Vietnam is becoming the hottest tourist hotspot in Southeast Asia—and trying to avoid Thailand’s mistakes

Vietnam welcomed about 21 million visitors in 2025 (up 20%) and even surpassed Thailand as the top destination for Chinese tourists.
Travel is getting easier—visa-free access has expanded and carriers like Vietjet are adding many international routes.
Big airport and hotel investments are shifting the market toward luxury, medical and conference tourism to attract higher‑spending travelers.