As autumn’s gentler breezes start to replace the muggy summer days in both Hanoi and Ho Chi Minh City, Vietnam’s tourism industry finds itself bathed in the success of a recent policy shift, one that’s actively reshaping its strategy on the global stage.
New resolution allowed citizens from a dozen European countries—Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Germany, Greece, Hungary, Luxembourg, the Netherlands, Poland, Romania, Slovakia, Slovenia, and Switzerland—to enjoy visa-free entry of up to 45 days.
Far from a mere procedural adjustment, this decision represents a strategic play within Southeast Asia’s intensely competitive tourism market, where streamlined border crossings act as a major draw. Preliminary figures look promising; through the first nine months of 2025, international arrivals reached 15.4 million, marking a substantial 21.5% increase compared to the previous year, with early indications showing the policy already positively impacting the sector’s performance.
The Strategic Visa Shift
Building on a history of progressively open policies, Vietnam’s most recent action expands its list of visa-exempt countries to 24, bringing the total number of beneficiaries to 39. For those citizens of the 12 specific nations, the advantages are quite clear: They can stay for up to 45 days without needing a visa for tourism purposes, provided they satisfy standard entry conditions, naturally.
Valid until August 14, 2028, this four-year period is in alignment with the government’s Tourism Recovery Program, which has the ambition of exceeding pre-pandemic levels and reaching an ambitious yearly goal of 23 to 25 million visitors before the year is out.
The underlying justification for this approach is founded on observations of global trends. According to estimations made by the World Tourism Organization, visa waivers can potentially increase tourist arrivals by anywhere from 5% to 25%, a range that Vietnam is eager to capitalize on. Malaysia, Singapore, and Thailand – leaders in Southeast Asia regarding visa policy – allow visa-free entry for 165, 163, and 98 countries respectively. Malaysia reported 37 million visitors in 2024, while Thailand broke records set in 2019, attracting over 35 million visitors last year. It’s worth noting that while Vietnam, known for beautiful landscapes, and delicious food, has long depended on its intrinsic charm—many analysts now suggest convenience reigns supreme.
According to Dr. Nguyen Duc Trong, a lecturer specializing in tourism within the Faculty of Tourism and Hospitality at the National Economics University, “This policy is crucial for regional competitiveness.” He argues that “Simply relying on attractive scenery isn’t enough to get ahead. By making it easier for tourists to enter, it also makes them more likely to stay longer and spend more, making the waiver program worth it.”
A Post-Policy Boom
The number of visitors tell an interesting story. According to data released by Vietnam’s General Statistics Office, approximately 1.56 million international tourists visited in July 2025, reflecting a 6.8% rise from June and a substantial 35.7% increase compared to the same month last year, potentially boosted by promotional events and the buzz around national holidays. August—the initial month of the policy’s implementation—demonstrated even stronger momentum: 1.68 million arrivals, representing a 16.5% year-over-year jump and a 7.8% increase month-on-month. September saw 1.52 million visitors; this represented a 9.6% decrease from the prior month, yet an encouraging 19.5% increase from figures recorded in 2024.
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To summarize, in the first nine months of the year, from January through September, the total number of visitors was around 15.4 million, a 21.5% surge compared to last year; with 4.7 million in the third quarter. Mainland China led the way with 3.8 million (+43% YoY), followed by South Korea (3.2 million), Taiwan (926,000), the U.S. (622,000), and Japan (617,000). Detailed data on the impacts from the 12 new markets are still emerging, but government officials attribute Europe’s growing presence to these visa waivers, supporting Asia’s robust performance, naturally.
International Arrivals
|
Month (2025) |
International Arrivals |
YoY Change |
MoM Change |
|
July |
1.56 million |
35.70% |
6.80% |
|
August |
1.68 million |
16.50% |
7.80% |
|
September |
1.52 million |
19.50% |
-9.60% |
|
Jan-Sep Total |
15.4 million |
21.50% |
N/A |
The visa-free entry draws visitors, making Vietnam a more attractive travel option. MICE events—think meetings, incentives, conferences, exhibitions—really get the engines of aviation, retail, and hospitality revving. Airlines, such as Vietnam Airlines, are adding routes from Europe, and hotels in places like Da Nang and Phu Quoc are seeing big jumps in occupancy. “It’s a multiplier,” one Hanoi tour operator said. “Europeans tend to stay longer and explore beyond Hanoi—taking cruises in Ha Long Bay, hiking Sapa’s hills—spending their money in local communities.”
Horizons for Sustainable Growth
Dr. Trong stresses the importance of working together: “Visa openness is the start, but sustainability is key to long-term success.” Vietnam needs to invest gains in infrastructure—expanding Tan Son Nhat Airport, electrifying roads in rural areas—and effective promotion. They should diversify attractions: Culinary tours in Hue, adventure kayaking in Ninh Binh, cultural experiences with local communities. And for human resources? They need to increase training for multilingual guides and eco-friendly hosts.
Environmental protection is a must: Encourage green tourism by banning plastic on beaches and offering carbon-offset flights. As the number of visitors approaches 20 million each year, spreading them out beyond Hanoi and Ho Chi Minh could benefit homestays in the Mekong Delta and crafts in the central highlands.
With the visa-free entry Vietnam is not just opening doors—it’s throwing open the gates to a new era. With more Europeans visiting and strong support from Asia, the country is on the verge of not just recovering, but reinventing itself. As a Belgian backpacker wrote from Ha Long Bay: “No visa worries, just pure magic.” For those in charge of Vietnam’s tourism, that’s great news—and fuel for the future.