Vietnam tourism pivots toward high-value visitors for sustainable growth

Vietnam's tourism sector is undergoing a strategic repositioning to capitalize on growing international interest while ensuring long-term sustainability, according to industry insiders. Rather than pursuing expansion through visitor numbers alone, stakeholders emphasize the need to cultivate high-value tourism experiences that generate greater economic returns.

The shift comes as Vietnam strengthens its global tourism profile. The nation recently climbed seven positions to rank 52nd in the World Economic Forum's Travel and Tourism Competitiveness Index, reflecting improvements in infrastructure and service standards. Vietnam has also secured recognition as host for the World Travel Awards 2026, further elevating its standing on the international tourism calendar.

Government targets reflect the sector's ambitious outlook, with tourism projected to contribute 12 percent of gross domestic product by 2030. To achieve this goal, industry experts stress the importance of developing stronger linkages between tourism stakeholders and identifying specific markets and products that appeal to affluent international travelers.

The quality-focused approach addresses concerns about over-tourism while maximizing economic benefits for local communities and businesses. By concentrating on targeted market segments and premium experiences, Vietnam aims to differentiate itself from regional competitors and establish sustainable competitive advantages in the increasingly crowded Asia-Pacific tourism landscape.