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Official Gazette

Wednesday, March 29, 2023

New tourism marketing strategy unveiled

Updated: 09:00’ - 09/03/2023
By 2025, Vietnam’s tourism is expected to fully recover from the COVID-19 pandemic and welcome 18 million international visitors while serving 130 million and maintaining the growth rate of domestic visitors at 8-9 percent per year.
Such is one of the targets set forth under Decision 440/QD-BVHTTDL issued on March 2 by the Ministry of Culture, Sports and Tourism.
A view of Ha Long Bay__Photo: VNA

Accordingly, the strategy is expected to promote Vietnam's tourism brand and strengthen its competitiveness while supporting the country's overall tourism development strategy.
It is also targeted to raise awareness and generate greater interest in attractions the country has to offer, while ultimately establishing the country as a top-quality and sustainable destination for high-spending, long-stay guests.
Regarding the international market orientation, in 2022-25, the tourism sector aims to fully restore traditional foreign markets and attract tourists from emerging markets like India or the Middle East.
In 2026-30, the tourism sector aims to maintain and expand the scale of traditional markets like Northeast Asian countries, Europe, the ASEAN region, North America, Russia, and Oceania, and increase its market share of customers with high spending capacity, as well as diversify markets towards sustainable development.
For the domestic market, in 2022-25, the growth momentum of the domestic tourist market is expected to be maintained.
In the subsequent five years, the exploitation of the domestic market will continue, with target market segments diversified to include family, youth, education tourism, corporate travels, and MICE (Meetings, Incentives, Conferences and Exhibitions).
In light of this, by 2030, the country aims to welcome 35 million international visitors, with a growth rate of 13-15 per cent per year, while serving 160 million domestic tourists, with a growth rate of domestic tourists at 4-5 per cent per year.
The strategy also mentions the improvement of Vietnam’s ranking position on tourism marketing-related indicators under the World Economic Forum's Tourism Development Capability Index, particularly in the fields of price competitiveness and IT readiness in tourism services.
The message of “Vietnam - Timeless Charm’ will continue to be used for marketing the country’s tourism to international markets, while “Vietnam - Endless Beauty” will be used for domestic markets.
Regarding tourism products, Vietnam’s tourism will focus on marketing major groups of tourism products like sea and island tourism, cultural tourism, ecotourism, urban tourism (with key tourist cities such as Ha Long, Nha Trang, Phan Thiet, Phu Quoc, Da Lat, and Sa Pa in the spotlight), and linking tourism with night-time economic development.
In addition, a focus will be placed on the development of new tourism products, such as tourism combining medical treatment and health care, agricultural and rural tourism, industrial tourism, sports tourism, products serving the diverse needs of tourists such as MICE tourism, educational tourism, yacht tourism, and beauty tourism.- (VLLF)

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