A seminar on developing and promoting tourism destinations through Public-Private Partnerships (PPP) was organised by the Vietnam National Administration of Tourism (VNAT) and leading online travel platform Traveloka in Hà Nội on October 9. — Photos courtesy of Traveloka

HÀ NỘI — Việt Nam is intensifying efforts to strengthen public-private cooperation in tourism as part of a broader strategy to make the sector a key pillar of the national economy.

The focus was highlighted at a seminar on developing and promoting tourism destinations through Public-Private Partnerships (PPP), jointly organised by the Vietnam National Administration of Tourism (VNAT) and leading online travel platform Traveloka in Hà Nội on October 9.

The event brought together nearly 100 participants, including representatives from government agencies, tourism associations, businesses and technology experts.

Nguyễn Thị Hoa Mai, Deputy Director of VNAT

In her opening remarks, Nguyễn Thị Hoa Mai, Deputy Director of VNAT, underscored that PPPs are not just a trend but an essential strategy for tourism development in Việt Nam.

She highlighted the alignment of this approach with national directives, including the Politburo’s Resolution No. 08-NQ/TW (2017) and the Government’s Resolution No. 82/NQ-CP (2023), both of which emphasise tourism as a spearhead economic sector.

"Strengthening cooperation between the State and private enterprises is crucial to effectively mobilise resources, stimulate innovation and ensure sustainable tourism growth," Mai said.

According to VNAT, private businesses play a vital role in destination development, promotional campaigns and service delivery. Their active involvement has been evident in joint programmes such as stimulus packages, international tourism fairs and digital marketing efforts, all of which have significantly contributed to attracting more tourists and elevating Việt Nam’s global image.

Technology is a key enabler of this collaboration. As a strategic partner of VNAT, Traveloka has been instrumental in driving digital transformation across the tourism sector.

Huỳnh Thị Mai Thy, Director of Traveloka Vietnam

Director of Traveloka Vietnam Huỳnh Thị Mai Thy highlighted how the company has worked with local authorities to launch tourism stimulus programmes and promote regional destinations.

In Đà Nẵng, the 'Enjoy Đà Nẵng 2024' campaign offered thousands of travel vouchers, combining flights, accommodation and attraction tickets, resulting in a marked increase in tourist arrivals and satisfaction levels.

In HCM City, a new e-voucher programme valued at over VNĐ4 billion has been introduced, linking hotels, restaurants, spas and wellness services within a unified digital platform.

"This is the first time HCM City has partnered with Traveloka in such a comprehensive tourism stimulus effort," said Võ Ngọc Diệp from the city’s Department of Tourism.

"The initiative integrates airlines, accommodations, travel agencies and health services into a seamless system that enhances the visitor experience through QR code-based e-vouchers."

Prospects

Việt Nam’s tourism industry continues to expand, generating VNĐ840 trillion in total revenue in 2024, with a target of more than VNĐ1 quadrillion in 2025.

Meanwhile, Việt Nam’s e-commerce industry has experienced rapid growth, surging from US$2.97 billion in 2014 to $25 billion in 2024, a 26.7 per cent annual growth rate, fuelling the shift towards online travel.

With 79.1 per cent internet penetration and 168.5 million mobile connections (DataReportal, 2024), digital travel planning has become the norm, according to Thy.

Despite the promising development, Mai acknowledged several challenges that hinder the full potential of public-private cooperation.

These include a lack of a balanced risk and benefit-sharing mechanism, limited participation of small and medium-sized enterprises due to financial and managerial constraints, and the absence of effective tools and KPIs to measure the impact of collaborative projects.

Mai emphasised that improving transparency, fostering better information sharing and developing evaluation frameworks are essential steps to enhance the effectiveness of PPPs.

Equally important is ensuring that enterprises of all sizes and sectors have the opportunity to participate in the tourism value chain.

"When the interests of the government, businesses and local communities are harmonised, PPPs can truly become a driver for sustainable tourism development in Việt Nam," she said.

The workshop also featured in-depth discussions on strategic solutions to expand PPPs in tourism, including promoting the application of digital technologies in destination management and diversifying tourism products to match evolving traveller preferences.

The solutions are also designed to strengthen market outreach through international promotions and enhance environmental and community sustainability.

“Through cooperation with VNAT and localities, Traveloka hopes to create more opportunities for tourists to explore the country’s rich cultural heritage and stunning natural landscapes, while contributing to the development of a dynamic and sustainable tourism ecosystem that benefits local communities and businesses,” Thy said.

The signing ceremony of a memorandum of understanding (MoU) between Traveloka and the HCM City Department of Tourism at the seminar.

The continuation of this partnership will focus on promoting key strategic areas, including spotlighting Việt Nam's major destinations such as Hà Nội, HCM City and Đà Nẵng, as well as expanding to other provinces and cities.

Delegates at the seminar noted that tourists are increasingly seeking experiences related to health, wellness, local culture and green tourism. Meeting these changing demands will require closer coordination between the government, private sector and local communities to build a resilient and comprehensive tourism ecosystem.

“Việt Nam holds a vast treasure trove of cultural, natural and wellness experiences that are increasingly attracting global tourists. Together with VNAT, we hope to promote these experiences more broadly and develop them sustainably, helping Việt Nam maintain its competitiveness amid the ever-evolving global tourism landscape,” Thy added.

A significant highlight of the event was the signing of a memorandum of understanding (MoU) between Traveloka and the HCM City Department of Tourism. This partnership aims to launch new promotional campaigns in the fourth quarter of 2025, targeting international tourists and enhancing the city's smart tourism infrastructure. — VNS