Vietnamese tourism focuses on expanding to developing markets
Vietnam is making significant strides in attracting travelers from emerging markets, as outlined in Yango Ads' Tourism Industry Guide. The country's strategy focuses on enhancing visa policies, digital transformation, sustainable tourism, targeted marketing, and international cooperation.
One key aspect is the liberalization of visa policies. Vietnam has introduced conditional visa exemptions for nationals of countries like Poland, the Czech Republic, and Switzerland, allowing them to stay visa-free for up to 45 days when traveling with authorized agencies. The government is also working on extending visa incentives to high-net-worth individuals and other emerging markets, such as India, to facilitate easier access.
Vietnam is also focusing on digital solutions to enhance the traveler experience. This includes the development of mobile applications, digital payments, and upgraded IT infrastructure, which are particularly beneficial for tech-savvy emerging-market travelers. The digital push supports efficient travel services and information dissemination globally.
Sustainability is another crucial factor in attracting eco-conscious travelers from emerging markets. Vietnam is expanding eco-tourism, community-based agricultural tourism, and adventure travel in regions rich with natural and cultural heritage. The country is also investing in green infrastructure and promoting low-impact tourism models, aligning with global trends and appealing to emerging travelers seeking authentic, responsible experiences.
In terms of marketing, Vietnam is targeting emerging markets alongside established ones. Tailored campaigns promote unique niche tourism segments appealing to these travelers, such as golf tourism, wellness, MICE (Meetings, Incentives, Conferences, and Exhibitions), and river tourism. The country is also participating in international tourism events and networking platforms, such as ITE HCMC 2025, to reach emerging market tour operators and travel agencies.
Winter travel presents opportunities to promote off-peak getaways in Vietnam's southern regions. Despite summer being favored by 50.4% of respondents, winter promotions can attract high-spending travelers seeking favorable weather during the off-season. Emerging market travelers typically fall in the 25-44 age bracket, with a keen interest in exploring new destinations.
Personalised offerings influence half of travelers' decisions in Vietnam. Adopting strategic, data-driven promotional campaigns and diverse service offerings that align with emerging traveler expectations is essential for Vietnamese businesses in the tourism sector. South and Southeast Asia, including Vietnam, is rapidly gaining popularity among emerging market travelers. Key determinants driving these travelers' decisions include climate, travel expenses, flight convenience, cultural offerings, and visa accessibility.
Vietnam is an attractive destination for emerging markets such as Russia, Kazakhstan, Belarus, Georgia, and countries in eastern Europe and the Commonwealth of Independent States (CIS). Enriching offerings in Vietnam with tailored experiences, such as private guided tours and luxury homestays, is recommended for catering to premium and mid-tier travelers.
Thu Nguyen, business development manager of Yango Ads, Vietnam, emphasizes the importance of a digital-first mindset for stakeholders in the tourism industry. Data-driven marketing and insight-led strategies are considered vital tools in attracting global travellers, especially those from Eastern Europe and the Commonwealth of Independent States (CIS). Yango Ads experts recommend launching seasonal campaigns well in advance to enhance visibility, with digital ad campaigns ideally introduced two to three months before summer and key holidays.
Half of these travelers typically travel with family and tend to stay up to two weeks, positioning Vietnam as a value-for-money destination catering to diverse preferences. With its strategic approach and focus on the needs of emerging market travelers, Vietnam is well-positioned to continue its growth as a popular tourist destination.
- To cater to tech-savvy travelers from emerging markets, Vietnam is implementing digital solutions such as mobile applications, digital payments, and upgraded IT infrastructure.
- Vietnam is marketing unique niche tourism segments to both emerging and established markets, including golf tourism, wellness, MICE, and river tourism, to attract a diverse range of travelers.
- Climate is a significant factor for emerging market travelers, with winter promotions in Vietnam's southern regions providing opportunities to attract high-spending travelers seeking favorable weather during the off-season.
- Personalized offerings greatly influence half of travelers' decisions in Vietnam, making it essential for businesses in the tourism sector to adopt strategic, data-driven promotional campaigns and diverse service offerings that align with emerging traveler expectations.
- To attract global travelers from Eastern Europe and the Commonwealth of Independent States (CIS), a digital-first mindset and data-driven marketing strategies are vital, as recommended by Yango Ads experts in Vietnam.
