Deputy Prime Minister Mai Van Chinh of Vietnam recently shared several insights on how his country could push the growth of its burgeoning tourism sector.
Speaking at the High-Level Tourism Forum of ITE HCMC 2025 on Thursday, 4th September, Mai pointed out how tourism is a humanistic sector that has contributed significantly to the national economy whilst expanding the developmental mindset of the Vietnamese people.
Speaking in the vernacular, the Deputy Prime Minister said: "Vietnam's location puts it in a prime position for tourism development, and its potential is bolstered further by its cultural heritage; the fact that it has nine UNESCO World Heritage Sites and 16 pieces of intangible heritage; diverse cuisines, beautiful landscapes, and gracious people."
Mai likewise cited Ho Chi Minh City, Vietnam's largest urban centre, for its unique culture and dynamic spaces.
The southern city's tourism scene certainly has much going for it in terms of MICE and cultural tourism, but is also rapidly emerging as a prime destination for premium and luxury travellers the world over.
Points to ponder for future development
For Vietnam to fully come into its potential as a global destination centred around sustainability and innovation, Mai presented six strategic points for tourism officials and professionals to take into consideration.
These range from bolstering human resources to supporting local industry to foster economic growth.
Cultivate an ambassadorial mindset among the people
Mai explained that every Vietnamese no citizen should consider themselves ambassadors for their nation.
It is not enough to express pride in one's nation, but one also needs to help think of ways by which the country can help improve the travel experience for visiting foreign nationals.
In which case, Mai advised a holistic approach: taking both technological innovation and ecological sensibilities into consideration simultaneously to create smarter, more personal experiences for visitors.
Shift developmental thinking towards sustainable development
When tourism development is up for discussion, the conversations invariably turn towards infrastructural improvement and technological innovation.
While this isn't entirely bad, it tends to throw more sustainable solutions onto the proverbial back burner, causing detriment to the environment.
At the same time, tourism development runs the risk of disenfranchising ethnic minorities and sectoral groups who may be bypassed for those with more aesthetic or mass market appeal.
In which case, the concept of regenerative tourism comes into play: giving ample support to communities whilst maximising the practice of sustainable solutions to promote and / or establish destinations with more lasting and farther reaching appeal.
Emphasise urgency
With tourism boards becoming more competitive on both regional and global levels, it does not pay to play safe or to move too slowly.
Tourism boards need to think in their feet, considering current challenges as well as the repercussions any actions may have on future campaigns or offerings.
Mai advised that both good governance and proper knowledge sharing need to be in place for this to come off properly.
Consider input from all sectors
Tourism is not just about picturesque places or once in a lifetime experiences.
For Mai, developing tourism products for the future entails coordination among various sectors to create something that truly captures the totality of a destination.
In Vietnam's case, it calls for input from the science and technology community, agriculture, commerce, as well as the creative sector in order to devise more effective, distinctive, and globally competitive tourism offerings.
Invest in human resources
A nation's true treasure lies in its people and, for that reason, people need to be trained to bring out the very best in their home country.
As tourism is, so to speak, the public face of any country, the skills of sectoral professionals need to be at par with the world's best.
In which case, human resource exchanges with partner nations are recommended, as are upskilling on a regular basis, implementing regulatory measures to ensure the compliance of service quality with global standards, and even improving vocational training measures.
Support MSMEs
Micro-, small-, and medium-scale enterprises (MSMEs) are a fundamental part of the tourist experience, mainly because products from smaller or more bespoke producers take centre stage at many destinations.
Perhaps Vietnam needs to take a cue from the Philippines which recently began offering developmental loan instruments to foster entrepreneurship among its people.
Likewise, the One Town, One Product concept in many parts of Southeast Asia has gone a long way to help improve the livelihoods of the people, especially those in remote areas and those who belong to marginalised groups.
Beyond what we know
For Mai, tourism isn't just about promoting destinations for economic gain, but the sector serves as an arbiter of peace, development, and prosperity.
Not only that, but it also helps to foster a stronger sense of national identity among the people.
With that said, perhaps it is time for Vietnam to rethink what it currently has in place: to innovate in a smart and sustainable manner for a better future.
