Vietnam shifts tourism strategy toward high-value growth and MICE

Vietnam is undergoing a strategic shift in its tourism and economic models, moving from quantity-based growth to a focus on quality, sustainability, and high-value services. The national goal is to transform tourism into a leading economic sector, aiming for a GDP contribution of 10% to 12% by 2030 and attracting up to 50 million international visitors annually.

In Hanoi, the tourism sector saw significant growth in the first half of 2026, welcoming over 18 million visitors—a 15.7% year-on-year increase. While total tourism revenue rose by 19.1% to approximately 74.23 trillion VND, the hospitality sector faces challenges. An expanding supply of high-end hotels is prompting businesses to seek new demand from business travelers and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism to improve occupancy rates and encourage longer stays.

Regional developments include the revitalization of Bai Chay in Quang Ninh, which has transitioned from a mere stopover to a year-round destination. Additionally, Vietravel Airlines is expanding its capacity with new aircraft to meet peak travel demands, and various provinces are enhancing cultural and heritage connectivity to attract international travelers.