Hanoi, Oct. 23 -- Vietnam has an opportunity to transform coastal tourism from a volume-driven model into a high-value, experience-based economy by turning its natural landscapes and marine resources into distinctive products that generate greater economic returns and sustainable livelihoods for local communities.

In 2025, Vietnam welcomed nearly 21.2 million international visitors, up 20.4% year-on-year and surpassing the pre-pandemic level in 2019. Domestic tourist arrivals reached around 137 million, while tourism revenue totalled approximately 1 quadrillion VND (38.7 billion USD).

While these figures reflect the country's growing appeal, they also raise a key question: should Vietnam continue competing on visitor numbers or focus on...