An English guide to the Vietnamese outbound travel market
Independent B2B guide
Reaching Vietnamese travellers, with the sources shown
Vietnamese residents made about 6.7 million trips abroad in 2025, according to the national statistics office. This guide is written for the foreign tourism boards, hotels, attractions, airlines and cruise lines that want a share of those trips: how the market moves through the year, where Vietnamese audiences read and watch, which visa rules shape their choices, which trade fairs matter, and what Vietnamese advertising law asks of you and of the local partners you hire.
What this guide does
Most of what is written in English about tourism and Vietnam looks the other way: it is about bringing visitors into the country. PR Viet looks outward. It is for the people abroad whose job is to persuade a Vietnamese family, a Vietnamese tour operator or a Vietnamese travel editor to choose their destination, their hotel or their attraction.
Each page starts from a question a marketing or trade team actually has to answer. How big is the market, and how do we know? When do Vietnamese people take their holidays? Which platforms carry travel content, and how are they measured? Do our visitors need a visa, and how hard is it to get? Which fairs should we attend? What must a Vietnamese influencer label, and who is liable if the content is wrong? What do we need to change on our own website and booking pages?
The answers come with their sources. Where a figure is official, the page says which office published it. Where only a survey or a trade article answers the question, the source line says so, and where we could not confirm something, the page says that too.
Four sections
The outbound market
Trips abroad, growth, the destinations Vietnamese travellers choose and the holiday calendar that decides when they go. Read the section.
Platforms and news media
Facebook, TikTok, Zalo, YouTube and the licensed news sites: audience figures, what each is used for and how they are regulated. Read the section.
Visas and trade fairs
What a Vietnamese passport opens without a visa, how visa rules show up in demand, and the two large fairs, VITM Hanoi and ITE HCMC. Read the section.
Working in Vietnam
The advertising law for foreign brands, briefing PR agencies and KOLs, and localising language, payment and service. Read the section.
Key figures, and where they come from
| Measure | Figure | Period | Published by |
|---|---|---|---|
| Trips abroad by Vietnamese residents | about 6.7 million, +26.4% | 2025 | National Statistics Office |
| Trips abroad, first half | nearly 4.1 million, +53.9% | January–June 2025 | National Statistics Office |
| Internet users | 85.6 million (84.2%) | October 2025 | DataReportal / Kepios |
| Social media user identities | 79.0 million | October 2025 | DataReportal / Kepios |
| Zalo monthly active users | 78.3 million | late 2025 | VNG, via DataReportal |
| Henley Passport Index rank | 84th, 48 destinations | March 2026 | Henley & Partners, via KTSG and Tuoi Tre |
These are the numbers most often asked for in a first briefing. The pages behind them explain what each one counts and what it leaves out: an advertising-reach figure is not the same as a count of active users, and a count of trips is not a count of people.
Sources: Viet Nam News — 2025 tourism results, National Statistics Office data incl. Vietnamese trips abroad; VOV — Vietnamese outbound travel in the first half of 2025 (NSO, JNTO and destination data); DataReportal — Digital 2026: Vietnam (data mostly October 2025); KTSG Online — Vietnamese passport 84th in the Henley index (9 March 2026 update) · last checked .
Where to start, by type of organisation
- National and regional tourism boards: begin with the market data, then the fairs and the visa page.
- Hotels and resorts: the holiday calendar and localisation are the practical pages; family travel at Tet shapes room demand.
- Attractions and theme parks: social platforms and working with KOLs.
- Airlines, cruise lines and transport: where Vietnamese travellers go and the advertising law for paid campaigns.
How the facts are checked
Every block that contains something that can change, such as a statistic, a date, a legal provision or an audience figure, carries a source line and the date an editor last read that source. Government and legal sources come first, then national news outlets, then commercial research and trade press, which are labelled as such. When two sources disagree, the page shows both.
Laws are described as summaries, not as advice. Vietnamese legal texts are amended often, and a guide like this cannot replace a Vietnamese lawyer reading the consolidated text on the day you sign a contract. The about page sets out the method and keeps the corrections log.
Who this guide is not for
- Businesses marketing Vietnam itself to foreign visitors. This guide covers Vietnamese people travelling abroad, not travel into Vietnam.
- Readers looking for a Vietnamese-language manual on writing press releases. The guide is in English and written for teams outside Vietnam.
- Anyone wanting to buy PR, media buying or influencer services. PR Viet does not sell or arrange any of them and does not recommend agencies.
- Travellers. There is nothing to book here.
Common questions
Questions readers ask
Who is PR Viet written for?
Foreign tourism boards, hotels, attractions, airlines and their agencies who want Vietnamese travellers, and the Vietnamese trade, to choose their destination or product.
Does PR Viet offer PR or advertising services in Vietnam?
No. It is an information guide. It carries labelled advertising spaces on its own pages, but it does not run campaigns, place media or broker influencers.
How current are the figures?
Each section shows the date its sources were last checked. This edition was checked on 28 October 2026.
Is the guide available in Vietnamese?
No. It is written in English for teams outside Vietnam; it explains where Vietnamese-language material is needed.
Related
Read next
Section · Market
Outbound market
Size, growth, destinations and the holiday calendar of Vietnamese outbound travel, with sources.
Section · Media
Media and platforms
Social platforms, messaging and Vietnamese news media for foreign travel brands, with audience figures.
Section · Access
Visas and fairs
The visa landscape for Vietnamese passport holders and the VITM Hanoi and ITE HCMC travel fairs.
Section · Rules and practice
Working in Vietnam
Advertising law for foreign travel brands, briefing PR agencies and KOLs, and localisation for Vietnam.
Market · Data
Outbound market data
Official outbound figures for Vietnam in one table, who travels, and how to read the statistics.
Rules · Advertising law
Advertising law
The Vietnamese advertising rules that apply to foreign travel brands: local agencies, language, KOLs, online ads.
Start planning
Write to the PR Viet editors
Report a figure or rule that has changed, ask about a page, or send an advertising enquiry. PR Viet does not sell PR or advertising services and does not pass your details to anyone.