Vietnam tourism adaptation and global connectivity key to future success

THE HANOI TIMES — The recovery and growth of Vietnamese tourism after the pandemic demonstrates the immense potential of the industry, said Ha Van Sieu, Deputy Director of the Vietnam National Authority of Tourism.

Sieu was speaking at the annual TPO conference meeting 2025 for Vietnamese members, which was jointly held by the Hanoi Department of Tourism and the Tourism Promotion Organization for Global Cities (TPO) in Hanoi on March 28.

He said the Vietnam National Tourism Authority highly values TPO's leadership in shaping emerging tourism trends and fostering effective city-to-city cooperation.

Sieu praised the active participation of Vietnamese cities in TPO activities. Major destinations such as Hanoi, Ho Chi Minh City, Danang, Hue, and Da Lat are growing rapidly in global appeal, contributing to the growth of Vietnam's tourism footprint in regional and international markets.

The conference, under the theme "Shaping Unique Tourism Products: Enhancing the Attractiveness of Vietnamese Cities," focused on strategies for developing innovative tourism products, curating unique offerings to attract international visitors, and enhancing the competitiveness of TPO member cities.

Networking opportunities for growth

In her opening remarks, TPO Secretary General Kang Da-eun highlighted the organization's mission to support the regional and global promotion of tourism as a key industry.

She said this conference is a major opportunity to raise the profile of Vietnam's tourism cities on the international stage. It enables TPO members to share insights and best practices in destination development, set benchmarks for quality and impact, and promote a sustainable, creative tourism sector.

Founded in Busan, South Korea, TPO currently has 137 member cities from 16 countries. Vietnam is represented by Hanoi, Ho Chi Minh City, Bac Ninh, Da Lat, Danang, Haiphong, Long An, and Vung Tau.

Dang Huong Giang, Director of the Hanoi Department of Tourism, highlighted the city's long-standing commitment to its TPO membership, active participation in promotional activities, and continuous efforts to highlight Hanoi as a premier tourism destination.

She pointed to Korea as a key market for Hanoi, where the city's cultural, historical, golf, resort and MICE tourism offerings have been well received by Korean travelers.

Giang also urged the TPO to focus on initiatives that enhance the connectivity between member destinations and thus meet the evolving demands of the global traveler.

Adapting to global trends

During the session "Global Tourism Trends and Vietnam Tourism Outlook", Pham Hong Long, Head of the Faculty of Tourism Studies at the University of Social Sciences and Humanities, Vietnam National University, Hanoi, addressed the intensifying competition in the global tourism sector.

He said that success will not be determined by the size or strength of a destination, but by its ability to adapt, innovate and build effective connections.

"As the tourism industry rebounds globally, destinations that innovate quickly and stay connected will lead the way," said Long.

In 2024, the global tourism industry saw a strong recovery, with international arrivals approaching pre-pandemic levels. Vietnam welcomed 17.6 million international visitors, reaching 98% of the 2019 total.

The first two months of 2025 also saw nearly four million visitors, up 30% year-on-year, out of the target of 22-23 million international visitors for the year.

Long identified several challenges, including rising travel costs, limited quality accommodations, and the impact of global economic instability. He also highlighted the growing trend of sustainable and responsible tourism, with 70% of global travelers willing to pay more for environmentally friendly options, especially those aligned with net zero and reduced carbon emissions.

Huynh Thi Mai Thy, Country Manager at Traveloka, emphasized the importance of e-commerce and digital platforms in capturing Vietnamese tourists, especially given the country's high penetration of social media.

She suggested four strategic approaches for attracting international visitors, including building strong destination brands, leveraging digital marketing and creative storytelling, fostering public-private partnerships, and prioritizing sustainable tourism practices as a long-term competitive advantage.

The conference concluded with a commitment from TPO Director General Cho Jae-dong to further strengthen connectivity and tourism exchanges among member cities. He also encouraged other Vietnamese cities to join the TPO network for more cooperation opportunities.

In a significant development, Long An Province expressed interest in hosting the 2026 TPO Conference, a proposal that was warmly endorsed by TPO members.