Vietnam bets on cultural tourism to lure more French travellers
At a tourism promotion event held in Paris on May 12, the final stop of Vietnam’s European roadshow across Italy, Switzerland, and France, officials highlighted that French travelers are increasingly seeking immersive, environmentally-friendly, and culturally enriching travel experiences. These preferences align closely with Vietnam’s tourism offerings.
International tourists are moved upon receiving gifts from Vietnamese friends. (Photo: VietnamPlus)
Paris (VNA) – Vietnam is leveraging its 🍌ri🗹ch cultural heritage, natural beauty, and historical ties with France to attract more French tourists, as part of an ongoing tourism promotion campaign in Europe.
At a tourism promotion event held in Paris on May 12, the final stop of Vietnam’s European roadshow across Italy, Switzerland, and France, officials highlighted that French travelers are increasingly seeking immersive, environmentally-friendly, and culturally enriching travel experiences. These preferences align closely with Vietnam’s tourism offerings.
Nguyen Trung Khanh, Director General of the Vietnam National Authority of Tourism (VNAT), underscored France’s importance as a key source market. In 2024, Vietnam welcomed nearly 279,000 French visitors, reaching 97% of pre-pandemic levels. In just the first quarter of 2025, arrivals surged over 28% year-on-year to 102,000, thanks in part to Vietnam’s unilateral visa exemption for French citizens and extended stay periods introduced in August 2023.
French tourists are not only seeking leisure but also meaningful experiences that allow them to connect deeply with local culture. The trend toward “slow travel” and personalised, sustainable tourism is shaping new product development in Vietnam, focusing on heritage-rich destinations such as Hanoi, Hue, Hoi An, and Ninh Binh.
Visitors to Hanoi and Hue can enjoy ancient architecture, royal cuisine, and traditional performances, while Hoi An’s lantern-lit streets and Ninh Binh’s scenic landscapes, dubbed “Ha Long Bay on land”, offer peaceful escapes steeped in history.
Nature lovers are to be invited to explore UNESCO-listed Ha Long Bay, trekking adventures in Sa Pa and Ha Giang, or venture into the mysterious caves of Phong Nha-Ke Bang and the Central Highlands. Vietnam’s coastal tourism offerings, such as Phu Quoc, Nha Trang, Quy Nhon, and Con Dao, combine marine exploration with cultural immersion and local festivals.
Vietnam’s French colonial legacy is also a unique draw. Architectural landmarks, cuisine, and neighbourhoods in Hanoi, Saigon, Da Lat, Hue, and Hoi An blend Asian and European influences, offering French tourists both a sense of familiarity and fresh discovery.
Enterprises from both countries have the opportunity to meet, exchange insights, update tourism information, and explore investment opportunities. (Photo: Vietnam National Authority of Tourism)
Vietnamese Ambassador to France Dinh Toan Thang praised the campaign, noting that Vietnam’s scenic and cultural wealth is a strong asset for attracting international travelers. He emphasised film as a promising channel for cultural promotion, highlighting Vietnam’s presence at the 2025 Cannes Film Festival (May 13–16) as a key opportunity to engage with French filmmakers and audiences.
The ambassador expressed confidence that strengthened cooperation between governments, businesses, and communities will boost Vietnam’s global image and deepen the strategic partnership between Vietnam and France.
Vietnam has become a preferred destination for the European market, including French travellers. (Photo: VietnamPlus)
The event in Paris featured cultural performances, travel presentations, and an introduction to the Visit Viet Nam Year - Hue 2025. Delegates from Vietnamese localities and tourism enterprises showcased high-quality services and forged connections with French counterparts./.
The month-long event will take place from June 7 to July 9 in the coastal city of Nha Trang, promising a wide range of experiences for both domestic and international visitors.
The top 10 most searched Vietnamese destinations were Ho Chi Minh City, Hanoi, Da Nang, Phu Quoc, Nha Trang, Hoi An, Vung Tau, Da Lat, Phan Thiet, and Hue. Notably, Vung Tau and Ninh Binh recorded the highest growth in search volume with over 75%.
The first and only direct service connecting the two countries at the moment is set to operate three times per week using the modern wide-body Boeing 787-9 Dreamliner aircraft.
Mu Cang Chai is home to nearly 83,000 hectares of forest, including almost 60,000 hectares of unspoiled natural woodland. Recognising this potential, local authorities have embraced a holistic strategy that protects biodiversity while promoting tourism.
Phu Quoc ranks among the top 10 leading tourist islands in Asia. As the largest island in Vietnam, it boasts stunning natural beauty, with expansive coral reefs resting beneath the sea and a number of beautiful, poetic beaches such as Sao, Truong, and Khem, known for their fine white sand and crystal-clear waters.
Vietnam's national flag carrier Vietnam Airlines and Vietjet are among the exhibitors, promoting key destinations such as Ho Chi Minh City, Hanoi, and Phu Quoc, as well as distinctive tourism products.
Alexander Musikhin, Vice President of ATOR and CEO of the Intourist travel agency, highlighted Vietnam as a top destination offering a unique blend of beach holidays and cultural excursions.
According to Seoul’s Tourism Industry Department, approximately 20,000 Vietnamese visitors travel to the city each year for medical treatment. Vietnam consistently ranks among the top 10 countries with the highest number of medical tourists to Seoul.
An analysis of accommodation search data based on check-in dates for June and July revealed that Nha Trang surpassed all other destinations in popularity among Korean users.
The programme is organised by the Khanh Hoa provincial Youth Union and the “Khanh Hoa people speak English” Project, and aims to promote the culture, history, cuisine and other tourism products of Nha Trang – Khanh Hoa to international visitors.
VNAT Director General Nguyen Trung Khanh called visa a golden ticket to pulling in crowds, but he is clear that it needs coordinated efforts across multiple sectors to keep the momentum going in this fast-moving global travel scene.
As a tourism hub, Hanoi is now actively developing strategies to attract Muslim travellers. In recent years, the city has seen a notable uptick in visitors from countries with large Muslim populations.
When tourists witness firsthand the passion and care of farmers, they’re willing to pay higher prices because they see the genuine worth behind every product.
During the first five months, China continued to be Vietnam's largest source market of tourists, followed by the RoK, China’s Taiwan, the US, and Japan.
After more than three months of operation, the popularity of the free tours in Bac Ninh province shows no signs of cooling down. Many tourists return every week in hopes of experiencing all the tours and visiting every destination.
Typical products of Phu Tho are being showcased at the Lao Cai International Travel Mart 2025, held in the northern mountainous province of Lao Cai from June 5-8.
Featuring 130 stalls and delegations from 120 travel agencies representing more than ten countries and territories, the event is expected to provide a platform for establishing partnerships and attracting more visitors to Lao Cai in the future.
Kicking off the festival on the evening of June 7 will be the grand music concert titled “Nha Trang Say Hi”, featuring popular artists from the trending show “Anh Trai Say Hi”. The event will be broadcast live nationwide and conclude with a fireworks display over Nha Trang Bay.
Data from Booking.com reveals that during the peak summer vacation in June and July, beach trips continue to be a top priority for Vietnamese travellers.
The northern midland province of Phu Tho has carried out all-round measures to improve tourism infrastructure, services, and offerings, elevating visitor experience and reinforcing the province’s unique cultural identity.
Hanoi has directed lodging providers and tourist destinations to bolster preparations in staffing, service quality, security, and sanitation. Community-based lodging platforms such as Airbnb are also being promoted strongly to expand housing supply during the holiday period.
