Every autumn our partners ask the same question: is Vietnam still growing, and from where? The nine-month figures released by the Vietnam National Authority of Tourism on 4 October 2026 give a clear answer. Volume is still rising at double-digit pace, but the mix behind it has changed. For agencies selling longer, higher-value private journeys, that change matters more than the headline total.
This briefing sets out the official numbers, compares them with the full-year 2025 picture, and explains what we think they mean for programme planning, allotments and pricing for the 2027 season. All figures are from government statistics; where a figure was not published, we say so rather than estimate it.
The headline: 17.7 million in nine months
From January to September 2026 Vietnam welcomed 17.7 million international visitors, 14.5% more than in the same period of 2025. September alone brought 1.77 million arrivals, up 16.1%, which is notable because September is normally one of the quietest months of the year. With roughly 71% of the annual target reached by the end of the third quarter, and the fourth quarter traditionally the strongest, the 25-million goal looks within reach.
For context, 2025 was already a record year: 21.2 million international arrivals, 20.4% more than in 2024 and 17.8% above 2019. In other words, Vietnam is not recovering any more; it is growing on top of its pre-pandemic peak. That is a different situation from several neighbouring destinations, which we cover in our regional briefings.
Top ten source markets, January–September 2026
| Market | Arrivals | Share of total | Change vs Jan–Sep 2025 |
|---|---|---|---|
| China | 3.9 m | 22.4% | +1.5% |
| South Korea | 3.0 m | 17.3% | −5.5% |
| Russia | ≈1.1 m | – | +160.6% |
| Taiwan | 964,000 | – | +4.1% |
| United States | 764,000 | – | n/a |
| Cambodia | 688,000 | – | +40.5% |
| Japan | 674,000 | – | n/a |
| Philippines | 523,000 | – | +55.2% |
| India | ≈671,000 | – | +33% |
| Australia | 485,000 | – | +21% |
Source: Vietnam National Authority of Tourism (VNAT), reported by Vietnam News Agency / VietnamPlus, published 4 Oct 2026; accessed 28 Oct 2026. India: VNAT statistics portal (thongke.tourism.vn, updated 7 Oct 2026). “n/a” = growth rate not stated in the release; “–” = share not stated.
Source: Vietnam National Authority of Tourism (VNAT), reported by Vietnam News Agency / VietnamPlus, published 4 Oct 2026; accessed 28 Oct 2026.
China and South Korea remain the two largest markets, together accounting for almost 40% of arrivals. But their trajectories diverge: China grew only 1.5%, and Korea, Vietnam’s most mature short-haul market, declined 5.5%. The growth came from elsewhere. Russia more than doubled to about 1.1 million, the Philippines rose 55%, India 33% to about 671,000, and Australia 21%. The United States, at 764,000 in nine months, is now Vietnam’s fifth-largest market.
Growth by region: long-haul leads
Source: Vietnam National Authority of Tourism (VNAT), reported by Vietnam News Agency / VietnamPlus, published 4 Oct 2026; accessed 28 Oct 2026.
Asia still supplies 74.5% of arrivals, but that share is falling: in full-year 2025 it was 78.6%. Europe, which accounted for 13.1% of arrivals in 2025 (2.8 million visitors), is growing fastest of all, at 55%. This is consistent with the wider availability of visa-free entry for European passport holders and with new direct air links between Vietnam and European hubs over the past eighteen months.
| Indicator | Full year 2025 | Jan–Sep 2026 |
|---|---|---|
| Total international arrivals | 21.2 million (+20.4%) | 17.7 million (+14.5%) |
| Asia, share of arrivals | 78.6% | 74.5% |
| Europe | 2.8 million (13.1% share) | +55% year on year |
| China, share | ≈25% | 22.4% |
| South Korea, share | 20.5% | 17.3% |
| Arrivals by air | 84.3% | 83.2% |
| Arrivals by land | 14.4% | 15.4% |
| Arrivals by sea | 1.3% | 1.4% |
Source: National Statistics Office of Viet Nam, reported by the Government News portal, published 6 Jan 2026; accessed 28 Oct 2026. Jan–Sep 2026: Vietnam National Authority of Tourism (VNAT), reported by Vietnam News Agency / VietnamPlus, published 4 Oct 2026; accessed 28 Oct 2026.
How visitors arrive
Air remains dominant at 83.2% of arrivals, but land arrivals rose to 15.4% of the total. Part of that is cross-border traffic from Cambodia (688,000 Cambodian visitors, +40.5%) and China, but part is multi-country travel by long-haul visitors who combine Vietnam with Cambodia or Laos overland or by river. For programme designers this is a useful signal: land and river borders are now a normal part of Indochina itineraries rather than an adventure option.
What this means for your agency
- Book peak-season space earlier. With volume up 14.5% and long-haul demand growing fastest, the best 4- and 5-star hotels, overnight cruises in Ha Long and Lan Ha Bay, and premium train cabins fill earlier than before for December–April. For groups and series departures in 2027, we recommend confirming allotments at least six to eight months ahead.
- Expect more competition for the same long-haul client. European, American and Australian travellers tend to stay longer and buy private, guided journeys. Your clients are now part of a much larger flow, so differentiation comes from pacing, guiding quality and the less-visited regions, not from the classic Hanoi–Ha Long–Hoi An–Saigon line alone.
- Price with shoulder months in mind. September grew 16%. Shoulder and green-season months are no longer empty, which narrows the discount window but improves product availability for well-planned itineraries in the north and the Mekong.
- Plan multi-country routes realistically. More land and river crossings mean border formalities and timing matter. We sequence Vietnam, Cambodia and Laos around real crossing hours and visa rules so clients do not lose a day in transit.
- Watch the market you sell to, not the total. If your clients are Korean or Chinese, the growth story is flat. If they come from Europe, India, Australia or the Americas, demand is rising quickly and supply will tighten first in the products your clients want.
How to read these numbers
VNAT counts international arrivals at the border, including business and family visits, not only holiday travellers. One traveller entering twice is counted twice. Market figures refer to nationality. The nine-month release did not state growth rates for every market (for example the United States and Japan), and we have not filled the gaps with estimates. We will update this briefing when VNAT publishes the full-year 2026 figures in early January 2027.
For more context on how we work with travel trade partners, see our guide for travel agencies, our MICE and groups page, and the FAM Trip 2027 programme for agents who want to inspect products in person.
Planning Asia programmes for 2027?
Metta Voyage is a licensed Asian DMC headquartered in Hanoi, operating private and multi-country programmes in Vietnam, Cambodia, Laos, Thailand, Bali, China, Japan, South Korea and Singapore through one contract and one 24/7 duty line. Partner agencies receive net rates, 1 FOC per 16 paid rooms on groups, a 30% deposit with the balance 45 days before arrival, white-label documents, and a firm rule that we never contact your clients.
See our partner terms, email [email protected] or message us on WhatsApp +84 812 247 572 (US +1 929 491 2828, UK +44 7520 660929).
Written by the Metta Voyage team. Figures checked against the official sources named under each table on 28 October 2026. If a newer official release changes a number, we update the table and the date.
