Dr Pham Ha – Founder and Chairman of LuxGroup®
Resolution No. 26-NQ/TW of the Politburo on developing tourism into a spearhead economic sector in Vietnam’s new era does more than establish ambitious targets. More importantly, it introduces a new development approach: shifting decisively from growth in visitor numbers to quality, depth and added value.
This is precisely the transformation Vietnam’s tourism industry needs.
In 2025, Vietnam welcomed 21.2 million international visitors, surpassing pre-pandemic levels. In 2026, the industry is targeting 25 million international and 150 million domestic visitors. These figures demonstrate a strong recovery, but visitor volume should not be the only measure of success.
The more important questions are: How long do visitors stay? How much do they spend? What do they experience? And what impression of Vietnam do they take home?
Culture must become economic value
The Resolution identifies culture as the core foundation, with identity and the quality of experience serving as Vietnam’s competitive advantages. This is both timely and encouraging.
Vietnam cannot compete simply by building taller hotels, larger resorts or more shopping centres. Our strongest assets are those that cannot be replicated: our history, heritage, cuisine, traditional crafts, arts, rivers and human stories.
The question is whether we have successfully transformed these resources into meaningful, high-value tourism products.
A journey should not merely take visitors to a landmark for a photograph. It should help them understand how the place was formed, how its people live and what makes it distinctive.
When culture is communicated through experience, it is not only preserved—it also creates sustainable livelihoods, employment and economic value for local communities.
A major opportunity for waterway tourism
One of the Resolution’s most noteworthy directions is the development of policies supporting new models such as the night-time economy, riverside and coastal economies, and integrated tourism, entertainment, cultural and sporting complexes.
Vietnam has more than 3,200 kilometres of coastline, an extensive river system and many major cities built along waterways. Yet waterway tourism remains far below its true potential.
The Saigon River, Red River, Perfume River, Mekong River system, and the bays of Ha Long, Lan Ha and Nha Trang are more than transportation routes. Each is a cultural space, a repository of memory and a corridor connecting heritage.
Developing waterway tourism requires more than simply adding vessels. Vietnam needs properly planned ports and piers, integrated transport infrastructure, transparent licensing, rigorous safety and environmental standards, and compelling experiences that encourage visitors to stay longer.
A river journey can bring together cuisine, art, history, music, architecture and local life. The vessel then becomes more than a means of transport—it becomes a moving cultural destination.
Businesses must lead the transformation
The Resolution states that tourism development is the responsibility of the entire political system, with businesses acting as the pioneering force and citizens participating as both stakeholders and beneficiaries.
Tourism enterprises therefore cannot simply wait for new policies or continue offering outdated products. We must invest in creativity, technology, people, green management and storytelling capabilities.
Digital transformation should also mean more than selling rooms and tours online. Technology and artificial intelligence should help businesses understand customers, personalise journeys, forecast demand, manage visitor flows, save energy and improve service quality.
Technology, however, cannot replace hospitality. Tourism remains an industry of people and emotions. Technology can make a journey more convenient, but culture and sincere human care are what make it memorable.
High-spending visitors require high-value experiences
By 2030, the Resolution aims for Vietnam to welcome 45–50 million international visitors, generate US$80–90 billion in tourism revenue and contribute directly 10–12% of GDP. Particular emphasis is placed on high-spending visitors who stay longer.
Attracting this segment cannot be achieved merely by increasing prices. Value must come from distinctiveness, quality, personalisation and access to experiences that cannot be mass-produced.
Today’s luxury travellers do not necessarily seek extravagance. They are willing to pay for time, privacy, pristine nature, craftsmanship, local cuisine and authentic stories.
Modern luxury tourism is therefore not only about “hardware”—physical facilities—but also “heartware”: presence, thoughtfulness and service delivered from the heart.
Turning resources into living heritage
Resolution No. 26-NQ/TW presents an ambitious new vision for Vietnamese tourism. Translating that vision into meaningful results will require concrete action programmes, clear accountability and genuine collaboration among government, businesses, local authorities and communities.
Vietnam already possesses extraordinary resources. What remains lacking is the ability to connect them into distinctive products with strong brands and international competitiveness.
Vietnam does not necessarily need to become the biggest destination. But it can certainly become one of Asia’s best: culturally rich, green, intelligent, hospitable and memorable.
It is time for Vietnamese tourism to stop measuring success solely by how many people arrive. We must also measure the value they leave behind and the memories they take away.
That is the path by which tourism can truly become a spearhead sector of Vietnam’s economy in the new era.
