Tourism boom driven by post-pandemic demand and digital-savvy bookings
Vietnam is fast becoming one of the most popular international destinations for Australian travelers. Between March and June 2025, travel platforms recorded a 54% surge in visitor arrivals from Australia compared to the same period in 2019. Hotel bookings jumped over 250%, while reservations for activities like local tours and food experiences rose by 170%. These trends reflect a full-scale revival in tourism.
But this is more than just a return to normal. Vietnam is evolving into a premium, accessible, and culturally rich destination. Thanks to visa reforms, direct budget flights, and increased digital adoption, the country is gaining momentum as a favorite travel choice for Australians.
From quiet rebound to regional leader
Before the pandemic, Vietnam had already established itself as a top travel spot for Australians. The mix of affordability, vibrant food culture, and scenic diversity made it a consistent favorite. While Ho Chi Minh City and Hanoi remained top choices, other destinations such as Da Nang, Hoi An, and Phu Quoc have recently experienced a strong rise in popularity.
During the COVID-19 era, Vietnam enforced strict border closures. This severely disrupted tourism, leaving businesses and hospitality operators on pause. However, since reopening in 2022, the country has acted quickly to recover lost ground. Visa requirements were relaxed, national campaigns boosted travel confidence, and major upgrades were made to digital systems like e-visa processing and real-time booking platforms.
Air connectivity has also played a critical role. Since 2023, routes between Australia and Vietnam have grown significantly. Airlines like VietJet, Jetstar, and Vietnam Airlines now offer frequent direct flights from Sydney, Melbourne, and Brisbane to key Vietnamese cities. The increased seat availability has encouraged longer stays and wider regional travel.
Seamless travel and smart promotion
Vietnam’s tourism strategy targets Australian travelers through convenience and personalization. One major advantage is its 45-day visa-free policy, one of the most generous in Asia for Australians. This has made spontaneous trips much more feasible, especially for younger travelers and families.
Furthermore, the Ministry of Culture, Sports and Tourism has partnered with global travel platforms to increase Vietnam’s visibility in the Australian market. Platforms like Trip.com, Skyscanner, and Expedia have launched dedicated Vietnam campaigns, highlighting experiences in wellness tourism, golf holidays, and local gastronomy.
International hotel brands have also expanded into second-tier cities. Groups like Accor, IHG, and Fusion are building high-quality resorts along the central coast. This development has made it easier for Australian tourists to access international-standard accommodation outside the usual hotspots.
A 2025 Skyscanner report ranked Vietnam in the top three most-searched destinations for Australian tourists, surpassing Thailand and Fiji in some categories. This trend shows how quickly Vietnam is capturing attention and shifting traveler preferences.
A holistic tourism upgrade
Vietnam’s tourism resurgence isn’t just based on attractive pricing or beaches. What sets it apart is its ability to offer a full package—affordability, variety, and cultural depth. While other countries focused mainly on reopening borders, Vietnam treated the pandemic recovery as a chance to reset its tourism strategy.
The rise in experiential bookings indicates that Australian tourists are increasingly seeking authentic experiences. Many are exploring street food trails, rural cycling tours, and eco-resorts. Vietnamese tourism boards have effectively tapped into this shift by promoting immersive and sustainable itineraries.
Vietnam is also benefitting from broader economic trends. The Australian dollar’s strength in 2025 has made international travel more appealing. However, with long-haul destinations like Europe still recovering, Vietnam offers a compelling mid-haul option. It’s a destination that balances value, accessibility, and memorable experiences.
By expanding beyond its traditional appeal to backpackers, Vietnam is building a tourism ecosystem that meets the expectations of a diverse traveler base—from millennials to retirees.
A thriving Australia–Vietnam travel corridor
If current growth continues, Vietnam is likely to rank among the top three outbound destinations for Australians by 2026. The implications extend beyond tourism. Increased connectivity can boost aviation, trade partnerships, and even real estate investments, particularly in hospitality and logistics.
Vietnamese tourism authorities are already preparing an Australia-specific roadmap. Planned initiatives include travel roadshows in major cities, influencer marketing campaigns, and curated packages tailored to Gen Z and Millennial preferences. These packages will likely focus on wellness, adventure, and short city escapes.
Meanwhile, airport infrastructure is being upgraded across secondary cities. New sustainable tourism zones are being developed to manage visitor flow and protect ecological balance. These improvements will help Vietnam remain competitive in the fast-changing Asia-Pacific travel market.
Vietnam redefines its tourism narrative
Vietnam’s emergence as a top destination for Australian travelers shows how smart strategy and digital adoption can drive tourism recovery. By focusing on accessibility, affordability, and authenticity, Vietnam has turned its post-pandemic rebuild into a growth story.
With expanding infrastructure, strategic marketing, and strong government support, Vietnam is poised to not just recover—but lead. For many Australians, it’s no longer just an exotic getaway. It’s a reliable, enriching, and forward-looking destination.
As 2026 approaches, Vietnam is well-positioned to become a core part of how Australians explore Asia—redefining its image from backpacker haven to a mainstream, high-value travel hub.
