How Vietnam can attract and benefit from the surge in Indian tourists

In recent times, there has been a noticeable influx of Indian tourists in Vietnam. Understanding this demographic while recognising Vietnam’s own strengths is crucial in leveraging this opportunity. Among these travellers, there has been a rise in those with an entrepreneurial mindset, as well as female tourists. 

This article explores the potential opportunities for Vietnam stemming from the increasing number of niche tourist groups.

Factors such as convenient visa policies, short travel time, budget-friendly services, direct flight options, and Indian restaurants have been identified by the Vietnamese media as key drivers of this trend. Local airlines such as VietJet and Vietnam Airlines, along with the Indian airline IndiGo, have started operating regular flights between various cities in both countries. Previously, only less frequent seasonal flights were available.

Improved accessibility is fuelling opportunities for creative marketing strategies. In January 2025, VietJet announced free hot air balloon rides for customers booking direct or connecting flights with the airline as part of India’s largest hot air balloon festival in Tamil Nadu, a southern Indian state. Similarly, Vietravel Group and Innovations India have signed a Memorandum of Understanding (MoU) to produce a film titled Love in Vietnam, aiming to strengthen cultural and economic ties between the two countries.

As efforts to attract Indian tourists continue, it is crucial to understand their travel behaviours. Purpose-driven tourism is one of the many emerging travel trends among Indian tourists, as highlighted in a recent Times of India article. Purpose-driven tourism services can create more opportunities for Vietnamese youth across various sectors.

A 2023 McKinsey report suggests that business tourism is one of the most strategic ways to attract Indian tourists. Meanwhile, Vietnam’s Tourism Marketing Strategy for 2030 aims to prepare the country for diverse forms of tourism, including MICE tourism, educational tourism, beauty tourism, industrial tourism, and sports tourism. 

Vietnamese entrepreneurs can develop unique marketing strategies to cater to business-minded tourists. Foreign visitors can also be seen as potential collaborators and sources of knowledge for meaningful exchanges. Indians immersed in hustle culture often seek networking opportunities even while travelling. 

Entrepreneurs in Vietnam can keep their businesses open for visits and informal coffee chats, rather than focusing on sales. This openness can enhance the visibility of their services or organisations. If these experiences are thoughtfully designed, they can drive word-of-mouth marketing and generate social media traction. Google for Startups is an example of such an initiative in various cities worldwide, where the tech giant opens its space to facilitate networking opportunities for tech start-ups.

Vietnamese businesses can also target female travellers. A 2023 Fortune India article said that women account for nearly 30 percent of the international travel market. Indian women travellers are financially and socially independent and seek diverse experiences at their destinations. 

According to a UK-based tourism and hospitality magazine, Vietnam ranks as the sixth safest destination for solo female travellers. The country’s tourism sector is adapting to diverse customer interests. 

Women-owned travel companies such as Xo Tours provide tailored services. Their Instagram page shares more content about Vietnam rather than focusing on brand promotion—an approach with significant potential to attract Indian customers, particularly female tourists.

Catering to niche customer segments with specific needs can help Vietnamese businesses carve out a competitive advantage. Business solutions for these groups can also come from industries beyond travel and tourism. However, one challenge may be the language barrier. Encouraging young Vietnamese with English proficiency to join these ventures can create more opportunities for local youth.

Business owners can collaborate with universities to recruit English-speaking students as part-time staff or interns. Positioning young, English-speaking employees as the face of these businesses can help create a fresh and approachable image. 

English-language promotional materials and social media campaigns can also enhance reach—not only among Indian tourists but also among travellers from other countries. By leveraging these trends and addressing language barriers, Vietnamese businesses can attract Indian tourists and empower local youth, fostering long-term growth for the tourism sector.

Story: Dr Adhvaidha Kalidasan, Lecturer at the School of Communication & Design, RMIT Vietnam