The U.S. is one of Vietnam’s key tourism markets, ranking 5th among the largest source markets for visitors to Vietnam.
From 2015 to 2019, the number of American tourists visiting Vietnam saw continuous growth. In 2015, Vietnam welcomed 491,000 American visitors, and by 2019, this figure had risen to 746,000, a 1.5 times increase. The average annual growth rate for this period was 11%.
Following the COVID-19 pandemic, the U.S. market rebounded quickly, with 717,000 visitors in 2023, recovering approximately 96% of the 2019 level. In the first eight months of 2024, Vietnam received 529,000 American visitors, an 8% increase compared to the same period in 2023 and 1.7% higher than pre-pandemic levels.
American Visitors to Vietnam, 2015 – 2024 (Number of Visitors).
The market of American tourists to Vietnam recovers quickly after the COVID-19 pandemic (Source: Compiled from data of the General Statistics Office)
Overall, American tourists in Vietnam tend to have high spending and extended stays. According to a 2019 survey by the Vietnam National Administration of Tourism, the average spending per U.S. visitor was USD 1,570.8, and the average length of stay was 12 days. This is significantly higher than the overall average for international tourists to Vietnam, who spent USD 1,074 and stayed for an average of 8.1 days.
Vietnam has immense potential to attract the U.S. market with its stunning landscapes, rich cultural heritage, and unique cuisine. Notably, several famous Vietnamese locations have been featured in American films, including the blockbuster movie Kong: Skull Island, which showcased breathtaking scenes in Ha Long Bay, Quang Binh, and Ninh Binh. This provides an excellent opportunity to bring Vietnam closer to the U.S. market and promote it globally through cinematic exposure.
From September 23 to 25, the Ministry of Culture, Sports, and Tourism will host the Vietnam Tourism and Cinema Promotion Program in San Francisco and Los Angeles, California, U.S., under the theme “Vietnam – A New Destination for World Cinema.” This event is a highlight of the Ministry’s 2024 promotion plan, aiming to introduce Vietnam’s tourist destinations and film locations, attracting Hollywood studios to shoot films that could generate international media attention and further promote Vietnam’s tourism.
The potential for growth in tourism exchange between Vietnam and the U.S. is vast. With the two countries officially elevating their diplomatic relations to a Comprehensive Strategic Partnership in September last year, many U.S. companies have already invested in Vietnam’s tourism sector. Additionally, Vietnam Airlines has launched direct flights between the two countries. There is high anticipation that this first-ever Vietnam Tourism and Cinema Promotion Program by the Ministry of Culture, Sports, and Tourism will lead to a breakthrough in collaboration with U.S. partners, boosting tourism through cinema and promoting Vietnam’s image and brand in the U.S. and globally.
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