Hanoi, Vietnam – Vietnam is experiencing a significant boom in Indian tourism, with numbers steadily climbing, according to the Vietnam National Authority of Tourism. The number of Indian visitors surged from 138,000 in 2022 to 501,000 in 2023, placing India among Vietnam’s top ten international tourist sources. Experts are now urging Vietnamese businesses to capitalize on this trend by understanding Indian tourist preferences and adopting targeted marketing strategies.
Adhvaidha Kalidasan, a lecturer at RMIT Vietnam’s School of Communication & Design, highlighted the growing influx of Indian travelers, noting a rise in entrepreneurial-minded individuals and female tourists. Key factors driving this trend include convenient visa policies, short travel times, budget-friendly services, direct flight options, and the availability of Indian cuisine.
“The increased accessibility, with local airlines like VietJet and Vietnam Airlines, along with IndiGo, operating regular flights, has opened up significant opportunities for creative marketing,” Kalidasan stated. “Understanding the diverse needs of Indian travelers is crucial.”
One example of innovative marketing is VietJet’s recent announcement of free hot air balloon rides for customers booking direct or connecting flights, coinciding with India’s largest hot air balloon festival in Tamil Nadu.
Kalidasan emphasized the importance of understanding Indian travel behaviors, particularly the growing trend of purpose-driven tourism. She pointed to a recent Times of India article highlighting this trend, suggesting that purpose-driven tourism services can create more opportunities for Vietnamese youth.
Business tourism is another key area, as highlighted in a 2023 McKinsey report. Vietnam’s Tourism Marketing Strategy for 2030 aims to develop diverse forms of tourism, including MICE, educational, beauty, industrial, and sports tourism.
“Vietnamese entrepreneurs can develop unique marketing strategies to cater to business-minded tourists,” Kalidasan suggested. “Opening businesses for informal coffee chats, rather than focusing solely on sales, can enhance visibility.”
The growing number of female Indian travelers also presents a significant opportunity. According to a 2023 Fortune India article, women account for nearly 30 percent of the international travel market. These financially and socially independent travelers seek diverse experiences.
Google Destination Insights data confirms the rising interest in Vietnam. Searches for tourist accommodation increased by 15-30 percent between November 2024 and January 2025, with a further 30-45 percent increase in the first half of February. The US topped the list of countries searching for Vietnamese destinations, followed by Australia, India, Japan, South Korea, and others, indicating Vietnam’s broadening appeal.
“This data confirms that Vietnam is increasingly attracting attention from India, in addition to its traditional key markets,” Kalidasan concluded. “By understanding and catering to the specific needs of Indian tourists, Vietnam can fully realize the potential of this growing market.”
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