Vietnam will soon open its first overseas tourism promotion office in Vientiane, Laos, signalling a notable change in its international tourism strategy. This announcement was made by Mr Nguyen Trung Khanh, Head of the Vietnam National Administration of Tourism (VNAT), during discussions aimed at improving the tourism sector in 2024.  Establishing the office in Laos reflects Vietnam’s commitment to reconstructing its tourism promotion approaches.

Vietnam’s Tourism Development Strategy for 2025-2030

Vietnam’s tourism sector aims to welcome 17-18 million foreign visitors and accommodate 110 million domestic travellers this year. To reach these goals, the Vietnam National Administration of Tourism (VNAT) has finalised a tourism planning framework for 2025-2030, with a vision extending to 2045, pending approval from the Prime Minister. This comprehensive plan sets out objectives and guides the industry’s overall development.

In addition to establishing the office in Laos, VNAT plans to adjust its tourism promotion strategy by focusing on various segments such as community tourism, medical tourism, rural tourism, MICE (meetings, incentives, conferences, exhibitions), tourism, golf tourism, and rail tourism. This strategic shift aims to boost Vietnam’s global visibility and attract more visitors. While awaiting the opening of promotion offices in other countries, the tourism industry can also utilise existing representative offices of Vietnamese travel agencies abroad.

Impressive growth of the tourism sector

Last year, Vietnam experienced a significant increase in tourism, with 12.6 million foreign arrivals, up 340%, and 108 million domestic travellers, up 5.8% year-on-year. This year, the country is targeting to welcome 17-18 million foreign arrivals, reaching pre-pandemic levels, and 110 million domestic holidaymakers. This underscores Vietnam’s growing popularity as a tourist destination.Nguyen Hong Minh, Deputy Director of Hanoi’s Tourism Department, outlined initiatives for 2024 centred on innovation. These include improving tourist spots and promoting community and rural agri-tourism. Collaborations with local and global partners aim to enhance data collection for strategic planning. Hanoi intends to launch extensive international media campaigns on platforms such as CNN and TikTok. Pham Quy Huy, of Kiwi Travel Company highlights the challenge of pricey domestic flights dampening local tourism and recommends adjusting peak seasons and strengthening collaboration among travel agencies.