Vietnam’s tourism industry did not achieve satisfactory results in 2022, with only 70% of its target number of travelers arriving in the country. The proportion of foreign travelers returning for repeat visits is also small compared to other countries, such as Thailand. One of the reasons for this is Vietnam’s complicated and limited visa policy, which has received negative feedback from tourists. To attract more tourists and retain them as “media ambassadors” for the country’s tourism, Vietnam needs to simplify its visa policy and develop famous destinations, such as Ha Long, into well-known brands that can compete with other destinations in Southeast Asia. Additionally, Vietnam should focus on creating tourism products that are suitable for Asian travelers, who are expected to account for the largest proportion of post-pandemic travelers. Vietnam should also develop sports tourism and MICE (Meeting, Incentive, Conference, Event) to attract travelers all year round.