A report by the Vietnam National Authority of Tourism showed that in 2025 the tourism sector served over 21 million international visitors and 137 million domestic travelers, earning total revenue of 38 billion USD. These impressive figures reflect the sector’s strong recovery but show the urgent need to innovate growth models focusing on higher quality and sustainability.
Digital transformation and Artificial Intelligence application are seen as key drivers to enhance competitiveness, optimize operations, and better meet the increasingly diverse demands of tourists.
Pham Van Thuy, Deputy Director General of the Vietnam National Authority of Tourism, said: “The application of science and technology, particularly artificial intelligence, is no longer optional but has become an inevitable requirement. AI will enable us to personalize tourism experiences through big data analysis. We can better understand tourists’ preferences and behaviors to offer prompt recommendations on destinations, services, and itineraries. This will improve customer satisfaction, encouraging them to spend more and extend their stay.”
At the seminar, participants said in order to make AI a true growth driver, it’s essential to improve coordination between the State, businesses, and relevant organizations, while strengthening human resource training, fine tuning policies, and building a smart tourism ecosystem.
