AI opens opportunities for Vietnam's tourism sector to accelerate

AI-powered travel planning is becoming a mainstream way for travelers to shape trips, and Vietnam’s tourism sector is increasingly positioned to use the technology to accelerate growth and strengthen competitiveness.

According to an annual global survey of 11,000 travelers conducted by travel platform Klook, 91% rely on AI-powered travel planning tools. The study also highlights how travelers use AI to clarify what they want from a trip and to find deals that match their personal needs, reducing the need to open multiple websites to compare information and prices.

Global AI momentum and market outlook

A McKinsey study cited in the article estimates that generative AI could unlock annual value of $2 trillion to $4 trillion across industries. In the travel sector, the global AI market is expected to expand from $92.46 billion in 2023 to more than $397 billion by 2028, with a compound annual growth rate (CAGR) of 33.9%.

Vietnam’s traveler readiness

In Vietnam, the article notes that 85% of Gen Z describe themselves as familiar with AI technology, while 20% say they understand how AI works and 65% understand basic concepts. Based on Booking.com’s latest findings, this familiarity and trust lead many travelers to view AI not only as a tool, but as an indispensable companion during trips.

Many travelers interviewed in the article also say AI helps save substantial time in trip planning.

Data-driven tourism promotion in Ho Chi Minh City

Against this backdrop, the travel industry is being urged to keep pace with digital transformation. In mid-2025, the Ho Chi Minh City Tourism Promotion Center (HTPC) partnered with The Outbox Company to implement the International Traveler Data Tracking System – HCMC Global Traveler Barometer (HCMC GTB).

The article describes the system as the first in Vietnam designed to monitor and forecast target markets. It tracks international visitor needs and travel readiness, and updates trends in behavior, preferences, and destination image. The resulting data is intended to help authorities and businesses better understand target segments and tailor promotion strategies, products, and experiences accordingly.

Digital travel ecosystems and AI applications

At a panel titled “Vietnam Tourism – Driving Digital Transformation, Applying AI for Rapid and Sustainable Development” on April 9, Dr. Nguyen Anh Tuan, Director of the Institute of Tourism Economics, said the global travel trend is shifting from “digitizing services” to “digital travel ecosystems.” He described this as a move away from digitizing individual steps toward building an integrated digital travel ecosystem.

The article states that advanced countries have developed national travel data platforms, smart destination management systems, and multi-party ecosystems involving government, businesses, and travelers—so that data can serve as a foundation for governance and decision-making.

Vu The Binh, President of the Vietnam Tourism Association, said that for the tourism industry, AI opens up new potentials ranging from market trend analysis and product personalization to optimized market promotion and revenue management. He also cited uses including forecasting visitor flows, regulating destination capacity, and improving customer care. The article adds that if directed properly, digital transformation and AI can support growth while helping conserve resources, save energy, reduce costs, and lower emissions—contributing to sustainable destination management.

Industry perspectives: from tours to experiences

Pham Ha, CEO of Lux Group, said a key change in the new era is shifting from “selling tours” to “designing experiences.” He noted that tourists increasingly value personalization, cultural depth, and the meaning of the journey, and that AI can help businesses understand customers better to design more meaningful itineraries.

Bui Thanh Tu, Marketing Director of Bestprice Travel Tech, said AI is delivering business benefits including cost and resource optimization. He cited automation of steps such as customer service, service bookings, order management, and demand forecasting, which can reduce staffing pressure and improve efficiency during peak seasons. The article also notes that AI-driven digital marketing can increase targeting accuracy and promotional effectiveness.

Policy view and implementation challenges

Pham Van Thuy, Deputy Director of the National Administration of Tourism, said digital transformation and AI are not a “magic wand” for solving every difficulty, but are a natural path for Vietnam’s tourism to “go fast and lead” and enhance international competitiveness. She added: “Technology does not replace people, but those who master AI will replace those who sit out.”

Dr. Nguyen Anh Tuan also pointed to challenges for Vietnamese tourism’s digital transformation, including dispersed data, limited ability to connect, share, and exploit data, uneven digital capability among enterprises, and thin technology investment among many small and medium-sized businesses. He also highlighted a shortage of workers who understand both tourism and technology, as well as data and AI.

Roadmap, data governance, and workforce development

To realize AI’s benefits, the article says travel businesses should avoid deploying solutions in a scattershot manner. Instead, they should follow a structured roadmap that clearly defines application goals and prioritizes key areas, avoiding broad and inefficient spending.

It also emphasizes that data must be standardized and well-governed, since AI delivers value only when supported by complete, accurate, and continually updated data. Enterprises are further advised to invest in synchronized technology infrastructure to ensure integration and stable operation of AI solutions.

A final focus is developing human resources and strengthening digital capabilities within teams, so staff can understand and effectively use AI tools rather than relying solely on technology. When these elements align, the article concludes, AI can become a lever to enhance Vietnam’s tourism competitiveness in the digital era.