Vietnam’s strong showing reflects its ability to balance costs with varied experiences, ranging from cities and cuisine to beaches, mountains, nature, culture and outdoor activities.
Vietnam also ranking among the three Asian destinations recording the fastest growth in interest among European travellers, according to a ranking recently released by digital travel platform Agoda.
The strong performance further underscoring the northern province’s appeal as one of Vietnam’s leading destinations for heritage, culture and ecotourism.
The northern province welcoming over 12.4 million tourists in the first six months of 2026, generating VND35.2 trillion ($1.34 billion) in tourism revenue.