Vietnam’s tourism sector is experiencing a robust recovery, drawing global attention as a premier destination. Ms. Hyemi Chung, Director of Sales and Distribution at Marriott International, affirmed Vietnam’s appeal, noting Marriott currently operates 25 hotels in the country and plans to double that number to over 50 by the end of 2025. New hotels opened in Ho Chi Minh City, Hanoi, and Ha Giang in 2024 underscore this growth.
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The surge in tourism has prompted international airlines, including Emirates with its new Dubai to Da Nang route, to expand their networks to Vietnam. Recognizing this potential, Marriott proposed collaborations in joint marketing, MICE tourism development, source market promotion, and digital transformation for accommodation. They seek to partner on destination promotion and fam trips, believing close cooperation will significantly boost tourism and enhance Vietnam’s international image.
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Vietnam stands out as one of ASEAN’s fastest-recovering post-pandemic destinations, welcoming 17.6 million international visitors in 2024 and 9.2 million in the first five months of 2025. With 635 four and five-star hotels, the country is well-equipped for high-end and MICE tourism.
Traditional markets like South Korea, China, Japan, and Taiwan remain strong, while emerging markets such as India and the Middle East are actively being promoted, including specialized Halal tourism.
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Beyond its established strengths in beach, nature, culture, and city-break tourism, Vietnam is also developing MICE, golf, wellness, sports, and culinary offerings.
The nation’s tourism efforts have garnered international acclaim, including “Asia’s Leading Destination” and “World’s Leading Heritage Destination.” Emphasis is also placed on digital media and transformation, with a desire for Marriott to support these initiatives, assist in welcoming international delegations, and aid in promoting Vietnam through digital platforms and events.
