Vietnamese tourism on the rise: a “symphony” of culture, nature, technology and humanity

Buoyed by a record 12.6 million international tourists and crowned “Asia’s Leading Destination”, Vietnam stands at a decisive turning point as it seeks to enter the high-end tourism market. Between the urgent need for sustainable development in the face of overcrowding at sites such as Sa Pa, the rise of immersive technologies serving heritage in Huế and Thăng Long, and the growing strength of community-based tourism, discover the strategic roadmap to propel the land of the Dragon to the top of global competitiveness by 2030.

Vietnamese tourism is a cultural bridge that fosters understanding between nations (Photo: VOV)

In 2023, Vietnam welcomed 12.6 million international tourists, a 3.4-fold increase on 2022 (according to the Vietnam National Authority of Tourism), and was named “Asia’s Leading Destination” by the World Travel Awards.

This success not only reflects the appeal of Vietnam’s landscapes and culture, but also opens up an opportunity for the country to position itself within the global high-end tourism value chain.

The world is moving rapidly towards experiential tourism, in which travellers no longer simply wish to admire the scenery but seek deep immersion in the local culture. This is a golden opportunity for Vietnam to make the most of its incredible ecological diversity and rich cultural heritage.

Destinations such as Mù Cang Chải (Yên Bái), with its golden rice fields at harvest time, or the Central Heritage Road have proved their potential by attracting large numbers of international tourists in recent years. However, the crucial question remains: how can these resources be turned into distinctive tourism products capable of competing with Thailand, Malaysia or Japan? This question still deserves a thorough answer.

Creative tourism: redefining traditional values in the digital age
The 21st century demands a balance between preservation and innovation. Japan has skilfully combined modern technology and cultural heritage to create innovative tourism experiences. In Kyoto, visitors can take part in virtual meetings with Geishas or Maikos via online platforms, allowing them to interact with and discover Geisha culture remotely.

Virtual reality (VR) experiences in Kyoto often showcase ninja culture. At NINJA VR KYOTO, visitors can practise throwing shuriken, use blowpipes and immerse themselves in the traditional world of Japan through VR.

Japanese culinary art combines tradition and creativity, offering visitors immersive experiences. In Tokyo, sushi-making classes with professional chefs are not limited to preparation techniques but also introduce participants to the history and culture of Japanese cuisine.

At the same time, France, with its refined gastronomy, stands out for its wine tours in the vineyards of Bordeaux, where visitors discover the winemaking process, meet craftspeople and taste the products directly on site. UNESCO’s inscription of French gastronomy (notably the artisanal know-how and culture of the baguette) on the list of the Intangible Cultural Heritage of Humanity in 2022 strengthened France’s position as an unmissable gastronomic destination.

Vietnam: when technology serves heritage to create immersive experiences
Vietnam is gradually incorporating modern technology to enhance the tourist experience and preserve its cultural heritage. At the Imperial Citadel of Thăng Long, the installation of a Panorama screening room with a 360° screen allows historical events to be relived in an immersive way, plunging visitors into the history of the Vietnamese dynasties.

In Huế, the Monuments Conservation Centre has launched the experience “In Search of the Lost Imperial City”, which uses virtual reality (VR) to recreate the imperial city as it was 200 years ago. Visitors can take part in a range of interactive activities, such as VR spaceship simulations, VR telescopes and VR treadmills, offering a panoramic and realistic view of the history of the Nguyễn dynasty.

On the culinary front, Vietnam is already developing food tours combined with high-end stays. However, creative culinary tourism remains under-exploited, despite its enormous potential.

For example, organising bánh mì-making workshops with experienced artisans in Hanoi, or designing dinner shows with immersive holographic projections in Ho Chi Minh City: do these ideas seem unrealistic? Or are they the future of Vietnamese tourism?

Vietnam is already developing food tours combined with high-end stays

A “smart” tourism policy: striking a balance between growth and sustainable development
Since 2023, the extension of the e-visa policy to 90 days and the increase in the length of stay to 45 days for 13 countries have attracted a significant number of European tourists. However, according to the World Economic Forum’s (WEF) 2023 TTDI (Travel & Tourism Development Index) report, Vietnam ranks 59th out of 119 countries for tourism competitiveness. Despite certain strengths, the country still faces difficulties in environmental management and the development of sustainable tourism.

Take the example of Sa Pa, a town of 10,000 inhabitants that welcomed 2.7 million visitors in 2018. This overcrowding puts enormous pressure on local infrastructure and the environment, leading to risks of water pollution and cultural erosion.

To tackle similar problems, Iceland has introduced a compulsory booking system for sensitive sites such as the Blue Lagoon, thereby limiting the number of visitors and protecting the environment. Vietnam could draw inspiration from this approach to regulate the influx of tourists to Sa Pa or other fragile natural sites.

More broadly, there is an urgent need to establish a regulatory framework setting visitor quotas for heritage-listed sites, while developing alternative tourism options to spread visitor flows more evenly during peak periods.

Another lever for action concerns tax policy, which should favour “green businesses”. Some countries grant tax relief to companies in the tourism and hospitality sector that use renewable energy. Vietnam could adopt a similar approach by making CSR (Corporate Social Responsibility) ratings a criterion for awarding operating licences.

Responsible tourism: when local communities become the driving force of development
According to the newspaper Báo Sơn La, the community-based tourism model in Mộc Châu (Sơn La) has produced positive results. In bản Áng, Đông Sang commune, 40 families have invested in homestay accommodation and have welcomed more than 92,000 visitors since 2020, generating turnover of more than VND 100 billion.

Similarly, in the villages of Tà Số 1 and Tà Số 2 (Chiềng Hắc commune), where more than 90% of the inhabitants belong to the Hmong ethnic group, 40,000 tourists have been recorded since 2021, with tourism revenue exceeding VND 20 billion. These successes show that empowering local communities is not just about preserving culture: it is also a unique lever for tourist appeal.

However, the main challenge remains training local human resources in the tourism sector. According to the Ministry of Culture, Sports and Tourism’s plan for developing community-based tourism in Vietnam, the target for 2025 is that:

• At least 40% of managers of community-based tourism facilities receive training in tourism management.

• 30% of community-based tourism workers are trained and upskilled, with at least 10% of them women.

• Every community-based tourism site has at least one person who speaks a foreign language.

This training aims to equip local people not only with skills in hospitality and tourism management, but also with knowledge of waste management and the preservation of intangible heritage. This contributes to sustainable tourism that respects the environment and local traditions.

The main challenge remains training local human resources in the tourism sector (Photo: baotiengdan)

Marketing strategy 4.0: tapping the potential of niche markets and positioning destination brands
To attract more international tourists, Vietnam can implement targeted promotion strategies to reach new, fast-growing outbound tourism markets. For example, the Nordic countries, whose inhabitants have high purchasing power and seek out exotic destinations, or the Middle East, where travellers are looking for rich cultural experiences and unique natural landscapes, are high-potential targets.

The Middle Eastern market, with 150 million travellers with high purchasing power, remains under-exploited. The development of halal-certified resorts in Nha Trang or Đà Nẵng, combined with therapeutic spas using local medicinal plants, could appeal to this demanding clientele.

In addition, paying particular attention to the markets of East Asia and South Asia, where the middle class is expanding rapidly, would also open up new growth prospects for Vietnamese tourism.

Furthermore, Vietnam needs to step up the promotion of its unique cultural identity. Traditional festivals, culinary specialities and folk art forms are distinctive features that allow Vietnam to stand out from other tourist destinations. Working with content creators, international media and travel influencers will help strengthen Vietnam’s image among foreign tourists.

According to a Morning Consult study (2024), 22% of Generation Z have booked a trip after seeing a travel influencer’s post about a given destination. What is more, 88% of consumers in this generation follow at least one travel influencer on TikTok, and 45% trust the recommendations of these content creators.

Vietnam has launched the “Live Fully in Vietnam” campaign to promote its tourism. To maximise its impact, collaboration with platforms such as TikTok, through viral challenges such as #TasteofVietnam, could attract a wide audience and spark worldwide enthusiasm.

It is essential to train tourism professionals so that they not only master international communication skills but also understand and showcase local traditions. This will improve the visitor experience while ensuring that cultural identity is preserved as the sector modernises.

By adopting this approach, Vietnam can develop its international tourism market sustainably, attracting new visitors while preserving its cultural values. However, the balance between conservation and development is a delicate one. As the saying goes, “it is easy to talk about, but it is not just difficult to do – it is extremely difficult”.

Taking Vietnamese tourism to new heights
To make Vietnam a “must-visit destination”, as Lonely Planet suggests, it is essential to implement a comprehensive approach, ranging from macroeconomic policies to improving tourism services at local level. Vietnam’s tourism development strategy to 2030, approved by the Prime Minister, sets the goal of positioning Vietnam as an attractive destination, among the top three tourism nations in South-East Asia and in the world’s top 50 for tourism competitiveness.

To achieve this ambitious goal, several measures must be put in place:
– Improve the institutional framework and policies of the tourism sector
– Develop infrastructure and facilities dedicated to tourism
– Train a highly skilled workforce in the tourism industry
– Diversify and improve the quality of tourism products
– Step up the promotion and building of Vietnam’s tourism brand
– Integrate technology and innovation into the management and development of tourism

Every initiative must be guided by the principle of sustainable development, making the local community a key player and harnessing technology to showcase Vietnam’s cultural heritage.

Tourism is not simply a race for numbers. It is a journey that sows the seeds of respect for heritage, human connection and love of nature. Only by embracing these values will Vietnam truly be able to shine on the world tourism map.

Sources: Vietbao