"Vietnam Is Calling" goes viral, boosting tourism

THE HANOI TIMES — Set in a bustling airport, the young Bhutanese artist Anita (@imanitalimboo) radiates joy as she dances to upbeat music with her passport in hand. With a smile full of anticipation, she encourages her TikTok followers to join the Vietnam Is Calling trend, which invites global travelers to explore Vietnam.

What starts as a hot trend on TikTok...

Over the past week, a flurry of energetic, eye-catching videos bearing the hashtag #VietnamIsCalling has taken over platforms like TikTok, Instagram, and Facebook Reels. This viral wave has sparked global interest in Vietnam as a must-visit destination.

From Europe to Asia, renowned travel vloggers and avid adventurers are embracing the trend by booking flights to Vietnam and turning online inspiration into real-life discovery. Each video tells a unique story, but they all share one unifying message: "Vietnam is calling, and I'm ready to go!"

What began as a digital trend has grown into a movement that is influencing travel decisions around the world.

Searching "Vietnam Is Calling" on TikTok reveals a tapestry of joyful moments: tourists snapping selfies at airports, wheeling suitcases across terminals, and immersing themselves in authentic Vietnamese experiences, from street food feasts to cultural heritage sites. These short, exciting clips set to lively music highlight the magnetic pull of Vietnam’s natural beauty, cuisine, and rich traditions.

This viral phrase is thought to echo the spirit of a quote by American naturalist John Muir: “The mountains are calling, and I must go!” That same call to adventure has inspired young travelers to pack their bags and answer Vietnam’s invitation.

TikToker @parmersss posted a video of himself gleefully skipping through the airport with his passport and ticket in hand, bound for Vietnam. The video garnered over two million views within 10 days in mid-June, sparking further posts from his journey across Vietnam.

Following suit, other TikTokers, such as @GorillaiDeas and @amalia_maximova, have shared vibrant content of themselves biking through Hoi An Ancient Town in the central province of Quang Nam, hiking in the mountainous province of Ha Giang in the northeastern region of Vietnam, and enjoying the sunrise on Danang’s beach in central Vietnam.

.... turns into a real tourism surge

This digital trend has seamlessly translated into tangible travel. Tourists are staging videos not only at airports but also at Vietnam’s most iconic destinations. The online buzz has evolved into a powerful travel motivator.

Launched in June during Vietnam’s peak summer tourism season, this trend has blossomed beyond the digital sphere and positioned Vietnam prominently on the global travel map. For young travelers around the world, "Vietnam Is Calling" is more than a catchy phrase; it's a compelling reason to visit.

According to Dang Duy Trung Hieu, Vice President of the Hanoi Tourism Association, the rise of digital influencers and content creators (KOLs, KOCs, travel bloggers) has reshaped the way destinations are promoted. Their online presence has a rapid and far-reaching impact, especially among younger audiences eager to create their own viral experiences.

This impact is measurable. According to data from Google Destination Insights, the number of international searches for travel to Vietnam jumped 25% in the first five months of the year, ranking the country 7th worldwide. Notably, Vietnam is the only Southeast Asian country in the top 10, far ahead of regional peers such as the Philippines (18th), Singapore (25th), Thailand (36th), Indonesia (37th), and Malaysia (39th).

Nguyen Chau A, General Director of Oxalis Adventure, said that leveraging the internet and digital platforms is now essential for the Vietnamese tourism industry. "Many foreign travelers are now independent explorers who plan their trips," he noted. "To captivate them, we must innovate our marketing strategies, especially through digital media."

Echoing this sentiment, Nguyen Quoc Ky, Chairman of the Board at Vietravel Corporation, stressed the importance of digital presence. "We live in a flat world where online visibility is king. The music videos, short reels, and viral clips that are currently trending are largely driven by individual creators, not national or corporate campaigns. We must build on that momentum with a unified national strategy to promote Vietnam on various platforms.”

He also called for deeper people-to-people links and policies supporting youth engagement, highlighting young people as both creators and travelers in today’s tourism landscape.

More than just a trend, Vietnam Is Calling has become a global invitation. With its natural beauty and rich culture, Vietnam is capturing hearts worldwide, both online and in person. For those seeking a fresh adventure, the call is unmistakable: Vietnam is ready.