HANOI — Vietnam has unveiled a long-term tourism strategy aimed at attracting 50 million international visitors and generating around US$90 billion in tourism revenue, as the country seeks to strengthen its position as a leading destination in Asia.

The initiative, reported on September , is designed to elevate Vietnam’s tourism brand through 2035, with emphasis on heritage, cuisine, beaches, culture, safety and Vietnamese lifestyles.

Under the strategy, Vietnam plans to develop a stronger national tourism identity and promote the country more aggressively in important international markets. Authorities also intend to establish a network of digital tourism ambassadors to help reach potential visitors through online platforms.

The government sees tourism as an important contributor to economic growth and local employment. Increasing international arrivals could generate additional demand for hotels, restaurants, transport services, entertainment and other businesses connected to the travel industry.

Vietnam’s tourism offering combines natural landscapes with a large collection of cultural and historical attractions. Destinations ranging from coastal resorts to heritage sites and national parks are being positioned as part of a broader strategy to diversify the country’s appeal.

The strategy also places importance on maintaining Vietnam’s reputation as a safe and high-quality destination. Officials are seeking to move beyond simply increasing visitor numbers and instead attract tourists who stay longer and spend more during their trips.

Digital promotion is expected to play an increasingly important role. Tourism ambassadors and online campaigns can help Vietnam communicate directly with potential travellers and showcase destinations, cuisine and cultural experiences to audiences in different markets.

The country’s tourism sector has already been recovering strongly, while international travel patterns continue to evolve. Vietnam’s latest target reflects an ambition to compete more aggressively with other major Asian destinations.

Reaching 50 million international visitors will require substantial expansion of tourism infrastructure, accommodation capacity, transport links and destination management. Maintaining environmental and cultural sustainability will also be important as visitor numbers grow.

If successfully implemented, the strategy could make tourism an even more important pillar of Vietnam’s economy and strengthen the country’s profile as a major international travel destination by 2035.