The Insiders Forum HCMC – a conference bringing together many leaders, investors, and experts in the tourism sector – has painted a picture of Vietnam's tourism industry during a period of strong transformation.
During a discussion on digital customer experience, Mr. Ngo Thai Ngoc, Regional Manager of Trip.com, stated that since 2023, the group has significantly increased its investment in technology development, with an average rate of $1 spent on technology for every $4 of revenue.
Independent travel, digital experiences, and behavioral data.
From a market perspective, Richard Burrage, founder of the research firm Cimigo, stated that the travel behavior of Vietnamese people has changed significantly in just a few years.
By 2025, approximately 80% of Vietnamese tourists will travel domestically independently, and 70% of international visitors to Vietnam will not be on organized tours. Gen Z, Millennials, and the emerging middle class are leading the trend, with high expectations for digital experiences: fast, flexible, and personalized.
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From iconic landmarks to a range of cultural and culinary experiences, Ho Chi Minh City is one of the most attractive destinations for international tourists in Vietnam. Photo: Linh Huynh. |
While in 2019, tourism demand was heavily concentrated in June, by 2025, the peak season will have spread across the last six months of the year, particularly from October to December. According to Mr. Burrage, focusing marketing and product promotion on the summer is no longer appropriate; the tourism industry needs more balanced campaigns to distribute demand throughout the year.
In addition, the quality of trips has also changed. Frequent travelers tend to extend their trips to 4-7 days, spending more on shopping, high-value services, and additional experiences. The average budget for Vietnamese tourists is currently around 9.69 million VND per trip.
Cimigo's data shows that tourists from Ho Chi Minh City prioritize domestic travel (94%), with familiar destinations such as Da Lat, Hanoi , and Vung Tau; while tourists from Hanoi focus on Quang Ninh, Da Nang, and Ho Chi Minh City. Outbound travel remains mainly centered around Asia, with Japan, South Korea, Thailand, and China being the top choices.
Changes in customer behavior have led to new demands in product design. Business travelers need technology to optimize processes; leisure travelers, on the other hand, seek emotion, local identity, and sophistication in hospitality.
Mr. Dang Manh Phuoc - co-founder and CEO of The Outbox Company - said that the company has collaborated with the Ho Chi Minh City Department of Tourism to build the HCMC Global Traveler Barometer data analysis system, which serves to forecast tourist numbers, monitor market behavior, and evaluate marketing effectiveness.
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Visitors can download an app to rent bicycles and explore Ho Chi Minh City. Photo: Linh Huynh. |
"Investing in data doesn't automatically mean increased revenue. Data is only valuable when it helps eliminate biases and answers core questions: who are the customers, where do they come from, and why do they return – or not return?" Mr. Phuoc said. According to him, many businesses possess large amounts of data, but it's fragmented, unconnected, and doesn't tell the true story of their customers. "Being honest with your data is the first step," Mr. Phuoc said, because data isn't for "beautifying" things, but for making decisions.
What story does Vietnam tell the world?
Having been involved with Vietnam for over 35 years, Kenneth Atkinson – founder of Grant Thornton Vietnam and Vice Chairman of the Vietnam Tourism Advisory Council – observes that from a country that only welcomed about 250,000 international tourists in 1990, Vietnam has undergone dramatic changes in infrastructure, products, and brand recognition.
In 2025, Vietnam is expected to welcome over 21 million international tourists, an increase of approximately 20% compared to the previous year. However, according to Kenneth, the national narrative remains fragmented, with each locality telling a different story, diluting the overall message.
Sharing this view, many speakers argued that, in addition to its "golden forests and silver seas," Vietnamese tourism needs to start telling its story through its people – those providing services, local communities, and authentic experiences of local life.
Ms. Nguyen Hai Minh, Operations Director of The Pearl Hoi An, believes that while a building may be modern and luxurious, only people can create the soul of a destination. This is true not only for Vietnam, but for any destination in the world, because buildings may look similar, but people cannot be copied.
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Instead of just talking about landscapes or heritage, people are considered the core "message" that Vietnamese tourism needs to tell the world. Photo: Phuong Lam. |
"To tell the local story to tourists, staff must first understand and be proud of that story. When service workers understand why the architecture was designed the way it was, why each detail is connected to history and culture, that emotion will naturally radiate through their eyes, smiles, and service," Ms. Minh said.
Engaging the community—from small business owners and street artists to local residents—not only creates livelihoods but also transforms them into "ambassadors" of the destination.
In the MICE (Meetings, Incentives, Conferences, and Exhibitions) segment, Jean-François Brun, General Manager of Fairmont Hanoi Hotel, stated that by 2025, Vietnam's total tourism revenue is estimated to reach approximately US$38 billion, but MICE will only contribute about US$1.1 billion, significantly lower than Singapore (US$8 billion) or Bangkok (US$5.5 billion).
Vietnam is perceived as a new, experience-rich, and unsaturated destination. However, barriers related to visas, infrastructure, coordination capabilities, and the lack of a clear national MICE strategy remain major bottlenecks. Furthermore, many international organizers report that only about 30% of hotels respond to proposals, creating the impression that Vietnam "doesn't need MICE."
Similarly, destination wedding tourism in Vietnam is considered to have great potential thanks to its diverse landscapes, authenticity, rich cultural and culinary experiences, and high degree of personalization. However, to compete with Bali or Phuket, Vietnam needs a well-structured strategy instead of fragmented development.
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The seminar program brought together many leading experts in the tourism industry. Photo: Linh Huynh. |
Mark Van Der Wielen, General Manager of Marriott International Vietnam, believes that new airport and highway projects are positive signs. However, for MICE or VIP clients, infrastructure is not just about building new airports or highways, but about a seamless experience from the moment they land: clear procedures, smooth and seamless operation, no waiting, no chaos, and no touting. For them, the feeling of being professionally organized is more important than any luxurious amenities.
In 2026, the race to attract 25 million international tourists is not just about quantity. It's a race about how well Vietnam understands its visitors, how it tells its story, and how it maintains a balance between technology, people, and cultural identity.
Source: https://znews.vn/du-lich-viet-nam-ke-gi-voi-the-gioi-trong-nam-2026-post1620974.html
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