Beyond Recovery: Vietnam's Tourism Charts a New Course for 2024

International arrivals in Vietnam are expected to see further growth in 2024, according to a report titled "Vietnam Travel Landscape 2024" released on January 17 by market intelligence firm The Outbox Company.

The volume of international arrivals in Vietnam is forecast to increase in 2024. In photo: Golden Bridge in the central city of Da Nang. — VNA/VNS Photo

HCM CITY — International arrivals in Vietnam are expected to see further growth in 2024, according to a report titled "Vietnam Travel Landscape 2024" released on January 17 by market intelligence firm The Outbox Company.

Vietnam's aviation industry has enjoyed a remarkable rebound since travel restrictions of Covid-19 eased both domestically and internationally, according to Vietnam-based market intelligence firm The Outbox Company. The country has already soared to become the world's fastest-recovering domestic aviation market and is projected to be the fifth fastest-growing one by 2035.

Despite facing hurdles in 2022 and cost spikes in 2023, Vietnam's hospitality industry has displayed remarkable resilience, offering promising signs for 2024. The Outbox Company's "Vietnam Travel Landscape 2024" report highlights a rise in hotel occupancy rates and improved operational efficiency as positive indicators. This optimism is further fueled by a surge in hotel bookings and the steady recovery of the hotel investment market.

Fueled by a resilient hospitality industry and a shift towards personalized experiences, Vietnam's tourism landscape in 2024 is set to bloom with exciting trends. Travelers are increasingly seeking meaningful connections with nature, well-being, and local cultures, driving demand for experiential, wellness, eco-friendly, and sports tourism experiences.

2024 New Travel and Tourism Trends: Eco-friendly, Sports Tourism. In photo: Phu Quoc Island (Source: Istock)

This shift in preferences is also shaping the future of travel agents. Tourists are looking for brands that align with their personal values and ethical considerations. Smart guides powered by AI and tools like ChatGPT can empower travel agents to curate personalized experiences that resonate deeply with individual travelers, boosting their value and relevance in the evolving landscape.

Vietnam's tourism industry roared back in 2023, with international arrivals skyrocketing nearly fourfold to 12.59 million, a remarkable feat according to The Outbox Company's "Vietnam Travel Landscape 2024" report. This surge represents a significant recovery from the pandemic slump, but challenges still linger. While the numbers are impressive, Vietnam's recovery rate in the first three quarters of 2023 stood at only 44%, the lowest among popular Southeast Asian destinations. This gap can be partly attributed to the continued absence of Chinese tourists, a key market pre-pandemic.

Vietnam's tourism industry painted a vibrant picture in 2023, not just for its recovery, but also for its growing embrace of diverse international tourist sources. Stepping beyond traditional markets, the country welcomed an influx of visitors from emerging and niche destinations, contributing to a significant increase in foreign arrivals. While familiar East Asian markets like China and Korea remain important, Vietnam's tourism sights are setting on a new horizon: India. With its burgeoning middle class and growing appetite for travel, India presents a fertile ground for the Vietnamese tourism industry to cultivate.

Driven by rising disposable incomes and a thirst for new experiences, India's outbound tourism market is poised for significant expansion. The Outbox Company's "Vietnam Travel Landscape 2024" report highlights the potential of this emerging market, urging the industry to tap into it through strategic measures. Simplifying visa procedures and tailoring services to cater to Indian preferences could significantly enhance Vietnam's appeal. Cultural sensitivities, dietary needs, and language barriers are crucial considerations that, when addressed, can unlock a wave of Indian visitors.

By embracing this shift and actively courting the Indian market, Vietnam can not only diversify its tourist base but also forge a new chapter in its tourism success story. The potential is vast, and the time is ripe for Vietnam to extend a warm welcome to India's rising travel tide. — VNS