Restructuring to sharpen Vietnam’s tourism competitiveness

In an interview with VOV, Deputy Minister of Culture, Sports and Tourism Ho An Phong emphasized that tourism restructuring requires a strategic shift: moving beyond a sole focus on visitor volume to prioritize actual economic value, including total revenue, profitability, community benefits, and visitor satisfaction and retention rates.

Strengthening enterprise resilience against market fluctuations and building internationally competitive brands are critical to ensuring tourism effectively contributes to the national economy and the target of double-digit growth.

The sector must undergo comprehensive reform across infrastructure, human resources, and national image promotion. In promotional efforts, the State acts as a guide and bridge, closely combining national branding with corporate products, specific destinations, and indigenous cultures to cultivate distinctive, highly competitive destinations.

To achieve the target of tourism directly contributing 10% to 12% of GDP by 2030, core development strategies focus on three pillars. First, the industry must develop high-quality, sustainable, and environmentally responsible tourism products, taking culture as a foundation and natural resources as core values to cater to diverse market segments.

Second, the sector must diversify its source markets by maintaining traditional markets in Northeast Asia, Europe, the Americas, and Southeast Asia while expanding into new markets through direct flight routes and flexible, streamlined administrative procedures. Third, accelerating digital transformation will open up new tourism spaces, particularly by shifting travel operations from business-to-business (B2B) models to direct business-to-consumer (B2C) platforms on digital networks to generate core values and high economic returns.

To fulfill the target of developing at least 15 tourism conglomerates and corporations with strong brands and international competitiveness in accordance with Politburo Resolution No. 26 and Government Resolution No. 263, systematic removal of institutional, investment, and linkage bottlenecks is imperative. The sector must institutionalize the Resolution through a comprehensive amendment of the Tourism Law to establish an open legal framework, resolving issues related to resource ownership, infrastructure investment, connectivity, and human resources, thereby creating a business environment that enables enterprises to lead the industry's value and product chains.

Highlighting regional economic drivers, Quang Ninh is not only a local administrative unit but also a symbol of Vietnam’s national tourism. With strong development momentum in recent times, alongside synchronized infrastructure investments from the Party and the State and active business involvement, the locality holds substantial potential to reach new heights, serving as a leading destination on the global tourism map and representing the brand of Vietnam's tourism.

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