Vietnam's national tourism website, vietnam.travel, has overtaken Thailand's tourism portal to become the second most visited national tourism website in Southeast Asia, behind only Singapore, following a 19.4% month-on-month increase in traffic in October 2026.
According to global website analytics platform Similarweb, vietnam.travel recorded 367,050 visits worldwide during the month,
The website also outperformed its regional competitors in user engagement. Average visit duration reached 53 seconds, compared with 44 seconds for Singapore and 43 seconds for Thailand. Visitors viewed an average of 1.92 pages per session, against 1.63 and 1.76 respectively. International traffic accounted for 90.6% of vietnam.travel's visits, exceeding Singapore's 86% and Thailand's 62%.
The results highlight the growing international appeal of Vietnam's tourism brand and the increasing importance of digital platforms in promoting the country abroad.
Vietnam.travel is undergoing a comprehensive upgrade to transform it from a destination information website into an interactive platform connecting international visitors with tourism services throughout their journeys.
A major development is the expansion from English-language content to 11 languages, including Japanese, Chinese, Korean, French, German, Russian, Spanish, Portuguese, Hindi and Thai.
The platform is also diversifying its multimedia content and integrating practical services, allowing visitors to search for tours, flights, hotels, eSIMs, attractions, golf courses and transport, with online booking and payment options.
Artificial intelligence (AI) will further enhance the platform through real-time conversation translation, personalised travel recommendations, information searches and assistance with service bookings.
Google translate