Recently, the number of Indian tourists visiting Vietnam has increased significantly. Understanding this group of tourists as well as recognizing its strengths is extremely important for Vietnam to seize the opportunity to "catch the wave". Among the group of tourists that Vietnam welcomes, there are more and more tourists with an entrepreneurial mindset, as well as many female tourists.
Dr Adhvaidha Kalidasan, lecturer at the School of Communication and Design, RMIT University Vietnam, shares about the increasing wave of Indian tourists to Vietnam as well as how domestic businesses can "catch the wave" and develop sustainably.
The article analyzes the potential opportunities that Vietnam can take advantage of from the increase of customer groups in this specific segment.
According to domestic media, factors contributing to the above trend include favorable visa policies, short travel time, reasonable service costs, direct flights and increasing number of Indian restaurants in Vietnam. Domestic airlines such as VietJet, Vietnam Airlines and IndiGo (India) have started operating regular flights connecting many cities between the two countries. Previously, there were only seasonal flights with limited frequency.
Improved accessibility is opening up many opportunities for creative marketing strategies. In early 2025, VietJet announced a program to give away free hot air balloon flights to customers who booked tickets directly or connecting flights with the airline, as part of India’s largest hot air balloon festival taking place in the southern state of Tamil Nadu. Similarly, Vietravel Group and Innovations India signed a memorandum of understanding to produce the film “Love in Vietnam”, with the aim of strengthening cultural and economic ties between the two countries.
Dr. Adhvaidha Kalidasan, lecturer in the School of Communication and Design, RMIT University Vietnam - author of the article
As efforts to attract Indian tourists continue to intensify, it is important to understand their travel behaviour. Purposeful travel is emerging as one of the notable new trends among Indian tourists, as highlighted in a recent article in the Times of India. Experiencing purposeful travel can open up many opportunities for young Vietnamese in various fields.
According to McKinsey’s 2023 report, business travel is considered one of the most strategic approaches to attract Indian tourists. Meanwhile, Vietnam’s Tourism Marketing Strategy to 2030 aims to prepare for a variety of tourism types, including MICE (meetings, incentives, conferences, exhibitions), educational tourism, beauty tourism, industrial tourism and sports tourism.
Vietnamese entrepreneurs can develop unique marketing strategies to cater to the needs of business-minded tourists. International tourists can become potential partners and sources of knowledge for meaningful exchanges. With a relentless work ethic, Indians often take advantage of their travels to expand their networks.
Vietnamese entrepreneurs can open their doors to visitors and engage in informal conversations instead of focusing solely on sales. This openness can help increase the visibility of a service or business. If designed carefully, these experiences can boost word-of-mouth marketing and social media traction. Google for Startups is an example of such an initiative. The tech giant has opened its hubs in various cities to create networking opportunities for tech startups.
Vietnamese businesses can exploit the potential of female tourists
According to Fortune India (2023), women now account for nearly 30% of all international tourist arrivals. Indian female travelers are financially and socially independent and seek rich, diverse experiences across destinations.
Vietnam is ranked 6th in the world as the safest destination for solo female travelers, according to a UK-based travel and hospitality magazine. The domestic tourism industry is adapting to meet the diverse needs of travelers.
Some women-owned businesses, such as Xo Tours, offer personalized services specifically for female travelers. Their Instagram page features more content about Vietnam than simply promoting their brand. This approach has the potential to attract Indian travelers, especially women.
Illustration photo: Pexels
Catering to the needs of niche customer segments can help Vietnamese businesses gain a competitive advantage. Business solutions for these groups may come from industries outside of tourism and leisure. However, language barriers can be a challenge. Encouraging young people who are fluent in English to join the tourism industry could create more career opportunities for young people in the country.
Business owners can partner with universities to recruit English-speaking students as part-time employees or interns. Positioning young, English-speaking employees as the face of the business can help create a fresh, more approachable image.
English-language promotional materials and social media campaigns can also help expand reach, not only to Indian tourists but also to visitors from other countries. By capitalizing on these trends and addressing language barriers, Vietnamese businesses can attract Indian tourists while also motivating the young workforce, driving long-term growth for the tourism industry.
Source: https://phunuvietnam.vn/lam-the-nao-de-thu-hut-va-huong-loi-tu-lan-song-du-khach-an-do-20250311145732909.htm
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