Vietnam aims to welcome 17-18 million international tourists by 2024, according to the Vietnam National Authority of Tourism (VNAT).

Sunrise at the Ha Long Bay. Photo: Thuy Edna

Total tourism revenue in 2024 is expected to reach VND840 trillion (US$34.6 billion), 1.25 times the total revenue in 2023 and 1.2 times the figure in 2019.

To achieve the set targets, the VNAT will implement key programs and initiatives, develop sustainable tourism action plans, implement the action program set by the Ministry of Culture, Sports and Tourism, and promote the development of new tourism products.

The VNAT will also conduct thematic tourism marketing campaigns, establish a national tourism database, and roll out promotional activities at both the domestic and international levels.

The VNAT said despite the significant recovery this year, the global travel industry still faces difficulties and challenges in the coming year due to unpredictable global conditions, slow economic growth, rising inflation and conflicts in some regions that show no signs of abating.

According to forecasts by the World Tourism Organization (UNWTO) and the World Travel and Tourism Council (WTTC), international tourism activity could fully recover by the end of 2024, reaching 2019 levels. However, the rate of recovery will vary by region.

The demands of international tourists are constantly changing, with a focus on experiential, diverse and unique products. Group travel trends are gradually returning, and Vietnam is one of the destinations attracting global attention. Data from Black Tomato, a travel company based in London (UK) and New York (USA), showed that 30% of their customers are groups of eight or more people. Popular trips include exploring safaris in Botswana, cruising the Nile on a classic Egyptian boat, or experiencing a cruise in Vietnam.

Vietnam inbound tourism meets 2023 targets. Photo: Pham Hung/ The Hanoi Times

In 2023, Vietnam welcomed 12.6 million visitors, surpassing the initial target of eight million and reaching 70% of the figure before the outbreak of Covid-19 in 2019, said Nguyen Trung Khanh, chairman of the Vietnam National Authority for Tourism.

He said Vietnam had expected between 102 million domestic tourists to make trips in 2023, and by the end of the year, the actual number was 108 million, surpassing the 85 million recorded in 2019.