Opened on Tuesday (5 November), Vietnam Tourism said the move reflected the importance of the British market to Vietnam.

Nearly 300,000 Brits visit the south-east Asian destination every years, making it one of the country’s “biggest and most important markets”.

The office will focus on increasing arrivals and strengthening relations with the travel trade and the media across the UK and Ireland.

Vietnam aims to attract 500,000 annual visitors from the UK by 2023. The office will aim to “bring the country’s tourism assets closer to UK travellers” and assist with trip inspiration.

Vietnam Tourism said the country’s offering centered around its food, scenery, heritage and culture, as well as the warmth of its people.

Its recent VietnamNOW campaign, meanwhile, has sought to celebrate the country’s journey from past to present.

“Opening our first international office, which will be based in the UK, is a significant milestone for Vietnam,” said Tran Trong Kien, chairman of Vietnam’s Tourism Advisory Board.

“The UK will be one of our biggest and most important markets. Travellers from the UK love our authentic local food, immerse in our dynamic and vibrant cities, enjoy our great beaches and explore our beautiful landscapes as well as our unique culture.

“This office will show a welcoming Vietnam and help more British travellers to realise these amazing experiences.”

The project is a collaboration between the Vietnam National Administration of Tourism and the country’s Tourism Advisory Board, a private consortium of tourism stakeholders supporting the growth of tourism in Vietnam.

The PC Agency will manage media and trade relations for the UK and Ireland market.

Key focuses will be on the historic towns of Hue and Hoi An; scenic destinations such as Nha Trang, Ha Long Bay, Phong Nha Ke Bang and the Mekong Delta; the vibrant cities of Hanoi and Ho Chi Minh City; and the islands of Con Dao and Phu Quoc.