From premium services and cultural experiences to more personalised journeys, businesses are working to attract higher-value visitors and encourage longer stays.
Tourism continues to gain momentum. Vietnam welcomed about 16 million international visitors in the first eight months of this year, up almost 15 percent compared with the same period last year. Yet while visitor numbers continue to rise, tourism revenue has not increased at the same pace, prompting the industry to shift its focus to attracting higher-spending visitors.
Mai Thi Thu Thuy, Deputy General Manager at Asia DMC, said: "More and more international travellers are looking for authentic local experiences. They want to explore Vietnam's culture and cuisine, interact with local communities and traditional artisans, and take part in green tourism and community-based tourism activities. Increasingly, they are seeking personalised, one-of-a-kind experiences".
At hotels and restaurants, the focus is no longer just on premium accommodation or fine dining, but also on telling the stories behind Vietnam's culture and cuisine.
Nguyen Chau Dzung, Director of Sales and Marketing at Melia Hanoi, said: "Guests who are prepared to pay for premium experiences are willing to spend on high-end menus offered by five-star hotels. For instance, we may serve dishes such as Ha Thanh spring rolls, but our staff are expected to explain what Ha Thanh spring rolls are and the story behind it".
On average, a visitor spends only two nights in Hanoi. However, by equipping every staff member with local knowledge and providing guests with tourism maps, a five-star hotel can encourage visitors to stay twice as long.
Experts believe attracting high-value visitors requires more than premium experiences alone. It also depends on the overall quality and convenience of the destination.
Dr Le Thi Khanh Ly, a member of Faculty of Development Economics in UEB, said: "Vietnam can enhance its capacity to provide high-quality tourism services by further developing premium hotels and luxury resorts. However, these investments must be accompanied by improvements in transport connectivity, visa facilitation, digital infrastructure, workforce quality".
As Vietnam looks to increase tourism's contribution to the services trade balance, the challenge is no longer simply bringing more visitors to the country. Instead, it is about encouraging them to stay longer, spend more, and leave with experiences that cannot be found anywhere else.
