The event marked the opening of a series of promotional activities to enhance cooperation, strengthen connections, and attract more American visitors to Vietnam amid the robust development of bilateral relations between the two countries.

Attending the event were Ambassador Extraordinary and Plenipotentiary of Vietnam to the United States Nguyen Quoc Dung, representatives from U.S tourism authorities, associations, airlines, businesses, and media organizations.

Delegates attending the Roadshow

Elevating Vietnam-U.S Tourism Cooperation

In her opening remarks, VNAT’s Vice Chairwoman Nguyen Thi Hoa Mai emphasized that Vietnam-U.S relations have entered a new phase of dynamic growth since the two nations established Comprehensive Strategic Partnership in September 2023.

VNAT’s Vice Chairwoman Nguyen Thi Hoa Mai speaking at the Roadshow

Over the past three decades, tourism has become one of the most important bridges connecting the peoples of both nations, fostering mutual understanding, cultural exchange, and economic cooperation.

According to statistics, in the first nine months of 2025, Vietnam welcomed nearly 623,000 U.S visitor arrivals, making the United States one of Vietnam’s leading source markets.

The UN Tourism reported that Vietnam achieved a 21% growth in international tourist arrivals in the first half of 2025, among the highest globally, highlighting the strong post-pandemic recovery and growing international appeal of Vietnam tourism.

Notably, American travellers spend an average of 12 days in Vietnam, with a daily expenditure of USD 150-200, higher than the international average of USD 118 per day. This underscores the vast potential of the U.S market for Vietnam’s premium tourism segment.

Vietnam - A Safe, Friendly, and Charming Destination

According to VNAT’s Vice Chairwoman Nguyen Thi Hoa Mai, Vietnam boasts three key advantages that make it an appealing destination for U.S visitors and investors.

First, Vietnam offers authentic and diverse experiences. Recognized as a safe and hospitable country, Vietnam is home to nine UNESCO World Heritage Sites (including six cultural, two natural, and one mixed site) and 16 intangible cultural heritages inscribed by UNESCO. From Ha Long Bay, Hoi An Ancient Town, and the Imperial City of Hue, to the Mekong Delta, Sa Pa, Da Lat, and Phu Quoc Island, each destination provides unique cultural and natural attractions.

Vietnam is also rapidly expanding its high-end tourism sectors, luxury resorts, golf tourism, MICE (Meetings, Incentives, Conferences, and Exhibitions), wellness travel, and sustainable tourism, perfectly suited to American travelers. Major tourism hubs such as Hanoi, Da Nang, and Ho Chi Minh City now feature world-class convention centers, five-star hotels, and international-standard resorts catering to both business and leisure visitors.

Second, Vietnam is a culinary paradise. Vietnamese cuisine represents the soul of the nation’s culture, simple yet refined, flavourful, and healthy. Signature dishes such as pho, banh mi, fresh spring rolls, and coastal seafood not only delight the palate but also tell rich stories about Vietnamese culture, people, and way of life.

Third, Vietnam offers favorable policies and open opportunities for cooperation. The country facilitates travel for American visitors with e-visas valid for up to 90 days, simplified entry procedures, and visa exemption for travelers to Phu Quoc Island for up to 30 days. Moreover, Vietnam warmly welcomes American investors to collaborate in hotel development, resort projects, tourism technology, and sustainable tourism initiatives.

Strengthening Business Connections and Expanding Cooperation

VNAT’s Vice Chairwoman Nguyen Thi Hoa Mai noted with delight that prior to the opening of the Roadshow, 25 leading Vietnamese tourism, hotel, and resort enterprises had engaged in B2B meetings with U.S partners, paving the way for concrete cooperation and the development of travel products tailored to the U.S market.

In the near future, Vietnam’s tourism sector will continue to support U.S partners through familiarization trips (fam trips), high-quality promotional materials, and enhanced business networking. Vietnam also welcomes U.S media organizations to visit and share authentic stories about its people, culture, and destinations.

“We hope the United States will not only see Vietnam as an attractive destination but also as a reliable partner for sustainable cooperation in tourism, culture, and people-to-people exchanges,”, VNAT’s Vice Chairwoman Nguyen Thi Hoa Mai emphasized.

On behalf of the VNAT leadership, she also expressed heartfelt appreciation to the Embassy of Vietnam in the United States for its pivotal role in advancing bilateral tourism cooperation.

Tourism - A Bridge of Diplomacy Strengthening Vietnam-U.S Relations

“Over the past three decades, our two nations have achieved remarkable progress across all fields. I am proud to say that Vietnam-U.S relations have never been stronger. We have become friends, partners, and now Comprehensive Strategic Partners” - Ambassador Nguyen Quoc Dung highlighted in his welcoming remarks.

Ambassador Extraordinary and Plenipotentiary of Vietnam to the United States Nguyen Quoc Dung speaking at the Roadshow

The Ambassador noted that Vietnam is currently the 8th largest trading partner of the United States and an attractive investment destination, with nearly 1,500 American-invested projects operating in Vietnam.

He also pointed out that the 2.5 million Vietnamese Americans living in the U.S and over 30,000 Vietnamese students studying in American universities and colleges serve as a vital bridge of friendship connecting the two nations.

This strong and dynamic relationship lays a solid foundation for expanding cooperation in tourism and people-to-people exchanges. Tourism, he said, remains one of the most effective ways to enhance mutual understanding and build meaningful connections between the peoples of Vietnam and the United States.

The U.S currently ranks among the top four international markets for Vietnam, with nearly 800,000 American visitors annually.

“We take pride in our achievements, but there is still enormous untapped potential. We hope more American friends will visit and explore Vietnam - a beautiful nation always looking toward the future” - Ambassador Nguyen Quoc Dung shared.

Praising VNAT's initiative to organize the Roadshow in the United States, Ambassador Nguyen Quoc Dung expressed Vietnam’s desire to introduce the beauty of its culture, people, and nature to U.S audiences while expanding new partnerships with American tourism stakeholders.

“Today’s event is only the beginning. The Vietnamese Embassy stands ready to act as a bridge between U.S travellers and businesses with VNAT and Vietnamese partners. We are always available to facilitate cooperation, provide information, and assist in all tourism-related matters”, the Ambassador affirmed.

During the event, representatives of the Vietnam National Authority of Tourism presented Vietnam’s tourism policies and products tailored to American preferences and offered special gifts to lucky guests in attendance.

The Vietnam Tourism Roadshow in Washington, D.C. took place in a lively and enthusiastic atmosphere, captivating guests with the vibrant spirit of Vietnamese culture. The venue was filled with the colours and sounds of Vietnam majestic natural landscapes, world-renowned heritage sites, and the melodies of traditional folk music that brought the nation’s essence to life.

The event attracted a large number of American visitors, partners, and media representatives, who came to explore Vietnam’s latest destinations, products, and tourism services. Guests were also treated to authentic Vietnamese cuisine, creating a rich and immersive cultural journey right in the heart of Washington, D.C.

More than just a promotional showcase, the program highlighted Vietnam’s image as a “Safe - Friendly - Attractive” destination while opening up new avenues for cooperation between Vietnamese and U.S enterprises. It served as a bridge to bring Vietnamese tourism closer to American travelers and partners, strengthening mutual understanding and fostering future collaboration between the two nations.

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