Where does Vietnam rank in the world for tourism?

Vietnam tourism is not just beautiful photos on Instagram or praising articles from international tourists. It is also evidenced by numbers reflecting the remarkable growth of the tourism industry over the years. According to the World Tourism Organization (UNWTO), in 2019, Vietnam welcomed 18 million international visitors, ranking 5th in Southeast Asia, behind only Thailand, Malaysia, Singapore, and Indonesia.

But this figure is only part of a larger picture. In 2019, Vietnam was honored by the World Travel Awards (WTA) – often dubbed the “Oscars of the travel industry” – as the World's Leading Heritage Destination. Not stopping there, Vietnam has continuously won titles such as Asia's Leading Destination (2018-2019, 2021-2023), Asia's Leading Cultural Destination, and Asia's Leading Culinary Destination. These awards not only affirm Vietnam's appeal but also demonstrate recognition from the international community.

In the World Economic Forum's (WEF) Travel & Tourism Competitiveness Report 2017, Vietnam ranked 57th out of 136 countries in safety and security for tourism, rising 18 places compared to 2015. This shows that Vietnam is not only beautiful but also a safe and friendly destination for travelers.

And most recently, in 2024, US News & World Report ranked Vietnam 36th in the list of the 40 most beautiful countries in the world, thanks to its natural beauty, rich history, unique cuisine, and the warmth of its people.

It is no coincidence that travelers from all over fall in love with Vietnam, a modest piece of land filled with so many wonderous things. Vietnam is like an open book, where every page is a story of mountains, forests, seas, cultural heritage, rustic dishes, and genuine smiles of the local people.

Diverse Nature

Vietnam is favored by Mother Nature with a rich ecosystem: 11 UNESCO-recognized World Biosphere Reserves such as Cat Ba, Cu Lao Cham, and Dong Nai serve as sanctuaries for countless species and rare “green lungs” in an era of industrialization. A curved coastline stretching over 3,260 km nurtures the fine white sands of Nha Trang, Da Nang, and Phu Quoc, bringing Vietnam into the top 27 countries with the most beautiful beaches in the world.

And if the sea is a gentle whisper, then nearly 1,000 majestic caves – from Phong Nha Cave, Trang An to Son Doong, are deep epics that touch the hearts of adventure seekers.

Rich Cultural Heritage

Vietnam is not only beautiful because of its scenery, but also glimmers with enduring cultural values. With 15 UNESCO-inscribed intangible cultural heritage elements, such as Hue Royal Court Music, Quan Ho Folk Songs, and Cham Pottery Crafting, this country is like a treasure chest preserving ancient ways of life and traditional sounds. Ancient temples, craft villages such as Van Phuc Silk or Bat Trang Pottery, and vibrant village festivals every spring act as “underground currents” nourishing Vietnamese identity through time.

Cuisine

In Vietnam, food is not just a meal; it is a memory. From pho, bun cha, banh mi to street vendor carts and small sidewalk eateries, every flavor carries the breath of the land and its people. It is no coincidence that Vietnam was honored by the World Travel Awards as Asia's Leading Culinary Destination in 2019, because here, a simple meal is enough to make a traveler want to return just to “eat away the longing”.

Friendly People

Ask any traveler who has been to Vietnam what they remember most, and the answer is rarely just the sights—it's the smiles. From a vendor at Da Lat market, a motorbike taxi driver in Saigon, to a tour guide in Hue, everyone is warm, approachable, and eager to help. According to US News & World Report, Vietnam scored high in the “friendliness” category—an intangible quality that always lingers in the heart.

Therefore, Vietnam is not just a place to visit, but a place to hold in one's heart, memories, and in every story told after each trip.

Despite achieving many accomplishments, Vietnam tourism still has its “quiet lows”. Some international tourists have shared “7 fears” when visiting Vietnam, such as overcharging, snatching, or environmental hygiene. The repeat visitor rate to Vietnam remains low, at around 10-20%, compared to 70-80% in Thailand.

Additionally, tourism infrastructure like airports and seaports sometimes struggles to keep up with the growth rate of tourist arrivals. Visa policies remain limited compared to neighboring countries in the region, and international tourism promotion has not truly broken through. Air pollution in major cities like Hanoi is also an obstacle, with Vietnam previously ranking 123rd out of 132 countries in air quality according to the 2012 EPI report.

However, the good news is that Vietnam is actively striving to improve. Tourism digitalization projects, such as Da Nang Fantasticity or chatbot applications in Da Nang, are helping visitors easily explore destinations. Hanoi has also digitalized over 300 tourist sites to standardize information and enhance customer experience.

On the global tourism map, Vietnam has not yet entered the top 10 for international visitor arrivals—even as France welcomed nearly 85 million tourists in 2019—yet within Southeast Asia, Vietnam is quietly rising. We have surpassed Indonesia to rank fourth in the region in tourist numbers and, notably, stand out as the country with the fastest tourism growth rate. But what tourists bring home is not just photos or souvenirs; it is emotions and memories. From the Golden Bridge straddling the Da Nang sky to international honors at the World Travel Awards, Vietnam is affirming itself not just as a destination, but as an unforgettable emotional journey.

Looking to the future, bold steps such as visa exemptions, infrastructure upgrades, and opening doors wider to welcome friends from all over the world will surely help Vietnam grow even stronger. The UNWTO predicts that in the next decade, Vietnam will become one of three countries creating new winds that illuminate the global tourism map.

And then, when someone asks "What does Vietnam have?", you can tell them: it is the terraced rice fields of Mu Cang Chai, where ripe golden rice looks as if honey were poured into the autumn sky; it is the rich and fragrant Hanoi egg coffee, set against the early morning calls of street vendors echoing through the streets. Vietnam is not just a place to visit, but a place to pause, listen to your heart, and fall in love with a rustic land steeped in poetic soul.

Vietnam is not a place where you merely "visit", but a place to "stay", in your soul. A land where you can slow down and listen to your inner voice amidst the hustle and bustle of life. Where every journey is not only for discovery, but to feel, to love nature, culture, and people even more. Vietnam tourism may not yet be number one on global ranking lists. But in the hearts of the Vietnamese people, and in the minds of those who have set foot on this S-shaped strip of land, Vietnam has touched the soul. For beauty lies not merely in fame or numbers, but in the warmth, sincerity, simplicity, and profound depth—something that no ranking can ever measure.