Vietnam can be global hot spot in 2025

Julian Wong, general manager Sheraton Saigon Grand Opera Hotel

In 2025, Vietnam’s tourism and hotel market, especially in Ho Chi Minh City, is set for significant growth. The city’s cultural offerings and business environment make it attractive to both leisure and business travellers. Improvements to transportation infrastructure, including airports, highways, and the new metro line, will enhance accessibility.

Business tourism will also play a key role, with modern facilities attracting international events. Ho Chi Minh City is poised to become a top tourism destination in Southeast Asia as its cultural richness, culinary diversity and business opportunities ensure its continued prominence in the global tourism landscape.

To cater to travellers seeking authentic experiences, Vietnam could develop immersive cultural tourism packages and promote eco-friendly tourism products aligned with the growing demand for responsible travel. Vietnam is renowned for authentic street food known globally, so if we can focus on developing food trails and culinary tours that highlight regional specialities which enhance the country’s gastronomic appeal. Collaborating with local chefs and restaurants to offer unique dining experiences will attract food enthusiasts.

We are excited to announce that we will undergo a significant renovation to introduce a unique luxury product and service in 2025 for the Grand Opera tower, including guest rooms. These enhancements are designed to provide our guests with an unparalleled blend of luxury and sustainability.

Whilst the digital-green transformation campaign has posed significant challenges to the tourism and hotel sectors, demanding substantial investment while these industries are still recovering, at the Sheraton Saigon Grand Opera Hotel, we believe that sustainability is not just a priority, but a journey we all need to undertake.

To bolster the hospitality sector, there are several key areas, such as upgrading airports, public transport and road networks. The improvement of accessibility and service quality will support tourism growth. Enhancing national and regional marketing campaigns are also essential. By promoting Vietnam as a premier travel destination and leveraging digital platforms, authorities can reach a broader audience. Highlighting unique attractions and experiences tailored to various traveller segments will further boost the country’s appeal. Finally, we need to be able to speed up airport immigration clearance, as we are seeing long queues.

Luis Basterra, general manager Sol by Melia Phu Quoc

I think we will continue to see further growth from regional markets, for example a stable market from South Korea and Japan with growing arrivals from countries in South Asia like India and Malaysia. It is important for Vietnam to focus on these markets with leisure, shopping and dining experiences that cater to the specific needs of these tourist groups.

Vietnam’s tourism strength lies in its relative freshness when compared to previously popular destinations like Thailand and Bali. In a society dominated by social media and influencers, finding something unique and new is crucial, and Vietnam should capitalise on being a wonderful destination with truly unique experiences to be had.

Meliá’s most expansive presence in Asia is within Vietnam, with a myriad of hotels spread from north to south. Several properties have launched their own organic gardens, including Willow’s Garden in Meliá Ho Tram and the Balansa Organic Garden at Meliá Ba Vi Mountain Retreat.

Many properties have partnered with Diversey, a global cleaning and hygiene products manufacturer, on programmes such as PlasticShreds, which converts single-use plastic into plastic chips that are then combined with other materials to be upcycled into various uses.

Plastic is being eliminated, whether it be bottles or amenity wrappings, and we have installed a 20-litre water tank in each room, along with two reusable glass bottles, so guests can keep topping up their own water supply without going through multiple bottles.

Most of the guest grievances we hear at the hotel come down to transportation infrastructure, environmental cleanliness, and personal safety. In the short term, there should be nationwide campaigns to reduce litter and improve driving safety. At a local or regional level, the department of tourism along with local authorities can focus on identifying persons or companies that are operating illegitimate businesses and tourist scams to put a stop to those practices.

Franck Rodriguez, area general manager Banyan Tree Lang Co & Angsana Lang Co

The tourism and hotel market will remain competitive with more international players entering Vietnam. While this adds pressure, it also brings increased marketing efforts that will help promote the country to a broader audience.

Vietnam’s strongest advantages lie in its affordability, breathtaking natural wonders combined with unique UNESCO heritage sites, and political stability. These factors, paired with Vietnam’s rising popularity for the events industry and destination weddings, position the country strongly in the global tourism landscape.

Vietnam remains an underrated gem, offering rich opportunities to explore its UNESCO heritage sites, stunning beaches, and vibrant culture. For local guests, the emphasis is on wellbeing and relaxation, with valuable packages that prioritise family connections and meaningful experiences.

To elevate Vietnam tourism, we definitely need to simplify visa policies, expand international flights, and improve inter-city travel infrastructure, such as trains and public transportation. Enhancing digital systems for seamless travel processes would also significantly improve the visitor experience.

Learning from Thailand and Malaysia, collaborative marketing campaigns and PR efforts at key international markets are critical. Finally, participating in major international trade shows, and forming advisory committees with representatives from international hotel chains and leading tour operators will ensure Vietnam stays aligned with global trends and maximises insights from industry leaders.

Eco-consciousness has defined our approach to hospitality for 30 years. In 2025, we’re enhancing the eco-luxury experience with initiatives like the Rewilding Banyan Fund, pledging $1 per direct booking to support biodiversity and habitat restoration.

Guests can also engage in conservation programmes, enjoy locally inspired crafts through the Banyan Gallery, and experience destinations more consciously, with sustainability seamlessly woven into every touchpoint. Through efforts like these, we redefine luxury as a balance between indulgence and responsibility, where both people and nature can thrive.

David Roberts, COO, Fusion Hotel Group

We are very optimistic about 2025. We are projecting stronger than ever performance for our hotels located in popular destinations such as Nha Trang, Danang, and Ho Chi Minh City, for those domestic oriented destinations we still foresee challenges in demand in 2025.

Vietnam still has a distinct advantage over other Asia markets with its wide variety of destinations to explore and a lower price point for travellers than other markets in the region. This helps promote longer periods of stay for international travellers looking to explore multiple destinations across the country.

Vietnam has the most potential regionally to become one of the top destinations, as no other country has the variety of experiences Vietnam can offer, from the mountainous regions of Sapa to iconic beachside destinations. The country could benefit from a stronger marketing initiative to engage international visitors.

Having spent many years in Thailand, I believe this is a good example of how strong marketing and global tourism offices can successfully drive visitors to the country as it expects to surpass 40 million travellers. With the Long Thanh airport under development, I believe Vietnam is well positioned to achieve that level out tourist arrivals if there is a stronger commitment to marketing the country.

For local travellers, I see the destinations that are in and around the key cities of Ho Chi Minh City and Hanoi performing well. Local travellers prefer to travel to destinations that are within driving distance due to high flight costs. I believe those destinations that have strong offerings for families and sports or entertainment will be better positioned to entice local travellers.

For international travellers, we see them looking to explore multiple destinations across Vietnam and preferably one of the key cities, Hanoi and Ho Chi Minh then connect to one of the beachside destinations such as Phu Quoc and Danang. Hotel companies that can offer these packages will fare much better in improving their market share, we also see a high demand for wellness travellers and wellness focused resorts will have a distinct advantage.

Furthermore, we have been increasingly focused on this over the last year, converting the vehicles that we use for guest transportation at our properties to electric vehicles, installing solar energy at some of our properties and in the process of implementing several energy saving initiatives.

Sriram Kailasam, general manager, Regent Phu Quoc

Vietnam’s tourism sector has a unique opportunity to set itself apart by embracing greener initiatives and, creating a strong distinction in an increasingly eco-conscious global market. With travellers prioritising destinations that align with their values, Vietnam can become a leader in sustainable tourism by implementing innovative practices and showcasing its commitment to environmental stewardship.

Phu Quoc, as a UNESCO Biosphere Reserve, offers a powerful platform to spearhead these efforts. Transforming Phu Quoc into Vietnam’s first plastic-free island would protect its fragile ecosystem and position it as a benchmark for sustainability in Southeast Asia. This initiative, combined with broader eco-friendly practices across the country, has the potential to draw in discerning travellers who seek destinations with meaningful environmental commitments.

By moving beyond mass-market tourism and focusing on greener initiatives, Vietnam can create a distinctive identity. Highlighting indigenous talents, cultural depth, and heritage as central to the travel experience further enhances this distinction. Travellers are increasingly drawn to destinations that offer authenticity alongside responsible tourism, and Vietnam has a real opportunity to lead in this space.

Destinations like Phu Quoc have managed to sustain growth in the tourism and hospitality sector. At the forefront of this resilience is Regent Phu Quoc, which continues to establish itself as the premier choice for luxury travellers seeking exceptional experiences on the island.

Regent Phu Quoc has seen on-year growth, despite perceptions of a challenging global environment. The resort’s focus on delivering distinctive, high-quality experiences ensures it remains a top choice for affluent travellers who prioritise exclusivity and comfort. This has enabled the property to maintain steady demand despite external pressures.

Additionally, Vietnam’s growing presence in the digital space is playing a crucial role in its rising popularity. User-generated content is driving organic searches and increasing online visibility for the destination. Travellers sharing authentic, real-time experiences through social media channels create a ripple effect, encouraging more visitors to explore Vietnam’s offerings.

For Regent Phu Quoc and IHG we have several green and global initiatives such as elimination of single use or disposable amenities in the guest rooms and low flow shower heads, to name a few. We have also inked plans for an in-house water purification and bottling facility, which will help us further reduce our carbon footprint.

Aside from the advantages pointed out above to elevate, to elevate Vietnam’s position on the global tourism map it should continue to focus on, showcasing the country’s rich cultural distinctiveness, ancient history and diverse architecture rather than a heavy reliance on man-made attractions which can be easily replicated. Vietnam’s deep cultural heritage, including its diverse traditions, vibrant local crafts, unique cuisine, and historical landmarks, provides a compelling narrative that resonates with global travellers seeking authentic and meaningful experiences.

Andrew Kim, general manager Pullman Danang Beach Resort

I believe the tourism sector in 2025 will continue to face some of the challenges we’re experiencing in 2024, but there will also be exciting opportunities. The bleisure trend, where business and leisure travel are combined, is likely to gain even more traction.

In particular, Danang is emerging as a leading events industry destination in Southeast Asia, which looks promising for 2025. Looking at the bigger picture, Vietnam’s rich cultural history, combined with innovative tourism experiences and stunning natural beauty - such as My Khe Beach, recently recognised as one of the most beautiful beaches in the world - will continue to position Vietnam as a highly attractive destination.

However, I would suggest that Vietnam needs to craft a more cohesive and compelling story for its tourism offerings. While stunning landscapes and warm hospitality are undoubtedly important, Vietnam has much more to offer visitors. We need more dynamic activations and activities that can appeal to international tourists. Countries like Thailand and South Korea have successfully used national campaigns that highlight their diverse tourism experiences, and I believe Vietnam could do it even better.

From our side, our focus remains on delivering high-quality service and enhancing the guest experience for everyone who visits. As part of the Accor Group, Pullman Danang Beach Resort is committed to sustainability and eco-luxury. We implement eco-friendly practices across our operations, such as eliminating single-use plastics, transitioning to paperless collateral, and using systems to monitor and reduce energy and water consumption. We also actively participate in beach cleaning initiatives. Our guests are not only able to enjoy a luxurious stay on one of the world’s most beautiful beaches but also feel proud to be part of the collective effort to protect the environment.

Mario Caballero, cluster general manager Meliá Vinpearl Phu Quoc and Southern region

Despite reports of non-essential spending cuts this year, in 2025 is very promising, with plenty of room for growth, as many seeking to redefine their experiences and connections with the world. The desire for experiences has driven travellers to book leisure trips.

Statistics indicate that Vietnam’s tourism has grown compared to last year. Meliá’s hotels and resorts in southern Vietnam saw a positive rise in international tourists and broadened nationalities, particularly in Nha Trang, which is praised by media as an attractive destination offering natural beauty, diverse local foods, islands, and marine reserves. We’ve partnered with airlines and travel platforms to offer bundled packages combining room stays and flights. Returning guests can enjoy exclusive offers, enhanced by MeliáRewards benefits. We focus on corporate offsites while providing leisure guests with wellness packages that feature spa treatments and yoga.

In addition to leisure travel, we are placing a strong emphasis on corporate offsite events and wellness tourism. Our wellness packages are designed to meet the growing demand for rejuvenating, mindful experiences.

Vietnam’s tourism industry remains a thriving hub for attracting global travelers, offering a unique blend of diverse natural landscapes from north to south. In 2025, Meliá Vinpearl Nha Trang Empire, Meliá Vinpearl Cam Ranh Beach Resort, and Meliá Vinpearl Tay Ninh will expand and diversify their customer base by targeting Chinese-speaking, Korean, and Mongolian markets, in addition to focusing on European, Australian, and North American visitors. This contributes to a stable, multicultural guest demographic, strengthening our ability to meet diverse needs and expectations.

Our hotels offer diverse experiences tailored to meet the needs of families, groups, couples, and corporate guests. Each destination is rich in culture and natural beauty, providing the perfect setting for a truly memorable getaway. Meliá Vinpearl Nha Trang Empire will continue to offer vibrant city getaways, with exclusive promotions and family-focused packages that provide both relaxation and adventure in the heart of the city.

For those seeking beach escapes, Meliá Vinpearl Cam Ranh Beach Resort and Meliá Vinpearl Phu Quoc offer prime coastal locations with a variety of outdoor activities, wellness offerings, and a family-group-oriented approach. In Tay Ninh, we provide cultural tours that allow guests to explore the region’s rich history, with visits to iconic destinations such as Ba Den Mountain and the Cao Dai Holy See.

Michael Vorderleitner, general manager Mövenpick Resort Phan Thiet

Phan Thiet has tremendous potential as a tourist destination, and there is much more to be done to highlight its rich cultural background. While the opening of an international airport in the future will provide more opportunities, authorities should focus on promoting the current attractions and cultural experiences Phan Thiet has to offer.

One way to increase visibility is through strategic alliances with airlines, where we could feature in-flight marketing such as magazines or videos showcasing the local culture, Champa culture for example, and other local highlights. These alliances would be especially effective on long-haul flights, drawing the attention of travellers from distant countries who may not yet be familiar with the region. Additionally, there is a need for more cultural programmes that emphasise local history and traditions, which are currently not fully highlighted. By promoting these unique cultural aspects, we can create a more compelling destination for tourists, particularly long-haul visitors.

In 2025, cultural experiences will continue to be a major draw for tourists to Vietnam. Visitors will be attracted to Vietnam’s rich history and culture, while the beautiful beaches and warm climate will remain primary reasons for travel. Guests, especially long-haul visitors from colder countries, come here to enjoy the climate and tend to be long-stay guests. However, a key concern for the future of tourism will be cleanliness, especially in beach areas. Vietnam’s natural beauty is one of its greatest assets, and maintaining clean and well-preserved environments should be a priority. Sustainable tourism practices will become increasingly important, and visitors will expect destinations that are environmentally responsible.

We are proud to hold Green Globe certification, which underscores our commitment to sustainability and eco-friendly practices. We offer a balanced experience, combining cultural, environmental, and adventure elements that appeal to today’s travelers.

During the festive season, Mövenpick Resort Phan Thiet aims to offer guests an authentic Vietnamese experience. For Tet, we organise a variety of traditional activities such as dragon dances, calligraphy, and traditional cake-making. We also provide numerous activities for children, including creating handmade lucky envelopes and decorating apricot blossoms, which are traditional symbols of Tet. We strive to create unforgettable experiences that embrace the festive spirit, cultural traditions, and family-oriented fun. At Mövenpick Resort Phan Thiet, we make moments that deliver lasting memories for every guest.