In 2025, Vietnamese tourism will focus on promoting the images of UNESCO heritage sites such as Hoi An ancient town... (Photo: TITC)
According to the United Nations Tourism Organization (UNT), the world tourism industry has fully recovered from the pandemic with more than 1.4 billion international visitors worldwide in 2024. Therefore, many UNT experts believe that 2025 will be a year with prospects that are "better" or "much better" than the previous year.
Keeping up with this growth momentum, the Vietnamese tourism industry has also quickly planned to promote and advertise to affirm its position and at the same time increase its influence more deeply and widely internationally.
Positive outlook for 2025
International tourist arrivals are expected to increase by 3-5% in 2025 compared to 2024 if the Asia-Pacific region continues its recovery while other regions maintain steady growth. UN Tourism’s initial forecast assumes that the global economy remains favorable, inflation continues to decline and geopolitical tensions do not escalate.
These positive expectations are echoed in the latest UN Tourism Confidence Index, which found that 64% of UNT experts see 2025 as having “better” or “much better” prospects than 2024, while 26% see 2025 as similar to last year.
Vietnam Tourism has many plans for Da Nang to become a destination for MICE tourism. (Photo: Contributor/Vietnam+)
UN Tourism Secretary-General Zurab Pololikashvili said that by 2024, the global tourism industry will have basically completed its recovery from the pandemic. In many places, the number of tourists and especially total tourism revenue has been higher than in 2019. The tourism industry is expected to continue to maintain growth throughout 2025, contributing to the socio-economic development of both famous and emerging destinations.
Mr. Zurab Pololikashvili also said that this optimistic result once again reminds us of the great role and responsibility of the smokeless industry in accelerating the transformation process, putting people and the planet at the center of tourism development.
However, UN Tourism experts also pointed out that economic and geopolitical difficulties and challenges remain potential risks for the entire industry. Rising transportation and accommodation costs and volatile oil prices are the main challenges that international tourism will face in 2025. In this context, tourists will tend to look for destinations that offer experiences commensurate with the money spent. In addition, there are risks and challenges from harsh weather conditions and shortages of employees in the industry...
Experts also emphasized that in 2025, balancing growth goals and sustainability goals is extremely important, reflected in two main trends of tourists: seeking sustainable activities and experiences and exploring lesser-known destinations.
Staying in places close to nature is a trend chosen by many tourists. (Photo: Contributor/Vietnam+)
What should Vietnam do to seize the opportunity?
In 2025, the leaders of Vietnam's tourism industry have set a target of welcoming 22-23 million international visitors and continuing to innovate and create in tourism promotion. The focus is on close coordination between state management agencies, travel businesses, the aviation industry, diplomatic missions and the Vietnamese community abroad.
Accordingly, the promotion programs will focus on three main factors: target markets, unique tourism products and innovative promotion methods. The key markets identified include Asia-Pacific, Europe, North America and Australia... In particular, promotion will be enhanced in traditional markets such as China, Korea, Japan, Europe and at the same time expanding to South Asian countries such as India.
In addition, the tourism industry will promote exploitation of markets that always account for a high proportion of international visitors to Vietnam (UK, France, Germany, Northern Europe and Eastern Europe); enhance the national image in two potential markets with high spending, the US and Australia; promote products and typical tourism types, associated with the positioning of the Vietnamese brand.
The whole industry will focus on promoting film tourism in France and Japan; culinary tourism, craft villages, and cultural festivals in Europe, Japan, and Korea; connecting businesses in the markets of Australia, China, the US, and Canada, etc.
Trang An scenic complex will be a focus for image promotion in the industry's plan. (Photo: CTV/Vietnam+)
Notably, with cultural and heritage tourism products, we will promote the images of UNESCO heritage sites such as Hoi An ancient town, Ha Long Bay, Trang An scenic complex, as well as the unique culture of ethnic minorities; green and sustainable tourism to attract markets that tend to prioritize environmentally friendly experiences, such as trekking in Ha Giang, visiting Nam Cat Tien National Park or Phu Quoc Island...
Vietnam's tourism promotion strategy in 2025 will focus on applying digital technology and expanding international media forms, promoting the use of social networking platforms (Facebook, Instagram, YouTube, and TikTok) to promote the image, through impressive videos, travel blogs of celebrities and guests.
To proactively seize great opportunities for the entire industry to introduce products, meet partners and expand markets, Vietnamese tourism will participate in major international tourism fairs such as: Travex 2025 (Malaysia), ITB Berlin (Germany) 2025-2026, WTM London (UK) 2025, Travex 2026 (Myanmar)...
“The Vietnam National Administration of Tourism has just sent a document to the Department of Tourism Management, Tourism Promotion Centers nationwide, tourism businesses, airlines, and hotels to plan the 2025 Tourism Promotion Plan so that localities and businesses can proactively develop plans and implement them appropriately, effectively, and consistently,” said Deputy Director of the Vietnam National Administration of Tourism Ha Van Sieu./.
In 2024, the total value of global tourism exports (including passenger transport) is estimated to reach a record US$1.9 trillion, up about 3% compared to 2019.
Meanwhile, total revenue from international tourism will reach 1.6 trillion in 2024, up 3% from 2023 and 4% from 2019. The average spending per international visitor is estimated at 1,100 USD in 2024, higher than the average of 1,000 USD before the pandemic.
Among the world's top five tourism-earning countries, the UK (up 40%), Spain (up 36%), France (up 27%) and Italy (up 23%) saw strong growth in 2024 compared to 2019.
(Vietnam+)
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