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Which Advantages Will Propel Vietnam’s Tourism to the Global Stage?

Which Advantages Will Propel Vietnam’s Tourism to the Global Stage?

Keynote Speaker: Dr. Phạm Hà – Chairman & CEO, LuxGroup | Vice President, Vietnam Green Tourism Association

Context and National Targets

On August 5, 2025, the Government of Vietnam issued Resolution 226/NQ-CP, setting ambitious goals: GDP growth of 8.3–8.5% in 2025, CPI below 4.5%, total social investment up by 11–12%. Tourism alone is expected to welcome at least 25 million international visitors and 150 million domestic travelers, contributing over 10% to GDP and laying the foundation for double-digit national growth in 2026.

In this highly competitive Southeast Asian market, the central question arises:
👉 “What are Vietnam’s true competitive advantages in tourism?”

For more than a decade, Vietnam’s branding has been framed around “Timeless Charm”—beautiful but vague. To fully unleash its potential, the country must articulate its unique strengths, redefine its national brand, and translate competitive advantages into sustainable global positioning.

Vietnam’s Outstanding Advantages

According to Dr. Hà, Vietnam is not just another destination; it is a compelling proposition built on distinctive, irreplaceable assets:
• Cost Advantage: Services 20–30% cheaper than Thailand, with quality approaching international standards.
• Rich Heritage: Nine UNESCO World Heritage Sites, second only to Indonesia in Southeast Asia.
• Fresh & Untouched: Many destinations remain unspoiled and less commercialized.
• Flexible Visa Policy: E-visas for 80 countries, expanding visa exemptions, faster processing.
• Direct Air Connectivity: Increasing direct routes to Europe, Australia, India, and the Middle East.
• Cultural Soft Power: Street food, everyday diplomacy, global media moments (Obama eating bún chả, international leaders walking Hoàn Kiếm Lake), and cultural promotion through cinema, Cannes, and European cultural weeks.

V.I.E.T.N.A.M – A Branding Formula

To position Vietnam with clarity, Dr. Hà proposes summarizing its advantages through the seven letters of the country’s name:
• V – Varied Landscapes: From misty Sa Pa mountains to emerald rice terraces and Halong Bay’s timeless seascape.
• I – Indigenous Culture: 54 ethnic groups, vibrant festivals, living traditions.
• E – Exotic Beaches: 3,260 km of golden sands, coral gardens, barefoot luxury in Phu Quoc, Con Dao, Nha Trang.
• T – Truly Emotional: The buzz of Hanoi’s Old Quarter, the glow of Hoi An lanterns, the taste of egg coffee at dawn.
• N – Natural Heritage: UNESCO wonders from Halong Bay to Son Doong Cave – Earth’s largest cave.
• A – Ancient Cities: Hue’s imperial citadel, Hoi An’s timeless streets, My Son’s sacred ruins.
• M – Memories Forever: Every journey becomes a story, every story an emotion that lingers for a lifetime.

✨ Emotionally Vietnam – Beyond Journeys, Into Stories.

Five Strategic Accelerators
1. Foundations – Infrastructure & Institutions
• North–South Expressway, Long Thành International Airport, international cruise ports in Halong, Nha Trang, Phu Quoc.
• Open visa policies, extended stays, simplified e-visas.
• Nighttime economy and special mechanisms for tourism hubs (Hanoi, Da Nang, Ho Chi Minh City, Phu Quoc).
2. Product Innovation – Diversity & Value Creation
• Refresh destinations with festivals, Ao Dai, cultural shows, and night tourism.
• Develop premium niches: heritage cruises, golf, wellness, MICE.
• Integrate OCOP products, cuisine, and contemporary arts to raise spending to USD 1,500 per visitor.
3. National Brand Positioning
• Shift from Timeless Charm to “Vietnam – Heritage, Happiness & Hospitality”.
• Global campaigns through cinema, sports, KOLs, digital platforms.
• Increase marketing budget to USD 200–300 million, targeting long-haul and high-spending markets.
4. Regional Linkages – Complete Value Chains
• Build the “Golden Triangle” Hanoi – Hue/Da Nang – Ho Chi Minh City.
• Connect Northwest – Central Highlands – Mekong Delta.
• Foster tourism ecosystems linking airlines, hotels, travel agencies, and local communities.
5. Economic Multiplier – Tourism as GDP Catalyst
• 25 million visitors × USD 1,500 = USD 37.5 billion in foreign currency.
• 150 million domestic visitors × VND 5 million ≈ USD 30 billion.
• Total tourism revenue > USD 70 billion (≈10% of GDP).
• Strong spillover into aviation, retail, real estate, agriculture, creative industries.
• Millions of new jobs in services, logistics, and cultural sectors.

Conclusion: From Advantages to a National Growth Engine

“Tourism is more than an industry—it is Vietnam’s soft power, cultural bridge, and future growth engine. With vision, bold policies, and entrepreneurial spirit, tourism can propel Vietnam toward double-digit GDP growth from 2026 onwards.” – Dr. Phạm Hà.

About the Speaker

Dr. Phạm Hà is Chairman & CEO of LuxGroup and Vice President of the Vietnam Green Tourism Association. He is the founder of the “Group of Small Giants” model, integrating luxury travel, heritage cruises, hotels, restaurants, transportation, and the arts. With 30 years of hands-on experience, he pioneers sustainable luxury tourism anchored in culture and heritage. LuxGroup is Travelife Certified and aims for Net Positive Impact by 2030. His vision is not only to create economic value but also to safeguard culture, protect the environment, and spread happiness through tourism.

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