This wave not only reflects Vietnam's growing appeal on the world tourism map, but also demonstrates the international tourism community's keen ability to quickly grasp trends, thereby opening up a "golden opportunity" for Vietnam to promote its destinations.
"The calling" from authentic experience
Starting in June 2025, platforms like TikTok, Instagram, and YouTube will be flooded with videos of foreign tourists holding passports, pulling suitcases out of airports, and immersing themselves in the Vietnamese scenery, accompanied by the hashtag #VietnamIsCalling.
These videos attract millions of views, not because of special effects or paid advertising, but because of the genuine excitement and emotion of tourists visiting this place.
This trend is likened to a modern version of the legendary saying "The mountains are calling and I must go," but with a distinctly Vietnamese identity.
The terraced rice fields of Sapa, basket boats amidst the coconut groves of Hoi An, iced milk coffee on the sidewalks of Hanoi , or floating markets in the Mekong Delta… all come to life vividly through the lenses of those who have truly been "called" to Vietnam.
No promotional campaign is as effective as genuine emotion. What makes "Vietnam is calling" different is that it doesn't come from tourism organizations or businesses, but from the community of tourists themselves.
A Spanish female travel vlogger simply posted a short video of herself riding a motorbike through the roads of Ha Giang and attracted 5 million views and thousands of comments like "I'm packing my bags now!"
Canadian blogger Jonathan Rowe, who has traveled to 42 countries, exclaimed: "Nowhere has moved me as much as Vietnam. I was called to go – not by the call of luxury, but by the kindness of the people."
These shared experiences are worth more than thousands of minutes of advertising, because they convey authenticity, which is becoming the new standard for global travel.
The new trend: Travel is an action, not just a dream.
The major difference between “Vietnam is calling” and previous tourism marketing campaigns is that it inspires action. Participants not only post pictures, but also book tickets, pack their bags, and explore in person. The online trend has moved beyond the virtual space to become a real-life travel phenomenon.
What captivates tourists is the vibrant and intimate experience of going to the morning market with locals, learning to wrap banh chung (traditional Vietnamese rice cakes) in a Northern Vietnamese village, rowing a boat on the Ngo Dong River, or eating com tam (broken rice) in the heart of Saigon… not because the place is beautiful or ugly.
They came to Vietnam not to "check-in" but to experience the rhythm of life, to feel the essence of Vietnam through the food, the accent, and the gaze.
Behind the explosion of "Vietnam is calling" lies a major lesson about destination marketing in the digital age.
Without needing millions of dollars in budget, Vietnam can still "capture" the world if it knows how to nurture authentic experiences and create opportunities for tourists to tell their own stories.
This is also a golden opportunity for the tourism industry to seize the trend and turn "Vietnam is calling" into a national campaign, similar to what "Amazing Thailand" or "Incredible India" have done.
Because behind the dust of trends lies opportunity: an opportunity to position Vietnam as a cultural, culinary, and human destination, where experiences are deeply rooted.
Encouragingly, many international tourists have noticed a significant improvement in service quality. Several travel bloggers shared that they "will definitely return to Vietnam because everything is cleaner, friendlier, and the prices remain reasonable."
Cuisine is also a highlight that cannot be overlooked. Banh mi, bun cha, sugarcane juice, three-color sweet soup… appear in countless videos with millions of views, not only because they are delicious but also because they tell a story. Each dish is a cultural experience, a "ticket" to learn more about the region.
Besides its beautiful nature, distinctive culture, and unique heritage, Vietnam is also attracting visitors with new products such as: agricultural tourism, wellness tourism, adventure sports, tourist trains, golf tourism, etc. A dynamic, diverse, and safe destination is the reason why Vietnam stands out on the post-Covid-19 tourism map.
The best thing about "Vietnam is calling" is that anyone can participate. You don't need to be a professional travel blogger, you don't need expensive equipment, just a love for Vietnam and a little appreciation for its beauty.
This journey is not just for the tourism industry, but a "call" from an entire friendly and hospitable nation, wanting to tell the world its story—a story of majestic nature, warm-hearted people, unique identity, and aspirations for progress.
“Vietnam is calling” is an indicator that Vietnamese tourism is heading in the right direction: developing from within, based on real experiences, connecting emotionally, and leveraging the power of the community.
Source: https://baovanhoa.vn/du-lich/vietnam-is-calling-van-gay-sot-voi-khach-du-lich-quoc-te-158776.html
![[Photo] General Secretary and President To Lam presides over a meeting on preparations for the review of one year of operation of the three-tiered government system.](https://vphoto.vietnam.vn/thumb/1200x675/vietnam/resource/IMAGE/2026/06/02/1780391821195_a1-bnd-4595-9717-jpg.webp)
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