Vietnam is attracting significantly more international travelers, with digital travel platform Agoda reporting that international accommodation searches for the destination increased by nearly 50% year over year in 2025. The growth reflects stronger global demand, supported by visa reforms, expanded air connectivity, and continued investment in tourism infrastructure.
According to Agoda, Vietnam has strengthened its appeal by extending visa waivers, increasing eligible stays to 45 days for travelers from many markets, and introducing a 90-day multiple-entry e-visa. At the same time, airport upgrades and new accommodation developments in destinations such as Da Nang, Sa Pa, and Phu Quoc have expanded tourism beyond the country’s traditional gateway cities.
In addition, national and international airlines have launched or resumed more than a dozen international routes in 2025, connecting Vietnam with key markets across India, North Asia, and Europe. As a result, UN Tourism data cited in Agoda’s 2026 Travel Outlook Report ranked Vietnam as the world’s fastest-growing tourism destination during the first half of 2025.
“Vietnam has done something that many destinations talk about but few actually execute: it opened its doors, improved the roads, and built the rooms,” said Lam Vu, Senior Director of Supply, Vietnam and Philippines at Agoda. “In doing so, it has done more than put itself on the map. Vietnam has redrawn how new markets look at the entire Southeast Asia region, and Agoda is committed to helping more travelers discover Vietnam for less.”
Regional and Long-Haul Markets Drive Growth
South Korea remained Vietnam’s largest source market on Agoda, with inbound accommodation searches increasing by 28% during 2025. However, several regional markets expanded even faster.
The Philippines recorded a remarkable 129% increase in searches, moving from tenth to sixth place among Agoda’s source markets for Vietnam. Meanwhile, India posted 112% growth, while Malaysia recorded a 68% increase.
Europe also showed strong momentum. France led the region with a 217% surge in accommodation searches, followed by Germany at 120%. The United States also remained among Vietnam’s top ten source markets by search volume.
Consequently, Agoda’s data suggests Vietnam is broadening its appeal beyond its traditional visitor base in North Asia and Southeast Asia, while attracting growing interest from Europe and South Asia.
Secondary Destinations Continue to Gain Momentum
Vietnam’s most searched destinations remained Da Nang, Ho Chi Minh City, Hanoi, Nha Trang, and Phu Quoc. Nevertheless, every destination recorded year-on-year growth.
Phu Quoc stood out with a 49% increase in accommodation searches, outperforming Da Nang (25%), Ho Chi Minh City (26%), and Hanoi (23%). This trend indicates that international travelers are increasingly exploring Vietnam’s resort destinations and island escapes alongside its major cities.
Furthermore, Agoda noted that Sa Pa has emerged as Asia’s fastest-growing destination on its platform, reinforcing broader traveler interest in Vietnam’s secondary cities and nature-based experiences.
Food, Culture, and Relaxation Shape Travel Decisions
Agoda’s consumer survey also provides insight into why Vietnam continues to gain popularity.
According to the survey, 62% of respondents travel primarily for relaxation. Meanwhile, 31% seek culinary experiences, and 25% prioritize cultural exploration. Vietnam’s combination of world-renowned street food, historic cities, coastal resorts, and natural landscapes positions the country well to satisfy each of these motivations.
Travel behavior is also evolving. Increasingly, travelers are combining shorter city breaks with pre-booked experiences rather than planning traditional sightseeing itineraries. Moreover, social media platforms such as TikTok are helping introduce secondary destinations to wider international audiences.
Popular activities available through Agoda include guided food tours in Hanoi, theme park experiences in Phu Quoc, excursions to the Cu Chi Tunnels near Ho Chi Minh City, and day trips to Ninh Binh.
“At Agoda, we see these initiatives aligning with rising traveler interest, and the data suggests this is only the beginning,” Vu said. “Connectivity is a powerful catalyst, and as Vietnam becomes a more familiar name on travelers’ shortlists, the ripple effect across the region will only grow stronger in the years ahead.”
Looking Ahead
With expanded visa policies, improved international connectivity, and growing investment across both established and emerging destinations, Vietnam is strengthening its position as one of Asia’s fastest-growing tourism markets. Agoda’s latest search data suggests that global traveler interest continues to diversify, creating new opportunities for destinations beyond the country’s traditional tourism hotspots.
Editor’s Insight
Vietnam’s tourism growth is no longer driven solely by its major gateway cities. Instead, improved accessibility, favorable visa policies, and rising international awareness are directing travelers toward secondary destinations such as Phu Quoc and Sa Pa. For travel suppliers, the trend underscores the growing importance of developing products and experiences beyond established urban markets.
Check Availability and Travel Tools
Travelers planning their trips to Vietnam may find the following tools useful for comparing prices for hotels, tours, and travel experiences across multiple booking platforms. Disclosure: Affiliate links included. We may earn a commission at no extra cost to you if you purchase.
- Compare hotel prices on Trip.com
- Book hotels on Booking.com
- Find hotel deals on Agoda
- Search hotel deals on Expedia
- Explore tours and travel experiences on Klook
- Discover and book travel options on Traveloka
When preparing for international travel, many travellers arrange a few essentials in advance. This may include setting up an eSIM through providers like Airalo and USIMS.
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