Vietnam is Catching the Attention of American Travelers

US visitors represent a promising market for the Vietnamese tourism industry, as they conduct the most searches related to travel in Vietnam.


Tourists from the United States are the most likely to travel to Vietnam, according to the search volume for Vietnam’s tourism on Google’s market trend tracking tool. This search volume grew by 75% in 2023, making it the 6th largest in the world.

Australia, Japan, India, South Korea, Singapore, the United Kingdom, Germany, Malaysia, and Thailand were the other countries with the highest number of tourism-related searches for Vietnam, according to the Vietnam National Authority of Tourism.

International travelers explore the Ha Giang Loop in northern Vietnam. Photo: Kien Tran

Ho Chi Minh City, Hanoi, Danang, Phu Quoc, Hoi An, Nha Trang, Da Lat, Hue, and Phan Thiet were the most popular cities searched.

In 2023, there were 12.6 million international arrivals in Vietnam. American tourists ranked third with nearly 717,000 arrivals, following South Korea (3.6 million) and China (1.7 million).

The “Tourism in Vietnam Market Overview 2023-2027” report predicts robust growth for tourism in Vietnam. This growth will be driven by factors such as the country’s unique cultural heritage, diverse landscapes, and affordable travel costs.

International visitors on the historic Long Bien Bridge in Hanoi. Photo: Le Tuan Anh

In addition, the government’s proactive initiatives to promote tourism, such as visa exemptions for certain countries and marketing campaigns, are expected to stimulate market growth.

In 2024, Vietnam’s tourism industry aims to welcome 17-18 million international tourists and serve 110 million domestic visitors. It expects to generate approximately VND840 trillion (US$34.5 billion) in revenue. The number of international visitors to Vietnam is projected to reach the same level as in 2019, before the Covid-19 pandemic.