Vietnam's tourism sector is poised to be a significant driver of economic growth, but the country must address certain challenges to fully capitalize on this opportunity. While the industry is already contributing to double-digit growth, there's a need to shift the focus from merely attracting visitors to enhancing their overall experience and encouraging repeat visits. This shift in perspective is crucial for sustainable development and long-term success.
The current momentum in tourism is undeniable, with a 15% increase in visitors in the first half of 2026 compared to the previous year. Europe and China are leading the way, with a significant surge in arrivals from these regions. However, the challenge lies in ensuring that these visitors not only spend money but also have a memorable and satisfying experience. The key to this lies in the quality of the tourism infrastructure and services.
One of the critical aspects that Vietnam needs to address is the risk of falling into a 'volume trap.' This occurs when the focus is solely on attracting more visitors without adequately improving the infrastructure and service quality. Thailand, a regional competitor, serves as a cautionary tale here. Despite having fewer visitors, Thailand maintains a robust tourism ecosystem, offering a wide range of travel products and services. Vietnam should take note of this approach and strive to enhance its own offerings.
In my opinion, Vietnam has a unique opportunity to become a destination for large international science and technology conferences. The country's costs are significantly lower than those in Singapore, Japan, South Korea, or Europe, making it an attractive option for event organizers. By pairing this advantage with a strong focus on wellness, cultural, and culinary tourism, Vietnam can encourage conference attendees to extend their stays. This not only increases spending but also creates a more positive and lasting impression of the country.
However, the challenge is not just about attracting tourists; it's about keeping them coming back. Sustained investment and careful planning are essential to ensure that tourism revenues are not fleeting. The industry must strive for innovation, improve service standards, and enhance foreign-language skills. These improvements are not just about attracting premium prices but also about creating a more welcoming and satisfying experience for visitors.
In conclusion, Vietnam's tourism sector has the potential to be a powerful economic growth engine. By focusing on enhancing the visitor experience, diversifying tourism offerings, and carefully planning for the future, the country can ensure that its tourism industry remains a strategic buffer for the broader economy. It's time for Vietnam to welcome tourists as valued guests and friends, and in doing so, create a sustainable and thriving tourism sector.
