HANOI, VIETNAM – Vietnam has significantly boosted its tourism sector, surpassing Thailand in attracting Chinese visitors and solidifying its position as a leading Southeast Asian destination.
Rekordjahr mit mehr als 21 Millionen Besuchern
In 2025, Vietnam welcomed over 21 million foreign tourists, marking a substantial increase of approximately 20 percent compared to the previous year. Notably, the country attracted 5.3 million Chinese travelers, exceeding Thailand’s figure of about 4.5 million Chinese guests.
This surge highlights Vietnam’s rapid ascent as a formidable competitor in the regional tourism landscape. While Thailand’s tourism industry is still recovering post-pandemic, Vietnam has capitalized on the opportunity to capture tourist favor.
Von pulsierenden Städten bis zu Naturparadiesen
Vietnam offers immense diversity, from the capital city of Hanoi and the bustling Ho Chi Minh City to coastal gems like Da Nang and Phu Quoc island. Mountainous towns such as Sa Pa also saw a significant increase in visitors in 2025.
An increasing number of travelers are seeking unique nature experiences and cultural adventures beyond the renowned metropolises. Vietnam’s appeal lies in its ability to attract tourists off the beaten path.
Kluge Visapolitik und neue Flugrouten
The country has eased entry requirements for many nationalities, offering visa-free stays or extended visit durations. This makes Vietnam particularly attractive for spontaneous travelers and those planning multi-country tours.
Simultaneously, the Vietnamese government is investing heavily in airports, hotels, and international connectivity. Vietnamese airlines are increasing flights from China, Japan, and Singapore, with plans for future routes to Europe.
Qualität statt Masse – der nachhaltige Weg
Vietnam’s focus is not solely on sheer visitor numbers; the nation aims to attract “quality tourists”—business travelers, luxury vacationers, medical tourists, and convention delegates who stay longer and spend more.
Vietnam is carefully observing the missteps of established destinations, learning from the experiences of Thailand and Bali to prevent overcrowding, rising living costs, and environmental degradation.
Warum Thailand auf der Stelle tritt
Thailand was once the undisputed leader in regional tourism. However, post-COVID-19, the industry struggles with an incomplete recovery in the Chinese market, as safety concerns and a negative perception of crime deter potential visitors.
Furthermore, there is an ongoing discussion about whether the country over-relied on mass tourism over quality. While Thailand debates, Vietnam is consistently executing its strategy and gaining ground.
Risiko: Ăœberkapazitäten und leere Hotelbetten
Vietnam’s rapid expansion also carries risks. A future downturn in tourist numbers could lead to oversized airports and an excess of hotel beds, a predicament faced by other destinations after overly rapid growth.
The challenge will be balancing growth with quality. Failure to achieve this balance could turn the boom into a bubble.
Ein Weckruf fĂ¼r Thailand und die ASEAN-Region
For Thailand, Vietnam’s ascendancy serves as a clear warning signal. Competition in Southeast Asia is intensifying, and travelers readily switch destinations if better value, safety, and travel comfort are offered elsewhere.