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Amidst a global political landscape fraught with challenges, from disruptions to global supply chains to ongoing energy crises, Vietnam has emerged as a model of adaptability and sustained growth.
At an event organized by the German Business Association in Vietnam (GBA) on April 6, 2026, leading experts outlined a multifaceted economic landscape where tourism and the ability to attract high-quality investment become key pillars helping Vietnam maintain its competitive advantage on the international map.
Tourism is a lever for macroeconomic recovery.
The strong recovery of the tourism industry is not simply about the number of international visitors or service revenue, but also a testament to the nation's strategic stability. Michael Kokalari, Director of Macroeconomic Analysis and Market Research at VinaCapital, believes that the Vietnamese economy is receiving significant short-term support from domestic consumption and the rapid growth of the tourism sector.
Here, experts affirm that the adaptability and recovery momentum of Vietnam's tourism industry are key "weapons" helping the economy maintain its position.
This is the sector most sensitive to global fluctuations, but it is also the sector that demonstrates Vietnam's greatest flexibility in leveraging its extensive network of free trade agreements and advantageous geographical location to maintain its attractiveness to high-end tourist markets, especially those from Europe and developed countries.
However, the challenge facing Vietnam's tourism industry in particular, and the economy in general, in 2026 is the increase in operating costs due to fluctuating energy prices. With over 80% of fuel supply dependent on the Middle East, transportation and logistics costs are directly putting pressure on the prices of high-end tours and resort services.
Mr. Bruno Jaspaert, President of EuroCham, noted that businesses need a long-term vision and contingency plans as energy costs are unlikely to cool down this year. To maintain its position, Vietnam's tourism industry is forced to undergo a value revolution. Instead of competing to lower tour prices, businesses are focusing on optimizing domestic supplier networks and diversifying green tourism products, reducing reliance on fossil fuels. This is a crucial step towards building a more self-reliant and sustainable tourism ecosystem in the face of external supply shocks from countries like China or the Middle East.
Improving the added value and quality of human resources is a decisive factor for Vietnam's tourism industry to not only achieve growth but also long-term sustainability.
Another major obstacle highlighted by GBA experts is the shortage of skilled labor within the next five years. For the international tourism and service sector, human resource quality is a decisive factor in the "fate" of the national brand. Investing in human resources, improving productivity, and applying technology in tourism management will be key for Vietnam to surpass its regional competitors. The shift in tourist approaches after the economic downturn requires businesses to build a flexible service ecosystem, minimize dependence on external suppliers, and focus on developing domestic value chains to increase self-reliance.
What are Vietnam's advantages amidst these obstacles?
Mr. Simon Kreye, Deputy Ambassador of the German Embassy in Hanoi, affirmed that Vietnam's future competitiveness will be built on resilience and innovation. In the eyes of European investors, Vietnam is now not only a manufacturing hub but also a leading lifestyle and cultural experience center in Southeast Asia. Deep integration into global trade has helped Vietnam attract international "giants," thereby driving the development of accommodation and business tourism (MICE) – a segment that brings extremely high added value to the economy.
Vietnam's competitive advantage in this turbulent era lies not in rapid growth but in a dynamic business environment and openness to new ideas. To maintain its prominence on the global tourism map, Vietnam needs to promote the transition to green energy in resorts, invest heavily in transportation infrastructure connecting heritage sites, and, most importantly, upgrade service quality to near international standards. These efforts will not only mitigate the impact of geopolitical risks but also create a solid "shield" for the economy against the volatility of global financial markets.
In the context of rising energy costs, the sustainable tourism model is a strategic solution that helps businesses become self-sufficient in resources and stabilize prices.
In light of the above, tourism experts have also offered recommendations to travelers to optimize their experience amidst global fluctuations. Given the increasing pressure of energy costs, prioritizing destinations with sustainability certifications or green resorts that utilize renewable energy is not only an act of environmental protection but also a smart financial solution, as these establishments are able to be self-sufficient in resources, thereby maintaining more stable service prices.
Furthermore, given the risks that directly affect flight schedules, travelers are advised to plan early, 3 to 6 months in advance. Booking services early, combined with flexibility in schedules, not only helps secure reasonable costs but also creates a safety margin against sudden changes in the international transportation system.
Vietnam is stepping up investment in the MICE tourism segment and in-depth cultural experiences to attract high-end tourists from Europe and developed economies.
In particular, 2026 marks a turning point for Vietnamese tourism as investment capital focuses strongly on high-end service infrastructure, opening up golden opportunities for tourists to experience MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism and in-depth cultural tours. Instead of purely sightseeing itineraries, exploiting unique cultural events and modern conference spaces will help tourists fully appreciate the added value that Vietnam's "smoke-free industry" is striving to create. Ultimately, the future of the destination will belong to those entities that proactively innovate and optimize productivity based on high-quality human resources, in order to affirm Vietnam's solid position on the world tourism map.
Through strategic dialogue platforms such as the GBA Monthly Business Meeting, the international business community has seen a resilient Vietnam, ready to seize opportunities from the shifting global supply chains to elevate its position. The combination of abundant tourism potential, strategic location, and a sustainable development strategy will be the formula to help Vietnam not only overcome current challenges but also rise to become the safest, most attractive, and most upscale destination in the region during the 2026-2030 period.
