Many tourism accommodations in Ninh Bình have adopted artificial intelligence (AI) across their management and operations to enhance the quality of services. — VNA/VNS Photos

NINH BÌNH — As digital transformation reshapes the tourism industry, the northern province of Ninh Bình is accelerating the development of a smart tourism ecosystem with the active participation of local authorities, businesses and residents.

The adoption of digital technologies not only helps optimise destination management and promotion, but also provides visitors with more convenient and personalised experiences, creating fresh momentum for Ninh Bình's tourism sector to develop sustainably and strengthen its international standing.

Elevating Destinations

At Wyndham Grand Vedana Ninh Bình Resort in Cúc Phương Commune, artificial intelligence (AI) is playing an increasingly important role in the resort's management and operations, helping to elevate service quality.

Its AI-powered virtual assistant enables guests to access information, find their way around the resort, book electric buggy services, explore available amenities, complete check-in procedures and receive personalised support throughout their stay.

A key feature of the system is its multilingual capability, allowing international visitors to easily access information about accommodation, services and facilities, as well as submit support requests in their own language.

The solution helps overcome language barriers, enhances the experience for overseas guests and enables staff to provide more efficient and responsive service.

According to Jimmy Trần, General Manager of the resort, AI has been integrated into around 70 per cent of its management and operational processes.

The system is capable of handling and responding to routine guest enquiries, easing the workload of front desk and customer service teams.

Since its deployment, the resort has reduced its customer service staffing requirements by around 40 per cent, while also improving response times and overall operational efficiency.

The Hoa Lư Ancient Capital Historical and Cultural Relic Site in Tây Hoa Lư Ward, Ninh Bình Province, offers QR codes, multilingual audio guides and cashless payment services to enhance the visitor experience.

Hoàng Phương Lan, a visitor from Hà Nội, said AI provides quick access to information on destinations, sightseeing itineraries and related services.

She added that the technology serves as a valuable assistant to front desk and customer service teams, streamlining the handling of guest enquiries and requests while making travel more convenient.

Alongside the adoption of digital technologies by tourism service providers, local tourism sector is accelerating the development of digital platforms to strengthen destination marketing, tourism promotion and visitor support.

In 2023, the Ninh Bình Tourism Information and Promotion Centre developed and launched the Ninhbinhtourisminfo smart tourism application.

Developed for both Android and iOS, the app offers a comprehensive range of travel tools, providing information on attractions, accommodation, restaurants, shopping venues, entertainment facilities, events and weather updates.

It also allows visitors to personalise their itineraries according to their preferences, length of stay and travel distances. A 24/7 chatbot further enhances the experience by responding instantly to questions about tours, services and destinations.

The Ninhbinhtourisminfo app now contains information on 43 tourist attractions, 229 accommodation establishments, 106 restaurants, 31 shopping venues and 49 entertainment sites.

Its digital maps, service review, itinerary planning and online support features make it easier for visitors to discover Ninh Bình while providing tourism authorities with valuable data to improve destination management and operations.

According to Nguyễn Văn Minh, Director of the Ninh Bình Tourism Information and Promotion Centre, digital data is helping the tourism sector gain deeper insights into travel trends and the preferences of different visitor groups, enabling more effective destination marketing.

The data also supports market research, with a particular focus on high-potential international source markets, and guides the development of tourism products that better meet visitors' expectations, he added.

Developing smart tourism

Visitors scan QR code to learn about the history of the 700-year-old Hành Thiện Village in Ninh Bình Province.

Dương Thị Thanh, Chairwoman of the Ninh Bình Tourism Association, said unlocking the full potential emerging technologies in tourism will require stronger partnerships between tourism operators and technology firms to create practical, market-oriented solutions.

She stressed that safeguarding data security and customer privacy, building a digitally skilled workforce and investing in digital infrastructure would be key to advancing the sector's sustainable digital transformation.

The provincial tourism sector is putting this strategy into practice by developing a comprehensive digital database linked to the province's Intelligent Operations Centre (IOC), integrating information on tourist attractions, travel businesses, accommodation establishments, visitor flows and tourism revenue.

Under a plan issued by the provincial Department of Tourism on June 24, 2026, priority datasets across the sector will be fully digitised by 2030, enabling interoperability and data sharing through shared digital platforms.

“The sector would continue to focus on building, cleansing and standardising its digital data, while further developing a smart tourism ecosystem,” said Phạm Duy Phong, Deputy Director of the Ninh Bình Department of Tourism.

The Trần Temple–Chùa Tháp Special National Relic Complex in Nam Định Ward has embraced digital transformation by introducing QR codes at heritage sites and integrating VR360 virtual reality technology.

In the first six months of this year, Ninh Bình welcomed an estimated 17.5 million visitors, including around 1.8 million international arrivals, while tourism revenue exceeded VNĐ17.8 trillion (US$677 million).

The figures reflect the destination's growing appeal and highlight the effectiveness of digital technologies in transforming destination promotion, marketing and service delivery.

Digital transformation is opening up new opportunities for Ninh Bình's tourism sector to enhance service quality, modernise management and expand its reach to visitors.

By placing data at the heart of its development strategy, Ninh Bình is strengthening its competitiveness and reinforcing its position on both the domestic and international tourism map. — VNS