Dr. Pham Ha: It Is Time for Vietnamese Tourism to Shift Toward Premium, Sustainable, and Emotion-Driven Growth
The year 2025 closed with notable achievements for Vietnam’s economy, and tourism once again emerged as a bright spot. For the first time since the pandemic, the industry not only recovered in scale but also entered a critical phase of strategic redefinition amid intensifying global competition.
According to official statistics, Vietnam welcomed more than 20 million international visitors in 2025, recording a growth rate of approximately 21%—several times higher than the global tourism average and well above the Asia–Pacific region. Compared to 2019, Vietnam’s tourism recovery exceeded 110%, while global tourism recovered only about 90%.
These figures confirm Vietnam’s strong post-pandemic rebound and its growing integration into the global tourism market. However, Dr. Pham Ha—tourism expert and CEO of LuxGroup—argues that behind the impressive numbers lie structural challenges that must be addressed if Vietnam is to move beyond recovery and achieve sustainable value growth.
Strong recovery, but limited depth
“2025 marks a full recovery in volume, but only a transitional phase in terms of quality,” Dr. Pham Ha noted.
He pointed out that tourism performance is still largely measured by headcount, while deeper indicators—visitor spending, motivation, experience depth, and value creation—remain underanalyzed. Vietnam, in his view, is “crowded, but not yet strong.”
There are encouraging signs. The international visitor base has become more diversified, reducing reliance on a single market; high-end travelers now stay an average of nearly 14 days, up from 10; and the segment spending more than USD 2,500 per trip has recorded double-digit growth.
Yet, average international visitor spending in Vietnam remains only 55–60% of Thailand’s and less than half of Singapore’s. “This reflects a fundamental issue,” Dr. Pham Ha said. “We sell many services, but not enough culturally deep, high-value experiences.”
A fundamental shift in traveler mindset
According to Dr. Pham Ha, international travelers—especially in the premium segment—have fundamentally changed their spending behavior. They no longer ask whether Vietnam is cheap or expensive; instead, they ask whether it is authentic, meaningful, and worth returning to.
Global luxury travel research indicates:
• 72% of high-end travelers prioritize unique, non-replicable experiences over standardized products
• 68% are willing to pay more for environmentally responsible offerings
• 60% consider local culture and people decisive factors in return visits
This shift presents a major opportunity for Vietnam, a country rich in history, culture, cuisine, and diverse ecosystems—if these assets can be transformed into emotionally resonant experiences.
Four persistent bottlenecks
Despite its progress, Vietnam’s tourism sector continues to face four structural bottlenecks: institutional frameworks lagging behind market realities; a shortage of premium cultural products; uneven workforce quality; and short-term development thinking.
“Tourism cannot develop sustainably if it is planned by political cycles or seasonal logic,” Dr. Pham Ha emphasized. Administrative restrictions that prioritize control over experimentation, he argued, are limiting innovation and market responsiveness.
Premium tourism: not about luxury, but intelligence
By 2030, premium tourism is projected to account for nearly 25% of global tourism revenue, while green tourism is expected to grow 1.5 times faster than conventional tourism.
“Premium tourism is not about extravagance,” Dr. Pham Ha explained. “It is about reducing pressure on resources, increasing community income, and preserving heritage for the long term.” For Vietnam, this represents a rational and strategic path—one that prioritizes quality over quantity.
Looking ahead to 2026: slow travel and transformation
Dr. Pham Ha identifies five dominant trends shaping tourism in 2026: river and river-sea tourism; slow travel; mental and emotional healing journeys; multi-generational travel; and tourism linked to living heritage and the arts.
“Travelers are no longer asking where to go, but who they will become after the journey,” he said.
To capture these opportunities, Vietnam must invest in green tourism infrastructure, river ports and marinas; accelerate pilot programs for new products; empower capable leading enterprises; and, most importantly, build a coherent and emotionally compelling national tourism brand.
Sustainability begins with business ethics
Sustainable tourism, Dr. Pham Ha argued, should be seen not as a cost but as an intangible asset. Sustainable businesses enjoy higher customer loyalty, stronger employee retention, and greater resilience in times of crisis.
“ESG is no longer optional—it is mandatory,” he stated. Sustainable tourism must start with business ethics and how enterprises treat people, communities, and nature.
A new national narrative is needed
Finally, Dr. Pham Ha stressed the urgency of redefining Vietnam’s national tourism brand. The long-standing slogan “Timeless Charm,” he suggested, no longer resonates with emerging target markets.
“Vietnam should be positioned as a country of living culture, human warmth, and deeply emotional experiences,” he said. When that happens, tourism will evolve beyond an economic sector into a form of soft diplomacy—projecting Vietnamese values to the world.