Digitization key to tourism breakthroughs

Technology is changing tourist behaviors and business models

According to tourism experts, the application of technology—especially artificial intelligence (AI)—plays a crucial role in the sustainable development of tourism nowadays, particularly as Vietnam pursues an ambitious tourism growth target of welcoming 22 to 23 million international visitors in 2025.

Tourist destinations are increasingly adopting augmented reality (AR) and virtual reality (VR) technologies, or smart interactive stations (TapQuest), offering visitors more engaging and realistic experiences. Many businesses have also integrated AI in their operations, from hotel management, online booking to personalized itinerary planning and optimized destination promotion, which helps create smart marketing strategies that target the right potential customers.

E-ticket system has been applied at the National Museum of History

Director of Esperantotur and Service Joint Stock Company (Esperantotur) Bui Thuc Anh shared that the company is focusing on applying Industry 4.0 technology in both management and operations, especially AI, to optimize its workflows, cut costs, and enhance service quality. AI has been applied for online booking, destination promotion, and convenient accommodation services, making it easier for customers to access various tourism services.

Meanwhile, Asia Sun Travel Joint Stock Company has applied AI into its media strategy, tourism product design, and even used robots in operating hotels and restaurants, which helps not only enrich customer experiences, but also improve operational efficiency.

Although some large enterprises have taken the lead in digital transformation, the majority of small- and medium-sized tourism businesses are still lagging behind. According to Vu The Binh, President of the Vietnam Tourism Association, around 17,000 to 18,000 out of 40,000 tourism businesses in the country have yet to properly adopt digital transformation. “This presents a major challenge, but it is also a good opportunity for them to break through if they know how to leverage the power of technology,” he said.

Foreign visitors line up at the e-ticket entrance to the President Ho Chi Minh Relic Site – photo: Vietnam National Authority of Tourism

VITM Hanoi 2025 a boost for tourism digital transformation

To accelerate digital transformation in the tourism sector, the Vietnam National Authority of Tourism has been developing a smart tourism ecosystem, designed to support government management, tourism business operations, and visitor experiences, aimed for consistency in the tourism industry. Key components include the Vietnam tourism database system, a tourism statistics reporting platform, the national tourism app. Vietnam Travel, the VietCard smart tourism card, tourism management and business applications, electronic ticketing systems, and more.

According to the VNAT, these shared digital platforms have been designed to form a comprehensive ecosystem that supports administration, business activities, and enhances tourist’s satisfaction. A broad, synchronized adoption of this system across the tourism sector will improve efficiency in tourism operation and management, and offer greater convenience for tourists.

In the coming time, the VNAT will continue to promote technological application and digital transformation to improve efficiency in tourism management, promotion, business and tourists’ experiences. The focus will be on building a consistent smart tourism ecosystem nationwide that supports three core areas: state management, tourism business operations, and enhancement of tourists’ experiences.