Vietnam Heritage Tourism Market Size, Share, Trends and Forecast 2026-2034

Market Overview

The Vietnam heritage tourism market size reached USD 2,517.72 Million in 2025 and is forecasted to reach USD 3,398.36 Million by 2034, growing at a CAGR of 3.39% during the 2026-2034 period. This growth is driven by UNESCO heritage recognitions, government policies, digital transformation initiatives including augmented reality and 3D technology, and expansion of sustainable community-based tourism. These factors significantly expand the market share and enhance visitor engagement.

Study Assumption Years

• Base Year: 2025
• Historical Years: 2020-2025
• Forecast Period: 2026-2034

Vietnam Heritage Tourism Market Key Takeaways

• The Vietnam heritage tourism market size was valued at USD 2,517.72 Million in 2025, with a forecast market size of USD 3,398.36 Million in 2034.
• The market is projected to grow at a CAGR of 3.39% during 2026-2034.
• Vietnam achieved its ninth UNESCO World Cultural Heritage site designation in 2025, solidifying its position as Southeast Asia's second-largest holder of UNESCO sites.
• Government initiatives include the National Target Program for Cultural Development (2025-2035), revised Cultural Heritage Law (2025), visa facilitation, and tourism stimulus programs.
• Digital technologies such as augmented reality, virtual reality, and AI are transforming visitor experiences, with notable projects in Hue, Ho Chi Minh City, Hanoi, and Da Nang.
• Community-based sustainable tourism programs are expanding, notably in Hue City and several rural villages, promoting eco-tourism and cultural preservation.

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Market Growth Factors

Vietnam’s heritage tourism sector benefits from sustained UNESCO recognitions, including the 2025 inscription of the Yen Tu – Vinh Nghiem – Con Son – Kiep Bac Complex as the ninth World Cultural Heritage site, marking its second inter-provincial site. This achievement reinforces Vietnam as Southeast Asia’s second-largest UNESCO site holder. Government policies underpinning this growth include the National Target Program for Cultural Development (2025-2035) aiming to strengthen national identity and modern culture development, and the revised Cultural Heritage Law passed in 2025, which provides a robust legal framework for heritage protection. Further support arises from strategic infrastructure investments, visa facilitation for citizens of 25 countries, and a Tourism Development Stimulus Program offering entrance fee exemptions and service discounts of up to 50% at heritage sites. These efforts together enhance heritage tourism’s contribution to the national GDP target of 6-8% from tourism by 2025.

The market growth is driven by robust digital transformation initiatives across heritage institutions, integrating augmented reality (AR), virtual reality (VR), 3D modeling, and artificial intelligence (AI) to create immersive visitor interactions. For example, in 2025, the Hue Monuments Conservation Centre installed seventeen digital AR check-in points in the Imperial City, enabling visualization of lost architecture. Ho Chi Minh City museums have completed digitalization projects allowing virtual exhibits with three-dimensional interactivity, evidenced by over 3.1 million visits to the War Remnants Museum website in 2025, a thirteenfold increase. Hanoi promotes e-ticketing, multilingual automated guides, and interactive displays, targeting 80-90% online booking/destination coverage by 2030. Da Nang pioneered digital tourism passports with reward programs and AI-personalized itineraries. These technologies augment rather than replace human guides, enriching storytelling and encouraging repeat visits.

Sustainable and community-based heritage tourism is expanding, focusing on authentic local experiences that support rural economies and preserve traditions. Hue City saw approximately 1.22 million visitor arrivals early in 2025, a 26% increase over the previous year, fueled by eco-tourism and agri-tourism in rural areas like Phuoc Tich village and Kim Long. Other community tourism destinations include Nghia Do, Lac & Van villages, Sin Suoi Ho, Luot, and Lo Lo Chai villages, which attract visitors through participation in gardening, cooking, and environmental awareness activities. The government’s nationwide tourism strategy emphasizes heritage-centric competitive offerings coupled with environmental protection and community benefits. Initiatives like Visit Vietnam Year 2025 showcase sustainable routes and eco-friendly tourism practices, which earned Vietnam titles as World's Leading Heritage Destination (fifth time) and Asia's Leading Heritage Destination.

Market Segmentation

• Type Insights: The market comprises cultural heritage, natural heritage, and intangible heritage. These segments represent the diverse dimensions of Vietnam’s heritage tourism assets.
• Booking Channel Insights: The market includes online and offline booking channels, adapting to the evolving preferences of travelers seeking convenience and accessibility.
• End User Insights: The market serves visitors segmented by age groups: 30 and under, 31 to 50, 51 to 70, and 71 and above, reflecting targeted marketing and service strategies.

Regional Insights

Vietnam's heritage tourism market spans Northern Vietnam, Central Vietnam, and Southern Vietnam. While specific market shares are not provided, Central Vietnam (e.g., Hue City) has shown strong growth with a 26% increase in visitor arrivals in early 2025, supported by expanding community-based tourism and government tourism programs, indicating a dominant presence in driving heritage tourism growth in the country.

Recent Developments & News

In May 2025, Hilton announced the opening of fourteen Tru by Hilton properties in Vietnam in partnership with ROX Group. These properties, including Tru by Hilton Hanoi Station near the Old Quarter and Tru by Hilton Ha Long Hon Gai City Centre overlooking the Ha Long Bay UNESCO site, mark Hilton's debut in the Asia Pacific market and build on growth momentum within Vietnam’s heritage tourism sector.

Key Players

• Hilton
• ROX Group

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