As a foreign visitor, what do you love most about Hanoi?

As international arrivals to Hanoi surged in the first five months of 2025, foreign tourists are showing a clear preference for immersive and culturally rich experiences in Vietnam’s capital city.

According to the Hanoi Department of Tourism, more than 3.16 million international visitors came to the city between January and May 2025 — a 20.2% increase over the same period last year. The majority of these travelers were drawn to heritage-rich attractions, traditional cuisine, craft villages, and vibrant night-time experiences.

Cultural Heritage and Local Life Top the List

Foreign tourists, particularly from key markets such as Japan, South Korea, China, France, and the United States, are highly impressed by Hanoi’s ability to balance historical depth with modern vibrancy. Popular activities include exploring the city’s iconic heritage sites, strolling through age-old villages known for traditional crafts, sampling authentic Vietnamese dishes, and engaging in after-dark cultural performances.

“These are the core ‘touchpoints’ that create lasting impressions on visitors,” said officials from the Department of Tourism. “They’re not just sightseeing — they’re experiencing.”
Night Experiences on the Rise

One trend drawing increasing interest is Hanoi’s nightlife tourism, especially in areas like Hoan Kiem and Tay Ho districts. From night markets and lakeside cafés to traditional water puppet shows and folk music performances, visitors are keen to see how the city transforms after sundown.

Tourists have also praised the sense of safety and community hospitality, often remarking on the warm, helpful nature of locals and the ease of exploring Hanoi on foot — even at night.

Hoan Kiem Lake Walking Street

Strategic Vision for Tourism Growth

In the second half of 2025, Hanoi’s tourism authorities are focusing on five core strategies: Improving governance and regulations; Developing diverse and high-quality tourism products; Expanding promotion and marketing abroad; Accelerating digital transformation; Creating a safe, civilized travel environment

Key initiatives include promoting ethnic cultural experiences, expanding agricultural and community-based tourism, boosting health and wellness offerings, and developing the MICE (Meetings, Incentives, Conferences, and Exhibitions) segment.

Efforts to digitize the visitor experience are also underway. These include smart tourism apps, digital destination maps, and virtual reality tours, designed to enhance visitor engagement and improve tourism management.

Hanoi train street

Regional Linkages and Global Outreach

To strengthen its tourism appeal, Hanoi is forming product chains with other provinces, promoting spiritual and cultural tours through routes such as Hanoi–Ha Nam–Ninh Binh and adventure experiences along Hanoi–Lao Cai–Lai Chau.

International marketing will be ramped up through promotional campaigns in France, Italy, Switzerland, and participation in global tourism fairs, including:

• ITB Asia 2025 (Singapore)
• IMEX Frankfurt 2025 (Germany)
• Tourism Expo Japan 2025 (Aichi)
• Top Resa 2025 (France)
• European Handicrafts & Gifts Expo 2025

A Positive Outlook for the Year Ahead

In May alone, Hanoi welcomed 2.72 million visitors, including 500,000 international arrivals (up 25% YoY). Total tourism revenue for the month hit VND 10.54 trillion (~USD 415 million), a 19% increase from the same period in 2024.

With strong momentum and a forward-thinking development strategy, Hanoi is well-positioned to solidify its status as a leading tourism hub in Southeast Asia — one that offers a sustainable, modern, yet culturally distinctive experience for travelers from around the world.

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