Globally, tourism is no longer competing solely on natural and cultural assets, but increasingly on a new form of resource: data.

According to Dr Nguyen Tuan Anh, Director of the Institute for Tourism Economics, many advanced economies in Europe, as well as Singapore and South Korea, have already developed national tourism data platforms, smart destination management systems, and interconnected ecosystems linking governments, businesses, and travelers to fully leverage this resource.

Artificial intelligence plays a central role by analyzing customer demand, suggesting personalized itineraries, increasing spending and length of stay, while also helping authorities regulate visitor flows, prevent overcrowding, and protect resources.

In Vietnam, businesses are entering their own “race” to apply AI in tapping into this emerging resource.

Industry representatives note that AI-powered analysis of customer data, including search behavior and travel history, improves the accuracy of product recommendations, raising conversion rates by 15-20%.

AI also enables businesses to determine the “right price” based on customer demand, rather than competing purely on low prices with thin margins.

Pham Ha, Vice Chairman of the Vietnam Green Tourism Association, said AI allows a single employee to handle workloads equivalent to three to five people. It also supports multilingual promotional content creation, including images and videos, and enables 24/7 customer service through chatbots.

He added that AI makes it possible to measure and optimize operations, from itineraries and transport to energy consumption, helping reduce emissions and waste.

However, digital transformation in tourism still faces significant barriers. Data remains fragmented, while connectivity, sharing, and exploitation are limited. Digital capacity varies across businesses, and most small and medium enterprises lack the resources and skilled personnel in technology, data, and AI.

Applying AI for rapid and sustainable growth

Speaking at the forum “Vietnam Tourism - Applying AI for rapid and sustainable development” held on April 9 in Hanoi, Vu The Binh, Chairman of the Vietnam Tourism Association, described 2025 as a breakthrough year, with 21.2 million international arrivals and 137 million domestic travelers, generating total revenue of VND1 trillion (US$41 billion).

However, these record figures have also placed significant pressure on infrastructure and the environment. To sustain rapid growth and enhance competitiveness, Vietnam’s tourism sector must transition from extensive expansion to a model grounded in technology, data, and smart governance.

If properly guided, digital transformation and AI can help protect resources, save energy, reduce costs and emissions, and improve destination management efficiency in a more sustainable direction.

Sharing this view, Pham Van Thuy, Deputy Director General of the Vietnam National Authority of Tourism, emphasized that in the digital era, AI adoption is no longer optional but an inevitable requirement.

To accelerate effective AI implementation, he called for stronger collaboration among government, businesses, communities, and international organizations, alongside a shift in mindset and greater willingness to adopt new technologies and abandon traditional practices.

He also stressed the central role of human resources, highlighting the need for continued investment in high-quality personnel capable of mastering and applying AI in a rapidly evolving digital environment.

The Vietnam National Authority of Tourism will continue to study, propose, and refine mechanisms and policies to support businesses and localities in digital and green transformation, as well as in adopting AI.

Linh Trang