Vietnam's tourism industry is determined to make a breakthrough.

In 2023, Vietnam's tourism sector continued to assert its position on the world tourism map, with its competitiveness further improving.

2023: Exceeded targets

According to Nguyen Trung Khanh, Director of the Vietnam National Tourism Administration, the global situation in 2023 was complex. Global tourism only recovered to nearly 90% of pre-COVID-19 levels, with Asia recovering the slowest, reaching only 62%.

In Vietnam, despite many difficulties and challenges, the socio -economic situation is showing a positive recovery trend. The tourism industry welcomed 12.6 million international visitors, exceeding the initial target by 57% and reaching the adjusted target (12-13 million). Domestic tourists reached 108 million, exceeding the 2023 plan by 6%. Total revenue from tourism is estimated at 678,000 billion VND, exceeding the 2023 plan by 4.3%.

However, the General Statistics Office estimates that the number of tourists mentioned above is only 70% of that in 2019 - the year before the pandemic. The report from the General Statistics Office shows that revenue from accommodation and food services in 2023 is estimated at 673,500 billion VND, accounting for 10.8% of total tourism revenue and increasing by 14.7% compared to the previous year; revenue from travel and tour services is estimated at 37,800 billion VND, an increase of 52.5%...

Locally, tourism revenue in Da Nang increased by 133.8% compared to 2022, Ho Chi Minh City by 68%, Hanoi by 47.5%, Hai Phong by 41.9%, and Can Tho by 29.1%. Ho Chi Minh City continues to lead the country in terms of visitor numbers, revenue, and contribution to Vietnam's tourism industry, with nearly 5 million international visitors and nearly 35 million domestic visitors, totaling over 160,000 billion VND. Meanwhile, the total number of tourists to Hanoi is estimated at 24 million, an increase of 27% compared to 2022 (a 9.1% increase compared to the plan, equivalent to 83% of the 2019 results).

Du khách tham quan TP HCM bằng xe buýt 2 tầng Ảnh: BÌNH AN — Tourists explore Ho Chi Minh City by double-decker bus. Photo: BINH AN

At the World Travel Awards ceremony in September 2023, Vietnam was honored as the "World's Leading Heritage Destination". The Vietnam National Tourism Administration received the title of "Asia's Leading Tourism Management Agency" for the fourth time, while many destinations and tourism businesses received numerous prestigious awards.

According to Minister of Culture, Sports and Tourism Nguyen Van Hung, the above results were achieved thanks to the fact that in 2023, mechanisms and policies supporting tourism development and tourism businesses continued to be reviewed, adjusted, supplemented, and promptly issued. Significant progress was made in facilitating international tourists, especially in immigration and visa procedures. Tourism products were renewed, becoming more attractive and competitive. Many new destinations received investment, and the infrastructure serving tourism was improved.

Tourism development is integrated into the overall framework of cultural affairs, foreign relations, preservation and promotion of heritage values, sports activities, and investment and trade promotion. Tourism events are organized with a focus on key areas, creating appeal and widespread impact in localities...

2024: 4 requirements set forth

In 2024, the global tourism industry will continue to face many difficulties and challenges, especially in the context of the ever-changing global situation.

The Vietnam National Tourism Administration acknowledges that while there was a significant recovery in 2023, domestic tourism will continue to face challenges in 2024 amidst the overall difficult global tourism landscape. The socio-economic situation is stable, the economy continues to grow, and inflation is under control, but the risk of disease outbreaks remains, and natural disasters such as storms and floods continue to occur unpredictably, affecting production, business activities, and people's lives.

Meanwhile, the demands of international tourists are constantly changing, requiring increasingly higher quality products, experiences, diversity, and uniqueness. In 2024, Vietnam's tourism sector aims to welcome 17-18 million international visitors, expected to recover 95%-100% compared to 2019. The industry also expects to serve 110 million domestic tourists, of which approximately 72.5 million will have overnight stays. Total tourism revenue in 2024 is estimated at 840,000 billion VND, 1.25 times higher than in 2023 and 1.2 times higher than in 2019.

Minister Nguyen Van Hung set out four requirements for the Vietnam National Tourism Administration. Firstly, focus on advising on the improvement of institutions and policies; review shortcomings that need adjustment, and international commitments in the tourism sector; and collaborate with ministries and agencies to create policies for developing product types such as agricultural tourism and digital transformation in tourism...

Secondly, continue to strengthen state management in the tourism sector. Besides legal tools, focus on enhancing tourism statistics and digital transformation to improve efficiency and provide accurate data for practical tourism development policy planning. Strengthen the management of travel agencies, tour guides, and tourism accommodation establishments.

Thirdly, strengthen the training and development of staff to meet the requirements of the tasks in the new situation, especially in foreign languages and technology.

Fourth, strengthen tourism promotion and marketing based on close coordination with the Tourism Development Support Fund. Develop a year-round promotion and marketing plan and proactively prepare and implement it on schedule.

To achieve the set goals, according to the leaders of the Vietnam National Tourism Administration, the tourism industry needs to make concerted efforts to implement solutions to promote policy planning and state management in specialized fields... Mr. Vu The Binh, Chairman of the Vietnam Tourism Association, believes that to accelerate the arrival of tourists, it is necessary to restructure the international market and strengthen tourism promotion.

Mr. LE TRUONG HIEN HOA, Deputy Director of the Ho Chi Minh City Department of Tourism:

Ho Chi Minh City aims to welcome 6 million international tourists.

In 2024, Ho Chi Minh City's tourism sector will focus on implementing solutions and improving the quality of leadership and management, striving to achieve development targets and tasks with the goal of welcoming approximately 6 million international tourists and about 38 million domestic tourists. Total tourism revenue is expected to reach 190,000 billion VND.

To achieve this goal, the Ho Chi Minh City Department of Tourism will maximize its advantages and create a healthy competitive environment for businesses and the community to develop tourism. It will focus on implementing the Ho Chi Minh City Tourism Development Strategy until 2030; continue administrative reforms and apply information technology to management activities serving the people and businesses; organize tourism promotion activities in Ho Chi Minh City to foreign markets through international media channels; and participate in and build tourism promotion booths in foreign markets...

Mr. NGUYEN HUU Y YEN, Chairman of the Board of Members of Saigontourist Travel Service Company:

Flexible business strategy

In 2024, the global and Vietnamese tourism industries are projected to face many challenges. However, with preparation, flexible adaptation, and a focus on innovation, this will be a vibrant year for Vietnamese tourism.

Saigontourist Travel has clearly defined appropriate strategies for its three business segments: domestic tourism, outbound tourism, and international tourism. Saigontourist Travel will continue to invest in and develop innovative, diverse, and high-quality products and services, and promote MICE tourism alongside pure tourism. 2024 will be a key year for continued development, boosting Vietnam's international tourism. We will maintain and promote the development of products and services via air, sea, river, and land routes, especially cruise tourism; and cooperate closely with tourism agencies in many countries to offer international tourists the opportunity to discover many new destinations in Vietnam.

Mr. TRAN QUANG DUY, Director of Penguin Travel Service Company:

Connecting and supporting each other to make the tour more attractive.

Ho Chi Minh City's tourism industry is becoming more attractive through its unique products, including the linkage and connection between travel businesses and tourist destinations and attractions.

However, for tourism to recover more quickly in 2024 and become more attractive to tourists, stronger linkages are needed, especially in stabilizing entry point prices, contributing to tour price stability. Personnel at destinations are also a crucial factor in providing information to tourists, acting as "ambassadors" to promote the image of those destinations.

Thai Phuong wrote

Forming a tourism product value chain.

To create a breakthrough in the recovery and development of tourism in the coming period, the Ministry of Culture, Sports and Tourism proposes several important solutions.

Accordingly, the plan emphasizes strengthening inter-regional and inter-local coordination, fostering cooperation among tourism businesses, and forming tourism product value chains. It focuses on vigorously implementing tourism promotion activities and accelerating the recovery of the international tourist market. The plan also emphasizes developing branded tourism products and services with high added value and competitiveness; promoting digital transformation; and developing human resources for the tourism sector.

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