On March 20, 2023, a seminar titled "Tourism Trends 2025" was held in Thanh Hoa, Vietnam, bringing together experts, managers, and business leaders within the tourism sector. This event served as a platform for analyzing the overall landscape of tourism for the upcoming year, highlighting key shifts in tourist preferences and industry dynamics.
Nguyen Anh Tuan, the Director of the Vietnam Tourism Development Research Institute, emphasized that domestic tourism continues to be the primary driver of growth, aligning with an increased interest in relaxation and high-end experiences. He elaborated, stating, "Tourists are no longer solely seeking affordable trips; they are willing to spend more on quality services." This sentiment echoes a significant trend where travelers are looking for comprehensive experiences that encompass not only relaxation but also culture, cuisine, and entertainment.
Tran Thi Kim Qui, Deputy General Director of FLC Hotels & Resorts, underscored this shift in customer expectations. "Today's tourists desire all-inclusive experiences that cater to every aspect of their stay. We're focusing on an all-in-one model that integrates amenities in one destination while personalizing services to meet the varying needs of different tourist groups," Qui explained. This move towards personalization is vital as tourists seek more meaningful and engaging experiences.
In addition to these insights, experts at the seminar pointed out the crucial role of digital transformation in the tourism industry. Utilizing technology not only optimizes operations but also enhances the tourist experience through smart applications that offer personalized itinerary suggestions and real-time support. Qui acknowledged this transformation, stating, "AI and digital technologies are crucial tools for enhancing operational efficiency in tourism. However, because the service requires high emotional engagement and personalized experiences, the human element remains central to differentiation and value addition for travelers."
Furthermore, the discussion highlighted the need for local collaboration with businesses to tackle the challenges posed by inflation and rising operational costs. Pham Hong Long, Associate Professor and Head of the Tourism Department at the University of Social Sciences and Humanities, noted, "Developing tourism products that leverage local strengths and resources will enhance the value of experiences offered to tourists. The year 2025 will be a pivotal time for the tourism industry if opportunities are correctly harnessed. Swiftly adapting to emerging trends will be the key to sustainable growth in Vietnam's tourism landscape."
As part of the seminar, the concept of multigenerational travel emerged as another prominent trend in Vietnam. Research indicates that 44% of Vietnamese tourists are willing to spend money on memorable trips with family, rather than solely focusing on amassing wealth. This mindset fosters family bonding, creates cherished memories, and reflects a broader societal trend of living in the present.
Vietnamese families are increasingly seeking destinations that can cater to all ages, and experts pointed to Singapore as a standout example. Its extensive and well-coordinated tourism infrastructure, including its English-speaking populace and convenient transport systems like the MRT, makes it a favorable destination for family tourists. Attractions in Singapore, such as the ArtScience Museum and Children's Museum, provide enriching experiences that appeal to both young and older visitors.
The ArtScience Museum, with its unique design resembling a blooming lotus flower, is set to continue offering innovative exhibits. In 2025, it will showcase two new exhibitions focusing on the intersections of art and science, including "Iris van Herpen: Sculpting the Senses," which features over 90 pieces of haute couture that explore the human body as a living, evolving subject.
The Children's Museum in Singapore is designed for children under 12, where they can engage in fun activities that immerse them in the nation's cultural history. Upcoming exhibits will include “A Voyage Back In Time,” which takes children on an immersive journey exploring Singapore's rich heritage and “Into the Hawkerverse,” celebrating the street food culture that UNESCO recognizes.
In addition to museums, the newly opened Rainforest Wild Asia at Mandai Wildlife Reserve promises exciting adventures for families, featuring a 13-hectare area teeming with wildlife, including rare animals such as Malayan tigers and sun bears. Visitors can choose from various experience levels to suit family dynamics.
Singapore's theme parks also offer family-friendly entertainment. For example, Illumination's Minion Land at Universal Studios Singapore invites families to enjoy the world of their favorite characters. Here, families can indulge in rides, play games, and enjoy uniquely themed dining experiences.
As families plan their travels for the coming years, particularly into 2025, it is evident that creating inclusive, meaningful experiences will be paramount. Whether it's through local adventures in Vietnam or trips to destinations like Singapore, the focus on family bonding and shared experiences will drive the future of the tourism industry.
Looking ahead, experts emphasize that now is the time for the tourism sector to innovate and adapt. By addressing traveler desires for quality, personalization, and family-oriented experiences, Vietnam and its neighbors can position themselves to thrive in a post-pandemic tourism landscape.
