippines, Singapore and Indonesia recorded sharp increases, while arrivals from Cambodia more than tripled month-on-month. Officials attributed the trend to strengthened ASEAN tourism cooperation and improved cross-border connectivity.
India emerged as one of the fastest-growing markets, reaching nearly 88,000 visitors, up more than 80 percent year-on-year — a result of targeted market diversification strategies.
Europe Rebounds Strongly, Long-Haul Markets Expand
Europe stood out as a high-growth region, contributing about 424,000 visitors, a rise of more than 35 percent month-on-month and nearly 60 percent year-on-year. Russia and Poland posted especially dramatic increases, while the United Kingdom, France and Germany all recorded double-digit growth.
Tourism officials cited expanded visa exemptions, extended stay allowances and additional direct flights as key drivers. European visitors also tend to stay longer and spend more, contributing significantly to sectoral value creation.
From the Americas, arrivals reached approximately 137,000, with the United States contributing over 103,000 visitors, up nearly 25 percent from the previous month. Australia also demonstrated strong growth momentum, with more than 81,000 arrivals, maintaining its role as a key long-haul market.
Visa Reform and Aviation Expansion Fuel Momentum
Vietnam’s tourism leadership credits the record performance to a coordinated policy approach.
Expanded visa exemptions, longer permitted stays, multi-entry e-visas and the addition of new e-visa entry points have significantly lowered entry barriers. Officials say these measures enhance flexibility for travelers while strengthening Vietnam’s competitive standing against neighboring destinations.
Simultaneously, the reopening and launch of new international air routes — including long-haul services — have widened access to diverse markets.
The government has also emphasized political stability, safety and hospitality as strategic advantages at a time when global travelers increasingly prioritize security and reliability.
Brand Promotion and Coordinated National Strategy
On February 2, the Vietnam National Authority of Tourism introduced its 2026 tourism promotion program, designed to synchronize efforts among central agencies, provincial governments and private enterprises.
The strategy emphasizes coordinated planning, efficient resource allocation and stronger international outreach through major tourism fairs, media partnerships and multi-channel marketing campaigns. Officials describe the approach as a shift from fragmented recovery efforts toward an integrated national branding framework.
Vietnam’s tourism portfolio has also broadened beyond traditional beach and cultural travel to include MICE tourism, agro-tourism, rail tourism, medical tourism, golf tourism and film tourism — allowing the country to serve both budget-conscious and high-spending travelers.
Toward 25 Million Visitors in 2026
Tourism authorities view January’s record as more than a statistical milestone. It signals a transition from post-pandemic recovery to a phase of quality-driven, competitive growth.
With sustained diversification across Northeast Asia, ASEAN, Europe and long-haul markets, Vietnam aims to welcome 25 million international visitors in 2026. Officials say the combination of policy reform, air connectivity, strategic promotion and a stable socio-political environment provides a strong foundation for achieving that goal.