Under the programme, Vietnam is to welcome 45-50 million international visitors and serve 160 million domestic tourists by 2030, with total tourism revenue reaching US$80-90 billion. The country also aims to remain among Southeast Asia’s leading destinations in terms of tourism scale and growth.

The programme is set out in Resolution No. 263/NQ-CP dated September 7, 2026, on the Government’s action programme to implement Politburo Resolution No. 26-NQ/TW dated August 22, 2026, on developing Vietnam’s tourism into a spearhead economic sector in the new era.

From visitor numbers to higher value

A notable shift in the action programme is its new approach to tourism development. Instead of relying mainly on expanding scale and exploiting natural resources, Vietnam will focus more on quality, efficiency, sustainability and added value.

The Government has asked ministries, sectors and localities to clearly define tourism as a spearhead economic sector and a new growth driver, contributing to the goal of maintaining double-digit economic growth.

This approach is also reflected in the priority given to markets with high spending power, longer stays and year-round travel demand, alongside the development of products capable of generating greater revenue and added value.

Vietnam will focus on product groups such as cultural tourism linked with cultural industries, national iconic products, large-scale tourism and service complexes, beach and island tourism, waterway tourism, and high-quality medical and wellness tourism.

Cuisine is also identified as an area with significant potential for value creation. The programme seeks to develop a system of Vietnamese restaurants meeting domestic and international standards and enhance the brand of Vietnamese cuisine, while developing shopping centres, duty-free stores, outlets and night markets.

In rural and mountainous areas and areas inhabited by ethnic minority communities, the Government plans to develop model tourism villages linked with cultural preservation, agricultural ecology, traditional crafts, local markets and indigenous cultural experiences.

The new approach, therefore, is not simply about bringing more visitors to Vietnam, but encouraging longer stays, higher spending and greater spillover effects for local services, culture and economies.

From destination promotion to a national tourism brand

One of the Government’s tasks is to develop and implement the National Tourism Promotion Programme for 2026-2035, alongside linking tourism promotion with cultural diplomacy, cuisine, cinema, performing arts, sports, festivals and major international events.

Vietnamese tourism will strengthen its presence on global and domestic digital platforms, new media channels and multimedia communication ecosystems.

Promotion activities will also be more closely connected with trade promotion, trade fairs, exhibitions, Vietnam Goods Weeks, One Commune One Product (OCOP) items, National Brand products and the network of Vietnamese Trade Offices overseas.

The Government will also develop a project to elevate the national tourism brand through 2035, positioning Vietnam as a high-quality, safe and attractive leading destination in Asia for heritage, cuisine, beach holidays, culture and the Vietnamese way of life.

A new initiative is the development of a digital tourism ambassador programme and network in key target markets, expanding the ways Vietnam can promote itself in the digital environment.

Green, smart and data-driven tourism

Alongside tourism products and markets, the action programme calls for innovation in tourism governance. State management is to shift from an approach focused mainly on administration towards governance, facilitation and development, with greater digitalisation and the application of science and technology.

The Government requests the development and unified issuance of a set of indicators for assessing smart tourism destinations, along with indicators to monitor and assess tourism development capacity across the industry and smart tourism operation centres.

Localities are also encouraged to develop green tourism destinations, products and services; promote green transport through electric vehicles and electric buses in urban areas, tourist islands and nighttime economic zones; and apply technologies for energy management, environmentally friendly materials and circular economy models.

Another requirement is to establish multi-sector coordination mechanisms to connect businesses and develop integrated tourism value chains. Businesses will be supported in legally using e-commerce, promoting and selling products online, expanding cashless payments and developing cross-border e-commerce.

The Government also suggests a nationwide movement to create a civilised, safe, friendly and professional tourism environment, raise awareness of resource and environmental protection, and preserve cultural identity and promote civilised behaviour towards visitors.