Vietnam has emerged as one of the world’s fastest-growing tourist destinations, according to the latest statistics from the United Nations World Tourism Organization (UNWTO). The Southeast Asian country recorded a 38.64% increase in international arrivals in 2024 compared with 2023, ranking fourth globally.

The list of fastest-growing destinations is topped by South Korea (48.82%), followed by Japan (47.09%) and Chile (40.42%). Vietnam’s strong performance reflects growing international interest in its cultural heritage, natural landscapes and globally popular cuisine.

In Southeast Asia, Vietnam outpaced its neighbors Thailand, which placed 12th with a 26.27% rise in visitors; Laos (13th, 25.29%); Malaysia (15th, 24.20%); Cambodia (16th, 22.87%); and Singapore (20th, 21.22%). Vietnam welcomed 17.4 million foreign arrivals in 2024, ranking 24th globally, while Thailand received 35.5 million and Malaysia 25 million.

Tourists are enjoying vibrant and exciting street shows at night market of Vui Phet - VUI-Fest Bazaar in Phu Quoc City

Notably, El Salvador also entered the global top 10, ranked ninth, after reforms under President Nayib Bukele drastically improved public safety. The Central American country is projected to host 3.2 million visitors in 2024, including over 1.2 million from the United States.

While global tourism recovery remains uneven, with countries like the Philippines, Peru, Hungary and Australia still below pre-pandemic levels, Asia has clearly emerged as a leader in tourism resurgence. The surge in Vietnam, South Korea and Japan underscores shifting travel preferences toward Asian destinations.

Analysts say this momentum also opens opportunities for South Asia and the Bay of Bengal region, which possess rich cultural and ecological diversity but remain underrepresented in global tourist flows. Bangladesh, Sri Lanka and the Maldives, with their coastlines, heritage sites and eco-tourism potential, could benefit from the spillover of interest in Asia if investments in infrastructure, safety and marketing are prioritized.

Globally, France remains the world’s most visited country in 2024, with 102 million international arrivals, followed by Spain (93.7 million) and the United States (72.3 million).

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