Hanoi (VNA) – Looking back at the achievements of 2025, Vietnam’s tourism sector clearly entered a new phase of development, with digital transformation no longer a trend but a powerful growth engine permeating every stage of the traveller journey.
According to the Vietnam National Authority of Tourism (VNAT), which cited the Google–Temasek–Bain & Company e-Conomy SEA 2025 report, tourism remains one of the key drivers of Vietnam’s economy. This momentum has been underpinned by the steady recovery of international arrivals, the resilience of domestic travel, and, notably, the deeper integration of digital technology across the tourism value chain.
Cashless payments gain momentum
One of the most important pillars shaping Vietnam’s digital tourism landscape is the rapid expansion of cashless payments. The e-Conomy SEA 2025 report highlights Vietnam’s rollout of electronic citizen identification and the standardisation of digital payment accounts, helping reduce fraud risks and enhance trust in online transactions.
With around 30 million active e-wallet accounts, digital payments are now embedded in a wide range of services, from booking flights and accommodation to on-site spending at destinations.
In 2025, the total value of digital payment transactions in Vietnam — including credit, debit and prepaid cards, bank transfers and e-wallets — reached 178 billion USD. The figure is forecast to rise to between 300-400 billion USD by 2030.
VNAT noted that Vietnam is accelerating cross-border QR code payment connectivity with regional countries. This strategic move is expected to deliver seamless payment experiences for travellers, reduce the share of cash transactions, and facilitate cross-border tourism and economic flows. The effort also aligns Vietnam with broader Southeast Asian trends, where several countries have already enabled interoperable QR payments.
Meanwhile, Vietnam’s online travel gross merchandise value (GMV) maintained double-digit growth of 16% last year. This performance mirrors the regional trend, driven by persistently high airfares and rising hotel occupancy rates at leading destinations.
International arrivals to Vietnam have gradually regained strong momentum, supported by flexible visa policies including visa exemptions and e-visas — and intensive global promotional campaigns. Key source markets such as China, the Republic of Korea, Japan and Europe have returned in significant numbers. These markets, known for higher spending levels, contribute substantially to the sector’s overall revenue.
Domestically, Vietnamese travellers continue to travel frequently, with a preference for short-haul and short-duration trips. Demand for online booking services remains on the rise.
New-generation travellers, optimised experiences
The e-Conomy SEA 2025 report underscores how digital technologies are shaping a new generation of travellers. These consumers expect faster information access, prioritise convenience, and increasingly demand personalised travel services.
Notably, Vietnamese users rank highest in Southeast Asia in terms of engagement with artificial intelligence (AI). Many use AI tools to search for destination ideas, compare prices and plan itineraries. Online travel platforms are leveraging AI to recommend hotels, customised itineraries and services based on individual preferences, improving conversion rates and enhancing user experiences.
Digital marketing trends are also reshaping destination choices. Promotional videos, interactive content and livestreams by influencers and travel content creators have become influential reference sources, significantly affecting travellers’ decisions.
In response, hotels, tour operators and transport providers in Vietnam have stepped up investment in digital infrastructure. Technologies are being applied across operations, from reservation management to digital check-in and check-out systems. Integration of digital payments helps reduce operating costs and enhance customer experience, while digital marketing increasingly replaces traditional promotional methods. Participation in online platforms also enables businesses to access international customers more quickly.
Digital transformation models have helped Vietnamese tourism enterprises optimise costs and improve profit margins amid intensifying competition. The strong recovery in accommodation demand indicates stabilising travel needs and improving spending capacity.
However, challenges remain. Digital capacity gaps persist among enterprises, particularly small and medium-sized firms that face resource constraints in deploying advanced technologies.
Competition from regional peers investing heavily in technology infrastructure and tourism incentives is intensifying. Cybersecurity risks continue to make some users cautious about sharing data and engaging in online services. In addition, digitalisation across the tourism service chain remains uneven.
Despite these hurdles, VNAT believes Vietnam is well positioned to become a leading digital tourism destination in the region. By capitalising on current growth momentum and implementing targeted support measures for small and medium-sized enterprises, the country can build a smart and sustainable tourism ecosystem aligned with global digital transformation trends./.
