When the Prime Minister 'hits the nail on the head' for tourism

"We need to think seriously about avoiding a situation where international tourists arrive but the majority of revenue goes to foreign partners" is an extremely accurate and effective directive from Prime Minister Le Minh Hung to make tourism a key economic sector.

A long-standing paradox in the tourism industry remains unresolved: while the number of international tourists is increasing, travel companies are still struggling. Even in 2025, when Vietnam set a historical record of welcoming over 21.2 million visitors, the financial health of many companies has not improved significantly. Explaining this situation, Mr. Nguyen Quoc Ky, Chairman of Vietravel – a lifelong figure in the tourism industry – stated in a recent interview with Thanh Nien newspaper that the root cause is the large share of inbound tourism held by foreign companies, leaving Vietnamese businesses with little, or even a lack of, customers. Specifically, the South Korean market, which has seen strong growth in recent years, has been completely lost to Vietnamese businesses; with the largest source of tourists being China, we only hold about 30%; and we've also lost over 30% of the EU market. Most domestic travel companies are only competing to take Vietnamese tourists abroad, failing to capitalize on the domestic market.

Looking at this situation, it's clear that the government's directives have hit the nail on the head regarding the most important issue in the tourism industry. Of course, our pride in the significant increase in international tourist arrivals each year is entirely justified. This result shows that Vietnam has become a competitive destination on the regional and global tourism map. Tourism also serves as a bridge to showcase a beautiful, hospitable, safe Vietnam, brimming with aspirations for development in the new era, to the world. However, quantity only truly matters; tourism will only become a key economic sector if Vietnamese businesses can control the inbound tourism market. The money international tourists spend on tours and other expenses must stay in Vietnam, not flow back into the pockets of foreign tour companies.

This is indeed a matter that "needs serious consideration," as Prime Minister Le Minh Hung requested. Losing market share among inbound tourists not only means losing revenue but also carries significant risks. We occasionally hear about authorities penalizing foreign tour guides for operating illegally at many popular destinations in Vietnam. This isn't simply a matter of unfair competition for domestic guides; it's about foreigners who lack understanding of Vietnamese culture and history but still act as tour guides, potentially damaging the destination's image and even providing inaccurate information. Not to mention the situation where foreign companies establish closed ecosystems within the Vietnamese market. Their guides only take tourists to these locations for spending, shopping, and dining... This is a clear manifestation of the "zero-cost tour" phenomenon that many countries, including Vietnam, are facing.

So how can Vietnamese tourism companies take control of their own market? The question isn't new, and neither are the solutions; it's just that we haven't really "thought seriously" about it and started addressing it. First, we need to remove the obstacles hindering the tourism industry, as many industry experts have suggested and recommended. To put it simply, we need to resolutely close the loopholes regarding foreign tour guides operating in Vietnam with strong, strict, and decisive sanctions. Similarly, the Tourism Law, which has been in effect for over 30 years, contains many outdated regulations that need to be changed to suit the new situation. Second, investment in the tourism industry—such as communication, promotion, capital incentives, and policies—must be stronger and larger to create leading companies that can compete with foreign businesses. It's a fact that we consider tourism a key economic sector, but investment in it hasn't been truly commensurate.

In an increasingly unstable and unpredictable world, Vietnam's safety is a major advantage in attracting international visitors. In 2027, we will host APEC, a high-level economic forum attracting thousands of VIPs, from heads of state and government to high-ranking officials and the world's media...

If both the quality and quantity of international tourists visiting Vietnam increase, tourism will truly become a key economic sector, making a significant contribution to the country's growth targets.

According to Nguyen Minh (TNO)

Source: https://baogialai.com.vn/khi-thu-tuong-diem-huyet-du-lich-post585815.html