Hanoi (VNA) – Public-private partnerships (PPP) in tourism mean harnessing collective resources, boosting destination competitiveness, and promoting sustainable growth through shared benefits and risk management. Such cooperation not only alleviates pressure on the State budget but also encourages community and business engagement, driving innovation and improving service quality.
According to Nguyen Thi Hoa Mai, Deputy Director of the Vietnam National Authority of Tourism (VNAT), recent years have seen a wave of tourism stimulus events, international fairs, and digital media campaigns – all marked by the imprint of PPP collaboration.
“This coordination and mutual support have helped expand markets, increase visitor numbers, and elevate Vietnam’s global profile,” she said. These partnerships play a vital role in strengthening the country’s image worldwide.
Tourism, she explained, is not merely a business activity; it is a socio-economic endeavour that affects communities and the environment. The State’s role is to safeguard public interests, while enterprises contribute creativity and economic efficiency.
“With PPP, the companionship between businesses and local authorities has given new momentum to destinations and enhanced the overall competitiveness of Vietnam’s tourism sector,” Mai emphasised.
Beyond the Government’s strategic direction, tourism development requires collective efforts from local communities, authorities, and especially travel agencies, accommodation providers, and distribution agents. Mai highlighted that the PPP model is now being robustly rolled out across Vietnam.
For example, the central city of Da Nang partnered with Traveloka from 2024 to early 2025, attracting 5.8 million international visitors as a result. Domestic tourism also surged through online promotional campaigns launched on the Traveloka platform. Similarly, Hue city, also in the central region, has joined hands with private enterprises, while Hanoi has cooperated with airlines to promote destinations. Ho Chi Minh City, meanwhile, has leveraged digital technology to issue e-vouchers for tourists.
“Through online platforms, people can now easily find suitable promotional programmes, register directly, and enjoy new travel experiences,” she added.
Apart from the major cities, smaller localities are also showing interest in expanding their digital outreach through tourism platforms like Agoda, Traveloka, and Booking.com.
Looking ahead, the tourism authority plans to further strengthen PPP initiatives, creating a collaborative framework that balances the interests of businesses, the State, and the public.
With a national target of welcoming 25 million international arrivals, Hoa revealed that a long-term tourism development strategy is being finalised for submission to the Government and the Prime Minister. In the shorter term, acceleration plans will be rolled out to boost tourism performance during the final quarter of the year.
“Beyond stimulus programmes and international platform partnerships that connect localities and businesses, we are also working on policy reforms to create a more open legal framework and facilitate travel to Vietnam,” Mai noted. “This includes further easing of visa policies and improving service infrastructure.”
She added that the authority will intensify promotion campaigns in key and emerging markets to achieve double-digit growth, returning to pre-pandemic levels. For high-spending and long-stay markets, special promotional initiatives are already in the pipeline.
Mai also mentioned a recent business mission to India, where Vietnamese travel companies engaged in B2B meetings and connected with local authorities to promote tourism through film cooperation, a creative and modern approach to marketing Vietnamese destinations in the years ahead./.
