Vietnam’s luxury travel sector is making significant strides, amassing a value of $3.2 billion as it extends its allure beyond just Hanoi and Ho Chi Minh City into promising new locales such as Phu Quoc and Da Nang.

Opportunities for Growth

The industry has thrived due to increased disposable income among the burgeoning upper and middle classes in Vietnam, accompanied by a growing demand for bespoke travel experiences perpetuated by social media influencers.

A Bright Future for Luxury Tourism

Vietnam is often celebrated as a hidden gem in Southeast Asia, showcasing stunning natural landscapes, rich cultural heritage, and exceptional culinary delights, making it an attractive destination for luxury travelers. In fact, following the COVID-19 pandemic, the country regained 98% of its pre-pandemic arrival numbers in early 2025, outperforming its regional counterparts.

Enhancements and Infrastructure

With improvements in transport links, including the upcoming Long Thanh International Airport, and relaxed visa policies for various countries, Vietnam is poised for unprecedented growth in luxury tourism.

Strategic Focus for Next Steps

To maintain its competitive edge, the Vietnamese tourism sector must pivot towards delivering unique, personalized luxury experiences. This involves enhancing staff training in service quality, inclusivity, and language skills, which are vital for meeting the expectations of high-value international visitors.

“Tourism authorities need to shift from conventional to personalized luxury… experiences tailored to individual preferences.”