Vietnam Masters the Art of Attracting Foreign Tourists, Leaving Indonesia Worried
Vietnam’s tourism sector has officially undergone a significant strategic shift. The country is now focusing on increasing spending and repeat visits from foreign tourists rather than merely targeting visitor volumes.
Business players and policymakers are actively launching high-end tourism products and improving infrastructure to drive revenue.
Shift Towards Premium Services
This new strategy is designed to encourage tourists to stay longer and spend more per capita. To achieve this, Vietnam is accelerating the development of high-quality tourism services, investments in aviation and accommodation sectors, and more targeted marketing campaigns.
As a tangible manifestation of this transformation, premium facilities are being introduced in major destinations. In Ho Chi Minh City, helicopter tours are now priced from Rp1.91 million to Rp12.52 million per person (assuming an exchange rate of Rp17,370/US$). These facilities offer aerial views of the city, the Vung Tau coastline, and the Can Gio Biosphere Reserve for tourists seeking exclusive experiences.
Deputy CEO of Vina Group International Travel, Nguyen Minh Man, stated that integrating helicopter tours with cruises emphasises the transition to premium tourism ahead of the 2026 summer season. Several companies are also considering adding golf facilities to create comprehensive travel experiences.
In Nha Trang, services such as scuba diving, underwater walks, private speedboat rentals, and resort packages are offered in an integrated format. Each service is projected to boost spending by millions of dong.
Meanwhile, in Da Nang, tourism attractions are expanding beyond Ba Na Hills to include fine dining restaurants and river cruises. The capital Hanoi is also targeting high-spending segments through private tours and luxury accommodations.
Revenue Targets and Infrastructure Transformation
Last year, Vietnam recorded 21.5 million international visits and 135.5 million domestic trips, with total revenue exceeding Rp659.19 trillion. By 2026, Vietnam targets 25 million foreign tourists, 150 million domestic travellers, and total revenue of Rp741.7 trillion.
A representative from the luxury Fairmont Hanoi hotel explained that the main challenge currently is designing products tailored to each tourist segment.
Tourist spending will increase automatically if the experiences obtained are unique and meaningful. Demand is also expanding to health services and cultural explorations, which have proven to extend visit durations.
Industry experts remind that tourism performance can no longer be measured solely by visitor numbers. In response, Phu Quoc International Airport is transforming into a destination airport that integrates retail and premium services, adopting the model used by Singapore’s Changi Airport.
Deputy CEO of Bamboo Airways, Vo Huy Cuong, added that expanding flight routes is key to boosting interest in less-visited destinations. Chairman of Rakso Holdings, Jung Jinwoo, also highlighted that many tourists from South Korea are still unaware of the potential of the Quy Nhon area, which is on par with other popular destinations.
Regulatory Challenges and Global Promotion
Founder of MQL Sustainable Tourism Services, Miquel Angel P. Martorell, noted that Vietnam’s repeat visit rate still lags behind some other Southeast Asian countries. Overcrowding during holidays causing traffic jams and price surges remains a major complaint. Additionally, poor waste management could damage the tourism image if not addressed promptly.
From a regulatory perspective, aviation expert Luong Hoai Nam urges the government to issue special visas for investors, remote workers, retirees, and short-term students to attract high-value visitors.
Nevertheless, the effectiveness of promoting unique experiences is evident from the success of Son Doong Cave. The world’s largest cave, located in Phong Nha-Ke Bang National Park, went viral after being featured on an international television programme. The coverage caused visits to the tour operator’s website to surge 20-fold within 24 hours.
Son Doong tour packages for 2026 and 2027 are currently sold out, followed by increased bookings for 2028. Over 12 years of operation, Son Doong has generated revenue of up to Rp442.93 billion, with a four-day, three-night expedition package priced at Rp46.13 million per person. This fact proves that the combination of unique experiences, infrastructure, and marketing strategies is key to Vietnam’s tourism competitiveness on the global stage.