How to leverage the visa exemption policy for European visitors

Potential to attract European visitors with the new policy

On 8 August 2025, the Government issued Resolution No. 229/NQ-CP, granting visa exemption under the Tourism Development Stimulus Program for citizens of 12 countries: Belgium, Bulgaria, Croatia, Czech Republic, Hungary, Luxembourg, the Netherlands, Poland, Romania, Slovakia, Slovenia, and Switzerland. This policy is in effect from 15 August 2025 to 14 August 2028.

Statistics from the Vietnam National Authority of Tourism show that European travellers are the second-largest source of inbound tourists after Asia, accounting for 11.3% of total international arrivals, or around two million arrivals, in 2024. This is one of the fastest-growing international markets and contributes significantly to overall visitor numbers.

According to Dr Justin Matthew Pang, Senior Program Manager for Tourism and Hospitality Management at RMIT University Vietnam, European travellers typically undertake extended stays (8-20 days for Southeast Asia itineraries) due to the relatively long geographic distance from their home countries. They exhibit high spending (USD1,500-2,500 per trip) and prioritise cultural, culinary, and natural experiences alongside sustainable tourism activities. Generally, they value service excellence, hospitality standards, and environmental responsibility.

“The visa exemption is expected to generate a clear boost in arrivals during the upcoming peak season. In the long term, if combined with expanded e-visa access, increased flight connectivity, and enhanced service quality, Vietnam could sustain growth from this market,” said Dr Pang.

This aligns with trends observed by major online travel agencies and traditional operators (Booking.com, Expedia, TUI Group, Thomas Cook), showing that international travellers respond quickly to changes in entry policies but will return only if infrastructure, experiences, and connectivity are upgraded holistically.

Opportunity from the 45-day visa waiver

Vietnam currently implements a 45-day visa waiver for citizens of multiple European countries, which is more generous than several other ASEAN destinations. Mr Ha Quach, an associate lecturer in Tourism and Hospitality Management at RMIT Vietnam, believes this duration aligns well with European travellers’ preference for immersive itineraries that allow in-depth exploration and relaxation.

Condé Nast recommends 10-14 days to explore Vietnam. The 45-day limit would therefore provide ample flexibility for deeper travel or work-leisure combinations, according to Mr Ha.

“The growing ‘slowcation’ trend – extended holidays focused on immersion and relaxation – is increasingly popular. Older or affluent travellers tend to travel less but stay longer in each destination to fully experience the local culture and scenery,” he said.

“For Europeans accustomed to extended holidays and immersive itineraries, the 45-day visa exemption reduces administrative barriers, positioning Vietnam as a potential long-stay destination rather than a short-stop destination. With its existing advantages, Vietnam is well-positioned to capitalise on this slowcation market,” he added.

Solutions to extend stays and increase spending

Reports from Expedia and Skyscanner indicate that European travellers favor multi-service, all-inclusive experiences and seamless itineraries, making airline-hotel-tour operator alliances crucial.

Sustainable travel is increasingly important, with 57% of international tourists expressing awareness of tourism’s impact on local communities and the environment. This segment also allocates significant spending toward high-value experiences such as wellness, fine dining, and specialised tours.

Dr Pang said: “Vietnam’s tourism sector should develop niche, thematic, and regional products, train tour guides to become fluent in travellers’ native languages, collaborate with European travel agencies and online agencies to distribute products, and emphasise sustainable tourism as a central competitive differentiator.”

Dr Pang also believes that to extend stays and increase visitor expenditure, Vietnam should diversify into high-end product bundles such as cruises, golf, and MICE packages, with integrated domestic and cross-border itineraries (Vietnam-Laos-Cambodia). Digitalisation of itineraries, including online booking, frictionless payment, and navigation support, will enhance convenience and seamless experiences.

Research indicates that international travellers spend more in destinations with strong tourism infrastructure and numerous world heritage sites. As accommodation accounts for roughly one-third of European traveller’ expenditure, improving quality standards and diversifying lodging options should be a strategic priority to both boost spending and elevate the destination’s profile.

Mr Ha concluded: “Vietnam has cultivated a destination brand identity as safe, hospitable, culturally vibrant, and naturally diverse. These competitive advantages should be fully leveraged through international product development and strategic marketing campaigns to expand visitor numbers, stimulate higher expenditure, and strengthen long-term destination competitiveness.”

Story: Ngoc Hoang