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The rise in Russian tourists has made Russia the largest European market and the third largest source of international arrivals to Vietnam this year, with around 1 million visitors, only after mainland China (3.5 million) and South Korea (2.8 million).

Nguyen Tien Dat, CEO of AZA Travel, said: “Russian tourists enjoy swimming, sunbathing, eating seafood, and relaxing at resorts. Vietnam fully meets these needs, so it is understandable why they are visiting in large numbers,” Dat says.

Kristina Zagumennaya, director of a Russian travel agency, told the Russian news agency Sputnik in early August that Russian tourist flows are shifting between markets. While Turkey remains the top choice, Vietnam and China have recorded outstanding growth.

“Vietnam stands out as a popular choice this tourist season,” Zagumennaya said, noting that multiple charter flights are operating to destinations across the country to meet demand for both beach holidays and cultural tourism.

In addition to charter flights, Vietnam Airlines increased the frequency of its direct Hanoi-Moscow route from three to four flights per week starting in July.

Ranking behind Russia, the Philippines also showed notable growth, despite not being a prominent source market for Vietnamese tourism prior to 2025.

Filipino visitors have risen to nearly 470,000 this year, among the 10 largest group of foreign visitors to Vietnam.

Bui Thanh Tu, marketing director of BestPrice Travel, attributes this rise to more convenient flight routes, especially from Manila and Cebu, competitive costs, and tourism products that differ from the island destinations familiar to Filipinos.

He also cites the viral impact of TikTok and YouTube videos featuring Hanoi, Sa Pa, Da Nang, and Hoi An.

However, he notes that the strong growth was partly due to a low base last year, and says Vietnam needs to continue expanding air routes and developing suitable tourism products to sustain growth over the long term.

In terms of overall volume of visitors in the first eight months, Asia remains the dominant region. Mainland China, South Korea, and Taiwan contributed around 6.2 million arrivals, accounting for nearly 40% of all international visitors to Vietnam.