Travel companies are being called on to take a central role in directing tourist flows and linking the tourism value chain, according to a recent report from Vietnam News. This approach aims to enhance the competitiveness of Vietnam's tourism sector and align with national goals to make tourism a key economic driver.
Cao Thị Ngọc Lan, Standing Vice Chairwoman of the Vietnam Tourism Association, stated that travel firms should go beyond selling tours. They need to understand market demand, design products, connect services, organize tourist flows, manage risks, and help shape destination images. Even destinations with strong resources may struggle without effective coordination among airlines, hotels, transport, attractions, and media.
As of August 15, Vietnam had 4,673 international travel service businesses, with 404 new licenses granted and 181 revoked in the first eight months of the year. Dr. Nguyễn Anh Tuấn from the Institute for Tourism Economics noted that tourists now seek safety, convenience, quality experiences, and unique stories, requiring a shift from a 'sell what is available' model to demand-driven product design.
Industry experts emphasized the need for travel firms to serve diverse segments, such as high-end travelers seeking privacy and younger visitors wanting flexible experiences. They also highlighted the importance of digital transformation, green tourism criteria, and building an integrated ecosystem involving institutions, infrastructure, and local communities to boost tourism's added value and sustainable competitiveness.
