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Accordingly, the Strategy was issued to promote and position Vietnam as a leading attractive tourist destination in Southeast Asia, affirm the brand and competitiveness of Vietnamese tourism, and contribute to achieving the goals of the Vietnam Tourism Development Strategy to 2030.
Vietnam's tourism sector will aim to strengthen and enhance awareness, understanding, interest, liking, and satisfaction with Vietnamese tourist destinations; affirm the brand of Vietnam as an attractive, high-quality, sustainable destination, a top choice in target markets, meeting the needs of high-spending tourists who stay for extended periods; increase website traffic and membership on the Vietnam National Administration of Tourism's social media platforms; and expand the reach and interaction level of digital marketing activities.
Golden Bridge, Da Nang
At the same time, improve Vietnam's ranking in tourism marketing-related indicators (regarding national destination brand development strategies, readiness to apply information technology in providing tourism services, price competitiveness, etc.) within the World Economic Forum's Tourism Capacity Assessment Index.
The target for 2025 is to recover and strive to welcome 18 million international tourists; serve 130 million domestic tourists, maintaining a domestic tourism growth rate of 8-9% per year. By 2030, the target is to welcome 35 million international tourists, with a growth rate of 13-15% per year; serve 160 million domestic tourists, with a domestic tourism growth rate of 4-5% per year.
Ensuring unique tourism experiences: Regarding the national tourism destination brand positioning, we will continue to highlight the core values of the Vietnamese tourism brand, linked to national potential and advantages, cultural identity, distinctive cuisine, ancient heritage, warm-hearted people, beautiful landscapes, and connecting with the emotional and spiritual elements of tourists, ensuring unique, original, and authentic tourism experiences. In addition, we will ensure consistency within the brand system, linking the Vietnamese tourism brand with regional tourism brands, local destination brands, and tourism product brands. This will ensure consistency within the brand system.
Regarding titles and logos, continue promoting 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 stage.
Regarding tourism product development, the focus is on marketing key tourism product groups including: beach and island tourism; cultural tourism; ecotourism; and urban tourism, with a focus on major tourist cities such as Ha Long, Nha Trang, Phan Thiet, Phu Quoc, Da Lat, and Sa Pa; linking tourism with the development of the night-time economy.
Furthermore, it is necessary to promote the development of new types and products of tourism such as medical tourism, health care tourism; agricultural and rural tourism; industrial tourism; sports tourism; and products serving the diverse needs of tourists such as MICE tourism, educational tourism, cruise tourism, and beauty tourism.
Maintaining and Expanding Traditional Markets: Regarding international market orientation, in the period 2022-2025, the focus will be on restoring traditional markets and attracting emerging markets such as India and the Middle East. In the period 2026-2030, the goal is to maintain and expand traditional markets: Northeast Asia, Europe, ASEAN, North America, Russia, and Oceania; increase the market share of high-spending tourists; and diversify markets towards sustainable development.
For the domestic market, the period from 2022-2025 will see a recovery and sustained growth in the domestic tourism market. From 2026-2030, the focus will continue to be on exploiting the domestic tourism market, diversifying target market segments including families, youth, education, business travelers, and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourists. Emphasis will be placed on boosting the number of tourists using accommodation services and those traveling during off-peak seasons.
The strategy also outlines key tasks and solutions, notably the innovation and diversification of tourism marketing methods, and the promotion of digital technology applications. It emphasizes the implementation of diverse and flexible marketing communication methods tailored to the goals and requirements of each market and stage, effectively combining traditional and modern promotional approaches.
Innovate methods, tools, and content, and enhance the application of digital technology in tourism promotion and marketing. Develop and implement digital marketing strategies and plans linked to the results of analyzing and evaluating real-world data. Focus investment on content marketing, build mechanisms for developing and distributing content, creative products, and databases to support tourism marketing activities. Innovate and diversify tourism marketing methods, and promote the application of digital technology.
The Vietnam National Administration of Tourism is the lead agency responsible for organizing and implementing the Vietnam Tourism Marketing Strategy. Based on funding allocated from the state budget and the operational objectives of the Tourism Development Support Fund as stipulated in Decision No. 49/2018/QD-TTg of the Prime Minister, the Fund compiles, researches, and proposes annual tasks for approval by the Minister of Culture, Sports and Tourism, and implements the tasks of the Strategy.
