Hanoi steps up efforts to attract global travelers

THE HANOI TIMES — Hanoi is stepping up efforts to attract global travelers by expanding tourism products and promoting multi-destination experiences that go beyond the city’s historic core.

For many visitors, the capital’s appeal begins with its street life, from motorbike-filled roads to the rich flavors of local cuisine at sidewalk eateries, offering an immersive glimpse into daily life in the city.

As their journeys unfold, many international travelers begin to look beyond the capital. After experiencing Hanoi, they are drawn to nearby provinces and lesser-known destinations, eager to discover Vietnam’s varied landscapes and local cultures, and to linger longer along the way.

That shift in demand was highlighted at the forum “Implementing solutions to step up attracting international tourists to Hanoi,” held on December 17, which focused on developing connected tourism routes and new products linking the capital with northern localities, with the aim of positioning Hanoi as a gateway to longer and more in-depth journeys across the region.

Hanoi’s tourism growth 

Organized by the Hanoi Department of Tourism, the forum gathered representatives from government agencies, travel associations, airlines and tourism businesses to assess Hanoi’s tourism performance and discuss strategies to achieve targets for 2026 and the next years.

In 2025, Hanoi’s tourism sector continued its strong recovery. In the first 11 months, the capital welcomed 30.94 million visitors, up 22% year-on-year, including approximately 7.09 million international tourists.

Tourism revenue was estimated at VND120.6 trillion (US$4.57 billion), up more than 20% compared to 2024, underscoring Hanoi’s central role in the national tourism industry and its growing competitiveness as a global destination.

Tran Trung Hieu, Deputy Director of the Hanoi Department of Tourism, highlighted the city’s modern transport infrastructure, which spans road, rail, waterway and air networks. Noi Bai International Airport, the largest aviation hub in northern Vietnam, connects Hanoi with major cities across Asia, Europe, Australia and the Middle East.

Within the city, a diverse public transport system, including bus routes, BRT lines, airport shuttles and two metro lines, has improved access to key attractions, making travel more convenient for both international and domestic visitors.

Despite strong visitor growth, average length of stay and spending per visitor remain below potential. Night-time tourism, high-end products, cultural and experiential offerings, as well as international-standard shopping infrastructure, are still underdeveloped.

Addressing these shortcomings will require stronger regional linkages, improved service quality and further enhancements to the urban environment.

Ha Van Sieu, Deputy Director General of the Vietnam National Authority of Tourism, acknowledged Hanoi’s contribution to Vietnam’s inbound tourism and stressed that these gaps must be addressed to ensure sustainable growth.

Bringing solutions into play

At the event, delegates discussed measures to attract more international visitors, extend stays and raise spending.

Nguyen Quy Phuong, Head of the Tourism Promotion Management Department at the Vietnam National Authority of Tourism, said Hanoi needs a systematic and sustainable strategy to strengthen global competitiveness.

Regarding promotion, the city was urged to expand digital marketing and upgrade tourism information infrastructure, including AI-powered tourism websites for itinerary recommendations, a high-quality image and video database for overseas promotion, and wider use of VR and AR to present heritage sites and support remote experiences.

"Additionally, Hanoi needs to join more international tourism fairs and events to raise its global profile," said Phuong.

Delegates also called for stronger linkages among airlines, travel agencies and local destinations, as well as closer ties with key source markets, including India, the Middle East, Europe and the US. Another priority is to improve both the quantity and quality of tourism personnel, with a focus on foreign languages, technology use and professional service skills.

Vietnam Airlines representative Bui Minh Chien suggested improving the tourist experience from the very first point of contact, particularly at Noi Bai International Airport. Airlines, hotels and travel agencies could collaborate on co-branded tourism packages, combining flights, accommodation and curated Hanoi experiences, including cultural, recreational and wellness activities.

Diversifying tourism products was a key focus, with Hanoi set to develop distinctive offerings, including museum tours, historical and cultural sites, traditional craft villages and signature annual festivals that reflect the city’s identity.

Deputy Director Tran Trung Hieu said the city will target high-value visitors from established markets in Northeast Asia, Europe, North America and Australia, while expanding to emerging markets including India and Muslim countries.

The strategy also includes developing Hanoi-branded souvenirs with strong local identity, accelerating digital transformation in tourism management and strengthening regional connectivity. Hanoi will retain its central role while deepening cooperation with northern provinces, including Quang Ninh, Ninh Binh, Lao Cai, Tuyen Quang and Bac Ninh to promote multi-destination travel and encourage longer stays.

These forward-looking measures aim to enhance visitor experiences and extend exploration beyond the capital.