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Vietnam shifts focus to higher-value foreign tourism

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Vietnam finds ways to lure international tourists

Vietnam is looking beyond visitor numbers as tourism officials and businesses push for longer stays, stronger spending and better-connected travel products for international guests.

The country welcomed about 12.3 million international visitors in the first half of 2026, nearly 15% more than a year earlier, according to speakers at the International Travel Forum in Gia Lai on 16 August.

From arrivals to experience

Tourism Association vice chairwoman Cao Thi Ngoc Lan said future growth should be judged by spending, length of stay, repeat visits, visitor satisfaction and benefits for local communities rather than arrival numbers alone.

She said promotion needs to move from broad campaigns to targeted work with specific markets, products and distribution partners that can produce bookings and revenue.

Links between destinations

Forum participants highlighted the need for better coordination between airlines, tour operators, accommodation, transport and attractions. Gia Lai is promoting journeys that combine the coast around Quy Nhon with Central Highlands nature and culture.

The province received 10.55 million visitors in the first seven months of 2026, including nearly 148,000 foreigners, and generated almost VND23 trillion in tourism revenue.

What it means for foreigners in Vietnam

Visitors and residents planning trips may see more packaged routes and air links connecting beaches, highlands and cultural destinations. For now, it remains worth checking the practical details: transport frequency, reliable transfers, accommodation standards and the real availability of English-language services.

The policy direction is towards a better visitor experience, but improvements will depend on what operators deliver on the ground.

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17 August 2026

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