Vietnam Pushes Tourism Shift from Volume to Value

Vietnam is boldly shifting its tourism strategy from a volume-based approach to a quality-focused one. A national brand enhancement plan through 2035 aims to establish Vietnam as a high-value, safe, and leading Asian destination. This strategic pivot aligns with expert views that tourism effectiveness should be measured not just by visitor numbers and revenue, but also by spending, length of stay, repeat visits, job quality, and environmental carrying capacity. The shift is driven by evolving traveler demands for authentic local experiences, community connection, and environmentally conscious, personalized trips. In response, new cultural spaces like "CADAO Collective" in Hanoi are emerging, blending traditional arts with contemporary influences. In the former imperial capital of Hue, "green tourism" is being promoted to balance heritage preservation with new growth and livelihoods. Strengthening the MICE (Meetings, Incentives, Conferences, Exhibitions) sector is another key pillar. The central city of Da Nang aims to welcome nearly 93,000 MICE visitors by 2026, a 12% year-on-year increase, by enhancing links with corporations and diversifying promotional activities. Events like the Yen Tu festival, featuring celebrations and a marathon, are being developed to attract visitors year-round. Vietnam's presence in the luxury hotel sector is also growing. Capella Hanoi, with its design inspired by 1920s opera, has been recognized by "The World’s 50 Best Hotels." Phu Quoc Island is gaining international acclaim as a prime luxury destination, with Thai media highlighting its appeal for private, comfortable five-star retreats without extensive travel. Statistically, Vietnam welcomed nearly 2 million international visitors in August, achieving 63.6% of its annual target. Russian arrivals saw a remarkable 165.7% year-on-year increase, making it the fastest-growing market. China remains Vietnam's largest source market. These figures underscore Vietnam's growing stature as an international tourist destination. The transition from "volume to quality" is expected to contribute to Vietnam's sustainable economic growth and the development of a more appealing national tourism brand. Source: VietnamPlus English