Vietnam is shifting toward a more focused, data-driven tourism promotion strategy to strengthen its global brand and convert visitor interest into actual bookings. The move comes after the country welcomed 17.7 million international tourists and generated 33.8 billion USD in revenue in the first nine months of 2026, according to the Vietnam National Authority of Tourism.
Domestic tourist arrivals reached approximately 126 million in the same period, up 5.8% year-on-year, fulfilling 84% of the annual target. Total tourism revenue rose 10% year-on-year to 874 trillion VND. The World Economic Forum’s Travel and Tourism Development Index 2026 ranked Vietnam second globally for improvement, and the country was named Asia’s Leading Destination for the eighth time at the World Travel Awards.
Industry insiders say promotion must move beyond broad brand awareness toward deeper engagement with target markets, specific products and distribution partners. New approaches include appointing tourism ambassadors, promoting destinations through cinema and building digital marketing ecosystems. Campaigns have targeted markets such as Japan, India, Russia, Australia and the United Arab Emirates.
However, coordination among agencies and businesses remains inconsistent, and promotion funding is limited. Experts recommend a unified national tourism brand, greater use of data and artificial intelligence, and tailored strategies for priority markets from 2026 to 2030. Follow-up after promotional events should ensure that marketing translates into bookable products and sufficient service capacity.
For travellers, these efforts could lead to more targeted travel deals and improved visitor experiences as Vietnam refines its marketing and infrastructure to better meet demand from specific markets.
