Launched on December 20, the National Tourism eCommerce Platform represents the country’s first unified national tourism data infrastructure, marking a significant step in its broader digital transformation agenda. Developed under government sponsorship, with the Vietnam National Authority of Tourism (VNAT) and the National Data Association (NDA) as strategic partners and operated by Sun Group, the platform is scheduled for official rollout in the second quarter of 2026.

Expectations for smarter tourism governance

One of the key expectations from Visit Vietnam is to enhance data-driven decision-making in tourism management. The platform is designed to provide real-time insights into visitor flows, destination capacity, and market dynamics, enabling authorities to move beyond fragmented and delayed reporting.

According to VNAT, a unified data framework will allow more proactive destination management, improved risk forecasting, and more effective policy formulation, particularly as Vietnam’s tourism industry continues to grow rapidly.

For tourism enterprises, Visit Vietnam is anticipated to reduce information asymmetry and create a fairer, more transparent business environment. By integrating market analytics and international payment data from Visa, the platform aims to help businesses better understand traveler behaviour, spending patterns, and seasonal trends.

This data-driven approach is set to support more targeted product development, optimised operations, and more effective marketing strategies, while reducing dependence on global online travel agencies with rising platform fees.

According to Doan Thi Thanh Tra, deputy general director of Saigontourist, a leading travel operator in Vietnam, the platform shifts tourism promotion from short-term campaigns to continuous, long-term engagement, ensuring consistent messaging and enhancing Vietnam’s brand credibility in global markets.

Expectations for improved tourist experiences

Another major expectation is the improvement of end-to-end travel experiences. Visit Vietnam is envisioned as an AI-powered digital travel assistant, providing travelers with official, real-time, and reliable information throughout their journeys.

From personalised itinerary planning to booking services and receiving alerts on congestion, weather, or disruptions, the platform aims to enhance convenience, safety, and satisfaction for international and domestic visitors alike.

Beyond individual benefits, Visit Vietnam is to foster a shared tourism data ecosystem, connecting regulators, local authorities, businesses, and travelers through a common digital infrastructure.

By standardising data collection and sharing, the platform is anticipated to improve transparency, strengthen trust among stakeholders, and elevate the credibility of Vietnam’s tourism offerings in international markets.

The platform’s greatest advantage lies in its official and transparent nature. A national data platform allows international travelers to access reliable services while enabling Vietnamese businesses to reach customers without over-reliance on global online travel agencies with rising commission costs, says Nguyen Tien Dat, vice chairman of the Hanoi Tourism Association.

A long-term strategic vision

As digital transformation becomes a national priority, data is no longer viewed merely as a new resource but as a core driver of the digital economy. The launch of the platform coincided with Vietnam’s welcome of its 20-millionth international visitor in 2025. The local tourism industry is rebounding strongly and is poised to welcome 21.5 million international visitors this year, a 21% increase year on year and a historic record.

At a strategic level, the launch of Visit Vietnam reflects Vietnam’s expectation to transition from tourism growth driven primarily by visitor numbers to growth driven by value, quality, and sustainability.

As global tourism increasingly relies on data and technology, Visit Vietnam is set to become a foundational digital asset, enabling Vietnam to enhance competitiveness, attract higher-value market segments, and position itself more firmly as a leading destination in the Asia-Pacific region.

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