According to the Vietnam National Administration of Tourism, in the first 9 months of 2023, the tourism industry welcomed about 8.9 million international visitors - exceeding the set target but still only 69% compared to the same period before the COVID-19 pandemic. The tourism industry has raised the target of welcoming international visitors to 12-13 million. Enterprises believe that this target is not difficult and the important thing is the priority promotion strategy in new, potential markets to compete with destinations in the region.
Positive signals from new markets
Vingroup Corporation said that in 3 days (from October 23 to 25), Phu Quoc welcomed 3 international flights from Kazakhstan. This is a positive signal, marking the recovery of visitors from Eastern European and Central Asian markets after a long absence. It is expected that the 3 flights (all operated by SCAT Airlines) will bring more than 600 visitors to Phu Quoc to experience a 6-day, 5-night vacation.
International tourists from Qatar join the Mekong Delta tour. Photo: BINH AN
From now until the end of 2023, SCAT Airlines will operate 6 flights/week for 3 routes to Phu Quoc. Not only the Kazakhstan market, Korean Air of Korea will also open commercial flights with a frequency of 1 flight/day from Seoul to Phu Quoc at the end of November.
In the context of traditional markets facing difficulties or the number of returning visitors is not commensurate, tourism businesses have stepped up promotion and promotion of new markets. Mr. Tran The Dung, General Director of Vietluxtour Travel Company, said that Vietluxtour has promoted eco-tours to the Mekong Delta. This product line has already made an impression in European and American markets, and now has increased its appeal in new markets such as Australia, New Zealand, the Middle East, especially the student segment.
Recently, Vietluxtour successfully organized a VIP tour for a group of Qatar Royal students to visit and study in the Mekong Delta and received very positive feedback on the quality of service and culture and people of Vietnam. "These are high-spending markets with very positive feedback and we will promote them in the future" - Mr. Tran The Dung excitedly said.
Building a competitive strategy with the region
Regarding the tourism industry’s target of welcoming 13 million visitors this year, many businesses said that this is the peak season for welcoming international visitors, so this number can be achieved. However, the problem for the tourism industry is not only 13 million visitors this year but how to achieve the number of about 18 million visitors in 2019 (before the COVID-19 pandemic) or higher.
Mr. Dang Manh Phuoc, CEO of The Outbox Company, analyzed the possibility that Vietnam's tourism industry can completely achieve this. The next thing is to welcome which target markets for 2024, such as Western European tourists, which are traditional but have decreased this year due to the policy of encouraging intra-bloc travel, or Chinese tourists, which are expected to increase sharply from next year and the tourism industry needs to promote appropriate promotion policies.
"Many destinations in the region have open-door policies, creating favorable conditions for Chinese visitors and Vietnam cannot be excluded from this trend," Mr. Phuoc acknowledged.
According to the Vietnam National Administration of Tourism, in the first 9 months of 2023, Chinese visitors to Vietnam reached more than 1.12 million, 14 times higher than the same period last year, but have not yet recovered to the level before the COVID-19 pandemic. Enterprises believe that Chinese visitors are an indispensable source market, but they need to focus on strategies to welcome mid- and high-end customers and say no to zero-VND customers.
Mr. Nguyen Thanh Luu, Deputy General Director of Saigontourist Travel Service Company, said that the company is focusing on exploiting nearby markets such as: Korea, Japan, China, ASEAN countries and maintaining connections to welcome customers with high spending power next year such as: North America, Western Europe... Particularly for Chinese customers, Saigontourist Travel still continuously participates in promotional fairs.
According to Mr. Luu, Saigontourist Travel will focus on welcoming cruise and air passengers from China. In cities like Beijing, Shanghai, etc., there is a high demand for tourists and high spending.
"To increase competitiveness with regional destinations, the efforts of a few promotional businesses are not enough, but a common promotion strategy of the tourism industry is needed with larger resources and greater influence. The current competition is regional competition with Thailand, Indonesia, and even Cambodia, so a synchronized promotion strategy is needed to create efficiency," Mr. Nguyen Thanh Luu emphasized.
Need early promotion strategy
Mr. Pham Ha, Chairman of the Board of Directors of Lux Group, believes that the tourism industry needs to immediately start implementing an early promotion strategy to priority destinations in 2024. Looking at Thailand, since September and October, they have set a goal of doubling the number of international visitors to 40 million next year with a systematic plan to exempt visas for Chinese visitors and some Russian-speaking markets.
"The visa policy has been expanded but a clearer strategy is needed, focusing on which markets, policy institutions, and promoting in which new markets to replace traditional markets that are facing difficulties or markets that are spending well such as the US, Australia, New Zealand or rich Indian tourists. If there is a specific promotion plan, businesses will join hands to help the tourism industry compete best" - Mr. Pham Ha believes.
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