Vietnam Soars to Third Place in 2024 as Thailand, Malaysia, and Singapore Reshape Southeast Asia’s Vibrant Tourism Landscape

Vietnam’s rise to third place in international arrivals across Southeast Asia in 2024 marks a major shift in the region’s tourism hierarchy. Surpassing Singapore with 17.5 million visitors, Vietnam’s near-complete post-pandemic recovery—powered by expanded air connectivity, relaxed visa policies, and a growing luxury travel market—signals its emergence as a serious competitor to longtime leaders Thailand and Malaysia. As these three nations, along with Singapore, drive innovation, investment, and renewed global interest, Southeast Asia’s tourism landscape is being reshaped into a more competitive, dynamic, and diverse travel arena.

For years, Thailand has reigned supreme as the tourism darling of Southeast Asia — a reign reignited by its much-anticipated role in a hit TV series. Yet while Thailand continues to shine, a quiet revolution is unfolding just eastward: Vietnam is not only surging forward but has now eclipsed Singapore in total international tourist arrivals, becoming the third-most-visited country in Southeast Asia in 2024.

Vietnam’s 2024 Tourism Boom

In 2024, Vietnam welcomed a record-breaking 17.5 million international tourists, inching ahead of Singapore. That achievement positions Vietnam just behind Thailand (35.6 million) and Malaysia (25 million), solidifying its new status as one of Southeast Asia’s premier travel destinations. But it’s not just the volume of tourists that is turning heads. Vietnam is now the regional leader in tourism recovery, having reclaimed 98% of its 2019 tourism levels, outpacing every other Southeast Asian country in the post-pandemic era.

For comparison:

• Thailand has reached 87.5% of its 2019 levels
• Singapore trails slightly at 86%

The Vietnam National Authority of Tourism reported that nearly four million international tourists arrived in just January and February of 2024, representing a 30.2% year-over-year increase. In contrast, Thailand reported 8.88 million international arrivals from January 1 to March 23, a modest 2.9% increase compared to the same period in 2023.

The top source for Thailand’s tourists remains China, with 1.26 million arrivals in the first quarter. Despite this, Vietnam’s accelerated growth and broader appeal have grabbed the spotlight in 2024’s regional tourism narrative.

What’s Driving Vietnam’s Meteoric Rise?

1. Game-Changing Air Connectivity

One of the most transformative developments in Vietnam’s tourism landscape was the launch of the first-ever nonstop flight between the U.S. and Vietnam in 2021 by Vietnam Airlines. This direct route — from San Francisco to Ho Chi Minh City — has opened a floodgate of North American tourists, who previously had to make multiple stopovers to reach Vietnam.

By 2025, the country plans to significantly boost capacity with the launch of Long Thanh International Airport, located just outside Ho Chi Minh City. The airport is expected to process up to 25 million passengers annually upon full operation, vastly expanding the country’s ability to accommodate future demand.

2. Simplified Visa Policies

In 2023, Vietnam introduced sweeping visa reforms:

• Electronic visa (e-visa) introduced for dozens of countries
• Visa validity expanded from one month to a generous three-month stay.
• Visa-free entry expanded to more than a dozen countries, including France, Germany, Italy, Spain, Japan, South Korea, and Russia

These updates have significantly lowered entry barriers, making the country far more accessible — especially for long-haul travelers from Europe and North America.

3. Boom in Luxury and Boutique Hospitality

The luxury segment in Vietnam has exploded, attracting affluent travelers from both the East and West.

Notable hotel openings in 2023-2024 include:

• Regent Phu Quoc
• Capella Hanoi
• JW Marriott Hotel & Suites Saigon

Additionally, major global brands such as The Luxury Collection, Park Hyatt, and Ritz-Carlton Reserve are preparing new properties across Vietnam, capitalizing on the country’s growing cachet among high-net-worth individuals and seasoned globetrotters.

The introduction of the Michelin Guide to Vietnam in 2024 further cemented the country’s status as a serious player in global gastronomy. With several Vietnamese chefs and restaurants gaining international acclaim, food tourism has become a central draw.

Vietnam as the Rising Star for Indian and Chinese Tourists

Vietnam’s success is not solely due to Western travelers. It’s increasingly attracting high-spending tourists from both India and China.

1. Surge in Indian Arrivals and Destination Weddings

Vietnam has become a favorite among Indian travelers — especially those seeking lavish destination weddings. In 2024 alone, over half a million Indian tourists visited the country, a stunning 297% increase from pre-pandemic figures.

Top wedding destinations include:

• Phu Quoc: A tropical island rivalling Thailand’s Koh Samui
• Ha Long Bay: Known for its cinematic limestone cliffs and luxury cruises

The combination of scenic beauty, affordable luxury, and simplified visa processes has made Vietnam a clear standout.

2. Increased Appeal to Chinese Tourists

Vietnam is also benefiting from security concerns in neighboring countries. High-profile incidents in Thailand and Myanmar — such as the Bangkok kidnapping of a Chinese celebrity — have led some Chinese tourists to seek alternative destinations. Vietnam, with its perceived safety and value-for-money appeal, is fast becoming their preferred choice.

Vietnam vs Thailand: A Growing Rivalry

While Thailand still leads in sheer volume, Vietnam is fast closing the gap — not only in numbers but also in tourism strategy, infrastructure investment, and marketing reach.

• Thailand’s government has projected 38 million tourist arrivals in 2025, just shy of its pre-pandemic peak of 40 million.
• Vietnam, meanwhile, expects 23 million international arrivals by the end of 2025 — more than double its 2022 numbers.

With the impending opening of Long Thanh International Airport and continued expansion in visa policies, hotel infrastructure, and luxury tourism, Vietnam is building the momentum to challenge even Thailand’s long-held top spot.

The Road Ahead: Vietnam’s 2030 Vision

Vietnam’s long-term strategy is nothing short of ambitious. By 2030, it aims to:

• Outpace Malaysia to become the second-most-visited country in Southeast Asia
• Narrow the gap with Thailand, potentially competing for the number one spot
• Position itself as a hub for luxury, culinary, and experiential tourism in Asia

If current growth trajectories continue, these goals are far from unrealistic.

Luxury travel agencies are seeing dramatic increases in bookings, with international demand already surpassing pre-pandemic levels. Expectations for continued 20% to 30% growth into 2025 reflect confidence in Vietnam’s staying power and upward trajectory.

Vietnam soared to third place in Southeast Asia’s tourism rankings in 2024, surpassing Singapore with 17.5 million visitors, as Thailand, Malaysia, and Singapore drive a vibrant transformation across the region’s travel landscape.

Southeast Asia’s New Travel Kingmaker

As global travelers search for destinations that offer culture, cuisine, value, and adventure, Vietnam is answering that call — and in many ways, leading the region’s post-COVID tourism revival. With a remarkable 98% recovery rate, evolving luxury market, and infrastructure poised to absorb even more visitors, Vietnam is no longer just a rising star — it’s becoming the main stage in Southeast Asia’s travel story.

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