Photo courtesy of M. Phuc / Tuoi Tre News

Vietnam's tourism authority has formed a promotion partnership with VFS Global as the country seeks more international visitors from major overseas markets. The agreement is focused on marketing Vietnam abroad and does not announce any change to visa rules or application procedures.

The memorandum of understanding is intended to strengthen tourism promotion and develop marketing approaches suited to changing travel trends. Officials say international visitor behaviour is becoming more diverse while competition between destinations is increasing.

A wider international marketing network

Nguyen Trung Khanh, director general of the Vietnam National Authority of Tourism, said cooperation with organisations that have broad networks and detailed market knowledge could help the sector reach customers, businesses and media in important source markets.

He said the partnership could also give Vietnam access to international data, experience and modern promotional methods. That information may help tourism officials identify target groups more accurately and design campaigns around genuine demand.

VFS Global provides visa application and related services for 71 government partners through a network covering 169 countries and territories. Simon Peachey, the company's chief operating officer for China, Oceania, Russia and the Commonwealth of Independent States, described Vietnam's target of 45-50 million international visitors by 2030 as ambitious.

Digital campaign planned across key markets

The company has proposed a five-stage global digital strategy built around creating, amplifying, engaging, converting and advocating. Its network could promote Vietnam in Northeast Asia, Southeast Asia, India, the Middle East, Europe and Australia.

Vietnam welcomed more than 21 million international visitors and about 137 million domestic travellers in 2025. Tourism revenue reached VND1 quadrillion, equivalent to approximately US$38 billion.

During the first seven months of 2026, foreign arrivals reached 13.9 million, an increase of 13.8 per cent from the same period a year earlier. Russia was Vietnam's largest European source market, contributing 864,000 visitors, up 174 per cent year on year.

What it means for foreigners in Vietnam

For prospective visitors, the agreement is likely to mean more targeted information and advertising about Vietnam in their home markets. It may make destinations and travel options easier to discover, but travellers should not treat the announcement as a visa-policy change and should continue checking official entry requirements before booking.

Vietnam is targeting 25 million international visitors and 150 million domestic travellers in 2026, before aiming for 45-50 million foreign arrivals by 2030. The success of the VFS Global partnership will depend on whether its international reach converts interest into confirmed trips.

7 August 2026

Smoggy photo , not looking too enticing, must be the North.

VN better be careful what it wishes for.

Already too many tech bros off the hook, freaking out in cafes and wrecking locals' lives.

Last thing it needs is to turn into an over touristed cess pool of drunk stupid farangs, idiots, cheap charlies, begpackers and criminal scuzzbags.

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