Vietnam Pivots to Wellness in Bid for High-Value Tourism

SYDNEY, AUSTRALIA – January 06, 2026 – Vietnam is making a significant strategic play to reposition itself on the global tourism map, shifting focus from traditional sightseeing towards the lucrative and rapidly expanding wellness travel sector. The move was crystallized with the announcement of a comprehensive 2026 Wellness Portfolio by BestPrice Travel, one of the country's prominent tour operators, during the Vietnam Tourism Roadshow in Australia.

The launch, witnessed by senior officials from the Vietnam National Authority of Tourism (VNAT), signals a coordinated national effort to capture a share of the booming Asia-Pacific wellness market and redefine Vietnam's international appeal for a new generation of health-conscious travelers.

Tapping a Booming Multi-Billion Dollar Market

The timing of this initiative is no coincidence. It aligns directly with a seismic shift in global travel preferences, particularly within the Asia-Pacific region. The wellness tourism market in APAC is experiencing explosive growth, with recent estimates projecting its value to surpass USD 150 billion in 2025 and climb towards USD 300 billion by the end of the decade. This surge is fueled by a growing middle class with increased disposable income and a profound post-pandemic re-evaluation of personal health, leading travelers to seek out journeys that offer restoration, mindfulness, and authentic connection over conventional tourism.

Industry analysis reveals that travelers are increasingly prioritizing experiences that support physical well-being, mental balance, and emotional renewal. Vietnam, with its rich heritage of traditional healing practices, diverse natural landscapes from serene coastlines to lush mountains, and an expanding eco-luxury accommodation sector, is uniquely positioned to meet this demand. However, until now, access to structured, agent-ready wellness products that meet international standards has been a significant barrier for global travel professionals looking to sell the destination. BestPrice Travel's new portfolio is explicitly designed to bridge this gap.

From Sightseeing to Serenity: A National Strategy

This new portfolio represents a deliberate pivot away from a tourism model centered primarily on historical sites and scenic tours. Instead, it promotes holistic wellness journeys that integrate accommodation, cuisine, cultural interaction, and natural surroundings into a single, cohesive experience. The curated collection spans several of Vietnam's most compelling destinations, including the limestone karsts of Quang Ninh, the historic charm of Hoi An, and the pristine beaches of Phu Quoc and Nha Trang.

The experiences on offer are deeply rooted in Vietnamese culture and nature. They include:
* Traditional Vietnamese healing therapies grounded in long-standing medical and spiritual practices.
* Retreats centered around mineral hot springs and thermal wellness.
* Stays in eco-luxury spa resorts that are seamlessly integrated with their natural environments.
* Meditation, mindfulness, and spiritual renewal programmes designed to foster inner peace.
* Coastal and island-based wellness escapes that leverage the therapeutic qualities of the sea.

The official backing of VNAT is a critical component of this strategy. The authority's presence at the launch event in Sydney underscores that this is not merely a private-sector initiative but a key part of Vietnam's long-term vision to establish itself as a credible and competitive wellness destination. By formalizing its offerings, Vietnam aims to compete more effectively with established wellness hubs in the region, such as Thailand and Bali, by emphasizing its unique blend of authenticity, accessibility, and value.

Building a Bridge for Global Travel Partners

A core element of the 2026 Wellness Portfolio is its business-to-business focus. With over 15 years of experience and a strong reputation for reliability reflected in consistently high customer satisfaction across international review platforms, BestPrice Travel has engineered this collection with the needs of international travel agents and tour operators in mind. The goal is to make selling Vietnamese wellness travel as seamless and profitable as possible.

Key trade-focused features include competitive net rates, flexible contracting models, and a dedicated B2B support team with deep in-market expertise. Perhaps most significantly for the Australian market, the company has established a Sydney-based representative office to provide real-time coordination and local support. This commitment was further solidified by the signing of a Memorandum of Understanding (MOU) with David Vuong Travel, an Australian-based operator specializing in travel to Vietnam. This partnership provides a direct and trusted channel to the Australian market, a key target for Vietnam's tourism growth.

This B2B ecosystem extends beyond wellness, giving partners access to the operator's full range of products, including cultural immersion programs, trekking adventures, spiritual journeys, and integrated "bleisure" (business and leisure) travel solutions. By providing a reliable and commercially viable product, the initiative empowers global agents to confidently tap into the high-demand wellness niche.

A New Chapter for Authentic Vietnamese Travel

The introduction of the 2026 Wellness Portfolio marks a pivotal moment for Vietnam's tourism industry. It reflects a sophisticated understanding of global travel trends and a strategic alignment between private enterprise and national tourism goals. As competition intensifies among wellness destinations worldwide, Vietnam is playing to its strengths: a deep well of cultural authenticity, stunning and diverse natural assets, and a reputation for delivering exceptional value.

This focus on culturally grounded and sustainable experiences is designed to attract a higher-value traveler who is more likely to engage respectfully with local communities and contribute positively to the local economy. The collaborative model, where product development is closely aligned with national strategy and global demand, sets a precedent for the future of tourism in the country. This initiative is more than just a new set of itineraries; it is a declaration that Vietnam is ready to welcome the world not just to see its beauty, but to feel its restorative power.