Vietnam inspires: Europeans discover the mysterious paradise!

Vietnam inspires: Europeans discover the mysterious paradise!

Vietnam has established itself as one of the most sought-after travel destinations in Europe, according to the report by vietnam.vn 5th place in summer travel trends for 2025. Agoda's research, which focuses on accommodation searches in July and August, shows that the peak travel season in Europe is heavily used to discover Vietnam.

The countries France, Great Britain, Germany, Russia and Norway in particular generated the most searches for Vietnam. It is noteworthy that Russia and Norway have replaced the previously very popular Netherlands and Spain in the list of those interested in traveling. This is due to the introduction of direct flights between Russia and Vietnam, as well as visa exemptions for citizens of these countries.

Growth and attractiveness of the travel market

Overall, it is clear that Vietnam is also becoming increasingly attractive for emerging European countries. Year-on-year searches from Hungary increased by 320%, from Turkey by 288% and from Poland by 153%. This reinforces the trend of Vietnam being considered a desirable travel destination, especially due to its beautiful natural landscapes, unique cultural heritage and vibrant life in cities such as Da Nang, Ho Chi Minh City and Hanoi.

In parallel with these positive developments, the tourism sector in Vietnam is recording a remarkable recovery. According to the report by headsonpillows.com The number of international arrivals increased to 7.9 million in the second quarter of 2025, an increase of 24.3% compared to the previous year. This return to tourism is being fueled by less stringent visa requirements, improved air connectivity and renewed confidence in global travel.

Summer 2025 – season of experiences

Domestic tourism figures also show strong growth: over 15.7 million domestic tourists were counted in the second quarter of 2025, an increase of 15% compared to the previous year. People flocked mainly to the warm coastal towns, with Da Nang particularly standing out with over 1.2 million tourists in June. Occupancy rates in popular resort areas such as Da Nang, Nha Trang and Phu Quoc exceeded 85%.

Other trends are emerging, including a 30% increase in family and youth travel. Adventure and beach holidays account for 65% of bookings in coastal regions. Likewise, national parks such as Phong Nha-Kẻ Bàng and Cat Ba recorded a 22% increase in eco-tourists, indicating the growing interest in sustainable travel. Guided nature walks and community-based overnight stays are particularly in demand today.

Investments and challenges in the tourism sector

The infrastructure investments boost the tourism sector immensely. The construction of Long Thanh International Airport is 65% complete and is scheduled to open at the end of 2026. With a planned capacity of 100 million passengers per year, it will reduce congestion at Tan Son Nhat Airport and increase international arrivals by 25% by 2030. In addition, Metro Line 1 in Ho Chi Minh City has already achieved over 85% progress, improving tourist mobility.

However, the tourism sector also faces challenges. Overcrowding and pollution in popular destinations such as Ha Long Bay and Phu Quoc are worrying. The rising cost of labor and materials has increased operating costs for hotels and tour operators by 8%. There are also seasonal labor shortages during peak seasons, which in some companies leads to a vacancy rate of up to 15% in service jobs.

The positive development of tourism in Vietnam is seen as an opportunity by all stakeholders, but sustainable tourism strategies and workforce development are crucial to sustain growth and overcome the challenges.