Vietnam's Tourism Renaissance: A Pivot to High-Value Experiences

HANOI, Vietnam – January 15, 2026 – As Vietnam's tourism sector celebrates a projected record-breaking year with revenues expected to surpass VND 1 quadrillion, industry leaders are orchestrating a profound strategic pivot away from mass-market tourism towards a more sustainable, high-value future. This transformation was the central theme at the recent "The Insiders Forum" in Hanoi, a high-level seminar organized by Travellive Media Group, where experts gathered to map out the next chapter for one of Southeast Asia's most dynamic destinations.

The forum, part of the annual HOTLIST Travellive Editor's Pick initiative, is emerging as a critical platform for shaping the industry's trajectory in its post-pandemic restructuring phase. It signals a concerted effort to redefine Vietnam's global tourism identity, focusing on quality and authenticity over sheer volume.

A Landmark Year Paves the Way for Change

Vietnam's tourism industry is experiencing unprecedented growth. Official projections for 2025 indicate that total tourism revenue will exceed VND 1 quadrillion (approximately $40 billion USD), an increase of roughly 19% compared to 2024 and the highest annual figure ever recorded. This financial milestone is supported by a surge in visitors, with international arrivals reaching nearly 21.2 million in 2025, a figure that not only represents a 20% year-over-year increase but also surpasses pre-pandemic levels.

This robust recovery is fueled by several factors, including a more favorable visa policy that now offers e-visas to all countries and extends the length of stay for visitors. These policy changes, combined with proactive promotional campaigns, have successfully recaptured and expanded Vietnam's international market share. However, industry visionaries argue that these impressive numbers are not the end goal, but rather the foundation for a more ambitious transformation. The consensus emerging from The Insiders Forum is that the time is right to leverage this momentum to build a more resilient and profitable tourism ecosystem.

Crafting a New Blueprint for Vietnamese Tourism

The national strategy, actively discussed at the forum, involves a deliberate shift towards high-value segments with long-term potential. Panel discussions emphasized that Vietnam’s future success will not be built on a reputation for low costs, but on its unique strengths. The focus is now on curating differentiated tourism products that integrate the country’s stunning natural landscapes, rich cultural heritage, and a rising standard of service quality.

The Vietnam National Authority of Tourism (VNAT), in coordination with the Ministry of Culture, Sports and Tourism, is championing this evolution. The strategic blueprint prioritizes several key areas:
* Luxury and Wellness: Attracting high-spending travelers with bespoke experiences, world-class resorts, and a growing portfolio of health and wellness retreats.
* Cultural and Eco-Tourism: Developing immersive experiences that showcase Vietnam's unique identity, from the ancient town of Hoi An to the gong culture of the Central Highlands, while promoting environmental protection.
* MICE Tourism: Capitalizing on the high-yield MICE (Meetings, Incentives, Conferences, and Exhibitions) sector, where cities like Ho Chi Minh City have already gained international recognition as a top destination in Asia.

This strategic pivot is supported by significant government investment in infrastructure, including new expressways and airport expansions, as well as a push for digital transformation through a national tourism data platform. The overarching theme, as reflected in the forum's 2025 motto, "The Journey from Seed to Harvest," highlights a focus on long-term vision, sustainable cultivation of resources, and reaping more valuable rewards over time.

The Insiders Forum: A Catalyst for Industry Dialogue

At the heart of this strategic dialogue is Travellive Media Group, a specialized media platform that has positioned itself as a thought leader in Vietnam's travel industry since its founding in 2003. Through initiatives like The Insiders Forum, the group goes beyond simply reporting on market trends to actively shaping industry thinking and fostering collaboration.

The Hanoi event, held on January 7 at the Sheraton Hanoi West, attracted over 300 industry leaders. The forum's credibility was bolstered by a lineup of distinguished speakers with deep practical expertise. Ms. Hildegard Anzenberger, the General Manager of the ultra-luxury Capella Hanoi, brought over two decades of international hospitality experience from leadership roles at Mandarin Oriental and The Langham, offering key insights into elevating service standards for the discerning global traveler.

Joining her was Mr. Mario Mendis, General Manager of Fusion Resort & Villas Da Nang, a 25-year industry veteran with extensive experience managing luxury properties in Vietnam, including a long tenure at the Sofitel Saigon Plaza. His perspective is invaluable for developing the wellness and resort segment. The inclusion of Dr. Nguyen Ngoc Huy, a respected climate change research expert, underscored the forum's commitment to sustainability, ensuring that environmental considerations are integrated into future development plans.

Navigating a Competitive Landscape

While the outlook is bright, Vietnamese tourism leaders are clear-eyed about the challenges ahead. The press release from Travellive Media Group explicitly notes the "intensifying regional competition," a sentiment echoed in broader industry analysis. While Vietnam's visitor numbers are surging, the average spending per visitor still lags behind regional powerhouses like Thailand and Singapore.

Closing this gap is central to the new high-value strategy. The key, as emphasized at the forum, lies in differentiation. By focusing on authentic cultural engagement, personalized service, and pristine natural attractions, Vietnam aims to carve out a unique niche that cannot be easily replicated. This approach moves beyond simply competing on price and instead builds a brand based on a rich and memorable visitor experience.

The conversation is set to continue at The Insiders Forum in Ho Chi Minh City on January 19. That event will focus on crucial topics like destination marketing and the practical challenges of converting market potential into a sustainable competitive advantage. Through this ongoing series of strategic dialogues, Travellive Media Group and its partners are not just planning for growth, but are actively cultivating a more sustainable, valuable, and resilient future for Vietnam's tourism industry.