Unexpected arrival of international tourists in Vietnam.

Welcoming over 2 million international visitors in April, Vietnam marked its fourth consecutive month at this milestone, the first time in 18 years since statistics were first compiled. Notably, amidst rising global fuel and transportation costs, the European market, previously considered heavily impacted, unexpectedly became the fastest-growing region.

European Visitors Soar

According to data from the General Statistics Office, in the first four months of 2026, visitors from Europe to Vietnam increased by 53.3% compared to the same period last year – the highest increase among all market regions. Many countries recorded double-digit growth, such as Germany (14.5%), France (12.1%), and the UK (10.4%). The Nordic countries saw even stronger growth, with Sweden (26.6%), Norway (23.8%), and Denmark (18.4%).

Among these, markets benefiting from visa-free policies continued to surge, such as Poland with a 52.7% increase – the highest in the European group, the Czech Republic with a 23.1% increase, and Switzerland with a 19.4% increase. Notably, the Russian market recorded nearly 300% growth, becoming one of the outstanding highlights in the tourism picture during the first four months of the year.

A relaxed visa policy has contributed to attracting an increasing number of European tourists to Vietnam.

This result also coincides with developments at many travel businesses. Mr. Pham Anh Vu, Director of Communications at Vietnam Tourism, said that in the first quarter, the number of Western and Northern European tourists booking tours with his company increased by about 20-25% compared to the same period last year. In particular, Russian tourists have made a strong comeback with long-term beach vacations in Nha Trang, Phan Thiet, and Phu Quoc. "Before 2020, European and Russian tourists often chose Vietnam as a winter getaway destination. However, in 2022-2023, this group of tourists declined sharply and shifted to Turkey, the UAE, or Thailand. The return of European and Russian tourists to Vietnam as a long-term winter vacation destination in the first quarter of 2026 is a very positive sign, showing that Vietnam is gradually regaining its position on the international winter tourism map," Mr. Vu commented.

The surge in European tourists, amidst the region's severe impact from the oil price shock and the resulting aviation crisis due to the Middle Eastern conflict, is a major surprise.

Explaining this, Mr. Tran Trung Hieu, Vice President of the Ho Chi Minh City Tour Guide Association, stated that for European tourists, travel is almost an integral part of their lifestyle. They have a habit of accumulating travel budgets in advance and are less affected by short-term fluctuations. Most European tourists visiting Vietnam plan their trips well in advance, even purchasing airline tickets and booking tours months beforehand. Therefore, fluctuations in fuel prices or international conflicts have not directly affected the current number of tourists.

According to Associate Professor Pham Trung Luong, former Deputy Director of the Institute for Tourism Development Research, consumer behavior is the key factor. Short-term fluctuations in airfare prices do not significantly impact travel decisions, especially when European tourists have already established itineraries. They are less likely to change their plans, even when costs increase. Conversely, nearby markets tend to be more flexible in choosing destinations and travel times. If costs rise or conditions are unfavorable, this group of tourists tends to adjust or postpone their plans.

From a business perspective, Mr. Pham Anh Vu analyzed three main drivers attracting European tourists back to Vietnam. Firstly, a more "open" visa policy. The application of a 90-day e-visa, allowing single or multiple entries, makes it easier for tourists to build longer itineraries, combining multiple destinations and using Vietnam as a "hub" in their Southeast Asia or Indochina itineraries.

Secondly, the image of Vietnam as a safe, stable destination with competitive costs, while many other regions still face security risks or high costs.

Thirdly, the recovery of airlines and tour services. Charter and direct flights from Russia and several European countries to Cam Ranh, Da Nang, and Phu Quoc have been restored and their frequency increased, creating favorable conditions for the return of tourists.

In addition, tourism trends are changing. European tourists are increasingly prioritizing independent travel, longer stays, and in-depth experiences. Unique experiences such as train travel, exploring local culture, and eco-tourism are also becoming more attractive. In this context, the advantages of stable security and a diverse product ecosystem are helping Vietnam become a more appealing destination for international tourists.

Vietnam is considered a safe and attractive destination amidst a volatile global environment.

The need to position the brand as a "safe destination"

Despite strong growth, experts warn that this momentum may face pressure in the near future as the impact of fuel and airfare costs becomes more apparent. According to travel businesses, tour prices have had to be adjusted upwards by about 10-15% compared to the previous year due to increased transportation costs, especially airfare. "The challenge for businesses is not to lower prices but to optimize itineraries, minimize transit, prioritize direct flights, reduce long-distance land travel, and focus on in-depth experiential products such as night tourism and eco-tourism… so that customers feel the higher price is still worthwhile," Mr. Pham Anh Vu observed.

However, Mr. Vu noted that European tourists typically peak from the fourth quarter of the previous year to the end of the first quarter of the following year, especially from January to March with the demand to "escape the winter." After this period, if relying solely on the European market, growth may stagnate. Therefore, businesses need to shift their focus to other markets such as South Korea, Japan, India, and overseas Vietnamese during the summer, with suitable products such as beach resorts, family tourism, or MICE (Meetings, Incentives, Conferences, and Exhibitions).

According to Mr. Pham Anh Vu, there are three key factors for Vietnam to maintain its sustainable appeal. Firstly, the quality of service and the actual experience. Seemingly small factors such as clean rooms, delicious food, convenient transportation, no price gouging, and professional tour guides will determine whether tourists will return. Secondly, aviation and domestic transportation infrastructure. The more direct flights and the fewer transfers, the easier it is to attract tourists from distant markets such as Europe, the US, and Australia. Thirdly, digital transformation in tourism, from service booking and payment systems to destination information and the application of data to enhance personalized experiences for tourists.

Experts unanimously agree that visas continue to be a decisive factor. Vietnam needs to expand visa exemptions for potential markets, especially countries with high and stable spending levels. In addition, more flexible visa types are needed, such as long-term visas, multi-year visas, or visas for remote workers (digital nomads), experts, and businesspeople, to attract tourists who stay longer and use high-quality services.

In a volatile global context, the "safety" factor continues to be a strength of Vietnam. Mr. Tran Trung Hieu emphasized the need to build a multi-layered concept of "safe destination," encompassing social safety, health safety, and experiential safety. Simultaneously, inter-sectoral collaboration is necessary to create a unified narrative compelling enough to attract international tourists.