As we move into the second half of 2025, Vietnam, along with leading European countries like Italy, Switzerland, France, Germany, Poland, and the Czech Republic, is stepping up its efforts to attract international tourists. These nations are investing in bold tourism strategies, enhanced visa policies, and international collaborations to leave a strong impression on the global travel community.
Vietnam Leads the Way in Tourism Growth
Vietnam has seen a massive surge in tourist numbers this year. In the first six months of 2025 alone, the country welcomed over 10.6 million international visitors—a 20.7% increase from last year. Domestic tourism also soared, with 77.5 million local travelers exploring destinations across the country. Combined, Vietnam’s tourism industry generated approximately 518 trillion VND in revenue.
This growth is backed by the government’s active tourism initiatives, including:
- Launch of the 2025 Tourism Development Stimulus Program
- Participation in global tourism fairs
- Strategic promotions across Europe, including Italy, Switzerland, France, Poland, Czech Republic, and Germany
Visa Reforms to Boost Travel
To make travel easier and more attractive, the Ministry of Culture, Sports, and Tourism in Vietnam has proposed significant visa policy changes:
- Expansion of the short-term visa exemption list
- Introduction of a priority visa list
- Streamlining visa application processes for global travelers
These reforms are expected to position Vietnam as one of the best travel destinations in Southeast Asia.
Culinary Tourism as a Cultural Magnet
Vietnamese cuisine is gaining global attention—and rightly so. With internationally loved dishes like Pho, Banh Mi, and Spring Rolls, the country is now focusing on building a strong culinary brand. This move is part of a broader strategy to promote food tourism in Vietnam, offering travelers a rich taste of culture with every bite.
2025 Target: Record-Breaking Tourism Numbers
The Ministry has set ambitious goals for the rest of the year:
- 22 to 23 million international tourists
- 120 to 130 million domestic visitors
These targets are aligned with Vietnam’s goal of achieving 8% GDP growth in 2025, fueled in part by booming tourism and travel-related services.
Key Tourism Markets in Focus
To reach its goals, Vietnam is targeting 10 major markets with tailored promotions and travel campaigns:
- South Korea
- China
- Japan
- United States
- Australia
- European Union
- Southeast Asia
- India
- Middle East
- Russia
Minister Nguyen Van Hung emphasized the need for a “market-centered approach,” focusing on the needs and preferences of travelers to build a stronger, more engaging national tourism brand.
Cultural Events to Support Tourism Branding
Vietnam is also integrating culture and heritage into its tourism strategy. Initiatives include:
- Art and cultural exhibitions like the “80 Years of Independence-Freedom-Happiness Journey”
- Public festivals, art nights, and community-based tourism events
These efforts are designed to enhance the visitor experience, especially during holidays, and showcase Vietnam’s rich cultural identity.
Europe and Vietnam: Strategic Tourism Collaboration
Countries like Germany, France, Italy, and Switzerland are not just tourism destinations; they’re becoming partners in growth. Through mutual promotions, shared tourism fairs, and bilateral tourism exchanges, these nations are working closely with Vietnam to create sustainable, high-quality travel experiences.
Final Thoughts
The second half of 2025 is shaping up to be a transformational period for global tourism, especially in Vietnam and Europe. With fresh strategies, updated visa rules, and a focus on authentic cultural experiences, these destinations are ready to welcome millions of travelers from around the world.
Whether you’re a solo explorer, a family on vacation, or a food lover in search of culinary delights, Vietnam and its European partners offer something truly unforgettable. This collaborative push promises to redefine what it means to travel in 2025 and beyond.
