Vietnam Tourism Sector Poised for Growth with its New Strategies in the Digital Promotion, Culinary Tourism and Targeted Marketing

The tourism market in Vietnam has expanded in recent years, boasting a recordbreaking figure of 20 million foreign visitors in 2025, as well as 130 million domestic ones. The country has also been bestowed numerous prestigious awards by international tourist organizations, earning its title as one of the world’s most frequently searched travel destinations, despite which Vietnam is now facing a new period in which the world tourism market is extremely competitive, where numerous countries make use of data analysis to create messages for its tourism branding.

For Vietnam to continue with this positive trend and strengthen its position in the market, it must adopt revolutionary strategies for promoting and marketing tourism. This approach should include those methods and strategies that are less traditional and more adaptive in the long run. While Vietnam tries to adapt itself in the competitive market scenario, it would be crucial for it to move ahead and distinguish itself from other emerging tourist spots in the market.

The Challenge of Fragmented Tourism Promotion

While Vietnam has made strides in tourism marketing, Nguyen Thi Hoa Mai, Deputy Director of the Vietnam National Authority of Tourism, pointed out that the country still lacks a comprehensive, national-level tourism campaign. Moreover, there is a lack of coordination between central agencies, local authorities, businesses, and overseas offices, resulting in a fragmented and inconsistent tourism image. This issue, paired with limited financial resources for marketing, particularly in overseas markets, has hindered Vietnam’s ability to run high-frequency, large-scale campaigns and achieve a significant breakthrough.

This is compounded by the fact that other regional countries have larger budgets for their tourism promotion, which limits the scale, coverage, and professionalism of Vietnam’s activities. As a result, Vietnam struggles to fully capture the attention of potential international tourists.

Vision for Vietnam’s Tourism Promotion Strategy (2026–2030)

In response to these challenges, the Vietnamese government has assigned the Ministry of Culture, Sports and Tourism to develop a strategic project for promoting Vietnamese tourism and cuisine abroad from 2026 to 2030. The aim is to position culinary and cultural experiences as the core of the national tourism brand, targeting a diverse range of international markets.

Nguyen Thi Hoa Mai emphasized the importance of a five-year vision, where a more data-driven and technology-enabled tourism promotion model would help Vietnam refine its focus and reach. In addition to culinary tourism, which is increasingly seen as a major draw for international visitors, the strategy will also prioritize market research to better understand the specific needs and preferences of tourists from key regions.

Target Markets for Vietnam’s Tourism Growth

Vietnam’s tourism promotion efforts will target a wide range of markets, each offering unique opportunities for growth:

• Nearby markets with high tourism potential, such as China, the Republic of Korea, and Japan.
• Emerging markets with strong growth, including Thailand, Malaysia, Indonesia, and the Philippines.
• Long-haul, high-spending markets like Western and Northern Europe and North America.
• Other growing markets, such as Australia, Russia, Southern and Eastern Europe, and potential markets in the Middle East and India.

By targeting these diverse markets, Vietnam can position itself as an attractive destination for various types of travelers, whether they seek cultural heritage, eco-tourism, or luxury experiences.

Digital Transformation and Technology-Driven Promotion

Nguyen Cam Tu, Director of the Ho Chi Minh City Tourism Promotion Centre, pointed out the rapid shift in international tourists’ behavior toward digital platforms, where travelers increasingly seek information online, consult reviews, and book services through online travel agencies. As digital engagement becomes central to travel decision-making, Vietnam’s tourism promotion must evolve from traditional methods to a data-driven, technology-enabled approach.

To support this transition, Ho Chi Minh City launched its own visitor data monitoring system, the HCMC Global Traveller Barometer, which allows the city to track and forecast target tourist markets. This system, the first of its kind in Vietnam, enables authorities to better understand visitor trends and tailor marketing efforts based on real-time data.

Future Growth and the Impact of Tourism on Vietnam’s Economy

As Vietnam’s tourism continues to grow, the country must shift towards a long-term, comprehensive strategy that integrates both traditional cultural promotion and modern, digital marketing practices. This holistic approach will allow Vietnam to compete effectively in the global market by emphasizing its unique tourism products, including its culinary heritage, natural landscapes, and rich cultural history.

The development of a unified tourism promotion strategy will lead to more coordinated actions across various stakeholders—central and local authorities, businesses, and international partners. It will also enable Vietnam to maximize its tourism resources while ensuring a cohesive and compelling tourism narrative. Technology-enabled solutions, like data analytics, will allow Vietnam to monitor and respond to tourism trends quickly. This adaptability will be crucial for the country as it aims to increase tourist inflows from both nearby markets and more distant, high-spending countries.

Preparing for Future Tourism Growth in Vietnam

The tourism industry of Vietnam currently comes to a crossroads, with opportunities to realize an even greater level of success in the coming years. If it wishes to be a successful player in a constantly changing marketplace, Vietnam needs to adopt a smart and dynamic approach to marketing its tourism industry that takes a prominent focus on food and culture. By so doing, it will be able to create a bright and successful tourism future for a wide array of people across this planet called Earth. With a cohesive tourism plan, the tourism sector of Vietnam would not only flourish but also be a contributor to the development of the Vietnamese economy, improving its tourism outlook on a global scale.

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