According to the National Tourism Administration, Vietnam welcomed an estimated 21.5 million international visitors and 135 million domestic tourists in 2025, both up 22% from 2024. Total tourism revenue is projected at about VND 1 quadrillion (around USD 40 billion), an 11% year-on-year increase.
The industry has recovered to more than 110% of pre-COVID-19 levels, outperforming the Asia-Pacific average recovery rate of about 90%, reinforcing Vietnam’s expanding footprint on the regional and global tourism map.
International accolades also bolstered the sector’s profile in 2025. UN Tourism named Lô Lô Chải Village and Quỳnh Sơn Village among the world’s Best Tourism Villages. Vietnam was also honoured for the sixth time as the World’s Leading Heritage Destination and for the seventh time as Asia’s Leading Destination, among other awards.
At the provincial level, Gia Lai recorded its strongest tourism year to date, driven by expanded tourism spaces and diversified products. The province welcomed about 12.4 million visitors in 2025, up 16.7% from 2024.
International arrivals reached roughly 125,000, while domestic tourists accounted for more than 12.27 million visits. Tourism revenue is estimated at VND 29 trillion (about USD 1.16 billion), the highest ever for the locality.
Gia Lai has also strengthened its tourism infrastructure, with 89 travel service enterprises operating in the province, including 19 international and 70 domestic tour operators. Accommodation capacity now exceeds 1,257 establishments with 23,197 rooms. Improved connectivity by road, sea and rail, along with Pleiku and Phù Cát airports, has enhanced regional access. Recent administrative mergers have further expanded the province’s development space and tourism potential.
In 2026, Gia Lai will host Vietnam’s National Tourism Year under the theme “Converging Identities, Spreading Green Values.” The programme will open on March 31 and run through December, featuring more than 100 cultural, sports and tourism events nationwide, including 21 international and 79 domestic activities.
Provincial authorities view the event as a catalyst to boost promotion, attract investment, upgrade infrastructure and raise service standards. Gia Lai aims to position its tourism brand around green and sustainable development, cultural identity and community empowerment, while blending Central Highlands characteristics with coastal and mountainous experiences.
For 2026, Gia Lai targets 15 million visitors and tourism revenue of VND 40 trillion (around USD 1.6 billion). These ambitions align with Vietnam’s national goal of welcoming 25 million international visitors and 150 million domestic tourists next year, with total tourism revenue projected at VND 1.125 quadrillion (about USD 45 billion).
However, rapid growth is bringing mounting challenges. Experience from other markets shows that unchecked expansion can strain infrastructure, degrade the environment, weaken service quality and expose labour shortages, risking “overheating” that erodes destination value.
For Gia Lai, the challenge extends beyond successfully hosting the National Tourism Year to defining a sustainable post-2026 trajectory. Authorities stress that infrastructure investment, product development and destination branding must follow a long-term vision rather than a short-term, event-driven approach.
At the national level, the push for 25 million international visitors underscores the need to move up the tourism value chain. Beyond increasing arrivals, the sector must encourage higher spending, longer stays and deeper visitor engagement through culturally rich products, professional services and genuine community participation.
Gia Lai has pledged comprehensive preparation across infrastructure, services, human resources, investment conditions and organisational capacity, with clear responsibilities assigned to departments and localities to ensure coordination and accountability.
As Vietnam sets its sights on a new tourism record in 2026, industry leaders emphasise that only sustainable, distinctive development—balancing conservation with growth and short-term gains with long-term value—will enable Vietnamese tourism, and Gia Lai in particular, to reach new heights globally.