At the press conference for the Vietnam International Travel Mart (VITM) Hanoi 2025, themed "Developing Green Destinations, Elevating Vietnamese Tourism", Vu The Binh, Chairman of the Vietnam Tourism Association, emphasized that reducing prices is no longer the focus, unlike previous fairs.

According to Binh, tourism worldwide has changed significantly after the Covid-19 pandemic. Travel preferences have shifted, with safety, health, and experience now taking precedence over cost. He warned that if service quality is not improved while prices are reduced, the tourism sector risks losing both quality and customer volume.

A new approach to tourism promotion

Discount-based stimulus campaigns have become outdated. In previous years, tour and travel service prices dropped by 20-30%, but continuing to reduce them now is challenging. Instead, stimulus products need to focus on quality improvements and added value, such as offering free meals or gifts rather than further discounts.

Some businesses have already adopted this approach and seen positive initial results. This trend aligns with the global shift away from positioning Vietnam as a low-cost destination.

The importance of green tourism

Binh stressed that "green" is now the most crucial factor in tourism, as environmental sustainability is vital. In the past, green tourism was more of a slogan, but now it must become tangible, with visitors able to see, touch, and experience it firsthand.

Vietnamese tourism could rapidly increase in value by incorporating more green services. Therefore, Binh urged the tourism industry, enterprises, and destinations to embrace green transformation as quickly as possible, establishing a green label to showcase service quality equal to international standards.

“We need to develop green destinations to elevate Vietnamese tourism. This concept must become ingrained in the mindset of businesses, tourism professionals, and the community,” he emphasized.

The forum "Developing Green Destinations, Elevating Vietnamese Tourism" will be the highlight of VITM Hanoi 2025. Approximately 200-300 delegates are expected to participate, discussing the development of green tourism destinations and implementing initiatives to expand the market. The forum will also explore digital transformation to boost the overall growth of Vietnamese tourism, particularly in green tourism.

The Vietnam International Travel Mart will take place from April 10 to April 13 in Hanoi, featuring 450 booths from 60 tourism promotion agencies, 8 airlines, 16 countries and territories, and over 600 businesses. So far, 1,228 appointments have been scheduled through the VITM system.

Ngoc Ha