Vietnam’s tourism is soaring in 2025 with 15.43 million international arrivals by September — a clear sign of post-pandemic recovery. Yet sharp declines from Europe (−24.9%) and Northeast Asia (−12.7 to −14.9%) reveal underlying vulnerabilities.
This C-suite briefing by VIET Transformation Advisors calls for strategic diversification and the creation of year-round, high-value tourism. It outlines how Vietnam can pivot from volume to value — by targeting new markets such as India and ASEAN, elevating service quality to a “Vietnam Standard,” and investing in sustainable, experience-driven niches like wellness, eco-, and adventure tourism.
The message is clear: September’s slowdown is not a setback — it’s a signal to strengthen resilience and turn volatility into sustainable growth.