Southeast Asia Information Port (www.dnyxxg.com) – Amidst increasingly fierce global competition in the tourism industry, Vietnam's tourism sector is steadily shaping its image as a "distinctive and safe" international destination through diversified promotional strategies and innovative initiatives. The recently concluded 49th Global Travel Expo 2026 (March 13-15, Paris, France) sent a positive signal, with Vietnam's booth attracting widespread attention from European businesses and tourists with its rich array of tourism products, marking another significant breakthrough in its international promotion.
At this year's Global Travel Expo in Paris, Vietnam showcased a diverse range of products, including mountain adventures, seaside resorts, urban experiences, railway tours, and multicultural experiences. Frederic Poirier, Regional Director for Southeast Asia-India-Oceania at Nomade Aventure, commented that product diversity is the core attraction of Vietnamese tourism, catering to the needs of different types of tourists.
Participating in international exhibitions has become a core pillar of Vietnam's tourism promotion strategy. In early March 2026, Vietnam garnered significant attention at the ITM Berlin; since 2025, it has also participated in the World Travel Market in London (WTM 2025) and held numerous tourism promotion events in South Korea, Japan, and several ASEAN countries. Vu The Binh, Chairman of the Vietnam Tourism Association, stated that international exhibitions provide businesses with important platforms to directly connect with customers and expand cooperation, helping Vietnam deeply integrate into the regional tourism value chain.
It is noteworthy that Vietnam's tourism promotion model is shifting from "simply introducing destinations" to "building a complete experience ecosystem." The Vietnam National Tourism Administration continues to strengthen cooperation with global partners in areas such as visa facilitation and tourism service standardization, while promoting the deep integration of traditional promotion with digital technologies—the application of virtual reality (VR), artificial intelligence, big data, and other technologies—which not only improves the accuracy of promotion but also allows tourists to have a direct and vivid immersive experience before their trip.
This innovative trend has extended to the local level. The 2026 Hanoi Tourism Festival will for the first time highlight technology, showcasing the capital's modern vitality through innovative formats such as VR 360-degree panoramic experiences, welcoming robots, and digital service platforms. Key tourism regions like Khanh Hoa province will proactively organize inspection tours and news gathering teams, inviting international influencers to promote their destinations through newspapers and social media platforms, precisely targeting their markets.
At the macro-policy level, Vietnam's Ministry of Culture, Sports and Tourism has issued an action plan to implement Resolution No. 01/NQ-CP of 2026, clearly defining "sustainable and high-quality development" as its core, focusing on three major directions: market diversification, strengthened regional cooperation, and the application of digital technology. According to the plan, Vietnam's tourism industry will strive to achieve three core goals in 2026: receiving 25 million international tourists and 150 million domestic tourists, generating tourism revenue of approximately VND 1125 trillion, and making it a pillar industry of the national economy. To achieve these goals, experts suggest that Vietnam's tourism industry needs to continuously deepen innovation: first, strengthen the building of its national tourism brand and enhance its international recognition; second, focus on improving the quality of human resources and developing distinctive tourism products to enhance its core competitiveness; and third, further strengthen regional tourism cooperation and expand into new markets with high consumption potential, so as to contribute to the country's enhanced status and sustainable development through high-quality tourism development. (End)
