As interest in Asia continues to grow among luxury travellers, Vietnam is capturing an increasing share of the limelight. International arrivals rose from 17.6 million in 2024 to nearly 21.2 million in 2025, with a further 4.68 million visitors recorded in January and February 2026 alone. Behind that growth is a compelling mix of strengths, from a growing collection of standout hotels and resorts to the country’s remarkable diversity of experiences, celebrated cuisine and fascinating history.
EXO Travel has also stepped up to meet this growing demand. That was recently recognised within the Virtuoso network, where EXO Vietnam was named Virtuoso’s 2026 Highest Annual Growth: On-Site Partner – Continental Europe, underscoring both Vietnam’s growing appeal and EXO’s strength in bringing that appeal to life for advisors and their clients.
So why now? Much of Vietnam’s rise lies in how closely it aligns with what luxury travellers are seeking today: meaningful cultural encounters, varied landscapes and experiences that feel authentic while still delivered with thoughtful pacing, expert guiding and refined accommodation. Below are four factors helping place Vietnam firmly on the global travel radar.
Easier to explore than ever
Vietnam’s tourism infrastructure is both well established and continuing to evolve. International flight connections have expanded significantly in recent years, while domestic flights and improved road networks make travelling between regions increasingly straightforward.
At the same time, the hospitality landscape has matured rapidly. Design-led boutique properties, restored heritage hotels and internationally recognised luxury brands now appear across the country, from Hanoi’s historic districts to the beaches of central Vietnam and the waterways of Ha Long Bay.
Yet despite this development, Vietnam has not reached the saturation seen in some other parts of Southeast Asia. The result is a destination that feels easy to navigate, while still offering the sense of discovery that defines memorable journeys.
Rising global visibility
Itinerary planning by region
A natural anchor for Indochina
Looking ahead
As interest in Southeast Asia continues to expand, Vietnam stands out as a destination that combines accessibility with depth. Its landscapes, cuisine and cultural heritage offer travellers a rich sense of place, while its infrastructure and hospitality landscape make the country increasingly easy to explore.
For travel advisors designing journeys in the region, Vietnam remains one of Southeast Asia’s most versatile and rewarding destinations.
To learn more about planning journeys in Vietnam or building wider regional itineraries, reach out to the EXO team.
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