Vietnam is rapidly establishing itself as one of Southeast Asia’s most dynamic tourism and hospitality markets. Driven by a strong rebound in international arrivals and sustained domestic travel, the country is witnessing unprecedented demand for high-end accommodations. From luxury beach resorts along its pristine coastlines to upscale branded residences and boutique hotels in major urban centers, Vietnam is attracting both travelers and investors seeking premium experiences and long-term growth opportunities. This surge in tourism, combined with strategic infrastructure developments and evolving traveler preferences, is positioning Vietnam as a global hotspot for sophisticated hospitality and high-value investment.
In 2024, Vietnam welcomed 17.6 million international visitors. During the first nine months of 2025, the country received an additional 15.4 million tourists, positioning it on track to surpass 25 million arrivals by year-end. This strong performance underscores Vietnam’s appeal as a world-class destination and highlights the increasing confidence of travelers seeking both leisure and lifestyle experiences.
The country now offers more than 192,000 midscale-to-luxury hotel rooms, achieving a compound annual growth rate of 10.9 percent over the last decade—among the fastest in Southeast Asia. Coastal destinations remain the backbone of the tourism sector, with approximately 60 percent of rooms located in resort areas. These figures reflect Vietnam’s strategic focus on beach tourism and its success in establishing world-class resort experiences.
Leading coastal cities continue to demonstrate strong hotel performance. Danang and Nha Trang regularly record occupancy rates of 70–75 percent, while Phu Quoc has seen year-on-year growth of 10–15 percent. These numbers illustrate sustained demand for premium accommodations and the growing popularity of Vietnam’s coastal resorts among international and domestic travelers.
Investor confidence is on the rise as tourism rebounds, and new supply slows. Roughly 90 percent of the country’s existing hotel stock is under domestic ownership, and about 68 percent of properties are owner-operated. This scenario presents substantial opportunities for renovations, repositioning, or partnerships with international hotel brands. Analysts project that the number of foreign hotel brands operating in Vietnam could increase from 90 to more than 130 within the next three years, signaling robust global interest.
Beyond hotel acquisitions, investors are increasingly focusing on coastal land and properties with redevelopment potential. Luxury resorts, upscale hotels, and branded residences are gaining traction as travelers increasingly seek high-end, lifestyle-driven hospitality experiences. This trend reflects a shift in demand toward premium products and the rising sophistication of Vietnam’s visitor base.
Infrastructure developments are playing a pivotal role in supporting tourism growth. Long Thanh International Airport, expansions at Noi Bai Airport, the upcoming Gia Binh Airport, and improvements to the North–South expressway are enhancing connectivity across the country. These projects make it easier for travelers to access both established resorts and emerging destinations, setting the stage for long-term expansion in visitor numbers.
Urban centers such as Ho Chi Minh City and Hanoi are also experiencing growing interest from investors. A rising demand for diverse accommodation types—including boutique hotels, lifestyle concepts, and serviced apartments—is encouraging international brands to enter these markets. High occupancy rates, coupled with competitive room rates, make these cities increasingly attractive for hotel development and investment.
Vietnam’s tourism and hospitality landscape reflects a balanced mix of opportunities. Coastal resorts continue to flourish, urban hotels are gaining momentum, and long-term infrastructure projects are supporting sustainable growth. This combination of strong fundamentals, growing investor confidence, and a clear trajectory of tourism recovery positions Vietnam as a leading destination for tourism investment in Southeast Asia.
The sector is also evolving to meet the needs of sophisticated travelers. Innovative concepts such as luxury resorts, boutique city hotels, and branded residences are capturing demand for premium experiences. These developments are helping Vietnam diversify its tourism offerings and strengthen its global competitiveness.
With climbing visitor numbers, rising occupancy, and expanding high-quality hotel supply, Vietnam is poised to become a global hotspot for tourism and investment. Both domestic developers and international investors are set to benefit from the sector’s long-term growth, with new projects expected to attract global attention and further elevate the country’s status as a premier travel destination.
As the country continues to expand its tourism footprint, opportunities for investment in hotels, resorts, and lifestyle properties are increasing. Vietnam is entering a new era of hospitality excellence, combining world-class infrastructure, premium accommodations, and high demand from travelers worldwide, firmly establishing its position as a top-tier destination for tourism and hotel investment.
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