Kindness and lasting appeal

The April 30th and May 1st holidays saw a noteworthy shift, with a large number of Vietnamese tourists opting for overseas travel instead of domestic destinations. This reflects consumer demand and economic capacity, while also raising concerns about the quality and attractiveness of domestic destinations and tourism products for Vietnamese travelers.

At a conference organized by the tourism industry, a representative from the Ministry of Culture, Sports and Tourism warned: A short-sighted, opportunistic approach to tourism is unacceptable. Negative impressions spread quickly, and we will gradually lose tourists. This issue remains relevant, especially now that Vietnam has committed to achieving 17 sustainable development goals, some of which are directly related to tourism development.

Over the years, Vietnam's tourism industry has experienced impressive growth in both visitor numbers and revenue. In 2024 alone, tourism recovered strongly with over 17.5 million international visitors (an increase of nearly 40% compared to the previous year) and approximately 110 million domestic visitors, generating revenue exceeding 840 trillion VND. However, behind these figures lie several concerning issues.

Shortcomings in service culture have yet to be thoroughly addressed—from rampant price gouging and unprofessional service to scams disguised as "super cheap" tours or "zero-cost combos." As a result, many people lose money and trust.

Many tourism experts have advised that, for long-term success, those in the tourism industry need to move away from price gouging and seasonal thinking, and instead focus on systematic development with a culture of courteous service and professionalism. Tourism is a comprehensive economic sector, linked to the environment, cultural identity, and the image of the nation. No matter how beautiful a destination is, if it lacks kindness and civility in service, tourists will turn away.

Sustainable tourism development also involves preserving national cultural values ​​and ensuring professional conduct and behavior at every stage: from policy design and service provision to direct interaction with tourists.

In 2017, the Ministry of Culture, Sports and Tourism issued a Code of Conduct for Civilized Tourism, aiming to guide civilized behavior, attitudes, habits, and conduct for Vietnamese tourists traveling domestically and internationally; foreign tourists visiting Vietnam; organizations and individuals involved in tourism business; and local communities at tourist destinations.

However, despite regulations (no matter how comprehensive), the core remains the people. No one can replace the role of tour guides, receptionists, and even street vendors... all are "image ambassadors" of Vietnamese tourism. When kindness becomes a habit, and when the spirit of service is nurtured by pride, then the appeal of Vietnamese tourism will be sustainable.

Source: https://nhandan.vn/su-tu-te-va-suc-hut-lau-ben-post875583.html