Tourism industry strives for digital transformation
Service robots are emerging as a transformative force in Vietnam's food and hospitality industry, offering a glimpse into the future of customer service and operational efficiency.
THE HANOI TIMES — For the first time in Vietnam, 14 leading domestic and international technology companies have collaborated to create the "Vietnam Tourism Technology Map" at the Vietnam International Travel Mart (VITM) Hanoi 2025, held in Hanoi from April 10-13.
Urgency of digital transformation in tourism
The Techzone booth at VITM Hanoi 2025 fair. Photo: Jenna
Vu The Binh, Chairman of the Vietnam Tourism Association, underscored the importance of digitalization in tourism at this year’s VITM . "It is not only an inevitable trend, but also a critical development strategy that requires synchronization across multiple solutions," Binh said, noting that the application of artificial intelligence (AI) is still limited in Vietnam, with nearly 50% of small and medium-sized enterprises in the tourism sector yet to embrace digital transformation.
This year, the Vietnam Tourism Association and VietSolutions Group introduced the Techzone booth at VITM Hanoi 2025, showcasing an array of digital solutions to accelerate the digital transformation of the country's tourism sector.
Cutting-edge solutions on display
Vu The Binh, Chairman of the Vietnam Tourism Association. Photo: VITM
The event, with Kinh te & Do thi Newspaper/The Hanoi Times as the official media partner, highlights 20 cutting-edge technological solutions, including AI, robotics, and smart hotel innovations. Visitors can experience firsthand the technologies that are transforming the future of tourism.
During the first two days of the event (April 10-11), attendees will have the opportunity to explore digital and AI solutions from 14 of the world's leading technology companies at the Techzone booth will offer attendees an opportunity to explore digital and AI solutions from 14 leading tech companies worldwide. Exhibitors include MSP Vietnam, presenting Wi-Fi and marketing technologies, and BestPrice Travel, showcasing its AI-powered travel assistants. Additionally, Hoan My Group and DIGICORP will demonstrate service and cleaning robots, technologies set to revolutionize customer service in the food, beverage, and hospitality sectors.
Other innovative technologies on display include AI chatbots, multilingual translation tools, IoT solutions for tourism, and a booking application for tourist attractions.
Techzone booth draws the attention of visitors to VITM Hanoi 2025
Among the most notable exhibitors is AIAIVN SJC, a US-based technology company founded by Vietnamese engineers with experience at top tech giants such as Google, Microsoft, Amazon, and Meta. Its AI solution, powered by GenAI technology, is designed to enhance smart travel and accommodation services.
Anthony Tuan Phan, Chairman and CEO of AIAIVN Vietnam, will deliver a presentation titled "GenAI Solutions for Destination Tourism and Smart Accommodation Services", where he will discuss how GenAI can support heritage conservation, reduce reliance on human resources, personalize tourist itineraries, and sustainably improve service quality.
Keeping pace with global trends
Bui Thanh Tu, Marketing Director of BestPrice Travel, highlighted the company's use of AI to provide instant travel assistance in response to the growing demand for personalized travel services. By integrating AI into its operations, BestPrice Travel has streamlined customer service, reduced response times, and improved cost efficiency. Customers can access these services for free on the company's platform, BestPrice.vn.
Tu noted a shift in customer behavior, with an increasing preference for private, personalized tours. "AI assistants can provide answers and recommendations almost instantly, allowing customers to bypass the long wait times traditionally associated with human assistants," he explained.
Visitors experience digital technology at BestPrice booth, VITM Hanoi 2025
Vo Duy Nghia, Director of Vietnam AI Robot JSC, shared insights on the application of AI-integrated robots in Vietnam's tourism sector, particularly in the hospitality and accommodation industry. He emphasized that these robots are not just modern innovations, but strategic tools to keep up with global digital transformation trends. "AI robots ensure consistent, high-quality food and beverage service tailored to customers' preferences, bringing them new technology-driven experiences," Nghia added.
Overcoming challenges in AI adoption
Doan Ngoc Tung, Director of MTV Vietnam Travel and Vice President of UNESCO Hanoi Tourism Club, noted that while many tourism businesses in Vietnam have adopted AI in specific areas such as marketing and customer care, there are significant barriers to broader adoption. The shortage of AI experts remains a key challenge for many companies.
Guests at the Furama - Ariyana Danang International Tourism Complex are served by a robot. Photo: Courtesy of Furama Danang Resort
“If businesses are slow to adopt AI, they risk falling behind in the digital transformation race,” Tung warned. “AI is not only a tool for optimizing operations but also a catalyst for improving service quality and boosting competitiveness.”
Tung called on businesses to invest in building a strong technology ecosystem, including infrastructure and skilled employees, to enable effective AI deployment. “Investing in employee training and facilitating access to new technologies will be key to ensuring the success of digital transformation,” he concluded.
The three-day tourism fair VITM Hanoi 2025 provides an invaluable platform for tourism businesses to explore, learn about, and apply digital transformation solutions. The event serves as a gateway to the future of tourism, offering access to modern AI applications, including ChatGPT, Claude, Gemma, Llama, and others. Through these innovations, the event sets the stage for a new era of technological advancement in Vietnam’s tourism industry.
