In 2024, Vietnam's tourism sector recovered from the Covid-19 pandemic, striving to achieve the set targets of welcoming 17 million international tourists and serving 110 million domestic tourists. The strong recovery of Vietnamese tourism and its return to a more substantial trajectory, along with proactive efforts to embrace green tourism, Net Zero tourism, and the development of high-end tourism products over the past year, have paved the way for the industry's breakthrough in the future.
Strong recovery
The number of international tourists visiting Vietnam in 2024 recovered after the pandemic thanks to favorable visa policies, intensified tourism promotion and marketing programs; improvements in transportation infrastructure, accommodation facilities, entertainment areas, the development of new tourism products in line with trends, and prestigious tourism awards bestowed by international organizations.
By the end of November 2024, Vietnam had welcomed over 15.8 million international tourists. In November alone, the number of international visitors reached 1.7 million, the highest since the beginning of the year, and nearly 40% higher than the same period in 2023. If this pace is maintained in December, Vietnam's tourism sector will achieve its target of 17 million international visitors. Domestic tourism also served approximately 110 million visitors after 11 months. Many key tourist provinces and cities have organized effective tourism programs, attracting more international visitors than before the Covid-19 pandemic. Many localities have already met their tourist arrival targets 2-3 months ahead of schedule, such as Da Nang , Khanh Hoa, Binh Dinh, Ninh Binh, Ninh Thuan, and Thanh Hoa.
Vietnam's tourism sector has received direct attention and guidance from the Prime Minister , as well as the participation and support of relevant ministries and agencies, thanks to which the entire industry has gradually recovered. Bottlenecks and obstacles are gradually being removed to help Vietnam's tourism sector accelerate its recovery and development. From the beginning of the year, ministries, agencies, localities, and tourism businesses have implemented synchronized solutions to overcome the inherent weaknesses of Vietnam's tourism, helping the industry recover and significantly improve its competitiveness, both in quality and quantity.
Major markets in Northeast Asia are the main drivers of international visitor growth, along with vibrant growth in European markets, thanks to Vietnam's unilateral visa exemption policy allowing stays of up to 45 days. Tourism-aviation cooperation is considered a key strategy in attracting international visitors, and in 2024 Vietnam improved this cooperation by expanding its flight network, establishing direct flights from key markets, and upgrading the Noi Bai and Tan Son Nhat airports to increase their capacity to handle international visitors.
The Vietnam National Tourism Administration has accelerated the digital transformation process, focusing on building a synchronized and unified smart tourism ecosystem nationwide. In 2024, the promotion and marketing of Vietnamese tourism internationally was also renewed in content and methods and was quite vibrant. Vietnam organized many national tourism promotion events in Laos, Australia, South Korea, Russia, France, Germany, Italy, etc. The Prime Minister attended the Vietnam Tourism Promotion and Cultural Cooperation Forum held in South Korea (July 2024). At the end of September 2024, the Ministry of Culture, Sports and Tourism organized the first Vietnam Tourism and Film Promotion Program in the United States, with many agreements signed.
Vietnam's tourism image continues to be highly regarded internationally. Vietnam surpassed many strong contenders to win three awards: “Asia’s Leading Destination,” “Asia’s Leading Heritage Destination,” and “Asia’s Leading Natural Destination.” This is the sixth time Vietnam has been honored as “Asia’s Leading Destination,” further solidifying its position on the world tourism map. Vietnamese tourism has focused on substance by effectively exploiting its advantages in cultural resources, natural landscapes, and numerous UNESCO World Heritage sites. The World Economic Forum (WEF) last year ranked many indicators of Vietnamese tourism highly.
Create premium products, seize trends to achieve breakthroughs.
The tourism system plan until 2030, with a vision to 2045 (approved by the Prime Minister in June 2024), sets the goal: By 2025, Vietnam strives to become an attractive destination with high tourism development capacity in the world, welcoming 25-28 million international visitors, serving 130 million domestic tourists, and contributing directly 8-9% to GDP. This target is 1.5 times higher than the 2024 target, but experts believe that Vietnam can achieve it, provided that efforts are doubled and the tourism industry accelerates its breakthroughs, promoting comprehensive, flexible, and effective solutions for sustainable development. This includes prioritizing tourism promotion and marketing, seeking new tourist markets; applying information technology, artificial intelligence, and digital transformation; Focus on diversifying and improving the quality of tourism products, especially high-end tourism products, based on exploiting traditional cultural values…
The high-end international tourist segment plays a crucial role in tourism development. Vietnam's tourism industry prioritizes the development of high-quality tourism for high-spending tourists. Therefore, in the coming period, the tourism industry needs to invest in developing high-end tourism products, focusing on unique, authentic, individual, personalized, and sophisticated elements that are culturally rich, harmonious with nature and the environment, and provide a complete experience for high-end tourists…
In the second half of 2024, the tourism industry and localities held numerous conferences, workshops, and thematic forums to find solutions to enhance competitiveness, increase added value for destinations, products, and tourism services; aiming for high-end tourism targeting high-spending customers, and developing sustainable tourism in Vietnam. In particular, the trend of green transformation and carbon-zero tourism was strategically prioritized. Tourism businesses are approaching and implementing green tourism, fulfilling the government's strong commitment to achieving net zero carbon emissions by 2050. Tourism businesses themselves are striving and innovating to develop suitable tours and products, establishing long-term visions, and meticulously preparing financially, in terms of human resources, and technologically to soon have truly green and net zero tourism.
Vietnam's tourism brand positioning has recently shifted from budget tourism to high-end, quality destinations. Positive signs include several billionaires and many high-spending international tourists choosing Vietnam to host important events. Last year, more than 10 weddings of Indian billionaires were held at Vinpearl resorts, and an Indian pharmaceutical billionaire chose Hanoi, Ha Long (Quang Ninh), and Ninh Binh as locations for a vacation for 4,500 of his employees at the end of August… This indicates a resurgence in the international MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism market, as evidenced by a group of 1,000 guests from JB Pharma (India) visiting Ho Chi Minh City in early December.
The Vietnam National Tourism Administration has identified comprehensive solutions and policies to support the development of high-end tourism products; provide professional services; train high-quality human resources; form an ecosystem for providing high-end tourism products; and conduct promotional campaigns focused on the market segment, products, services, destinations, and high-end tourism brands of Vietnam. The agency has also proposed policies to support the development of high-end tourism products such as cruise tourism, golf tourism, MICE tourism, and shopping and entertainment tourism, all of international caliber. However, most importantly, tourism businesses must proactively collaborate closely with each other and with localities to form an ecosystem for providing high-end products and services – a crucial factor in accelerating the tourism industry's growth.
Despite the many challenges facing Vietnamese tourism, the achievements of 2024 serve as a springboard for the industry to accelerate in the coming year. The development orientation for Vietnamese tourism has been clearly defined as: “Unique products - Professional services - Convenient and simple procedures - Competitive prices - Clean and beautiful environment - Safe, civilized, and friendly destinations.”
The Vietnam Tourism System Planning until 2030, with a vision to 2045, is a crucial legal basis for implementing tourism planning in regions and localities nationwide, meeting the requirements for tourism to truly become a key economic sector. The key to Vietnam's tourism breakthrough lies in the close linkage, smooth coordination, and comprehensive cooperation among ministries, sectors, localities, and tourism businesses.
Source: https://bvhttdl.gov.vn/du-lich-viet-nam-tao-da-but-pha-20241216102729965.htm
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