vietnam tourism strategy

Vietnam tourism development strategy to 2030

Sustainable and inclusive tourism development, on the basis of green growth, maximizing tourism’s contribution to the United Nations sustainable development goals; effectively manage and use natural resources, protect the environment and biodiversity, actively adapt to climate change and ensure national defense and security

Long Giang Source: Vitic / thuvienphapluat.vn

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Vietnam tourism development strategy to 2030 .

AsemconnectVietnam - Sustainable and inclusive tourism development, on the basis of green growth, maximizing tourism's contribution to the United Nations sustainable development goals; effectively manage and use natural resources, protect the environment and biodiversity, actively adapt to climate change and ensure national defense and security

Vietnam tourism development strategy to 2030 I. Viewpoints 1. Tourism development has really become a key economic sector, creating a driving force for the development of other industries and fields, making an important contribution to forming a modern economic structure. 2. Sustainable and inclusive tourism development, on the basis of green growth, maximizing tourism's contribution to the United Nations sustainable development goals; effectively manage and use natural resources, protect the environment and biodiversity, actively adapt to climate change and ensure national defense and security. 3. Focusing on developing cultural tourism, associating tourism development with preserving and promoting the values of heritage and national cultural identity. 4. Developing tourism in the direction of professionalism, quality and efficiency; promote application of achievements of Industry 4.0 and focus on developing high quality human resources. 5. Simultaneously developing international tourism and domestic tourism; promote on-the-spot exports through tourism; strengthen links in order to promote the advantages of natural and cultural resources; diversify tourism products, expand markets and enhance the competitiveness of Vietnam's tourism. II. Target 1. By 2025 Vietnam becomes an attractive destination, striving to be among the top three countries in tourism development in Southeast Asia and 50 countries with the world's leading tourism competitiveness, of which all 14 criteria of tourism competitiveness have increased, in line with the requirements of sustainable development. - Total revenue from tourists: Reaching 1,700 - 1,800 trillion VND (equivalent to 77 - 80 billion USD), an average growth of 13-14%/ year; The direct contribution to GDP reaches 12-14%. - Create about 5.5-6 million jobs, of which about 2 million are direct jobs, an average growth of 12-14% / year. - Regarding tourists: Striving to receive at least 35 million international visitors and 120 million domestic visitors, maintaining the average growth rate of international visitors from 12-14% / year and domestic tourists from 6 - 7% / year. 2. By 2030 Tourism is truly a key economic and sustainable development sector. Vietnam has become a particularly attractive destination, one of the top 30 countries with the world's leading tourism competitiveness, meeting the requirements and goals of sustainable development. - Total revenue from tourists: VND 3,100 - 3,200 trillion (equivalent to USD 130 - 135 billion), an average growth of 11-12% / year; The direct contribution to GDP reaches 15 - 17%. - Create about 8.5 million jobs, including 3 million direct jobs, an average growth of 8-9% / year. - Regarding tourists: Striving to receive at least 50 million international visitors and 160 million domestic tourists; maintain the average growth rate of international visitors from 8-10% / year and domestic tourists from 5-6% / year. III. Solution 1. Continuing to renew awareness and thinking on tourism development a) Fully aware of tourism as a comprehensive service economy, deeply human and cultural, making a major contribution to economic integration, creating motivation for other industries to develop efficiency of economic, cultural, social, environmental, political, foreign and security results and national defense. b) To vigorously renew tourism development thinking in accordance with the law of market economy, meeting the requirements of tourism development into a key economic industry. c) Raise awareness of people, businesses and communities in civilized and friendly behavior with tourists and protect images and the environment, contributing to sustainable development, constantly improving prestige and trade brand and attraction of Vietnam tourism. 2. Completing institutions and policies for tourism development a) Review, amend, supplement and improve institutions, policies and laws to create favorable conditions for tourism development. b) To promulgate preferential policies on land, taxes and credits to mobilize investment resources in tourist clusters, tourist development motivation areas, national tourist resorts and areas with tourism potential. c) Promote public-private partnerships and integrated governance models of public and private sector, business people and local communities in sustainable tourism development; establish favorable conditions to create favorable business environment, stimulate innovation, create start-up businesses, develop business forces, form many strong branded tourism businesses; support small and medium enterprises, tourism business households to acquire new technology, digital skills and access to finance. d) Prioritizing resources for planning, human resource training, market research, promotion and development of tourism products; developing community based tourism; protect natural resources and tourism environment. d) Continue to improve the policy to facilitate entry, exit and travel for international tourists; create conditions for domestic and international airlines to open new routes and directly connect Vietnam with key and potential tourism markets. e) Complete the regulations to manage and develop new business models in the tourism sector in accordance with the actual conditions and situation. 3. Development of infrastructure, material and technical facilities in service of tourism a) Rapid development of modern and synchronous infrastructure; focusing resources on transport infrastructure investment in tourist clusters, areas of tourism development, national tourist areas and areas with tourism potentials; improve traffic connection to tourist areas, tourist spots; Investing in stopping and resting points on road routes. b) Upgrading, expanding and speeding up the construction of new airports; to build specialized seaports and inland ports for tourists; quickly improve infrastructure, quality of railway services to develop tourism. c) Renewing and completing the information technology infrastructure system, speeding up the implementation of digital transformation in the tourism industry; digitize information and documents about destinations, build digital content stores, aiming to form and develop an intelligent tourism ecosystem. d) Attract social resources, investors with modern and environmentally friendly technologies to invest in construction of material and technical facilities of the tourism industry, especially accommodation establishments and entertainment playing establishments, high-class resorts, suitable with the needs and new tourism trends. d) Focusing on investment, forming large-scale, modern conferences, exhibitions, shopping, sports, entertainment centers in the areas of tourism development motivation 4. Development of tourism human resources a) To develop tourism human resources according to a rational structure, ensuring the quantity, quality and balance of the occupational structure and training level, meeting the requirements of competition and integration; adopt policies to encourage the development of comprehensive human resources and labor markets, improve the quality of tourism human resources in both state management, business administration and tourism vocational skills, with a focus on training senior management personnel and skilled workers. b) Diverse forms of training; promote socialization, encourage businesses to participate in training tourism human resources; focus on training skills and soft skills for the workforce directly serving tourism, especially the team of tour guides and tour speakers; organize training and retraining of knowledge and skills for communities involved in tourism business and contribute to the promotion of local tourism destinations and images. c) Strengthen the capacity of high-quality tourism vocational training institutions and schools in the areas of tourism development motivation. d) Encouraging the formation of a team of volunteers to guide and support tourists. 5. Developing and diversifying tourist markets a) Regularly investigate and research the market, needs and tastes of tourists; building database of tourist market. b) Diversify the international tourist market - Continue to attract guests, expand markets with the ability to grow quickly, have a large source of visitors, have high spending and long stay. - Focus on attracting tourists from markets: Northeast Asia, Southeast Asia, Australia, North America, Western Europe, Northern Europe, Eastern Europe and the Russian Federation. - Interested in developing new and potential markets: Middle East, Southern Europe, South America, South Asia (India); expanding potential markets, increasing the number of tourists traveling abroad every year. c) To strongly develop the domestic tourist market - Pay attention to and create favorable conditions for people of all classes to visit, travel and relax in the country; promote the tourism market in combination with traditional education, cultural, historical and ecological exploration. - Regularly research and grasp market trends to promptly meet the needs and new tastes of domestic tourists. - Promote the development of the market for tourist resorts and weekend tourism in association with health care, education, cultural and historical research, ethnic cultural experiences, and enhancement of cultural exchanges among regions. - Reorient the market for festival tourists and spiritual culture in the direction of combining harmoniously with other purposes to overcome the seasonality. 6. Developing tourism products - Focus on developing tourism products of quality, diversity, difference, high added value and increasing tourist experience based on the advantages of resources of each region and locality, in accordance with market needs and improve the competitiveness of Vietnam's tourism. - To strongly develop key tourist products with advantages of Vietnam's tourism in association with tourism development areas: + Prioritizing the development of tourism products for sea and island resorts, sport tourism and marine recreation in conformity with the orientation of the Vietnam Marine Economic Sustainable Development Strategy. To concentrate resources on investment in the development of a number of high-class tourist centers and resorts with strong brands in the international tourist market. + To attach importance to developing cultural tourism products, in association with preserving and promoting the values of national cultural, historical and traditional heritages; focus on exploiting the diverse and unique culinary strengths of regions and regions to form unique and different tourism products with competitive advantages, contributing to creating a prominent brand of Vietnam's tourism. + Promote the development of community based tourism, agricultural and rural tourism, eco-tourism, and adventure sports tourism. - Continue to develop urban tourism products, conferences, seminars, and events (MICE); tourism combines shopping, medical treatment, health care, education and entertainment, especially nightlife. - Enhancing connectivity and improving service quality in the tourism product value chain. 7. Promote tourism promotion, branding and cooperation, and international integration in tourism a) Promote tourism promotion and promotion - Innovating methods, tools, content, promoting the application of digital technology in tourism promotion and promotion, ensuring uniform, professional and effective implementation; promote the power of communication and increase the promotion on social networks. - Focusing on mobilizing social resources, combining state resources in tourism promotion and promotion. - Promote the role of Vietnamese representative agencies and the Vietnamese community in foreign countries in promoting and promoting tourism; opening Vietnam tourism promotion office in some key markets. b) Branding of tourism - Focus on building and developing national tourism brands on the basis of developing regional, local tourism brands, businesses and tourism product brands. - Strengthening the coordination among levels and sectors in tourism brand building and development to ensure consistency. c) Cooperation and international integration - Actively and proactively bilateral and multilateral cooperation on tourism; giving priority to regional cooperation and cooperation for product development and promotion of common destinations; effectively implement the ASEAN Mutual Recognition Agreement on tourism. - Promote cooperation with other countries and international organizations to exchange experiences, take advantage of technical assistance, attract investment, train tourism human resources. 8. Application of science and technology - Accelerate the digital transformation in the tourism industry; developing smart tourism; promoting, promoting and branding; tourist management and tourism activities, tourism resources, control, monitoring and warning of pollution based on the application of modern science and technology and digital technology platform. - Developing smart tourism ecosystem; apply digital technology to connect to support and increase the experience for tourists; expand capacity to provide services combining digital and real channels; make maximum use of electronic transactions in tourism activities. - Application of digital technology, green and clean technology in tourism business. - Widely applying technology in payment of travel services towards reducing cash payments, guiding and encouraging tourists to use electronic payment forms on smart devices. - Application of information technology to perfect the tourism statistics system; building database system for tourism industry, connecting with national database system. 9. State management of tourism a) Improve the effectiveness and efficiency of state management of tourism - Complete the system of laws, standards and national regulations on tourism. - Continue to consolidate the state management system on tourism from the central to local levels, ensuring uniformity, effectiveness and efficiency, meeting the requirements of developing a spearhead economic sector. - Renovating inter-sectoral and inter-regional cooperation on tourism, raising the operational efficiency of the State Tourism Steering Committee and the provincial Tourism Development Steering Committee; step by step formulate a tourism development coordination mechanism to meet the requirements of tourism development links. - Enhancing the role and responsibility of local governments at all levels in building a civilized lifestyle, ensuring hygiene, environment, food safety, security and safety for tourists; creating a civilized and friendly tourism environment. - Strengthen inspection and control of service quality and destination management; propagandize and popularize the law on tourism. b) Protect the environment, adapt to climate change and prevent natural disasters - Propagating to raise awareness and strongly implement measures to protect natural resources, environment and biodiversity conservation. - Enhancing pollution control capacity, ensuring the prevention, reduction and effective handling of pollution sources from tourism activities. - Focusing on the work of forecasting, warning, proactively preventing and mitigating natural disasters, adapting to climate change in the construction and operation of tourist service establishments. - Encourage tourism service establishments to use clean energy, renewable energy, recycled and reused products, and apply clean technologies to limit environmental pollution and minimize greenhouse gas emissions. IV. Key and breakthrough tasks 1. Concentrating on building and implementing a number of key tasks: a) Planning on tourism development in accordance with the law on planning and tourism. b) The target program on tourism infrastructure development is in line with the 5-year medium-term public investment plan. c) Specialized tourism development programs and projects on markets, products, human resources and promotion. 2. Focus on mobilizing resources to deploy a number of breakthrough tasks a) Regarding infrastructure development: Speeding up the new investment in Long Thanh and Chu Lai airports ...; upgrade and expand airports in key and potential areas, firstly at airports such as Noi Bai, Da Nang, Tan Son Nhat, Cam Ranh, Phu Quoc, Phu Bai, Van Don ...; invest in building a number of international tourist seaports and roads connecting with national tourist areas. b) On creating favorable conditions for tourists: To create the most favorable conditions for visa procedures for international visitors, applying the electronic visa policy to all international tourist markets; drastically improve the process of controlling entry, exit and customs procedures at the border gates by air, road and sea, ensuring the fastest and most convenient way for international visitors to Vietnam. c) To invest in forming a number of synchronous and quality tourist clusters of large scale and international class. d) Developing smart tourism: Accelerating the application of digital technology to connect to support and increase the tourist experience; building a smart tourism ecosystem to connect tourism service infrastructure; enhance the application of green and clean technologies in service establishments and tourist accommodation establishments. d) Community-based tourism development: To adopt policies to support resources for people involved in community-based tourism development; associating the development of cultural tourism with the experience of community life to improve economic and cultural life, contributing to hunger eradication and poverty alleviation for people, especially in deep-lying, remote, border and island areas. V. Organization of implementation 1. Ministry of Culture, Sports and Tourism a) Review and propose amendments, supplements and perfecting mechanisms, policies and laws on tourism to facilitate tourism development. b) To assume the prime responsibility and coordinate with the ministries, branches and People's Committees of provinces and centrally-run cities in deploying, guiding and inspecting the implementation of the Strategy. c) To assume the prime responsibility and coordinate with the concerned ministries and branches in elaborating, submitting to the Prime Minister for approval and organizing the implementation of, tourism development planning; direct the formulation and approval according to its competence and organize the implementation of other priority key tasks of the Strategy. d) Assume the prime responsibility for, and coordinate with Ministry of Planning and Investment, Ministry of Finance and relevant agencies in, formulating investment mechanisms and policies, mobilizing domestic and foreign capital sources and aid for tourism development. d) Act as a focal point to summarize the implementation of the Strategy and report to the Prime Minister annually; held a preliminary review of the implementation of the Strategy by 2025 and proposed amending and supplementing the priority tasks for the next period. 2. The Ministry of Planning and Investment and the Ministry of Finance shall base themselves on their assigned functions and tasks to balance and allocate funding for the implementation of the Strategy strictly according to the provisions of law on state budget, public investment and law. related laws; propose preferential mechanisms and policies on land, tax and credit to promote investment in tourism, especially to mobilize investment resources in tourist clusters, areas of tourism development motivation, National tourist areas and areas with tourism potentials; propose policies to support the development of community based tourism, especially in remote, border and island areas. 3. The Ministry of Transport shall elaborate, review and adjust mechanisms, policies, strategies, plannings and plans on development of transport infrastructure, modes of tourist transport, focusing on transportation of aviation to ensure favorable conditions for tourism growth and development. 4. Ministry of Public Security shall assume the prime responsibility and coordinate with the Ministry of Culture, Sports and Tourism, the Ministry of Foreign Affairs and the concerned ministries and branches in implementing the electronic visa policy for all international tourist markets and perfecting mechanisms and policies to create the most favorable conditions for tourists on exit and entry; implement measures to ensure security, social order and safety for tourists. 5. Ministry of Foreign Affairs shall assume the prime responsibility for, and coordinate with the Ministry of Public Security and concerned ministries and branches in, elaborating legal provisions to ensure the lawful rights and interests of Vietnamese citizens traveling abroad; coordinate with Ministry of Culture, Sports and Tourism in promoting and promoting Vietnamese tourism abroad. 6. Ministry of Home Affairs shall assume the prime responsibility for, and coordinate with the Ministry of Culture, Sports and Tourism in, continuing to arrange and perfect the state management system for tourism at the central and local levels, ensuring a streamlined and synchronous, effectiveness, efficiency manner, meeting requirements of development of spearhead economic branches. 7. Ministry of Construction shall assume the prime responsibility and coordinate with the Ministry of Culture, Sports and Tourism in formulating a mechanism to manage new types of tourist accommodation according to the shared economic model and construction planning in tourism areas. 8. Ministry of Labor, War Invalids and Social Affairs and the Ministry of Education and Training shall assume the prime responsibility and coordinate with Ministry of Culture, Sports and Tourism in promulgating policies to promote the development of tourism human resources and improve investment in high tourism training capacity, especially tourism vocational training. 9. Ministry of Industry and Trade shall assume the prime responsibility and coordinate with the Ministry of Culture, Sports and Tourism in organizing trade promotion programs and building products for tourism; promulgate according to its competence policies to encourage the development of a modern shopping center network in tourism development dynamics areas. 10. Ministry of Natural Resources and Environment shall assume the prime responsibility and coordinate with Ministry of Culture, Sports and Tourism in managing the use of tourism resources, protecting the environment, preserving biodiversity and coping with change of climate and disaster prevention; propose mechanisms and policies to develop tourism associated with protection of natural resources, environment and sustainable development, ensuring that the United Nations Sustainable Development Goals are fully met. 11. Ministry of Agriculture and Rural Development shall assume the prime responsibility and coordinate with Ministry of Culture, Sports and Tourism in integrating tourism development contents into the National Target Program on New Rural Construction; building agricultural products, models of clean agriculture development, hi-tech agriculture associated with tourism development; coordinate with Ministry of Culture, Sports and Tourism and Ministry of Natural Resources and Environment in studying and formulating mechanisms and policies for developing eco-tourism and community-based tourism in national parks and nature conservation zones. 12. Ministry of Information and Communications shall assume the prime responsibility and coordinate with the Ministry of Culture, Sports and Tourism in organizing communication and advertising about Vietnam, its people and tourism; completing the information technology infrastructure system, supporting the acceleration of the implementation of digital transformation in the tourism industry, forming and developing an intelligent tourism eco-system. 13. Ministry of Science and Technology shall assume the prime responsibility for, and coordinate with the Ministry of Culture, Sports and Tourism in deploying programs, subjects and schemes on application of science and technology to serve tourism development; protecting intellectual property rights in tourism business; propose policies to support investment, development and creation of tourism products and services on digital technology platforms; promote the application of green and clean technologies to service establishments and tourist accommodation establishments. 14. Ministry of Health shall assume the prime responsibility and coordinate with the Ministry of Culture, Sports and Tourism in proposing mechanisms and policies to develop medical products and services for tourism; forming a system of high-quality medical establishments, meeting the requirements of serving tourists. 15. State Bank of Vietnam shall formulate mechanisms and policies to promote the provision of electronic payment services, electronic payment on smart devices, non-cash payment and supervision mechanisms, control cross-border payment activities in the tourism sector. 16. The ministries, ministerial-level agencies and agencies attached to the Government shall base themselves on their functions and tasks to organize the implementation of the Strategy according to their competence. 17. People's Committees of provinces and cities under central authority a) Based on the Strategy, organize the development of local tourism development plans to ensure consistency and synchronization with the implementation of local socio-economic development plans. b) Strengthening destination management, ensuring security, social order and safety for tourism development; propagandize and raise people's awareness to build a civilized and friendly tourism environment; have programs to support people to participate in developing community based tourism, contributing to improving livelihoods and reducing poverty for people, especially in remote areas, borders and islands. c) Preliminary and summation of local tourism development plans to the Ministry of Culture, Sports and Tourism for synthesis and reporting to the Prime Minister. 18. Vietnam Chamber of Commerce and Industry, social-professional organizations in tourism and other social-professional organizations actively coordinate with Ministry of Culture, Sports and Tourism in carrying out target of strategy. Long Giang Source: Vitic / thuvienphapluat.vn  

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Development strategy for Viet Nam tourism to 2020, vision 2030 approved - Viet Nam National Authority of Tourism

The Prime Minister on 30th December 2011 approved the development strategy for Vietnam tourism which states overall and specific targets, solutions and action programs for the sector to 2020, vision 2030.

The overall target to 2020 is to develop tourism to be a key economic industry with high professionalism, modern and fairly synchronously-developed tourist infrastructure; high quality, competitive and diversified tourist products imprinted with unique traditional cultural characteristics. Specifically, by 2015, the sector aims to receive 7-7.5 million international arrivals and 36-37 domestic tourists, with total revenue of USD 10-11 billions accounting for 5.5-6% GDP; develop the tourist accommodation system to 390,000 rooms of which 30-35% ranks 3-5 stars; create 2.2 million jobs including 620,000 direct labors in the sector. By 2020, Vietnam tourism also set the targets to receive 10-10.5 million international arrivals and 47-48 million domestic tourists, with total revenue of USD 18-19 billions accounting for 6.5-7% GDP; 580,000 rooms including 35-40% of 3-5 stars; create 3 million jobs including 870,000 direct labors. By 2030, total tourism revenue is expected to double that of 2020.   Truyen Phuong (TITC)

Vietnam’s travel strategy: First, do no harm

March 31, 2021 Vietnam has pursued a “zero-case-first” strategy since the start of the pandemic, which seems to be paying off. Domestic tourism didn’t fall much, and as international travel resumes, tourism is set to reach precrisis levels of spending by 2024.

To read the article, see “ Reimagining tourism: How Vietnam can accelerate travel recovery ,” March 19, 2021.

SOCIALIST REPUBLIC OF VIET NAM

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Viet Nam Tourism Marketing Strategy for 2030 launched

Vgp - the ministry of culture, sports and tourism has recently launched the viet nam tourism marketing strategy for 2030..

Viet Nam continues to promote tourism brand under the “Viet Nam – Timeless charm” slogan

The strategy aims to promote Viet Nam as a leading and attractive destination that meets the demand of high-spending and long-stay vacationers.

The sector targets to serve 18 million international visitors and 130 million domestic tourists, maintain annual growth rate of 8-9 percent by 2025.

By 2030, the sector expects to handle 35 million foreign travelers, 160 million local holidaymakers with yearly growth rate of 4-5 percent.

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In pursuance of the above targets, national tourist destinations are urged to promote the core value of Viet Nam's tourism brand associated with potentials, national advantages, cultural identities, signature cuisine, ancient heritages, friendly people and beautiful natural landscapes in a bid to bring unique travel experiences to visitors.

The strategy reads that the sector will continue to promote tourism brand under the “Viet Nam – Timeless charm” slogan, diversify types of marine tourism products. 

The Southeast Asian country will also boost night-time economy and new types of medical tourism, agritourism, industrial tourism, sports tourism, educational tourism.

The nation looks to reach out to emerging markets like India and countries in the Middle East in the 2022-2025 period./.

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Impacts and restoration strategy of the tourism industry post-COVID-19 pandemic: evidence from Vietnam

Journal of Tourism Futures

ISSN : 2055-5911

Article publication date: 30 March 2022

This paper presents the impact of the COVID-19 pandemic on Vietnam's tourism industry to propose appropriate recovery strategies in the future.

Design/methodology/approach

This study uses a combination of research methods. Data were collected from the Ministry of Culture, Sports and Tourism, General Statistics Office, Vietnam National Administration of Tourism and Ministry of Health. Non-parametric statistical methods were applied to analyze the differences between epidemic and non-epidemic periods and find correlations between the number of infections and data related to the performance of the tourism industry. In-depth interviews with 20 people linked to tourism activities were conducted to analyze the impacts and propose strategies for future recovery.

The results demonstrate the severe impact of the pandemic on Vietnam's tourism industry based on a decrease in the number of visitors, business activities, revenue and employment rate. Therefore, to recover tourism – Vietnam's key economic sector in the future – developing reasonable strategies to build a safe tourism environment, building a sustainable tourist market, diversifying and improving tourism high-quality tourism products, marketing, human resources, digital transformation and sustainable tourism are necessary, along with the development trend of the industry after COVID-19.

Originality/value

This paper synchronously and systematically presents the effects of COVID-19 on Vietnam's tourism industry based on official data. Strategies are proposed to handle these effects on a reliable scientific basis. This study can be considered a valuable reference for researchers and managers of tourism in developing countries, such as Vietnam.

• COVID-19 pandemic
• Recovery strategy

Vu, H.D. , Nguyen, A.T.N. , Nguyen, N.T.P. and Tran, D.B. (2022), "Impacts and restoration strategy of the tourism industry post-COVID-19 pandemic: evidence from Vietnam", Journal of Tourism Futures , Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JTF-09-2021-0218

Emerald Publishing Limited

Copyright © 2022, Hoa Dinh Vu, Anh Thi Ngoc Nguyen, Nga Thi Phuong Nguyen and Duy Ba Tran

Published in Journal of Tourism Futures . Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode .

Introduction

The coronavirus disease (COVID-19) pandemic was first detected in Wuhan in December 2019 and quickly became a global pandemic in March 2020. COVID-19 has led to a rapid global health crisis resulting in economic shock ( Churski et al. , 2021 ), including shocks that affect the tourism industry. Undoubtedly, COVID-19 is one of the most significant events of the 21st century ( Zenker et al. , 2021 ). During the COVID-19 pandemic, the global tourism industry has faced an unprecedented crisis ( Sharma et al. , 2021 ). Countries are taking tight countermeasures to control the spread of the disease by restricting travel and closing national borders ( Villacé-Molinero et al. , 2021 ). Tourism demand plummeted because of the impact of COVID-19. In fact, according to a report by the World Tourism Organization (UNWTO), international tourist arrivals (overnight visitors) fell by 72% from January to October 2020 compared to the same period last year (back to levels of 30 years ago), curbed by slow virus containment, low traveler confidence and essential restrictions on travel due to the pandemic. The estimated decline in international tourism in 2020 is equivalent to a loss of approximately 1 billion arrivals and US$1.1 trillion in international tourism receipts. This plunge in international tourism could result in an estimated economic loss of over US$2 trillion in global GDP, which is more than 2% of the world's GDP in 2019 ( UNWTO, 2020 ). The impact of COVID-19 on the tourism industry has highlighted its vulnerability to global disasters ( Jiang and Ritchie, 2017 ). The Organization for Economic Co-operation and Development predicts that tourism will be among the last sectors of the economy to recover lost demand after finally controlling COVID-19. However, COVID-19 can also be regarded as a rare and invaluable opportunity for the tourism industry to rethink and restore the direction of more inclusive, sustainable and responsible development for the future ( UNWTO, 2020 ; Higgins-Desbiolles, 2020 ).

Owing to abundant natural and human tourism resources, Vietnam is known as an attractive tourist destination. In 2019, the country welcomed 18.1 million international tourist arrivals, surpassing Indonesia (16.1 million). It rises to the fourth position in Southeast Asia, after Thailand, Malaysia and Singapore (19.1 million). The tourism industry contributes over 9.2% of the GDP, creating 2.9 million jobs, including 927,000 direct jobs in 2019 ( VNAT, 2021a , b , c ; Tuan, 2020 ). The World Tourism Organization ranked Vietnam sixth out of the 10 countries with the fastest growth rate globally ( Tuan, 2020 ). However, in January 2020, the country recorded its first confirmed case of COVID-19, and the number of COVID-19 infections tended to increase continuously over time. The emergence of the pandemic quickly “froze” Vietnam's tourism industry. The rapid decline in the number of visitors, business activities, revenue and employment rate has caused significant losses to the country's tourism industry and economy.

How severe is the effect of the COVID-19 pandemic to Vietnam's tourism industry?

What are Vietnam's response policies to the tourism industry during the pandemic?

What strategies should be implemented to effectively recover the country's tourism industry after the pandemic?

Methodology

The authors used a combination of quantitative and qualitative research techniques. These two approaches allow the authors to gain a deeper insight into the impact of the COVID-19 pandemic on the tourism industry and to have more practical and scientific bases to propose strategies to recover the country's tourism industry after COVID-19.

Quantitative research

The Mann–Whitney U test was conducted to compare the differences between two independent groups. This test was performed to answer the question of whether any significant difference exists in the number of tourists, revenue and employment rate in the tourism industry in Vietnam between the epidemic and non-epidemic periods. The hypothesis (Ho) is that no difference exists in the number of visitors, revenue and employment rate in the tourism industry during the epidemic and non-epidemic periods The alternative hypothesis (H1) is that a difference exists in the number of visitors, revenue and employment rate in the tourism industry during the epidemic and non-epidemic periods.

The Friedman test was conducted to determine the difference between groups when the measured variable was ordinal. It was used in this study to answer the question over time regarding the increasingly severe course of the epidemic: Is there any difference in the number of visitors, revenue and employment rate in the tourism industry? The hypothesis is that no difference exists according to the evolution of the epidemic.

The Spearman test verified the relationship between two ranked variables: one typed and one measured. In this study, the test was used to examine the association during the epidemic period. A negative correlation was observed between monthly cases and visitors, revenue and employment rates.

Qualitative research

Considering that the COVID-19 pandemic remains complicated on a global scale and its impact on socioeconomic and environmental aspects is still not clearly defined, qualitative research through interviews and focus group discussions is considered relatively suitable for uncovering essential concepts that can go beyond the mere statistical analysis of quantitative research methods ( Bernard, 2017 ; Silverman, 2009 ). Qualitative data were collected by interviewing 20 participants. They are experts and employees in tourism with high professional qualifications, capable of giving opinions to ensure transparency and objectivity in research content (see Table 1 ). Face-to-face interviews were conducted. However, some interviews were conducted online via Zoom cloud meeting software for safety reasons and geographical distance. The interviews were conducted from January to March 2021.

This study adopted a semi-structured interview method to collect information. The interview script was divided into two parts (see Appendix ). Initially, the interviewer was asked to give a general introduction about their age, job position, location and work experience in the tourism industry. The interview topic was focused on the impact of the COVID-19 pandemic on the tourism industry and expectations for post-pandemic tourism recovery. For the expert group, the questions also extended to the content of trend identification, development of the tourism industry after the pandemic and suggestions for developing strategies to recover the tourism industry. The interviews were recorded with participants' permission, and their personal information was kept confidential. The interview data provide the author a basis for clarifying the impact of the pandemic on the tourism industry. Simultaneously, there are more grounds to propose development strategies suitable for Vietnam's tourism industry post-COVID-19.

Descriptive statistics analysis

Impact on tourists and revenue.

After the high growth momentum before the outbreak of the COVID-19 pandemic, Vietnam's tourism industry had an average growth rate of 22.7% in 2015–2019, from 7.9 million visitors (in 2015) to 18.1 million visitors (in 2019). However, the number of international visitors is continuously decreasing due to the outbreak of the pandemic. In 2020, Vietnam only received 3.8 million visitors, a decline of 79.5% compared to the same period in 2019 (see Figure 1 ). Following the downward trend from 2020, in the first 6 months of 2021, international visitors to Vietnam were estimated at only 88.2000 arrivals, down 97.6% over the same period last year ( VNAT, 2021c ).

In general, international visitors to Vietnam by air in 2020 accounted for 80.3% and decreased by 78.6% compared to that in 2019, visitors coming by road decreased by 81.9%, and arrivals by sea decreased by 45.2%. In 2020, visitors to Vietnam from Asia accounted for 73.3% of the total international arrivals, a decrease of 80.4% compared to that of the previous year (see Figure 2 ). Visitors from all major markets decreased sharply: from China, 83.5%; Korea, 80.4%; Japan, 78.4%; Taiwan, 78.8%; Cambodia, 46.6%; and Malaysia, 80.7%. Meanwhile, visitors from Europe in 2020 decreased by 69%, and those from the Americas decreased by 75.7% compared to that in 2019 ( VNTA, 2021b ).

Vietnam's domestic tourists in 2020 decreased by 34% compared to that in 2019, from 85 million (2019) to 56 million (2020) (see Figure 1 ; VNAT, 2021c ). Some localities prospered to welcome domestic tourists in the first quarter of 2021; however, the COVID-19 epidemic continues to break out. Therefore, the number of domestic visitors in the first 6 months of 2021 was only 30.5 million ( VNAT, 2021c ).

Owing to the rapid decrease in the number of tourists, the total revenue from tourists in 2020 also decreased sharply. In 2020, Vietnam's revenue from tourists only reached 312,000 billion VND, which is 58.7% lower than that in 2019. Meanwhile, the country's total tourist revenue decreased in the first 6 months of 2021, reaching only approximately 134,000 billion VND, a decline of 24.2% over the same period in 2020 ( VNAT, 2021b , c ).

Impact on accommodation and travel business

The prolonged COVID-19 pandemic has severely affected thousands of Vietnamese tourism businesses. Tourism businesses have fallen into a state of exhaustion and no longer have the resources to maintain minimum operating conditions. Challenges accumulate when most companies have debts with banks and are almost unable to pay in the current period.

In 2020, only 201 travel businesses applied for new licenses, a decline of more than one-third, compared to the number of new ones in 2019 (725 enterprises). The number of firms that used revocation increased by threefold. In 2020, over 338/2519 international travel businesses have applied to have their licenses revoked, and 90% of them closed. Large enterprises arrange only about 30% of the staff on duty at their physical stores. Employees are given unpaid leave, or their salary are reduced to 80%. In 2021, the number of travel businesses applying to have their travel business licenses revoked accounted for nearly 30% of the total number of licensed companies. Currently, only about 2,200 firms have travel business licenses nationwide, of which many are still closed or shutdown due to a lack of tourists ( VNAT, 2021c ).

The accommodation sector was the first and most affected segment due to the COVID-19 pandemic's onset in early 2020. In the tourism industry's revenue structure, the accommodation and catering businesses had the most significant proportion (in 2019, accounting for 46%), resulting in an extensive damage to the tourism industry. By the end of June 2021, the gathered data are 37,000 accommodations, with 780,000 rooms. The average occupancy of the entire country in the first 6 months of 2021 is only 15%, which is less than 10% in many places. After a period of moderate operation, many establishments had to close ( VNAT, 2021c ).

The COVID-19 pandemic has had a different impact on tourism facilities depending on their type, size and quality. For 3-4-5-star and equivalent tourism facilities, most of them have deep discounts, transform markets, attract domestic customers and experts and a few suspend businesses that operate moderately ( VNAT, 2021c ). Due to the characteristics of serving mainly domestic tourists, tourism facilities with 1–2 stars and equivalent or less operate in moderation. Most homestay community tourists do not even have guests. Further, shared housing systems using technology platforms, such as Airbnb, have mostly stopped working.

Impact on tourism employees

According to the GSO, employees in the tourism industry have been the most affected by the COVID-19 pandemic. In 2020, approximately 60% of the employees of Vietnam's tourism industry lost their jobs due to closure of borders and restriction of domestic travel caused by the COVID-19 outbreak. The number of employed workers in the sector fluctuates by only around 30–40% ( GSO, 2020 ). In 2021, the unemployment rate in the tourism industry continued to increase, reaching approximately 90% of the total number of employees in travel businesses and 70–80% of workers in accommodation establishments ( VNAT, 2021c ).

Inferential statistics analysis

Analysis of differences.

According to the results of the Mann–Whitney U test, the number of tourists (international and domestic), revenue and employment rate during the epidemic period was significantly different from those in the non-epidemic period. The disparity is concentrated in the number of international tourists, revenue and employment in the tourism industry, which is the largest (see Table 2 ). The results show that the COVID-19 pandemic has significantly reduced the number of tourist arrivals in Vietnam. The difference in the number of visitors, revenue and employment rate in the tourism industry between the epidemic and non-transition periods requires the government of Vietnam to control the epidemic to restore tourism activities effectively. Simultaneously, a strategic solution is necessary to increase tourist attractions, emphasizing that “Vietnam is an attractive and safe destination.”

According to the results of the Friedman test, a substantial difference existed in the number of international tourists and revenue over time. This indicates that, when the epidemic becomes increasingly severe (through two outbreaks in 2020), this difference becomes more extensive and significant than when epidemic did not emerge (see Table 3 ).

Correlation analysis

The results of Spearman's rank correlation analysis indicate that the rate of negative correlation is significant between the number of visitors and that of recorded cases by month, but the other variables were not significant. Thus, evidently the Spearman test is true to the actual situation, with a negative correlation between the number of infected cases and that of tourists, the outbreak of the disease and the number of tourists decreasing due to the increasing awareness of epidemic prevention. Therefore, tourism planners and managers, along with the government of Vietnam, must promote propaganda on safe epidemic prevention measures and raise public awareness to contribute to disease control. This aims to reduce the negative correlation between the number of tourists and the evolution of the pandemic (see Table 4 ).

Interview analyses

The summary of the results of interviews with 10 experts and 10 employees in the tourism sector indicates that they all believe that Vietnam's tourism industry is greatly affected by the COVID-19 pandemic. The pandemic has placed tourism businesses and employees in more difficult situations than ever before.

The COVID-19 pandemic has forced most travel businesses to transform their business models or hibernation. “ 100% of the instructors at the company are out of work during the outbreak [ …], now because resources have been exhausted, businesses are forced to give employees a break, only retaining the core force to working with partners to ensure the best interests of customers” (Interviewer No. 8). Similarly, the 7th interviewer said, “The company's revenue is currently zero. The company is forced to give 80% of its employee's unpaid leave, keeping only key personnel ” (Interviewer No. 9).

According to tourism workers, about 80% are currently unemployed (62.5% were unemployed in 2020, and 37.5% remained unemployed in early 2021). “ It's a pity to take a break, but the tourism industry is still struggling, I do not know when it will recover. Also, because of life, I had to change jobs ” (Interviewer No. 16). “ Over ten years in the profession, never before have we experienced such a great mental crisis, we are almost exhausted, tired […]now the company has cut 90% of its workforce only retained some key positions to maintain ” (Interviewer No. 14). Currently, most tourism workers who have lost their jobs have moved to other jobs or have attempted to find new jobs. Among the respondents, only 20% of the employees were still working in the tourism industry with a salary of 80%, while 62.5% had switched to other fields, such as business and tourism, online business, teaching, real estate business and shipping. However, up to 37.5% of employees did not find a new job. Life has been challenging because of the loss of the primary source of income. “ Many tourism workers, after being cut, have found a suitable job, have the same income as before, and their passion for tourism has disappeared which is making them no longer need to return to the industry ” (Interviewer No. 18). When they found a new job, about 60% of the employees answered that they did not consider returning to the tourism industry when the pandemic is under control. This poses a significant challenge in the future when the tourism industry is revived. There may be a significant shortage of human resources, especially for high-quality human resources who have specific skills wherein the training cannot be done in a short time.

Vietnam's policy response to the tourism industry during the COVID-19 pandemic

From the first recorded case in January 2020 to May 31, 2021, Vietnam has a total of 7,312 confirmed cases, including 4,224 active patients, 47 deaths and 3,030 recoveries ( Table 5 )

In terms of distribution, all provinces and cities of Vietnam have recorded different numbers of COVID-19 cases. The regions with the highest number of cases are Bac Ninh, Da Nang, Ho Chi Minh City and Ba Ria – Vung Tau, which are also important tourist centers in Vietnam (see Figure 3 ).

In response to the COVID-19 pandemic, the government of Vietnam and stakeholders have implemented prevention and control measures to reduce the spread of the disease in the community (see Table 6 ). The quick and timely response of the Vietnamese government has contributed to minimizing the negative impact of the pandemic on Vietnam's socioeconomic status in general, and particularly the tourism industry.

The MCST has a plan to issue specific instructions on disease prevention measures at attractions to ensure tourists' safety and simultaneously launched the program, “Vietnamese people travel to Vietnam.” The program's goals are to stimulate domestic tourism, promote communication and promote safe destinations for epidemic prevention and control during the period when the epidemic is under control.

In general, Vietnam's response policies to the pandemic in 2020 and the first half of 2021 have been relatively successful. The promulgation of strict guidelines, zoning and isolation of infected cases have helped Vietnam control the epidemic situation (as of May 2021). However, for sustainable socioeconomic development in general, the country's tourism industry particularly should have more appropriate adaptation strategies to the new situation to prevent the epidemic while not harming social and economic development.

Strategy to recover Vietnam's tourism industry post COVID-19.

Building a safe tourism environment : The medical crisis caused by the COVID-19 pandemic has had a significant impact on the psychology of most tourists when deciding to travel. Therefore, a safe tourism environment should be established to attract tourists after the pandemic. These safe tourism aspects include safe destination, safe accommodation facilities and service providers, ensuring the prevention of the disease according to the Ministry of Health and World Health Organization and tourists having complete information and knowledge about disease prevention.

Tourism market development strategy : The existence of the COVID-19 pandemic has significantly changed the needs and psychology of tourists. “ Tourists tend to choose destinations with a short distance, in the region or the country with a shorter period instead of choosing a distant tourist destination to ensure health safety factors health, save budget, reduce risks and be more proactive in unexpected situations ” (Interviewer No. 1). Therefore, the strategy is to develop a domestic tourist market by combining international calls with high affordability. To stimulate tourism demand in the domestic market, there is a need to actively develop new products and services, improve professionalism in customer service and provide promotions and discounts. Meanwhile, the international tourist market should focus on markets that are high paying and already have vaccine passports, such as the US, European countries, Australia, New Zealand and countries such as South Korea and Japan; next to the traditional visitor market is China.

Strategy of diversifying and improving the quality of tourism products: “ The demand for tourism after the social distancing will be huge [ …] the preferred destinations for tourists will be the destinations to peace, away from crowded destinations ” (Interviewer No. 8). Therefore, after the pandemic, Vietnam's tourism product development strategy must focus on developing natural tourism products, such as sea tourism and unspoiled islands, which are less affected by humans. Another strategy is developing cultural products associated with heritage and festivals, visiting local areas and learning about local culture and lifestyle, and developing craft village tourism and community tourism combined with a homestay. New types of tourism, especially healthcare tourism, convalescence tourism, and MICE tourism, might greatly attract tourists after the pandemic.

Innovating marketing activities: After the COVID-19 pandemic, Vietnam's tourism marketing strategy should focus on the message such as “Enjoy peaceful Vietnam” and hashtag #VietnamSafe to convey that Vietnam is a safe and reliable destination with a high sense of epidemic prevention. Another technique is segmentation of guest markets, and this includes domestic tourists (focusing on the middle-class segment, middle- and high-end income, family, resort), tourists from Southeast and Northeast Asian countries (high-income customer groups; entertainment and relaxation needs after the stressful lockdown; golf, beach tourism, relaxation tourism), tourists from China (high-income segment, traveling with families or small groups, high-end resort tourism, high demand) and tourists from Europe and North America (medium income, seeking safety and peace, traveling in small groups, family or friends).

Strengthening digital transformation in tourism: To recover Vietnam's tourism industry after COVID-19, there is a need to improve digitization of tourism data, build a tourism information system, promote the general application of digital technology for tourism marketing and innovative destination management, connect data with related industries and develop experience-related applications on Internet platforms (e.g., visual tour or interactive) are necessary.

Strategy to maintain and develop human tourism resources : After the COVID-19 pandemic, Vietnam's tourism industry will likely lack a highly qualified workforce because many human resources during the pandemic transitioned to other professions. Therefore, the tourism industry should implement a strategy to maintain and gather human resources by supporting monetary policies and providing training on practical career skills by experienced professionals. Other techniques are innovating teaching-related theories with suitable content, applying new technologies in training and empowering employees.

Support strategies for tourism businesses: Particularly, 7 out of 10 of the experts interviewed suggested that there should be a support strategy from the government for tourism businesses. “Government should be tax exemption and reduction policies for tourism businesses, applying electricity prices according to the unit price of electricity produced for restaurants, tourist accommodation services instead of using service rates service” (Interviewer No. 8). The government's strategy to support tourism businesses should focus on financial support policies (e.g., exemptions, tax breaks, fees for companies), training support policies (e.g., organizing training programs and fostering human resources to support businesses to ensure the quality of resource supply for the tourism industry) and policies to help logistics associated with tourism.

Developing tourism toward green growth : After COVID-19, tourists tended to be interested in green tourism activities, low carbon emissions and environmentally friendly green destinations. Therefore, Vietnam should transform its tourism development model toward sustainability to attract tourists after the pandemic. It should also focus on developing tourism activities toward nature conservation and restoration, creating green spaces with less greenhouse gas emissions and bringing more benefits to indigenous communities.

In this paper, we presented the impact of the COVID-19 pandemic on Vietnam's tourism industry and proposed strategies for its recovery after COVID-19.

The effects of the COVID-19 pandemic on Vietnam's tourism industry were analyzed based on two data sources from state agencies, and interviews were conducted by the author in early 2021. Results of the non-parametric test method used in this study indicate the large difference of Vietnam's tourism industry before and during the pandemic. The tourism indicators (i.e., number of visitors, revenue and employment rate) tended to decrease compared with the pre-pandemic period. Consequently, the overall economic efficiency of the tourism industry has declined, and its role in national economic growth has been reduced. The analysis results also show a negative correlation between the number of cases confirmed and that of tourists who travel. With more issues identified, the number of people traveling decreases due to psychological reasons, fear of pandemic-related problems and border closure policies of countries. However, due to limited statistical data sources, in the correlation analysis, new statistics only shows that the number of infections is inversely proportional to the number of tourists in a month. Regarding sufficient statistics and time, the author believes that the analysis will fully reflect the impact of the pandemic on Vietnam's tourism industry and will help the tourism industry. Authorities have promulgated policies to proactively and promptly respond and adapt to the complicated developments of the pandemic. Additionally, the impact of the COVID-19 pandemic on the tourism industry was evaluated and analyzed by the authors based on the opinions of 10 reputable and experienced experts in policymaking and research and development in tourism business and 10 highly qualified and senior workers in the profession. The experts and employees share the same view in that COVID-19 caused significant damage to Vietnam's tourism industry. The expert group assessed the impact of the pandemic on the tourism industry in a broad manner. Conversely, employees focused on the effects of the pandemic on employment and income and hope that it can be controlled so they can go back to work. Further, combining interview data and statistics was important to the author during the research process. The interviews gave the authors sufficient strategies to practically and effectively recover Vietnam's tourism industry after COVID-19. Based on statistical analysis and consultation with experts and employees, we proposed eight sets of strategies to help the tourism industry recover after the pandemic. These strategies are related to the following: safe tourism environment, tourism market development, marketing strategy in a new context, digital transformation in tourism, human resource development, systems on supporting mechanisms and policies and tourism development toward green growth.

As the COVID-19 pandemic continues to have complicated effects both worldwide and in Vietnam, it can be surmised that Vietnam's tourism industry may take 2–3 years, perhaps even longer, to fully recover. However, the government is determined to address the pandemic, and stakeholders have a consensus in the development of the tourism industry, combined with the rational use of well-founded recovery strategies for the recovery of Vietnam's tourism industry promptly.

Changes in the number of tourists of Vietnam in 2016–2020

Number of international visitors to Vietnam in 2020 by continent

Number of COVID-19 cases in Vietnam by administrative unit

Demographic characteristics of the interviewees

Relationship between the number of infections and the variables of the tourism industry

Source(s): Author's summary

Part I. Demographics

How many years have the respondents worked in tourism?

Current job positions

Where (in which city) does the respondent work?

Part II. List of interview questions:

The COVID-19 pandemic has created unprecedented changes in the tourism industry. Could you tell us about the differences in Vietnam's tourism industry before and during the pandemic? Please tell us about the specific damages to the unit under your management.

Please tell us about the limitations and challenges that Vietnam's tourism industry has faced during the COVID-19 pandemic.

How did your business/unit maintain its recovery direction during the pandemic period when it is controlled?

Based on your opinion, should the Vietnamese government have supportive policies so that the tourism industry can maintain and recover from the pandemic?

After the COVID-19 pandemic, the tourism industry experienced drastic changes. How do you think the tourism behavior of Vietnamese people changes? What strategies should the tourism industry have to adopt to such changes?

What do you think the tourism industry should change to contribute to effective and sustainable development when the COVID-19 pandemic is controlled?

Have you encountered any challenges during the COVID-19 pandemic? If so, can you describe some of these critical challenges or barriers?

How has the government/business support you received in keeping your job during the pandemic? What support have you received from the government and your businesses? (iii) What was your job before the COVID-19 pandemic? Did you have any difficulty transitioning to a new job?

Do you desire to return to work in the tourism industry after the COVID-19 pandemic has been controlled?.

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Vietnam unveils tourism marketing strategy for 2030.

06 Mar 2023

The plans contribute to the Vietnam Tourism Development Strategy for 2030.

The principal objective of the strategy is to promote Vietnam as an attractive destination to meet the demand of high-spending tourists, receive 18 million international and 130 million domestic tourists, and maintain a growth rate of between 8% and 9% each year by 2025. In addition, the strategy also aims to welcome 35 million foreign travellers with an annual growth rate of 13% to 15%, as well as 160 million local holidaymakers with a growth rate of between 4% and 5% per year by 2030.

Furthermore, national tourist destinations will underline the core value of the country’s tourism brand, SGGP News reports. This is linked to cultural identities, cuisine, ancient heritage and natural landscapes, providing unique travel experiences for visitors to the country.

In addition, the promotion of Vietnam’s tourism brand will continue, dubbed “Vietnam – Timeless charm.” Within these plans, destinations including Ha Long, Nha Trang, Phan Thiet, Phu Quoc, Da Lat and Sapa will be boosted, as well as industrial, educational, sports, yachting and MICE (meetings, incentives, conferences and exhibitions) tourism.

The plans will also see a return to traditional international markets and be an attractive destination for the emerging markets of India and Middle East countries up until 2025; and grow the traditional markets of Russia and countries in North-East Asia, Europe, ASEAN, North America, and Oceania between 2026 and 2030.

Moreover, the project comprises key tasks and solutions, particularly digital marketing activities and digital technology, to construct databases serving tourism marketing strategies.

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Explained: The Slow Recovery of Vietnam’s Tourism Industry

While Vietnam’s regional tourism peers have rebounded to around 25 percent of their pre-pandemic tourist trade in 2022, Vietnam has fallen behind. This article explores the reasons why, what could happen next, and how foreign companies could potentially benefit.

As soon as it became clear that COVID-19 wasn’t just another cold but rather the makings of a devastating pandemic, Vietnam closed its borders. In fact, it was one of the first countries to make the move but was quickly followed by many others.

This was succeeded by a snap lockdown. Flights were grounded, restaurants were shut, and tourist hotspots like Hanoi’s Turtle Lake and Ho Chi Minh City’s Beer Street were closed for business.

But whereas that first initial lockdown was only brief for most businesses – in some places just a few weeks – for the tourism sector it was the start of a long period of layoffs, bankruptcies, and financial pain that has still not come to an end.

So what happened? How did it happen? What’s next? And where are the opportunities for foreign firms?

There was a pivot to domestic tourism

When the cities opened up again after that first, brief initial lockdown, the tourism landscape had changed considerably. With foreign tourists out of the equation, Vietnam’s tourism enterprises swiftly shifted their focus to domestic travelers.

But the Vietnamese do not travel like their foreign counterparts. Most notably, they have an average spend of about US$49 a day whereas foreign tourists typically spend more than double that – at an estimated US$117/day.

Furthermore, not only do Vietnamese tourists spend less, they also speak the native language and have an in-depth understanding of the locations they visit. This means that cultural traditions and practices that are a novelty for foreign tourists are just a normal part of everyday life.

As a result, the tourism sector had to pivot.

Specifically, with international arrivals more or less gone, foreign language skills, which had been a huge selling point for Vietnam’s tourism workers, were no longer needed.

This was, however, somewhat serendipitous. While tourism was in decline, cross-border digital services were on the way up. Technology companies in Vietnam were making bank selling video games, mobile phone applications, and a broad range of software online to people in lockdown all around the world. And, as their operations scaled up, so too did their customer service teams – and this meant hiring vast numbers of workers with foreign language skills.

At the time, this was somewhat fortuitous as it meant employers could avoid laying off workers, and workers were not out of work for too long. However, as the pandemic persisted and many tourism workers found new career paths, there was a risk of losing a generation of workers along with a huge volume of institutional memory.

Changes in immigration policy

But as the tourism sector was shrinking, another challenge was emerging.

An overhaul of Vietnam’s immigration policy was taking place and a number of key changes were being made affecting access and mobility.

Before COVID, most tourists passed through immigration either visa-free if they were from one of 25 countries that were permitted to do so, or with an e-visa valid for 30 to 90 days that they could get online.

During COVID-19, however, 90-day tourist visas were effectively done away with (except for people on package tours). Moving forward, tourists would need to apply to extend their visa if they wanted to stay for longer than the prescribed 30 days.

It is not exactly clear what the motivating factor was behind this change; ostensibly, it was a move to get foreigners in Vietnam onto the correct visas – before the pandemic it had been common for foreign workers to stay in the country on 90-day tourist visas, which they would renew by completing day-trips to Bangkok every three months.

With borders closed, however, it was difficult to ascertain the impact these changes would have. As a result, when they came into force in July of 2020, they passed by mostly unnoticed, hidden behind Vietnam’s border restrictions.

Attempts to open up in 2021

Early on in 2021, COVID-19, which had been remarkably contained for over a year, finally got its hooks into Vietnam, ravaging Vietnam’s cities, and sounding the death knell for many tourism businesses.

By the end of 2021, an estimated 90-95 percent of tourism businesses had closed their doors for good or had changed their core operations – the tourism sector was bleeding out.

But there was hope. Vaccinations rates were rising and a pilot program ‘travel bubble’ had been approved for the island of Phu Quoc off the south coast of Vietnam. In November, 209 Korean tourists would arrive at the island for a four-day, three-night package holiday – complete with COVID-19 safeguards.

But this was just a drop in the ocean when it came to the US$32 billion dollar tourism revenue hole created by the pandemic.

For the sector to be revived, travel restrictions would need to be done away with in their entirety.

That said, at the beginning of 2022, the dark clouds started to part for Vietnam’s tourism industry when on February 14, the decision was made to reopen Vietnam to tourism a month later, on March 15. The sigh of relief from the tourism industry was almost audible.

This optimism, however, was to be short-lived when just 10 days later Russia invaded Ukraine.

Russian sanctions hit Vietnam’s tourism industry

Vietnam’s tourism sector is heavily reliant on a few key locations, which are often frequented by specific nationalities. As a result, the absence of Russian travelers was expected to have a concentrated impact, rather than a significant one.

In coastal towns like Nha Trang, most signage, including menus and price lists, is written in Russian followed by English. Russian tourists have been a significant source of revenue for Vietnam’s coastal tourist towns, especially during the winter months when they seek warmer climates. There are also long standing ties from Russia’s Soviet days.

However, due to the global banking system’s exclusion of Russia and the country’s struggling economy under sanctions, holidaying abroad was becoming increasingly difficult and costly for Russians. Flights between Vietnam and Russia were also suspended, forcing Russian tourists to transit through third countries, making travel to Vietnam more expensive.

China maintains COVID-zero policy for most of 2022

But while the missing Russian tourists undoubtedly had an impact, it was the absence of Chinese tourists that would really hold Vietnam’s tourism sector back.

For most of 2022, Vietnam’s neighbor to the north stubbornly refused to reopen its borders, cutting off Vietnam’s biggest source of foreign tourists – in 2019, Chinese visitors accounted for more than a quarter of Vietnam’s international arrivals.

As a result, when borders finally reopened on March 15, the festivities were somewhat muted – Vietnam’s tourism sector was not out of the woods yet and would continue to struggle for some time to come.

One year later…

The response to Vietnam’s reopening from the international traveling community was lackluster at best. Despite heavy discounts on accommodation and flights, the rising dragon struggled to breathe life back into its tourism industry.

In 2022, Vietnam welcomed just 3.6 million tourists, around 18 percent of its pre-pandemic 19 million. For contrast, Thailand received 10 million tourists, 25 percent of its 2019 traffic (which was 40 million), and Indonesia counted 4.6 million guests, just over 28 percent of the 16 million arrivals it received in 2019.

Visa reform has been touted as one way to give the sector a much-needed boost. This has been acknowledged by the authorities. The Vietnamese government, last week, announced it would submit to the National Assembly a draft law that would extend visa-free periods to 30 days and bring back three-month tourist visas. The logic being that the longer tourists stay in Vietnam, the more money they spend.

China has also reopened its borders to select countries and Vietnam has made the list.

Russia, however, is another kettle of fish. Vietnam welcomed less than 40,000 Russian tourists in 2022 well below the pre-pandemic 650,000 it received in 2019. When these numbers will return to normal will depend on external factors well beyond Vietnam’s control.

That said, Vietnam will still have to deal with internal factors, including deep-seeded sustainability issues, in order to future proof its tourism sector.

In 2021, Euromonitor International ranked the Southeast Asian nation 96th out of 99 on its tourism sustainability index . Litter on Vietnam’s beaches and water pollution are becoming increasingly off-putting to foreign visitors.

This may be partly why its rate of return among tourists is relatively low. Just 5 percent of tourists return to Vietnam ; by comparison, in Thailand, that figure is around 50 percent. This will need to be addressed in the future to ensure the long-term survival of the sector.

For now, however, an air of optimism has returned once more, with the aforementioned visa changes and China’s reopening expected to give the sector the sorely needed leg-up it’s crying out for.

Opportunities for foreign investors

The economic cost of prolonged border closures is still weighing heavily on the tourism sector. The local media is filled with stories of hotels up for sale as owners struggle to make ends meet .

Famously, Vietnam’s ‘Gold Hotel’ (the Dolce by Wyndham) is up for grabs. Though it’s hoped that the hotel in Hanoi will bring its owners the hefty price of US$200 million, this is on the more expensive side and there are much lower priced options out there.

In coastal cities like Danang, almost finished construction projects stand dormant with developers out of money. Existing businesses are also cash starved and keen to restructure into joint-ventures. This may be a good opportunity for foreign hoteliers to enter the market at a discount.

Hospitality, restaurants, and bars have also gone in many places amid the dwindling demand. Investors who have the resources to wait could consider entering the market now and ride the wave of recovery when it inevitably comes.

Foreign tour operators might also consider this the ideal opportunity to try running tours to the Southeast Asian nation. With excess capacity in hotels and tourist services, heavy discounts may be on offer. They may also find the pre-COVID crowds vastly diminished offering visitors a somewhat calmer and more unique experience.

On that note, firms that wish to find out more about or gain access to these opportunities should contact industry advisors at Dezan Shira and Associates .

The future of Vietnam’s tourism sector

Vietnam’s tourism industry saw 2.69 million tourists in the first quarter of 2023, representing 33 percent of its targeted 8 million international arrivals by the end of the year. This has contributed around US$6.85 billion in revenue from accommodation and catering services.

While these numbers are still below pre-pandemic levels, the country is off to a promising start. The tourism sector appears to be responding well to global economic challenges, although it is starting from a relatively low point.

Moving forward, it is essential for the industry to continue its sustainable and resilient recovery. This will not only benefit the economy, but also ensure that foreign visitors can enjoy Vietnam’s tourist attractions for years to come.

Vietnam Briefing is published by  Asia Briefing , a subsidiary of  Dezan Shira & Associates . We produce material for foreign investors throughout Eurasia, including  ASEAN ,  China ,  India ,  Indonesia ,  Russia  & the  Silk Road . For editorial matters please contact us  here  and for a complimentary subscription to our products, please click  here .

Dezan Shira & Associates  provide business intelligence, due diligence, legal, tax and advisory services throughout the Vietnam and the Asian region. We maintain offices in Hanoi and Ho Chi Minh City, as well as throughout China, South-East Asia, India, and Russia. For assistance with investments into Vietnam please contact us at  [email protected]  or visit us at  www.dezshira.com

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Vietnam unveils new tourism campaign and development plans

A new tourism campaign, titled  Live fully in Viet Nam , will kick off for 2022-2023, with a focus on casting the country in a “safe, friendly and hospitable” light.

Sharing details on the new campaign on October 5, ahead of the country’s hosting of the Mekong Tourism Forum in Quang Nam next week, deputy minister of culture, sports and tourism, Doan Van Viet said the marketing plan would centre on “smart and sustainable tourism development followed by green and responsible travel”.

Quang Nam, named the green destination of Vietnam’s national tourism year 2022, is said to play “an increasingly important role as part of our tourism cluster strategy”.

Quang Nam, according to Doan, is regarded as a visitor-friendly destination, thanks to its “natural resources and wonderful coastline” as well as “vibrant culinary scene, many cultural attractions, and a diverse history”.

“For tourists seeking a sustainable travel experience where (they) can learn as well as appreciate nature, Quang Nam is home to productive farms, handicraft villages, rivers, mountains, and unspoiled natural attractions,” he added.

Besides Quang Nam, Vietnam is also working towards developing more regions for tourism under the Viet Nam Tourism Development Strategy to 2030.

“The strategy clearly defines our goal in developing modern and holistic infrastructure, especially transport infrastructure in tourism clusters, national tourist sites and areas with tourism potential. We are taking an inclusive approach to tourism infrastructure development, which focuses not only on international-class tourism destinations, such as Hoi An, Sapa, Ha Long, Da Nang, Nha Trang and Phu Quoc, but also on secondary tourism destinations, especially ones with potential to connect to regional tourism networks,” he details.

Vietnam has been part of the Greater Mekong Subregion cooperation for the last 20 years, participating in four regional tourism infrastructure development projects sponsored by the Asian Development Bank. The latest project is the Second GMS Tourism Infrastructure for Inclusive Growth Project.

“These projects were designed to improve the accessibility to secondary tourism destinations in provinces along GMS economic corridors as well as enhance the environmental conditions and urban infrastructure for tourism development,” he said.

With Vietnam’s support of the 2022 Mekong Tourism Forum, Doan said he hopes to achieve three outcomes: “First, to strengthen linkages between the leaders of the sub-region’s tourism industry, with the aim of rapidly recovering the tourism industry in a sustainable, resilient and comprehensive way, to promote the sub-region’s tourism as a common destination.

“Second, to introduce the city of Hoi An, voted as one of the 25 best cities in the world; also, to introduce Quang Nam in Central Vietnam as an ideal destination for green and sustainable tourism, rich in cultural values, full of amenities of a top-class beach resort.

“Third, the Forum demonstrates the recovery of the tourism industry, the return of sellers and buyers in the region, after a period of travel freeze. Our aim is to promote a rapid recovery of international tourism and create sustainable tourism supply and demand.”

He urged tourism leaders and delegates at the event to “focus on practical goals that make the travel and tourism industry better for the benefit of our populations”.

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• Vietnam’s tourism market 2023: Opportunities…

Vietnam’s tourism market 2023: Opportunities and Challenges

Vietnam’s tourism aims to welcome 110 million tourists (8 million foreign arrivals and 102 million domestic tourists) in 2023. This is seen as a challenging goal. Last year is considered the year of record growth of Vietnam’s domestic tourism with 101.3 million tourists. This number nearly doubles the set target of 60 million visitors and even higher than the 2019 level (85 million visitors). But in 2022, Vietnam received just 3.5 million international visitors, reaching 70% of the target of 5 million visitors.

Vietnam’s tourism market in 2023 is forecasted to face many uncertain variables.

The domestic market will be an important driver of Vietnam’s tourism, but the game won’t be easy

The Vietnamese market will reach 100 million people in 2023. With the growing market size, diversified travel demand and resilience demonstrated in 2022, the domestic market is forecasted to continue to play an important role in the period 2023-2024, especially when the inbound market in Vietnam still has many variables.

In 2022, the domestic tourism market has completely recovered in terms of visitor numbers. Therefore, it’s hard to expect the continued explosive growth of the market. Tourism businesses will face more challenges in attracting the domestic market than in 2022. That’s because the pent-up demand to travel has been solved, and the advantage of opening tourism early is also no longer there. Moreover, competitive pressure on the attractiveness of products due to the almost complete return of outbound tourism, and the bad economy lead to the possibility of tightening spending in the new year.

In-region traditional markets continue to play a big role to Vietnam’s inbound tourism

Of the 3.5 million international visitors to Vietnam in 2022, nearly 70% come from Asian countries. They are tending to prioritize trips in the region currently due to safety and trip costs . Combined with the structure of the pre-epidemic inbound market in Vietnam, it shows that the Asian market is likely to continue to be the key of Vietnam inbound market in 2023. Businesses can expect continued growth of the Korean market, the return of Japan and Taiwan as well as a new wave of Southeast Asian markets such as Thailand and Singapore.

However, in fact, the awareness of Vietnamese destinations in the post-pandemic period of the above destinations is now only at an average level. According to Outbox’s survey in October 2022, the average awareness of the Vietnamese destination in the three markets of Korea – Japan – Taiwan is only 4.1/7 points. It requires businesses to have more efforts and clear solutions in accessing and understanding these markets to be able to compete with other destinations in the region.

The return of Chinese market

China has officially reopened to international tourism from January 8, 2023, and allowed people to travel abroad again from March. This is considered good news not only for Vietnam’s tourism industry but also for the whole world because of the great contribution of the Chinese market in the pre-epidemic period. The opportunity for Vietnam’s tourism to soon complete its target will depend a lot on China, our largest market.

Nevertheless, in fact, the possibility that the Chinese market can absolutely recover only in Q2-Q3 of 2023 at the earliest and depends on the financial capacity of the Chinese people. Particularly for Vietnam, the return of the Chinese market will be even slower than that of other destinations in the world such as Europe or Japan (which is the traditional choice of Chinese high-end customer segment, forecasted to return sooner than the affordable segments).

The return of the Chinese market also brings many new risks and pressures on local authorities due to differences in its epidemic prevention plan. This requires the tourism industry and Vietnamese travel businesses to soon develop a policy to welcome Chinese tourists in accordance with the new context, minimizing the risks while ensuring the competitiveness in attracting this world’s largest tourist market back.

New chances from new markets

In 2023, one of the approaches that Vietnamese travel businesses can consider is to gradually create new markets to reduce the pressure of dependence on traditional markets as well as create advantages in the medium and long term.

India is being seen as a new opportunity for travel businesses thanks to its great growth potential and increasingly convenient connectivity. However, in terms of market characteristics, India is a quite complex market with diverse customer segments, and still relatively different if compared with the existing products and services of Vietnam. In the current market competition pressure, being able to effectively access and exploit this market requires businesses to have full research on the market profile, thereby choosing suitable segments for their products and services. Traditional market access options simply will no longer be relevant.

Learn more about Market Profiling, one of our research solutions

This solution gives a detail portrait and consuming behavior of the target audiences. It is used to define market segment and craft a better view of audience’s need and interest to make product and marketing decision accordingly.

Besides, new markets can also be understood as refreshing existing traditional markets, accessing old markets more deeply, and building more detailed customer segments. The awareness about Vietnam from traditional markets is only at an average level. Therefore, Vietnam’s tourism still has a lot of opportunities in niche market segments on the basis of improving the ability to understand customers in each segment, thereby raising the overall awareness level of the whole market. To do that, a go-to-market strategy with specific market research solutions needs to be deployed from each business to the entire tourism industry.

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THE VOICE OF VIETNAM - VOV World

Vietnam's tourism development strategy.

Vietnam’s tourism industry set a record last year by attracting 6 million foreign visitors. The sector will officially launch a new strategy this year with a new logo and the slogan “Vietnam-timeless charm”.

This year, Vietnam’s tourism will officially implement a new strategy until 2020 with a vision toward 2030 and work out a number of plans to develop key tourism areas. Under the strategy, by 2020, tourism will have become a spearhead economic sector with high professionalism, comprehensive and modern infrastructure and high-quality products reflecting the national character and competitiveness with other countries in the region. Mr. Nguyen Van Tuan elaborated: " We will keep improving the quality of service and the tourism environment. Promotion programs will continue inside and outside the country. Socio-economic efficiency is the ultimate target and enterprises are the impetus for sustainable development. Building tourism products and promoting trademarks are breakthrough factors. Those are the lessons we learned from the tourism strategy over the last 10 years."

Vietnam’s new tourism strategy has several new points: growth, quality, trademarks, professionalism and efficient use of all resources and national advantages. The strategy particularly focuses on developing trademarks, a key factor in international competition. The sector has identified specialized forms of tourism such as ecological tourism and cultural tourism. La Quoc Khanh, Deputy Head of Ho Chi Minh city’s Department of Culture, Sports and Tourism says that green tourism will be one of the main products that the city offers: " There will be some tourism itineraries from Ho Chi Minh city to Cu Chi Tunnel, Binh Duong and along the Sai Gon river. We are organizing tours to explore forests in Can Gio by boat. This tourism form exploits  ecology while protecting the environment and ensuring sustainable development."

The tourism sector has divided its markets according to the customers’ interests and budget. In the domestic market, the main focus will be on resorts, recreation areas and shopping. For the overseas market, the sector aims to expand its operations into more foreign markets like Northeastern Asia, Asia-Pacific, Western Europe and North America. Vietnam aims to welcome 10.5 million foreign and 48 million domestic tourists with estimated revenues of 19 billion USD by 2020.

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Three trends shaping Vietnamese tourism in 2024

The trend of green tourism, combining cultural learning or music events, is expected to help Vietnam's tourism industry develop.

Traveloka President, Mr. Caesar Indra, commented that Vietnam's tourism industry is experiencing outstanding growth, contributing 6,24% to the country's Gross Domestic Product (GDP) in the first 9 months of the year. "This contribution, especially from domestic tourism, is very important in times of global economic instability," according to Mr. Indra.

Representatives of Southeast Asia's leading tourism platform also pointed out trends that are and will continue to "shape the Vietnamese tourism market" next year. Mr. Caesar said these predictions are based on data and user experience on the application.

Tourism associated with events and music nights is one of the prominent trends in recent times. Blackpink's concert in Hanoi "is a typical example". The event attracted double the number of bookings on the Traveloka app compared to a week before the event. Blackpink's two concert nights not only had tourists from other provinces and cities in Vietnam but also attracted visitors from Asian countries.

According to estimates by the Hanoi Department of Tourism, during the two nights of BlackPink's concert, the total number of tourists coming to Hanoi was about more than 170.000, and tourism revenue reached more than 600 billion VND. The number of flight bookings to Hanoi at that time increased 10 times.

Blackpink's music night in Hanoi on July 29. Image: Ha Thu

"Event tourism brings great opportunities to the tourism industry, attracting the majority of young tourists," Mr. Caesar said.

This trend continues to grow in Vietnam, on November 21-22, the band Westlife will come to Ho Chi Minh City to perform. Mr. Caesar predicted that the two concerts of this famous music group could create a strong wave for local tourism. "The closer the event date gets, the higher the number of customers booking services through the platform increases."

Mr. Caesar Indra expressed his hope that in the coming time, many international stars will come to Vietnam, promoting tourism through music nights.

Trend Sustainable Tourism is also on the rise, this is considered a positive tourism trend. Traveloka's data shows a notable shift in traveler preferences. "Young travelers tend to minimize their impact on the environment, looking for green experiences and accommodations during their trips," Mr. Caesar commented.

Destinations such as Ninh Binh and Hoi An have significantly increased the number of searches and service bookings. These destinations are popular for their natural beauty, preserved cultural heritage, eco-friendly accommodation, and engaging experiences with local people. Accommodation demand of tourists coming to Ninh Binh in the first half of 2023 has increased dramatically by more than 80% compared to 2022.

Vietnamese guests participate in a cycling experience to explore Thung Nham, Ninh Binh. Image: Hoang Le Quyen

Travel associated with learn culture is also a key trend in Vietnam. Vietnam's Ministry of Culture and Sports has initiated a project to build a national cultural tourism brand. Specific goals in the Strategy for developing Vietnam's cultural industries to 2020, vision to 2030 determine the development of cultural tourism to account for 10-15% of the 8 billion USD of total tourism revenue and strive to By 2030, accounting for 15-20% of the 40 billion USD total tourism revenue.

According to analysis of user data on Traveloka, destinations including Ho Chi Minh City, Hanoi, Da Nang, Phu Quoc, Da Lat, Nha Trang and Hue are sought after by many tourists to explore local culture.

Mr. Caesar Indra said that the platform is also focusing on "enriching destination information" so that tourists can learn more deeply about the culture of the place they travel to. For example, when tourists search for the keyword "Phu Quoc" on the application, they can view information about cultural heritage, synthesize appropriate tourist experience activities, and promote cultural learning right from the start. local scope.

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