Find ways to attract high-end tourists.

In the first 10 months of 2024, Vietnam received over 14.1 million international visitors, a 41.3% increase compared to the same period last year. While the number of visitors has increased and the target of 18 million international visitors for 2024 is achievable, it's worth noting that the number of high-spending tourists remains relatively modest. Why is this the case, despite our immense potential?

On August 29th, nearly 1,400 tourists from a group of 4,500 guests led by an Indian billionaire visited Ha Long Bay ( Quang Ninh province).

Potential not yet fully exploited.

According to Deputy Minister of Culture, Sports and Tourism Ho An Phong, tourism is a comprehensive economic sector with interdisciplinary, interregional, and deeply interconnected characteristics, and a high degree of social involvement. Developing tourism is the responsibility of society and all tourism stakeholders. In 2024, Vietnam's tourism industry aims to welcome 17-18 million international tourists, and in the first 10 months of the year, we have already welcomed over 14 million.

However, it's worth noting that the majority of tourists are low- and middle-income earners, while the number of high-end customers remains modest. Vietnam, on the other hand, has significant potential to attract ultra-wealthy clients due to its diverse and abundant natural landscapes, with many unique destinations still in the process of being discovered. Vietnam is also rich in culture and history, offering tourists profound experiences with the local culture.

Why is that? According to Ms. Nguyen Thi Kieu Oanh, Permanent Vice President and General Secretary of the Hanoi Tourism Association, although Vietnam has developed many high-end resorts and hotels, the transportation infrastructure and supporting services (hospitals, amenities) are not yet fully developed and synchronized. This can limit the experience of tourists compared to other high-end destinations in the region. In addition, some tourism services such as restaurants, tours, and tour guides do not meet international standards or are inconsistent in quality, thus affecting the overall experience of high-end tourists.

"Furthermore, despite having many attractive destinations, the number of luxurious and unique tourism products such as cruises, resorts combined with cultural experiences, high-end wellness services, or bespoke tours is still quite limited compared to other countries in the region such as Thailand, Singapore, or Bali," Ms. Oanh informed.

From the perspective of a business operating in the tourism sector, Mr. Le Cong Nang - General Director of Wonder Tour Travel Company - believes that the reason Vietnam has not effectively exploited this potentially lucrative customer segment is because Vietnamese tourism products lack uniqueness and differentiation, and do not truly cater to the personalized experience needs of luxury travelers.

“We lack world-class resorts like Amanoi Ninh Thuan, cultural and historical tours combined with exquisite cuisine, or luxurious cruises like Paradise Cruises in Ha Long Bay... Furthermore, services haven't lived up to expectations. From infrastructure and the quality of accommodation and cuisine to the quality of human resources in the tourism sector, many aspects still fall short of the expectations of high-end tourists,” said Pham Hai Quynh, Director of the Asian Tourism Development Institute.

Tourists are delighted with the variety of souvenirs available in Vietnam. Photo: P.Sỹ.

We need attractive, high-quality products.

According to tourism experts, the first thing the tourism industry needs to do to attract high-end tourists is to understand their needs. Ordinary tourism products cannot be used to cater to luxury travelers. Sometimes, things that seem luxurious and glamorous to us may not be so for high-end tourists. From cuisine and service to amenities, everything must satisfy their desires and preferences.

According to research by the global economic consulting firm Oxford Economics, high-end travelers are interested in unique, highly competitive service quality. The Covid-19 pandemic significantly changed traveler demands, shifting towards a need for more value per trip. This is why more and more people are choosing luxury travel, hoping to enjoy new, unique, and upscale experiences.

Recently, many international celebrities, billionaires, and prominent businesspeople have chosen private travel experiences in Vietnam. For example, in March 2024, billionaire Bill Gates and his girlfriend traveled to Da Nang by private jet. Three groups of ultra-wealthy individuals visited the P'apiu resort in Ha Giang. Most recently, in mid-October 2024, five private jets transported 50 billionaire clients from around the world to Da Nang to attend a conference of the luxury aircraft brand Gulfstream and visit tourist attractions…

According to Nguyen Trung Khanh, Director General of the Vietnam National Tourism Administration, Vietnam has great potential to become a high-quality destination for high-level delegations. However, to attract high-end tourists, it is necessary to promote the role of businesses and localities in linking products, improving processes and standards for high-quality service, and forming an ecosystem that provides high-end products and services for tourists. Along with that, prices must be at a suitable level to create competitiveness.

Despite positive results, the development of high-quality tourism in Vietnam has not yet reached its full potential. Therefore, according to Mr. Nguyen Trung Khanh, in the coming time, it is necessary to strengthen market research and understand the needs of high-end tourists; invest in developing high-end tourism products, focusing on unique, original, individual/personalized, and sophisticated elements associated with culture, harmonizing with nature and the environment in experiential products and services; upgrade service quality towards professionalism, providing complete experiences for high-end tourists; focus on training and improving the quality of human resources serving high-end tourists; strengthen in-depth promotion and advertising, focusing on high-end market segments, products, services, destinations and tourism brands, and utilize celebrities to promote Vietnam.

Ms. Nguyen Thi Kieu Oanh also suggested that, to attract higher-spending international tourists, Vietnam needs to invest more heavily in infrastructure, improve service quality, develop unique tourism products, and strengthen brand promotion. This includes encouraging the development of resorts, 5-star hotels, coastal resorts, eco-resorts, and high-end tourism services such as yachting, golf, spas, and wellness services.

Furthermore, it is necessary to diversify tourism activities, combining cultural experiences, high-end cuisine, and tours of heritage sites and beautiful landscapes specifically for VIP groups. Focus on developing major international events, conferences, and high-level seminars to attract international tourists, especially businesspeople. Encourage and support Vietnamese businesses to develop tourism products and services that meet international standards.

Director of the Vietnam National Tourism Administration, Nguyen Trung Khanh:

The Vietnam National Tourism Administration has also proposed policies to support the development of high-end tourism products such as: cruise tourism needs simplified procedures, investment support, improved infrastructure, ports, waiting areas, and diverse tour routes to extend the length of stay for tourists; golf tourism needs a reduction in special consumption tax for international golfers (from 20% to 10% or 5%); MICE tourism needs to host international events with many incentives; shopping and entertainment tourism needs to attract large investors to build high-end entertainment and shopping centers; event tourism needs to strengthen the exploitation of international diplomatic, trade, economic investment events, trade fairs, etc.

In addition to the government's macroeconomic policies, businesses need to proactively collaborate closely with each other and with local authorities to leverage their strengths, from developing policies and mechanisms, to promoting and marketing, and serving high-end tourists. This requires a high level of professionalism and careful selection of destinations and experiential products. Through this, an ecosystem providing high-end products and services for luxury tourists will be formed.

Source: https://daidoanket.vn/tim-cach-thu-hut-khach-du-lich-cao-cap-10294683.html