Boosting Vietnam tourism promotion

Since the beginning of the year, Vietnam has welcomed nearly 7.5 million international visitors, up 29% over the same period last year. The total revenue from tourism was estimated at over VND307 trillion, up 26%. With this growth, Vietnam tourism industry is expected to achieve 30% growth in international visitor arrivals in 2017. In order to achieve growth in the past two years, other than simplifying immigration procedures for foreigners, diversifying and improving the quality of tourist products, strengthening management, and cleaning business environment, there is no small aspect when it comes to the tourism promotion of Vietnam.

With the investment of the tourism industry and the coordination of all related levels and branches, the promotion of tourism in Vietnam has been step by step changed and expanded the scale. Many programmes and events are held across the country and abroad. The programmes have introduced tourists to the image of Vietnam’s landscape, people and potentials, as well as tourism products, opened opportunities for investment cooperation, affirmed the position of tourism in the region and the world. Tourist promotion activities are also more and more diversified, taking full advantage of information technology.

Electronic marketing (E-marketing) via Internet has brought information on Vietnamese tourism to 340,000 viewers on Youtube and millions of visitors through Vietnam's travel websites. The tourism industry organises and invites media, press and travel agencies to learn about Vietnam destinations. The industry has also participated in large international tourism events such as international sports competitions, fairs, festivals, tourism festivals, Asia Pacific Economic Cooperation (APEC) forum 2017, the fifth Asian Beach Games (ABG 5), Universal Postal Union (UPU) International Letter Writing Contest, Da Nang International Fireworks Competition (DIFC), and Hue Festival. With the efforts, Vietnam’s destinations have attracted many international friends, that has created the wave of visitors from key markets.

However, the tourism promotion in Vietnam still faces many challenges, including elements from the limitations of Vietnam’s tourism. Many conferences and seminars were held, to discuss solutions, but it seems that the tourism promotion has not been as effective as expected. The coordination in organising events of domestic units with the international units has not lived up to expectation, lack of unity. The display, introduction of Vietnams’ tourism products have been lack of attraction; meanwhile communication activities have been simple, lack of professionalism, lack of clear messages and topics. Market research has not paid adequate attention, along with the lack of proper product promotion strategies and the dependency on funding conditions.

In addition, the process of funding, approving outlines for promotion work go through many levels of approval, requiring waiting time that leads to passive, losing promotion opportunities. The socialization, mobilising of resources and economic sectors in the field is not effective. The annual budget for tourism promotion is low compared to other countries.

According to ideas of experts and many tourism businesses at the 2017 Tourism Promotion Conference held in Hanoi, in order to improve the effectiveness of tourism promotion, the tourism sector should research concerning the establishment of the unit, which is responsible for promoting national tourism, strengthening the coordination and connection between tourism promotion centres across the country. Especially in relation to the role of Vietnam National Administration of Tourism (VNAT) in orienting, updating, and forecasting market movements is the basis for all action programs. The contents and methods of organisation need to be renewed, effectively implemented models of cooperation in promoting, building and placing into operation the Tourism Development Assistance Fund. Meanwhile, the localities should effectively combine tourism promotion with trade and Vietnamese cultural centres in other countries to promte the image on Vietnam.