In the first 7 months of 2023, the number of international tourists to Vietnam reached more than 6.6 million. In July 2023 alone, Vietnam welcomed and served 1.04 million visitors, the first month in 2023 that we welcomed over 1 million international visitors. These positive indicators, along with the Government 's open and transparent visa policies, have prompted the tourism industry to accelerate and take drastic actions to create a breakthrough in the recovery and development of tourism in a focused, effective and sustainable direction.
Positioning Vietnam as the leading attractive tourist destination in the region
One of the key tasks is to promote the Vietnam Tourism Marketing Strategy to 2030 approved by the Ministry of Culture, Sports and Tourism with the goal of promoting and positioning Vietnam as a leading attractive tourist destination in Southeast Asia, affirming the brand and competitiveness of Vietnam tourism, contributing to the implementation of the goals of the Vietnam Tourism Development Strategy to 2030.
Mr. Ha Van Sieu, Deputy Director of the Vietnam National Administration of Tourism (Ministry of Culture, Sports and Tourism) said that the Vietnam Tourism Marketing Strategy to 2030 has set out very specific and focused tasks and solutions, notably the innovation and diversification of tourism marketing forms, and the promotion of digital technology application. Diversify and flexibly deploy marketing communication forms suitable to the goals and requirements of each market and each stage, effectively combining traditional and modern promotion forms.
At the same time, improve Vietnam's ranking in tourism marketing-related indicators (regarding national destination brand development strategy, readiness to apply information technology in providing tourism services, price competitiveness, etc.).
Continue to highlight the core values of Vietnam's tourism brand associated with national potential and advantages, cultural identity, unique cuisine, long-standing heritage, warm people, beautiful landscapes, connecting with the emotional and spiritual factors of tourists, ensuring to bring unique, original and authentic tourism experiences.
The main tourism product groups that will be focused on marketing include: Sea and island tourism; cultural tourism; eco-tourism; urban tourism, focusing on key tourist cities such as Ha Long, Nha Trang, Phan Thiet, Phu Quoc, Da Lat, Sa Pa; linking tourism with night-time economic development.
In addition, promote the development of new types and tourism products such as tourism combined with medical treatment and health care; agricultural and rural tourism; industrial tourism; sports tourism; products serving the diverse needs of tourists such as MICE tourism, educational tourism, cruise tourism, and beauty tourism.
There needs to be specific direction for each tourism market.
Mr. Vu Van Tuyen - Vice President of Vietnam Community Tourism Association, also General Director of Travelogy Tourism Company, said that the Vietnam Tourism Marketing Strategy to 2030 issued at the present time is very necessary. However, Mr. Tuyen also expressed his concerns and worries about how to keep tourists staying in Vietnam longer, spending more and Vietnamese tourism products attracting more tourists. This requires very specific orientation and goals.
Mr. Vu Van Tuyen said that we should not have a general marketing strategy but should follow each market to attract more tourists.
According to the Vice President of the Vietnam Community Tourism Association, this year's strategy is aimed at the European tourist market, but Europe has more than 25 countries, so we must clearly identify products that suit the tastes of tourists, from which we can have ways to promote communication for each market. For example, Italian, Spanish, and French tourists want to learn about local values, history, and culture, so in addition to promoting famous destinations such as Ha Long Bay, Nha Trang, Da Lat, etc., we should focus on local marketing.
Regarding the development of tourism products, Mr. Vu Van Tuyen shared: "During my time working in tourism, I have had many opportunities to travel and explore the cuisine of countries around the world. As a Vietnamese, I am extremely impressed and proud of my country's cuisine. Simple things like Vietnam having more than 300 types of dipping sauces can become extremely special points to introduce to tourists. Our weakness is that we do not have an effective way to promote Vietnamese cuisine in particular and Vietnamese tourism in general. Meanwhile, in the world, when people mention kimchi, they think of Korea with its appearance in films, television, music products...".
Promote tourism promotion in international media
From a local perspective, Mr. Nguyen Hong Minh - Deputy Director of Hanoi Department of Tourism proposed that the Ministry of Culture, Sports and Tourism develop a comprehensive strategy on promoting Vietnamese tourism in the international market, in which the Ministry is the leading agency, connecting provinces and cities across the country.
In addition, Mr. Nguyen Hong Minh also suggested developing a cooperation plan with a number of major international media partners to build a comprehensive promotion program for Vietnamese tourism on these media channels. Currently, localities are implementing it separately, without any consensus. At the same time, it is necessary to coordinate with prestigious international brands such as Michelin and Netflix to position the Vietnamese tourism brand in the direction of high quality.
Mr. Bui Van Manh - Director of Ninh Binh Department of Tourism also proposed that the Ministry of Culture, Sports and Tourism take the lead in organizing joint promotion activities in domestic and international tourist markets; organize regional and inter-regional connections; connect digital platforms of provinces and cities with the whole country and increase training on digital marketing...
Director of the Department of Tourism Nguyen Trung Khanh said that to attract tourists and improve the competitiveness of Vietnamese tourism, there is still much to do, from building tourism products to meet the needs of long-term vacationers and tourists with high spending ability to promotion and advertising in key tourism markets.
At the same time, human resources are also prepared to ensure supply quality, service quality, and destination management in localities, especially major tourist centers, to help visitors to Vietnam experience according to their needs.
Deputy Minister of Culture, Sports and Tourism Doan Van Viet requested that in the coming time, it is necessary to accelerate and take drastic actions to create breakthroughs in tourism development. Considering businesses and people as the subjects, tourists as the center, products and infrastructure as the foundation, advanced and modern services as the driving force for tourism development, quickly grasping new tourism trends, orienting business opportunities for tourism businesses. Timely seizing opportunities due to more open visa policies as a lever to help the tourism industry develop rapidly, rapidly increasing the number of international visitors to Vietnam. At the same time, promoting the dynamism, creativity and driving role of businesses in tourism recovery and development. Tourism associations promote their role in supporting member businesses, promoting connections, helping businesses overcome difficulties together, proactively adapt, recover quickly and develop sustainably. Innovating business models, restructuring businesses associated with digital transformation, innovation and creativity; Building tourism ecosystem, new tourism model, improving competitiveness, expanding market.
According to the Vietnam Tourism Marketing Strategy to 2030, regarding international market orientation, in the period of 2022-2025, restore traditional markets; combine attracting emerging markets: India, Middle Eastern countries. In the period of 2026-2030, maintain and expand the scale of traditional markets: Northeast Asian countries, Europe, ASEAN region, North America, Russia, Oceania; increase the market share of customers with high spending ability; diversify markets towards sustainable development.
For the domestic market, in the period of 2022-2025, the domestic tourist market will recover and maintain its growth momentum. In the period of 2026-2030, we will continue to promote the exploitation of the domestic tourist market, diversifying target market segments including family, youth, education, business and MICE tourists. Focus on promoting the number of guests using accommodation services and tourists traveling during the low season.
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