At the meeting, Ms. Nguyen Thi Hoa Mai, Vice Chairwoman of the Viet Nam National Authority of Tourism, and Mr. James Peranteau (U.S. Embassy in Viet Nam) discussed tourism development policies, market trends, and opportunities to deepen bilateral cooperation.

Mr. Peranteau noted that Viet Nam’s image among international travelers - particularly Americans - has improved positively in recent years, supported by both official information channels and visitor experiences. He described the country as a safe, welcoming destination with a rich cultural identity.

He also highlighted Viet Nam’s diverse tourism assets, from world-renowned heritage sites and coastlines to mountainous and highland regions, which continue to attract international visitors seeking new and authentic experiences. The United States, he added, represents a high-potential market with strong outbound demand.

A key area of U.S. interest is Viet Nam’s strategic direction in tourism development, especially its focus on new product segments. Medical and wellness tourism, in particular, were identified as promising fields for cooperation. With competitive pricing, improving service standards, and a skilled healthcare workforce, Viet Nam is well positioned to attract U.S. travelers looking to combine leisure with healthcare services.

Mr. Peranteau emphasized the need for more targeted promotion in the U.S. market, including introduction of Viet Nam’s tourism policies, investment environment, and product offerings. Strengthened outreach, he said, would help raise destination awareness and stimulate travel demand. He also expressed support for closer coordination in tourism promotion and information exchange to ensure sustainable, long-term cooperation.

For her part, Ms. Nguyen Thi Hoa Mai reaffirmed that the United States remains one of Viet Nam’s key source markets. Viet Nam is seeking to attract more international visitors, particularly those with longer stays and higher spending levels.

She highlighted ongoing Vietnamese Government's efforts to improve travel facilitation, including expanded e-visa eligibility, visa exemptions for selected markets, and streamlined immigration procedures - especially for group travel. Parallel investments in tourism infrastructure and product diversification are also being accelerated to better meet evolving market demands.

Beside core tourism products such as cultural, heritage, nature-based, eco-, urban, and coastal tourism, Viet Nam is scaling up newer segments including wellness, medical, MICE, and sports tourism, with a strong emphasis on service quality and value-added experiences.

In the field of medical tourism, Ha Noi and Ho Chi Minh City are emerging as key hubs, supported by increasingly modern healthcare systems. Private hospitals, in particular, have seen significant investment in facilities, technology, and highly qualified medical staff, enabling them to better serve international patients.

Viet Nam continues to focus on major markets including Northeast Asia, Southeast Asia, Europe, and the United States, with a strategy aimed at attracting premium travelers. The large Vietnamese community in the United States also provides a steady flow of visitors combining family visits with extended tourism stays.

Tourism cooperation between the two countries has expanded in recent years through promotion programs, business engagement, and participation in international forums. U.S. arrivals to Viet Nam reached nearly 850,000 in 2025, reflecting solid growth. Direct air routes between the two countries has also facilitated two-way travel.

Looking ahead, the Viet Nam National Authority of Tourism plans to step up promotional activities in the U.S., focusing on products aligned with market preferences such as eco-tourism, leisure, gastronomy, golf, medical and welness, MICE...

VNAT also called for continued U.S. support in connecting with partners, businesses, and media, as well as facilitating tourism promotion initiatives and expanding air links between the two countries.

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