Vietnam’s official tourism website, vietnam.travel, managed by the Vietnam National Authority of Tourism (VNAT), ranked 104,698th globally in October, rising 16,000 places since March, according to global analytics platform Similarweb.com.

In Southeast Asia, the site placed second, just behind Thailand’s site at 51,251st. It was followed by Singapore (109,858th), Indonesia (203,665th), Malaysia (216,688th), and the Philippines (1,687,836th). The majority of traffic to vietnam.travel came from the United States, Australia, Singapore, and Indonesia, with US visits up 40.8% in the past month, Singapore up 34%, Indonesia up 41.6%, and Australia up 4%.

Despite its overall lower global rank, Vietnam’s website outperformed Thailand’s in key engagement metrics. Visitors viewed an average of 1.92 pages per visit compared to Thailand’s 1.49, and average visit duration was 44 seconds versus 36 seconds. Meanwhile, Vietnam’s bounce rate was 49.8%, significantly lower than Thailand’s 60.1%, underscoring the site’s engaging content and strong internal connectivity.

About 67% of visits came from mobile devices, and 33% from desktops. Search engines drove 51% of traffic, while direct visits accounted for 26%, reflecting strong global brand recognition, well above Thailand’s 19%.

Vietnam.travel serves as VNAT’s official channel to promote the country’s tourism image worldwide. In recent years, the Tourism Information Center has integrated the website with major social media platforms, including Facebook, Instagram, and YouTube. This multi-channel approach has helped project Vietnam as a safe, friendly, and vibrant destination, especially during the international peak tourism season at year-end.

The site also promotes Vietnam’s open visa policies, a key factor in attracting international travelers. A series of videos, articles, and vivid photos are regularly updated to showcase the country’s diverse tourism products, services, and highlight key destinations including Ha Long, Phu Quoc, Ninh Binh, and Da Nang.

Thanks to these digital strategies and engaging content, Vietnam is emerging as one of Asia’s top travel destinations. According to market research firm BMI, the country is expected to receive over 22 million international visitors by 2025, surpassing the 18 million recorded in 2019 and marking a strong recovery for Vietnam’s tourism industry following the COVID-19 pandemic.

Vietnam launches tourism website aimed at attracting foreign visitors

VOV.VN - The Vietnam National Administration of Tourism (VNAT), along with the Vietnam Tourism Advisory Board (TAB), and Swiss Sustainable Tourism Programme (SSTP), have joined forces to launch a new ‘Green Travel’ section on the national tourism website.