Tourism industry wants to welcome 13 million international visitors

According to the Vietnam National Tourism Administration, in the first nine months of 2023, the tourism industry welcomed approximately 8.9 million international visitors – exceeding the target but still only 69% compared to the same period before the COVID-19 pandemic. The tourism industry has raised its target to 12-13 million international visitors. Businesses believe this target is not difficult to achieve, and the important thing is to prioritize promotional strategies in new, potential markets to compete with destinations in the region.

Positive signals from the emerging market.

Vingroup announced that Phu Quoc welcomed three international flights from Kazakhstan over three days (October 23-25). This is a positive sign, marking the recovery of tourists from Eastern Europe and Central Asia after a long absence. The three flights (all operated by SCAT Airlines) are expected to bring over 600 visitors to Phu Quoc for a 6-day, 5-night holiday.

Ngành du lịch muốn đón 13 triệu lượt khách quốc tế - Ảnh 1.

A group of international tourists from Qatar participate in a tour of the Mekong Delta. Photo: BINH AN

From now until the end of 2023, SCAT Airlines will operate 6 flights per week on 3 routes to Phu Quoc. Not only the Kazakhstan market, but Korean Air of South Korea will also launch commercial flights with a frequency of 1 flight per day from Seoul to Phu Quoc at the end of November.

Amidst difficulties in traditional markets or a lack of significant return of tourists, tourism businesses have intensified their efforts to promote and attract new markets. Mr. Tran The Dung, General Director of Vietluxtour Travel Company, stated that Vietluxtour has boosted its eco-tourism offerings to the Mekong Delta. This product line, already successful in European and American markets, is now gaining traction in new markets such as Australia, New Zealand, and the Middle East, particularly targeting students and schoolchildren.

Recently, Vietluxtour successfully organized a visit for a VIP group of Qatari royal students to the Mekong Delta for sightseeing and learning, receiving very positive feedback on the quality of service and the culture and people of Vietnam. "These are high-spending markets with very positive feedback, and we will be expanding our operations in the future," Mr. Tran The Dung enthusiastically stated.

Develop a regional competitive strategy.

Regarding the tourism industry's target of welcoming 13 million visitors this year, many businesses say that this is currently the peak season for international tourists, so this number is achievable. However, the challenge for the tourism industry is not just reaching 13 million visitors this year, but achieving or exceeding the approximately 18 million visitors in 2019 (before the COVID-19 pandemic).

Mr. Dang Manh Phuoc, CEO of The Outbox Company, analyzed the potential of Vietnam's tourism industry. The next step is to identify target markets for 2024, such as Western European tourists, a traditional group but experiencing a decline this year due to policies encouraging intra-regional travel, or Chinese tourists, which are expected to increase significantly from next year. The tourism industry needs to strengthen its promotional and marketing strategies accordingly.

"Many destinations in the region are adopting open-door policies to facilitate the arrival of Chinese tourists, and Vietnam cannot be left out of this trend," Mr. Phuoc observed.

According to data from the Vietnam National Tourism Administration, in the first nine months of 2023, the number of Chinese tourists to Vietnam reached over 1.12 million, 14 times higher than the same period last year, but has not yet recovered to pre-COVID-19 levels. Businesses recognize that Chinese tourists are an unmissable source market, but need to focus their strategies on attracting mid- and high-end tourists and reject zero-cost tourists.

Mr. Nguyen Thanh Luu, Deputy General Director of Saigontourist Travel Service Company, said that the company is focusing on exploiting nearby markets such as South Korea, Japan, China, and ASEAN countries, and maintaining connections to attract high-spending tourists next year from countries like North America and Western Europe. Specifically for Chinese tourists, Saigontourist Travel Service continues to participate in trade fairs to promote and market its services.

According to Mr. Luu, Saigontourist Travel will focus on attracting cruise ship and air travelers from China. For cities like Beijing and Shanghai, the demand for travel is high and tourists have high spending power.

"To increase competitiveness with destinations in the region, the efforts of a few businesses in promotion are not enough. A comprehensive tourism promotion and marketing strategy with greater resources and wider reach is needed. The current competition is regional, with Thailand, Indonesia, and even Cambodia, so a synchronized promotion strategy is essential for effectiveness," Mr. Nguyen Thanh Luu emphasized.

An early marketing strategy is needed.

Mr. Pham Ha, Chairman of the Board of Directors of Lux Group, believes that the tourism industry needs to immediately begin implementing a promotional strategy targeting priority destinations in 2024. Looking at Thailand, as early as September and October, they set a target of doubling the number of international tourists to 40 million next year with a well-structured plan to waive visas for Chinese tourists and those from several Russian-speaking markets.

"The visa policy has been expanded, but a clearer strategy is needed, focusing on which markets to target, which policy institutions to focus on, and which new markets to promote tourism in, replacing traditional markets that are facing difficulties or markets with high spending power such as the US, Australia, New Zealand, or wealthy Indian tourists. If there is a specific promotional plan, businesses will work together to make the tourism industry as competitive as possible," Mr. Pham Ha confidently stated.