Vietnam is a beautiful and diverse country that offers something for everyone. Whether you want to explore the charming cities, cruise the stunning bays, visit the ancient towns, or relax on the pristine beaches, you can find it all in Vietnam. But how popular is Vietnam among international travelers? And how has the pandemic affected the demand for Vietnam’s tourism?
In this article, we will share with you some of the latest Vietnam tourism market trends and how the international search volume for Vietnam has surged by 50-70 percent, the fourth-highest increase in the world, according to Google’s market trend tracker tool.
You will also learn why Vietnam is becoming a hot destination for travelers from different countries and regions, and what this means for the future of Vietnam’s tourism industry.
Table of Contents
- 1 How International Search Volume for Vietnam Has Increased in 2025
- 2 Why Vietnam Is Becoming a Popular Destination for Travelers?
- 3 What Are the Most Searched Destinations and Keywords for Vietnam Tourism?
- 4 How Vietnam Is Responding to the Growing Demand for Tourism?
- 5 What Are the Challenges and Opportunities for Vietnam’s Tourism Industry?
How International Search Volume for Vietnam Has Increased in 2025
One of the most striking trends in Vietnam’s tourism market is the sharp increase in international search volume for Vietnam in 2025. According to Google in 2022, the volume of searches for Vietnam’s tourism has grown by 50-70 percent, ranking fourth in the world after Maldives, Mexico, and Greece.
This indicates a strong recovery of Vietnam’s tourism industry after the impact of the COVID-19 pandemic, which caused a significant decline in international arrivals and revenue in 2021. According to the Vietnam National Administration of Tourism (VNAT), the number of international visitors to Vietnam in 2021 was only 3.8 million, down 78.7 percent compared to 2019. The tourism sector’s revenue was only 312.2 trillion VND (13.4 billion USD), down 56.4 percent compared to 2019.
So what are the reasons behind this impressive growth in international search volume for Vietnam in 2025? Let’s take a look at some of the main factors that have contributed to this trend.
There are several factors that have contributed to the increase in international search volume for Vietnam in 2025, such as:
- Vietnam’s effective response to the pandemic and its reopening of borders for tourists from March 15, 2022.
- Vietnam’s diverse and attractive tourism products, such as cultural heritage, natural scenery, adventure activities, and beach resorts.
- Vietnam’s effective promotion of its tourism, especially on digital platforms, using various channels and campaigns to showcase its destinations and experiences.
- Vietnam’s competitive prices and quality services appeal to travelers from different countries and regions.
Why Vietnam Is Becoming a Popular Destination for Travelers?
Vietnam is attracting more and more visitors every year, and there are many reasons for that. Here are some of the main reasons why Vietnam is a popular destination for travelers from different countries and regions:
Vietnam has a rich and diverse culture that reflects its long history and influences from different civilizations. Vietnam has many UNESCO World Heritage Sites, such as Ha Long Bay, Hoi An Ancient Town, Hue Imperial City, Trang An Landscape Complex, and My Son Sanctuary. These sites showcase the beauty and heritage of Vietnam’s culture, from the ancient kingdoms of Champa and Dai Viet to the colonial era of France and the modern era of independence. Vietnam also has a vibrant and colorful culture, with various festivals, traditions, arts, crafts, music, and cuisine that reflect the diversity of its 54 ethnic groups.
Vietnam has stunning natural beauty, with diverse landscapes such as mountains, forests, rivers, lakes, caves, islands, and beaches. Vietnam offers many opportunities for nature lovers and adventure seekers to explore its scenic wonders. You can cruise the emerald waters of Ha Long Bay, trek the terraced rice fields of Sapa, kayak the turquoise lagoons of Phong Nha-Ke Bang National Park, cycle the lush countryside of Ninh Binh, rock climb the karst cliffs of Cat Ba Island, or relax on the white sands of Phu Quoc Island. Vietnam also has a rich biodiversity, with many endemic and endangered species of flora and fauna.
Vietnam offers a wide range of tourism products and services, catering to different tastes and budgets. Whether you are looking for a cultural tour, a beach holiday, an adventure trip, a wellness retreat, a family vacation, or a romantic getaway, you can find it all in Vietnam. Vietnam has many options for accommodation, from budget hostels and homestays to luxury hotels and resorts, with prices that are lower than most other destinations in the region. Vietnam also has many options for transportation, food, drinks, entertainment, shopping, and tours, which allow travelers to enjoy more with less money. Vietnam also provides quality services, with friendly and hospitable people, professional and helpful staff, modern and convenient facilities, high standards of hygiene and safety, and diverse and delicious cuisine.
Vietnam is a safe and stable country that has successfully managed the COVID-19 pandemic and reopened its borders for tourists from selected countries and regions. Vietnam has been praised for its effective response to the pandemic, which has kept the number of cases and deaths low compared to other countries. Vietnam has also been proactive in vaccinating its population and implementing preventive measures to ensure the safety of both locals and visitors.
As a result, Vietnam has been able to reopen its borders for tourists from selected countries and regions, such as China, Japan, South Korea, Taiwan, Singapore, Australia, New Zealand, and some European countries.
This has boosted the confidence and interest of international travelers who are looking for a safe and attractive destination to visit after a long period of lockdowns and travel restrictions.
What Are the Most Searched Destinations and Keywords for Vietnam Tourism?
If you are curious about what are the most searched destinations and keywords for Vietnam tourism, you can use Google’s market trend tracker tool to find out. This tool shows the volume and growth of searches for different countries, regions, and cities related to tourism.
According to this tool, the most searched international destinations for Vietnam tourism in 2025 are:
- Ho Chi Minh City
- Hanoi
- Phu Quoc
- Da Nang
- Hoi An
- Nha Trang
- Da Lat
- Phan Thiet
- Hue
- Quy Nhon
These destinations cover the main attractions and regions of Vietnam, from the bustling metropolis of Ho Chi Minh City and Hanoi to the tropical island of Phu Quoc, to the charming town of Hoi An, to the scenic mountain resort of Da Lat.
The most searched international keywords for Vietnam tourism in 2025 are:
| Keyword | US Search Volume | Worldwide Search Volume | Keyword Difficulty |
|---|---|---|---|
| Vietnam travel | 100,000 | 1,000,000 | Medium |
| Vietnam visa | 50,000 | 300,000 | Medium |
| Vietnam tour | 40,000 | 200,000 | Medium |
| Vietnam flights | 30,000 | 150,000 | Medium |
| Vietnam hotels | 20,000 | 100,000 | Medium |
| Vietnam weather | 15,000 | 75,000 | Easy |
| Vietnamese food | 10,000 | 50,000 | Easy |
| Vietnam covid | 5,000 | 25,000 | Easy |
| Vietnam map | 5,000 | 25,000 | Easy |
| Vietnam currency | 5,000 | 25,000 | Easy |
(Data source: Aggregate Google trends and Ahref data)
These keywords reflect the common interests and concerns of travelers who are planning to visit Vietnam, such as travel information, visa requirements, tour packages, flights and accommodation options, weather conditions, food and cuisine, covid situation, map and directions, and currency exchange.
The most searched international markets for Vietnam tourism in 2025 are:
- US
- Singapore
- Japan
- India
- France
- Germany
- Thailand
- Canada
- UK
These markets represent the major sources of tourists for Vietnam, as well as the potential markets that have shown a growing interest and demand for Vietnam’s tourism.
How Vietnam Is Responding to the Growing Demand for Tourism?
Vietnam is responding to the growing demand for tourism from both domestic and international travelers, and it is taking various steps and strategies, such as:
Allowing tourists from selected countries and regions to enter its borders, with strict safety protocols and requirements. Vietnam has been effective in managing the COVID-19 pandemic, and it has gradually allowed tourists from countries and regions that have also controlled the virus, such as China, Japan, South Korea, Taiwan, Singapore, Australia, New Zealand, and some European countries. These tourists have to meet certain conditions, such as having a negative PCR test result, having a vaccination certificate, having a travel insurance policy, and following quarantine and testing regulations upon arrival.
Launching stimulus programs and campaigns to encourage domestic tourism, with attractive discounts and incentives. Vietnam has launched two stimulus programs in 2020 and 2021, with the themes of “Vietnamese people travel in Vietnam” and “Vietnam tourism – a safe and attractive destination”. These programs have offered various discounts and incentives for domestic travelers, such as reduced airfares, hotel rates, entrance fees, tour packages, and other services. These programs have also showcased the image and brand of Vietnam’s tourism, highlighting its diverse and quality products, its safety and hygiene standards, and its hospitality and friendliness.
Diversifying and improving its tourism products and services, with a focus on quality, sustainability, and innovation. Vietnam has been developing new and improved tourism products and services to cater to the changing needs and preferences of travelers, especially in terms of quality, sustainability, and innovation. For example, Vietnam has been developing more ecotourism, community-based tourism, cultural tourism, wellness tourism, adventure tourism, and MICE tourism products and services. Vietnam has also been investing in infrastructure, technology, human resources, and digital transformation to enhance the competitiveness and attractiveness of its tourism industry.
Strengthening its cooperation and partnership with other countries, regions, organizations, and businesses in the tourism sector. Vietnam has been enhancing its cooperation and partnership with other stakeholders in the tourism sector to share experiences, best practices, information, resources, and markets. For example, Vietnam has been participating in regional and international tourism forums, events, fairs, exhibitions, awards, and networks. Vietnam has also been collaborating with online travel platforms, agencies, media, influencers, and associations to promote its tourism products and services to potential travelers.
What Are the Challenges and Opportunities for Vietnam’s Tourism Industry?
Vietnam’s tourism industry is facing both challenges and opportunities in the current situation, and it needs to overcome the difficulties and seize the potential, such as:
The challenge of recovering from the impact of the COVID-19 pandemic, which has caused heavy losses for the tourism sector. The COVID-19 pandemic has affected the tourism sector severely, with a sharp decline in the number of international and domestic tourists, revenue, jobs, and businesses. The tourism sector has to cope with the uncertainty and volatility of the pandemic situation, as well as the changing travel behaviors and preferences of travelers. The tourism sector also has to comply with strict safety and hygiene protocols and regulations to prevent the spread of the virus.
The opportunity of tapping into the growing demand for domestic tourism, which has shown signs of recovery and resilience. Domestic tourism has been the main driver of Vietnam’s tourism recovery, as many Vietnamese travelers have shifted their spending from overseas to local destinations. Domestic tourism has also benefited from the stimulus programs and campaigns launched by the government and the industry, which have offered attractive discounts and incentives for domestic travelers. Domestic tourism has also showcased the diversity and quality of Vietnam’s tourism products and services, as well as its safety and attractiveness as a destination.
The challenge of enhancing the competitiveness and sustainability of Vietnam’s tourism industry has exposed some weaknesses and limitations. Vietnam’s tourism industry has been facing some issues that affect its competitiveness and sustainability, such as the over-reliance on certain markets and products, the low quality and innovation of some services and facilities, the lack of human resources and skills, the environmental degradation and pollution, and the insufficient infrastructure and connectivity. The tourism industry needs to address these issues and improve its performance and standards to meet the expectations and demands of travelers.
The opportunity of expanding and diversifying Vietnam’s tourism markets and products, which have a lot of potential and advantages. Vietnam’s tourism industry has a lot of opportunities to expand and diversify its markets and products, by leveraging its rich and diverse culture, nature, heritage, cuisine, people, and experiences. Vietnam can attract more tourists from different countries and regions, especially those that have controlled the pandemic and reopened their borders, such as China, Japan, South Korea, Taiwan, Singapore, Australia, New Zealand, and some European countries. Vietnam can also develop more tourism products and services that cater to different segments and niches of travelers, such as ecotourism, community-based tourism, cultural tourism, wellness tourism, adventure tourism, MICE tourism, etc.
