Hanoi (VNA) - In the era of rapid development of Industry 4.0, Vietnam’s tourism sector has embraced technology to improve promotional efforts. Artificial intelligence (AI) has become increasingly common and is regarded as an essential approach to engaging today’s digital-age travellers.
Integrating technology into tourism promotion
According to research from Booking.com and AppotaPay, 69% of respondents turn to social media platforms such as Instagram, TikTok, Facebook, and YouTube for travel inspiration. Changing travel behaviours are driving a clear shift toward technology in tourism marketing in Vietnam.
Dr. Nguyen Anh Tuan, a tourism expert, emphasised that with the growing influence of digital technology, communication and promotion methods must evolve to meet changing traveller expectations.
Across Vietnam, many localities are accelerating the use of digital tools in tourism promotion. Historical and cultural sites in Hanoi have been digitised and integrated into digital platforms. Key attractions such as the Imperial Citadel of Thang Long, the Vietnam National Museum of History, the Temple of Literature, and Hoa Lo Prison have effectively adopted technologies like automated audio guides and electronic ticketing systems.
Ho Chi Minh City tourism has launched modern information kiosks using 3D displays to provide interactive visual content and useful information. In the north-central province of Thanh Hoa, smart tourism initiatives have been implemented across eight major destinations, with increased promotion on platforms like Facebook and TikTok.
Tourism companies are also innovating their outreach strategies. VietSense Travel has launched TV-247, a YouTube-based travel channel offering daily news and features that introduce destinations and share travel tips. BestPrice Travel has integrated AI-powered chatbots that act as virtual tour guides, assisting customers with information and bookings.
Driving efficient and coordinated digital transformation
Hoang Quoc Hoa, Director of the Tourism Information Centre under the Vietnam National Authority of Tourism (VNAT), noted that many destinations in Vietnam still lack a strong digital presence. The lack of synchronized digital transformation and data integration limits promotional effectiveness.
Vu The Binh, Chairman of the Vietnam Tourism Association, pointed out that despite the rapid evolution of technologies like AI and robotics, many localities and businesses have yet to adapt, resulting in underwhelming implementation.
In response, the VNAT has developed several digital platforms to support the tourism industry, including the “Vietnam Travel” mobile app, the “Tourism Management and Business” platform, a national tourism database, e-ticketing systems, and communication channels on major digital and social platforms like Facebook, Instagram, YouTube, Twitter, and TikTok.
Nguyen Trung Khanh, VNAT Director General, stated that the government has tasked the Ministry of Culture, Sports and Tourism with building a unified national smart tourism ecosystem to strengthen state management, support tourism businesses, and improve visitor experiences. He emphasised the need for localities to align their digital transformation strategies with national directives to avoid fragmented and inefficient efforts.
To maximise the impact of technology in tourism promotion, Binh urged local governments and businesses to stay updated on technology trends and tailor their applications to specific promotional activities. AI is becoming integral in all aspects of life. To effectively use AI and emerging technologies, investment in training and improving human resources is essential, he said./.
