Vietnam's tourism sector is experiencing a monster surge heading into 2025, following remarkable results in 2024 that included nearly 17.5 million international visitors and around 110 million domestic travelers. These figures represented increases of 38.9% and 1.6%, respectively, while total revenue is estimated at 840,000 billion VND, up 23.8%. Such impressive growth signals robust future opportunities for the industry.
On March 20, 2025, key figures from the tourism industry convened at the FLC Sam Son resort complex to address these promising trends during the "2025 Tourism Trend Seminar". Organized by FLC Hotels & Resorts, the seminar featured several sessions aimed at exploring not only the existing trends but also strategies to navigate challenges in a fluctuating global economy.
Mr. Nguyen Anh Tuan, Director of the Vietnam Tourism Development Research Institute, shared that the positive results of 2024 have paved the way for an optimistic outlook. He stated, "The early months of 2025 are showing rapid increases in both international and domestic tourism. This sets a promising trajectory toward achieving our target of 22-23 million tourists this year." He highlighted that domestic tourism will remain the primary growth driver, with a noticeable shift towards high-end experiences as customers seek more personalized travel options.
A noteworthy trend emerging is the rise of multi-generational travel, where families are opting for trips that promote deeper connections. Industry experts, including Associate Professor Dr. Pham Hong Long from the University of Social Sciences and Humanities, emphasized that travelers are now more inclined towards tailored experiences that enhance personal enjoyment rather than just sightseeing.
In conjunction with this shift, the use of technology and artificial intelligence in designing travel itineraries is rapidly becoming essential. "Today's tourists are looking for more than just a place to stay; they want comprehensive experiences that include resort services, local cuisine, and cultural immersion. This emphasis on an all-in-one model is reshaping the hospitality landscape," Ms. Tran Thi Kim Qui, Deputy General Director of FLC Hotels & Resorts, remarked during the seminar.
The FLC Hotels & Resorts currently welcomes a plethora of visitors, with their Sam Son location attracting 8.86 million tourists in 2024 alone. To capitalize on these trends, the company is launching flexible and diverse product packages, ranging from budget options to all-inclusive solutions that cater to varying travel needs while optimizing costs.
In light of inflation and rising prices, maintaining high service quality while balancing costs is paramount. Ms. Qui assured that efforts are being made to offer high-value products while also personalizing experiences for each customer group. The company is currently developing all-inclusive combos, combining flights and stays from major cities like Hanoi to Quy Nhon, with promotions designed to ensure affordability amid rising costs.
Addressing the importance of cooperation among tourism businesses, Dr. Tuan pointed out that localities must work hand-in-hand with private sectors to enhance the overall travel experience. He noted, "Understanding local cultural and culinary potential is essential to attract international tourists better." This call for collaboration comes at a time when the tourism landscape is undergoing rapid changes.
In further discussions, the seminar spotlighted the role of digital transformation in tourism as a critical driver of operational efficiency and enhanced customer experiences. Experts emphasized leveraging cutting-edge technology for itinerary suggestions and real-time guest support, as adherence to technological advancement continues to reshape the tourism industry.
Experts consistently reiterated the importance of high-quality service and personal touch. Ms. Qui elaborated, "While technology plays a crucial role in operations, the human element remains vital. Our trained staff brings passion and dedication, which makes a noticeable difference in our service delivery."
As the conference drew to a close, participants reached a consensus: 2025 could be a landmark year for Vietnam’s tourism if these insights and strategies are effectively implemented. Emphasizing the need for companies to remain adaptable and proactive, a coalition of tourism stakeholders is required to leverage trends collectively toward sustainable growth. The interconnectedness of operations, partnerships, and innovative service delivery will be indispensable to thriving in this competitive space.
In summary, the evolving nature of consumer preferences in travel, driven largely by the ongoing recovery from the pandemic and economic uncertainties, is steering Vietnamese tourism towards a more personalized, emotionally engaging, and technology-enhanced experience. Stakeholders ranging from hotel chains to travel agencies are now preparing to meet these challenges head-on, ensuring that Vietnam remains a premier destination amidst global tourism trends.
