Vietnam’s diverse attractions must be promoted

Martin Koerner, group commercial director The Anam

We also benefited from the government’s effort to develop the infrastructure and the opening of the expressway from Ho Chi Minh City to Mui Ne in March 2023. This has reduced the travel time from 5 hours to 2 hours and made it more convenient for our guests to visit Mui Ne.

We are optimistic about 2024 as we expect our business to grow in segments such as leisure, corporate, and weddings. We believe that there are many brighter signs for a blooming year for tourism and hospitality industry via the food and beverages market in Vietnam, as well as in Cam Ranh and Mui Ne.

Asian markets, South Korea in particular, have recovered faster than long-haul markets. We also observed that China has recovered slower than we originally expected, but we are confident that China will be back to 2019 levels by 2025.

While the visa exemption extension to 45 days has been widely regarded as a positive step to boost tourism, the number of visa exempt countries is still small.

Another issue that needs to be addressed is the representation of Vietnam on international trade exhibitions. These are important platforms for Vietnam to showcase its tourism products and resources, and to network with potential partners and customers. Compared with other ASEAN countries, Vietnam still has much work to do here.

Vietnam should invest more in its tourism marketing and branding, and develop a coherent and consistent strategy to promote its unique and diverse attractions, such as its natural beauty, cultural heritage, and culinary delights. The country should also collaborate with its regional partners, such as ASEAN, to promote its tourism in the global market and create synergies and complementarities with other destinations.

A third issue that needs to be considered is the establishment of tourism marketing offices in overseas markets, especially those that are considered key markets.

These offices would help Vietnam to increase its visibility and awareness in these markets, and to provide timely and accurate information and support to potential and existing tourists. They would also help Vietnam to conduct market research and analysis, and to tailor its tourism products and services to the preferences and needs of different segments of tourists.

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