The country climbed seven places to 52nd out of 110 economies in the World Economic Forum's 2026 Travel and Tourism Development Index, its highest ranking since the Covid-19 pandemic.

But it ranked behind major Southeast Asian markets. Singapore was 13th globally, Indonesia was 23rd, Malaysia was 26th, and Thailand was 38th.

Foreign tourists on a street in Hanoi, October 2026. Photo by VnExpress/Hoang Giang

The expansion of visa-free policy for more nationalities remains an important feature of Vietnam's strategy to develop its tourism industry.

Martin Koerner, commercial director of The Anam Group, a chain of Vietnamese luxury resorts, tells VnExpress International: "Vietnam should continue to make entry as frictionless as possible. Visa policies have improved considerably, but we should continue benchmarking ourselves against the easiest destinations in the region."

Every additional administrative barrier matters when an international traveler can choose between Vietnam, Thailand, Malaysia, Indonesia, and other destinations, he says.

Vietnam has made it easier for foreign visitors to enter and stay in the country, including through 90-day e-visas and 45-day visa exemptions for citizens of 24 countries, including several in Europe.

But the country has not yet waived visas for some major tourism markets such as China and India, unlike Malaysia, Thailand, and the Philippines.

Vietnam also needs stronger air connectivity, with more direct flights from major cities in Europe, Australia, North America, India, and the Middle East as connections influence long-haul travelers' destination choices, Koerner adds.

Dr Matt Kim, a lecturer in tourism and hospitality management at RMIT Vietnam, says infrastructure and accessibility require further improvement, particularly international air connectivity and transport links between destinations in the country.

Long Thanh International Airport scheduled to begin commercial operation later this year will be transformational, but an airport alone does not create a destination, he says.

Efficient connections between airports and tourism centers, better roads, rail infrastructure, and seamless domestic transportation will be equally important, he says.

He wants the tourism industry to improve service quality and develop skilled professionals.

"To compete more effectively with regional destinations such as Thailand and Singapore, Vietnam needs to improve not only its facilities, but also service standards and professional training."

Environmental pollution is another concern, with foreign tourists frequently complaining about it despite praising Vietnam's scenery.

Dieter Buchner, a German wellness expert who has lived in the country for 12 years, said Vietnam's tourism development should prioritize protecting natural landscapes and habitats, with stronger enforcement against pollution and waste dumping to preserve the environmental assets that attract visitors.

"Too much of the countryside is being spoiled by plastic pollution. Every shocking image of a rubbish-strewn beach, forest or landscape harms Vietnam's thriving hospitality industry," he added.