From the floors of WTM London to the banks of the Gam River, Vietnam is executing a multi-pronged strategy to attract high-value Western tourists and diversify its travel offerings.
HANOI, VIETNAM — Vietnam's tourism sector has launched an aggressive, multi-front campaign to solidify its position as a top-tier global destination, rolling out strategic promotions in key Western markets while simultaneously innovating its domestic travel products.
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| Vietnam tourism impresses international friends at the WTM 2022 International Tourism Fair |
The nation, already enjoying a record-breaking streak in 2025, is now making a clear and targeted push to attract high-spending tourists from the United States and Europe.
Targeting the West: WTM London and Washington D.C.
In a significant move to capture the lucrative Western market, Vietnam's tourism board recently made a high-profile appearance at the World Travel Market (WTM) London 2025, one of the industry's most influential global events. The Vietnamese pavilion showcased a rich array of cultural, natural, and luxury travel options designed to appeal to European tastes.
This was followed by a series of dedicated promotional programs and tourism roadshows in Washington, D.C. This U.S. capital push is aimed directly at re-introducing American travelers to Vietnam's unique blend of modern luxury, rich history, and stunning landscapes, all supported by the country's recently expanded visa-free policies.
Strengthening at Home: New Partnerships and Products
While its international focus sharpens, Vietnam is also strengthening its internal tourism framework to ensure visitors have new and diverse experiences beyond the traditional hotspots.
1. Linking North and South: On November 5, a key conference on tourism development was held between Hanoi and the Mekong Delta province of Vinh Long. This strategic partnership is designed to promote inter-regional travel, creating seamless new itineraries that link the bustling, historic capital with the lush, authentic culture of the Mekong Delta, encouraging longer stays and deeper exploration.
2. Innovating the Travel Experience: Provinces across the country are being encouraged to develop unique "products." The results are already compelling:
Tuyen Quang Province has just launched the "Heritage Path" tour on the Gam River. This new offering invites tourists to explore the region's stunning riverine landscapes, cultural history, and ecological wonders in one immersive journey.
Hai Phong, the major port city, is successfully developing and expanding its "night tourism" models. By creating vibrant, safe, and exciting nightlife options—from street food tours to lighted-monument walks—the city is building a 24-hour economy and giving tourists a powerful reason to extend their stay.
This dual approach—aggressively marketing abroad while innovating at home—signals a sophisticated new phase in Vietnam's strategy to not only increase visitor numbers but also to enhance the quality and sustainability of its tourism industry for years to come.