Accordingly, the Strategy was issued to promote and position Vietnam as a leading attractive tourist destination in Southeast Asia, affirming the brand and competitiveness of Vietnamese tourism, contributing to the implementation of the goals of the Vietnam Tourism Development Strategy to 2030.
Vietnam tourism will aim to consolidate and enhance awareness, understanding, interest, love and satisfaction with Vietnam's tourist destinations; affirm Vietnam's tourism brand as an attractive, quality, sustainable destination, the top choice in target markets, meeting the needs of high-spending, long-stay customers; increase website traffic, the number of members participating in the social networking platforms of the General Department of Tourism, increase the reach and interaction level of digital marketing activities.
Golden Bridge, Da Nang
At the same time, improve Vietnam's ranking position on tourism marketing-related indicators (on national destination brand development strategy, readiness to apply information technology in providing tourism services, price competitiveness, etc.) in the World Economic Forum's Tourism Development Capacity Assessment Index.
The goal by 2025 is to recover and strive to welcome 18 million international visitors; serve 130 million domestic visitors, maintaining a domestic visitor growth rate of 8-9%/year. By 2030, welcome 35 million international visitors, a growth rate of 13-15%/year; serve 160 million domestic visitors, a domestic visitor growth rate of 4-5%/year.
Ensuring unique tourism experiences Regarding the positioning of the national tourism destination brand, continue to highlight the core values of the Vietnamese tourism brand associated with the potential, national advantages, cultural identity, unique cuisine, long-standing heritage, warm people, beautiful landscapes, connecting with the emotional and spiritual factors of tourists, ensuring unique, original and authentic tourism experiences. In addition, ensure consistency in the brand system, linking the Vietnamese tourism brand with regional tourism brands, local destination brands, and tourism product brands. Ensure consistency in the brand system.
Regarding the title and logo, continue to promote the Vietnamese tourism brand with the title and logo "Vietnam - Timeless Charm" for the international tourist market and "Vietnam - Endless Beauty" for the domestic tourist market. Develop sub-titles and logos suitable for target markets in each phase.
Regarding tourism product orientation, focus on marketing main tourism product groups including: Sea and island tourism; Cultural tourism; Eco-tourism; Urban tourism, focusing on key tourist cities such as Ha Long, Nha Trang, Phan Thiet, Phu Quoc, Da Lat, Sa Pa; linking tourism with night-time economic development.
In addition, promote the development of new types and tourism products such as tourism combined with medical treatment and health care; agricultural and rural tourism; industrial tourism; sports tourism; products serving the diverse needs of tourists such as MICE tourism, educational tourism, cruise tourism, and beauty tourism.
Maintain and expand the scale of traditional markets. Regarding international market orientation, in the period 2022-2025, restore traditional markets; combine attracting emerging markets: India, Middle Eastern countries. In the period 2026-2030, maintain and expand the scale of traditional markets: Northeast Asian countries, Europe, ASEAN region, North America, Russia, Oceania; increase the market share of customers with high spending ability; diversify markets towards sustainable development.
For the domestic market, in the period of 2022-2025, the growth momentum of the domestic tourist market will be restored and maintained. In the period of 2026-2030, we will continue to promote the exploitation of the domestic tourist market, diversifying target market segments including family, youth, education, business and MICE tourists. Focus on promoting the number of guests using accommodation services and tourists traveling in the low season.
The strategy also sets out key tasks and solutions, notably innovating and diversifying tourism marketing forms and promoting the application of digital technology. Deploying a variety of flexible marketing communication forms suitable to the goals and requirements of each market and each stage, effectively combining traditional and modern promotion forms.
Innovate methods, tools, and content, and increase the application of digital technology in tourism promotion and advertising. Develop and implement digital marketing strategies and plans linked to the results of analysis and evaluation of actual data. Focus on investing in content marketing, building a mechanism for developing and distributing content, creative products, and databases to serve tourism marketing activities. Innovate and diversify forms of tourism marketing, and promote the application of digital technology.
The General Department of Tourism is the agency in charge of organizing the implementation of the Vietnam Tourism Marketing Strategy. Based on the budget allocated by the state budget and the operational purpose of the Tourism Development Support Fund stipulated in Decision No. 49/2018/QD-TTg of the Prime Minister, the Fund synthesizes, researches, proposes annual tasks to submit to the Minister of Culture, Sports and Tourism for approval, and implements the tasks of the Strategy.
