Vietnam's tourism sector is working to attract 25 million international visitors by the end of the year. This goal is ambitious, especially with 14 million arrivals recorded in the first eight months. Industry leaders acknowledge the significant effort required to reach this target.
Key Takeaways
- Vietnam aims for 25 million foreign visitors by year-end, a challenging goal.
- Current tourism products are outdated and require modernization.
- Visa exemptions and digital marketing are key strategies.
- Focus on short-haul markets like China, South Korea, Japan, and Taiwan.
Current Visitor Numbers and Future Goals
Data from the General Statistics Office indicates that Vietnam welcomed 14 million international visitors during the first eight months of the year. The highest monthly total during this period was just over two million arrivals. The fourth quarter is traditionally the busiest season for foreign tourists.
Despite this, the target of 25 million visitors is considered very difficult. Pham Van Thuy, deputy director of the Vietnam National Administration of Tourism, stated this at a conference on September 18. He called the goal "very big and very challenging."
Visitor Statistics
- 14 million: Foreign visitors in the first eight months.
- 2 million+: Highest monthly arrivals during the period.
- 25 million: Total target for the year.
Industry Leaders Call for Action
Vu The Binh, chairman of the Vietnam Tourism Association (VITA), agreed with Thuy's assessment. He emphasized the need for the "strongest action" from all parts of the tourism industry. This collective effort is seen as crucial for achieving the ambitious visitor numbers.
Thuy also pointed out that many of Vietnam's current tourism offerings are 10 to 15 years old. He described them as "no longer compelling" to modern travelers. This highlights a need for fresh and appealing travel experiences.
"We have to change our approach; we have to sell what customers need, not what we have," Thuy stated. This quote underscores the shift in strategy required for the industry.
Improving Tourism Products and Services
The focus is now on understanding and meeting customer demands. This means developing new products and updating existing ones to attract more visitors. The industry needs to adapt to current global travel trends.
Thuy urged airlines to increase their flight capacity on important routes. He also recommended offering more competitive fares. These measures aim to make travel to Vietnam more accessible and affordable for international tourists.
Historical Context
Vietnam's tourism sector has experienced rapid growth in recent decades. However, the global travel landscape constantly evolves, requiring continuous adaptation. The current push for modernization reflects this need to stay competitive.
Leveraging Visa Exemptions
Vietnam currently offers visa exemptions to citizens from several countries. Thuy stressed that the industry should fully use this advantage. Visa waivers simplify travel and can significantly boost visitor numbers.
In early August, the government expanded its visa waiver policy. It added 12 more countries to the list: Belgium, Bulgaria, Croatia, Czechia, Hungary, Luxembourg, the Netherlands, Poland, Romania, Slovakia, Slovenia, and Switzerland. Citizens from these nations can now stay for up to 45 days without a visa.
This expansion increased the unilateral visa waiver list to 24 countries. Including bilateral agreements, the total number of countries with visa exemptions for Vietnam is now 39. This policy change is a key tool in attracting more tourists.
- 12 new countries: Added to unilateral visa waiver list in August.
- 45 days: Maximum stay for new visa exemptions.
- 39 countries: Total number of countries with visa exemptions for Vietnam.
Marketing and Market Focus
Vu The Binh of VITA outlined plans to intensify digital marketing efforts. These campaigns will target both established and emerging source markets. The goal is to reach a wider audience and promote Vietnam as a desirable destination.
VITA also plans to organize familiarization trips. These trips will bring major overseas tour operators to Vietnam. They will experience the products directly, which should help drive fourth-quarter bookings.
Targeting Specific Markets
Pham Ha, CEO of Lux Group, a luxury cruise operator, suggested prioritizing short-haul markets. These include mainland China, South Korea, Japan, and Taiwan, which show fast growth. Focusing on these nearby markets can yield quick results.
He also recommended targeting longer-haul markets. These include Russia and countries in Western and Northern Europe, especially those benefiting from Vietnam's new unilateral visa exemptions. This dual approach aims to diversify the visitor base.
Key Source Markets
- Short-haul: China, South Korea, Japan, Taiwan.
- Long-haul: Russia, Western Europe, Northern Europe.
Learning from Regional Competitors
Ha suggested that Vietnam could learn from Thailand's tourism strategies. Thailand has offered incentives such as complimentary domestic round-trip tickets and shopping vouchers for foreign visitors. Implementing similar programs could make Vietnam more attractive.
While acknowledging the 25-million goal as "extremely difficult," Ha remains optimistic. He believes it is "completely possible" and that the industry might see "surprises." This positive outlook highlights the determination within the sector.
In August, Thailand's government planning agency lowered its forecast for foreign tourist arrivals this year. The forecast dropped from 37 million to 33 million due to ongoing challenges. This shows that even established tourism markets face difficulties, making Vietnam's goal even more challenging.
Regional Competition
Southeast Asia is a highly competitive tourism market. Countries like Thailand, Malaysia, and Singapore actively promote their destinations. Vietnam's efforts to modernize and attract visitors are part of this broader regional competition.
Outlook for Vietnam's Tourism
The push to reach 25 million international visitors requires a multi-faceted approach. This includes upgrading tourism products, improving air travel options, leveraging visa policies, and executing targeted marketing campaigns. The industry is united in its effort to overcome current challenges and achieve its ambitious targets.
The coming months will be critical for Vietnam's tourism sector. Success will depend on the effective implementation of these strategies and the ability to adapt to changing market conditions. The goal, while challenging, remains a strong motivator for industry stakeholders.
