Strategies of Vietnam's Aviation Industry to Attract International Tourists and Compete Regionally

Impressive Recovery and Tourism’s Role

In 2024, Vietnam’s aviation sector handled 109 million passengers, nearing pre-pandemic levels (2019). International arrivals surged by 28% compared to the first half of 2023, reaching 17.5 million, surpassing Singapore (16.5 million) and ranking third in Southeast Asia after Thailand (35 million) and Malaysia (24.5 million). Tourism revenue reached an estimated $30 billion, significantly contributing to national GDP.

In 2025, the upward trend continues, with over 10.7 million international visitors in the first half, a 21% increase from 2024 and 26% above 2019 levels – Vietnam’s “golden era” for tourism. Key markets like China (2.7 million), South Korea (2.2 million), and India (tripling since 2019) are driving this boom. The Vietnamese government issued a directive on February 24, 2024, promoting sustainable tourism, emphasizing aviation and logistics improvements to achieve an 8% GDP contribution from tourism by 2025.

 

Key Strategies to Attract Tourists

Vietnam’s aviation industry is deploying diverse strategies to position the country as a top regional destination, focusing on connectivity, competitive pricing, and diversified tourism offerings.

Expanding International Route Networks: Vietnam Airlines, the national carrier, leads with plans to launch 15 new routes in 2025, including direct flights to Milan (Italy) starting July 2025 (3 weekly flights using Boeing 787), Bengaluru and Hyderabad (India) from May 2025, and the reinstatement of Hanoi-Kuala Lumpur (3 weekly flights from April). Vietjet Air, holding a 42.8% domestic market share, is expanding to China and Europe with budget-friendly fares to attract younger travelers and backpackers. In total, 76 airlines operate in Vietnam, serving nearly 160 international routes in the first half of 2024.

Flexible Visa Policies and Promotions: Visa exemptions for several European countries, India, and South Korea have boosted arrivals by 19-24% from these markets. The Civil Aviation Authority of Vietnam (CAAV) has directed increased flights to key tourist destinations like Da Nang, Nha Trang, Phu Quoc, and Hue, especially during the 2025 Lunar New Year, with 3.6 million passengers, up 16% from the previous year. Promotional campaigns like “Live Fully in Vietnam” and partnerships with Google and Michelin Guide are diversifying tourism offerings, from beach vacations to MICE (meetings, incentives, conferences, and exhibitions).

Infrastructure Upgrades and Digitalization: Investments of $5.46 billion in Long Thanh International Airport (Phase 1, set for completion in 2025) and $472 million in Tan Son Nhat’s Terminal 3 will boost capacity to 25 million passengers annually. The government is prioritizing digitalization and cybersecurity to build a sustainable aviation ecosystem, aiming to reduce flight delays from 26.3% in 2024 to below 20% in 2025.
   

Regional Competition: Vietnam’s Rising Star

Southeast Asia is the fastest-growing aviation market in Asia, with seven of the world’s ten busiest international routes located here. By late 2023, Vietnam recovered 89% of its 2019 capacity, outperforming Thailand (78%) and Malaysia (78%) but trailing the Philippines (90%) and Singapore (91%). In 2024, seat capacity grew by 3.3% year-on-year, led by Indonesia (10.3 million seats), Thailand (6.7 million), and Vietnam (up 1 million seats).

Thailand leads with Suvarnabhumi Airport’s 16% capacity increase in December 2024, attracting 2 million Indian tourists – double Vietnam’s figures. Singapore, with Changi’s 10% growth, focuses on premium connectivity but sees 16% fewer Indian visitors than in 2019. Vietnam stands out with low costs and rapid growth from India (its sixth-largest market in 2024), but needs to improve on-time performance (62.6% in the first half of 2025, down 13.1% from 2024) to stay competitive.

 

Challenges and Future Outlook

Despite projected industry revenue of $6.38 billion in 2024, with a 6.84% annual growth rate to $8.88 billion by 2029, Vietnam’s aviation sector faces challenges like volatile fuel prices, a shortage of skilled labor, and restrictive foreign investment regulations. However, partnerships like the joint venture with China Southern Airlines (starting August 2025) offer growth potential.

In conclusion, Vietnam’s aviation strategies prioritize both quantity and quality, positioning the country to compete effectively in the dynamic Southeast Asian market. With its current momentum, 2025 promises to be a breakthrough year, elevating Vietnam’s tourism to new heights.