Global Tourism Rebounds Strongly, Opening a New Growth Cycle
According to the latest report from the United Nations World Tourism Organization (UN Tourism), 2025 has witnessed impressive growth in global tourism, with 1.52 billion international tourist arrivals, up 4% compared to 2024. Despite pressures from inflation and economic volatility, international travel demand has remained robust, becoming a key driver of recovery and ushering in a new growth cycle for the global tourism industry.
At the same time, the continuous expansion of international airline networks, along with increasingly relaxed visa policies, has helped facilitate the global flow of travelers. The Asia–Pacific region is gradually reclaiming its position as a major growth engine, recording a 6% increase, thereby creating favorable conditions for emerging tourism markets across the region.
Vietnam Emerges as a Double-Digit Growth Market
Within the broader global tourism recovery, Vietnam has been ranked by UN Tourism among the fastest-growing tourism destinations worldwide, alongside prominent destinations such as Japan, Brazil, and Saudi Arabia.
In 2025, Vietnam:
- Welcomed nearly 21.2 million international visitors
- Achieved 20.4% growth compared to 2024
- Exceeded pre-pandemic 2019 levels by 19%
These results not only far surpass the average growth rates of both the global and regional markets but also reaffirm the increasingly sustainable appeal of Vietnam’s tourism sector on the international stage.
Growth Drivers and Sustainable Development Strategies
Vietnam’s tourism breakthrough is the result of a synchronized development strategy focused on three key pillars: policy, technology, and products.
Improvements in entry policies, expanded visa exemptions, and extended lengths of stay have created more favorable conditions for international travelers. In parallel, the tourism sector has accelerated digital transformation in promotion, marketing, and experience management, enhancing its ability to effectively reach global markets.
In addition, tourism products have been diversified toward higher-quality offerings, ranging from resort tourism, MICE, and gastronomy to green and sustainable tourism, helping attract high-spending travelers with longer stays.
Strategic Opportunities for Vietnam’s HORECA Ecosystem
The strong growth of international tourism is providing a significant boost to Vietnam’s HORECA ecosystem (Hotels – Restaurants – Catering & Supply Services).
This is a critical phase in which HORECA businesses need to:
- Upgrade service standards to meet international benchmarks
- Invest in smart operational solutions, automation, and data-driven management
- Develop green and sustainable HORECA models in line with evolving global consumer trends
Proactive adaptation and innovation will not only enable businesses to capitalize on the surge in international visitors but also strengthen long-term competitiveness across the entire industry.
Outlook for 2026: A Golden Moment for Vietnam’s HORECA Sector to Break Through
Looking ahead to 2026, UN Tourism remains optimistic about the global tourism outlook as the world economy gradually stabilizes and major international events such as the FIFA World Cup 2026 continue to stimulate cross-border travel demand.
In this context, Vietnam’s HORECA businesses are entering a golden window to restructure operations, enhance service quality, and integrate technology in preparation for new waves of international travelers.
With the support of connectivity platforms and specialized industry solutions such as Horecfex, Vietnam’s HORECA ecosystem is well positioned to effectively leverage global tourism growth momentum, moving toward sustainable development and a stronger competitive position within the region.