How digital media creates momentum for Hanoi tourism to break through?

In the first 11 months of 2025, Hanoi welcomed 30.94 million tourists , an increase of 22.1% over the same period last year; including 7.09 million international visitors and 23.84 million domestic visitors. Revenue from tourists reached about 120.6 trillion VND, an increase of 20.7% over the same period last year.

These impressive figures show that the capital’s tourism has recovered and developed strongly. In particular, the communication and marketing strategy has contributed significantly to creating the Hanoi tourism brand in the new period.

Along with the media, a series of cultural - artistic - entertainment events are considered

Along with the media, a series of cultural - artistic - entertainment events are considered "magnets" attracting visitors to Hanoi in the past year. Photo: VEC

Hanoi is the center of the tourist map

According to Mr. Tran Trung Hieu, Deputy Director of Hanoi Department of Tourism, the capital's tourism industry has promoted tourism activities and promoted the city's image.

The most prominent activities in November are the 2025 Hanoi Tourism Ao Dai Festival and the 3rd Hanoi Autumn Festival, with many Ao Dai performances, parades, City Bus experiences... Hanoi Autumn Festival takes place at Tran Nhan Tong walking street and Thong Nhat Park, creating great attraction when attracting more than 50,000 visitors.

At the same time, the Department promotes other cultural and tourism events of the City such as Thang Long - Hanoi Festival, Kanagawa Festival, and at the same time promotes tourism development cooperation with localities such as Vinh Long and Lai Chau , expanding tours for international visitors.

The introduction of new tourism products, cultural experiences of ethnic groups, night tours, the "Museum Night" program, Ba Vi flower season, flower routes and attractive check-in points are also focused on, contributing to diversifying products and enhancing the attractiveness of Hanoi as a destination.

To keep up with the digital media trend, Hanoi is showing a clear shift in the way it promotes tourism. According to communications expert Nguyen Ngoc Long, the biggest highlight is that Hanoi has built a consistent “destination story”: a city of culture, experiences and events. From promotional videos, articles, images to social media activities, all follow that same spirit, helping the image of the capital appear clear, attractive and memorable.

International visitors enjoy tourism products associated with the capital's cultural story. Photo: Duong Anh

International visitors enjoy tourism products associated with Hanoi's cultural story. Photo: Duong Anh

Sharing the same view, Mr. Bui Thanh Tu - Marketing Director of Best Price Travel Company said: "Recently, Hanoi has been doing a good job of leading tourists from 'sightseeing' to 'designing experiences with stories'. Hanoi has a thousand years of civilization with a long history and unique cultural beauty, cuisine and people. What needs to be done is how to introduce those cultural stories to attract domestic and international tourists."

According to experts, the use of social networks, short videos, combined with KOLs or content creators in the field of tourism - cuisine brings strong viral effects. Authentic, experience-rich content has made Hanoi a frequently mentioned destination on digital platforms, especially among young people and the international tourist market.

Not only investing in domestic media, Hanoi also expands promotion in key markets, participates in international tourism fairs, organizes famtrips, presstrips... helping the image of the capital appear regularly and attract international travel agencies.

This explains why Hanoi appeared regularly in the international press in 2025 - a frequency that far exceeded the previous period.

International reporters visit Bat Trang pottery village on the occasion of National Day September 2. Photo: Ha Vy

Promote the chain of "touch points" to retain tourists

In parallel with multi-platform promotional campaigns, Hanoi promotes a series of seasonal events to create more practical touchpoints for tourists.

Along with the media, a series of cultural - artistic - entertainment events are considered "magnets" attracting visitors to Hanoi in the past year. From seasonal festivals, music events, concerts, film and food festivals to night activities, walking streets, heritage tours... all create a continuous stream of events, helping Hanoi always have new things for visitors to explore.

Expert Nguyen Ngoc Long believes that the greatest value of these events lies in creating continuous “media touch points”: “When there is a prominent activity every month, the media is always vibrant and tourists always have a reason to return to Hanoi.

At the same time, the event also helps travel businesses easily build products, sell tours, stimulate demand for accommodation and ancillary services."

Tourism promotion events and festivals held throughout the year contribute to attracting tourists. Photo: Hoa Nguyen

On the other hand, travel agencies are also actively developing and innovating products. Hanoi has put its destination image on international media platforms, focusing on heritage and urban lifestyle. The visual and consistent approach helps the city stand out more on the regional tourism map.

“Travel experiences in the capital, delicious dishes, standard restaurants, luxury hotels… are also honored by prestigious travel magazines and award ceremonies. This contributes to promoting Hanoi tourism, which is increasingly developing, enhancing the capital’s tourism position in the region,” Mr. Tu emphasized.

This year, the image of the Capital also appeared on prestigious channels such as the New York Times, Fodor's, and was listed in the 20 friendliest cities in the world.

Hanoi's cuisine, culture and traditions can be spread strongly through content posted on social networks. Photo: Y Yen

To increase the effectiveness of promotion, this tourism expert suggested that Hanoi should announce the event schedule at least 2-3 months in advance, giving businesses time to prepare. Each event needs to have its own mark, from image, theme to accompanying experience products, aiming to form a system of annual branded events, similar to what major tourist cities in the region such as Seoul or Singapore are doing.

In the long term, Hanoi needs to increase the introduction of new products, diversify the forms of cultural - culinary - craft village experiences, and apply digital technology in promotion and in the tourist experience.

Besides, promoting marketing, communication, and applying digital communication in tourism promotion activities are indispensable factors for Hanoi's tourism industry to make a breakthrough in 2026.

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