Vietnam's tourism industry is experiencing a significant boost, with a surge in Russian visitors creating a unique opportunity for the country's tourism experts. The latest figures are impressive, with over 742,000 Russian travelers visiting Vietnam in the first half of 2026, a remarkable 2.8-fold increase compared to the previous year. This influx has propelled Vietnam to the fourth position in Russia's package tour sales, surpassing popular destinations like Thailand and China.
What makes this particularly fascinating is the shift in Russian travel preferences. Industry insiders highlight that the Russian market is not just about numbers; it's about the quality of the visitors. Russians tend to stay longer and prioritize experiences over shopping, which presents a unique challenge and opportunity for Vietnam's tourism sector.
The Rise of Independent Russian Travelers
One notable change is the increase in independent Russian travelers and family groups. While package tours were once the norm, resorts like Mövenpick Resort Cam Ranh are now welcoming more visitors who plan their own itineraries. This shift indicates a growing desire for personalized experiences and a willingness to explore beyond the typical tourist trail.
The Anam Group's Success Story
The Anam Group, with its resorts in Cam Ranh and Mui Ne, has witnessed a remarkable growth in Russian and CIS visitors. In the first quarter of this year, these guests accounted for a significant 15% of total room nights across their properties. This success can be attributed to the restored air connections, with charter flights from Moscow to Cam Ranh and Phu Quoc making travel more accessible.
The Appeal of Vietnam's Tourism Offerings
Vietnam's tourism appeal lies in its combination of affordable long-stay packages, improving service quality, and a safe environment. Russian tourists, with their preference for longer stays, are drawn to the country's beach resorts, where they indulge in extras like dining, spa, and wellness services.
Shifting Focus: From Numbers to Spending
Experts like Nguyen Tran Hoang Phuong and Nguyen Duc Quynh emphasize the need to shift the focus from increasing visitor numbers to maximizing per-visitor spending. They highlight the value of the Russian market in terms of long stays and the willingness of Russian tourists to pay for unique experiences.
Da Nang's Strategic Positioning
Da Nang, a coastal city in central Vietnam, is strategically positioned to cater to the changing preferences of Russian travelers. With its beaches, luxury resorts, and modern infrastructure, Da Nang offers more than just a beach vacation. The city aims to attract independent travelers, families, and wellness tourists by connecting attractions like Hoi An, Hue, and My Son Sanctuary to create a diverse tourism experience.
Long-Term Strategies for Russian Market
To sustain the growth of Russian visitors, destinations like Ho Chi Minh City are focusing on high-spending markets, training guides in Russian, and developing beach products for winter travelers seeking warm climates. Le Truong Hien Hoa, deputy director of the city's tourism department, highlights the potential of the extended southern coastline, from Long Hai to Con Dao, as a new frontier for Russian tourism.
In conclusion, the surge in Russian visitors to Vietnam presents a unique opportunity for the country's tourism industry. By understanding and catering to the preferences of Russian travelers, Vietnam can not only increase visitor numbers but also boost per-visitor spending, creating a more sustainable and profitable tourism sector.
