HANOI — After a year of record-setting momentum, tourism leaders in Vietnam are entering 2026 with a pitch that is both pragmatic and aspirational: grow fast, but grow cleaner.
In early January, industry representatives and government officials outlined a nationwide push to sharpen tourism products, raise service standards and expand “green” offerings — from nature-based and wellness travel to more sustainable operations across hotels, transport and destinations. The Vietnam Tourism Association has framed 2026 as a year to improve quality and extend visitor stays, while also widening international cooperation and major industry events, including travel and MICE expos.
The plans arrive as Vietnam sets ambitious targets for the year ahead — including about 25 million international arrivals and roughly 150 million domestic trips — alongside a revenue goal that would further cement tourism as a pillar of growth.
A policy nudge from the top
Vietnamese officials have increasingly tied tourism’s expansion to broader economic priorities: higher-spending markets, longer stays, and faster digital and green transitions. In mid-January, Deputy Prime Minister Mai Văn Chính urged agencies to remove bottlenecks and accelerate upgrades — a signal that the sector’s “green” rhetoric is being paired with pressure to deliver results.
Domestic coverage of the early-January meetings emphasized familiar themes — product development, workforce training and a focus on sustainability — but also a shift in tone: Vietnam is no longer simply selling itself as affordable and beautiful. It is trying to compete on experience design, environmental credibility and consistency of service.
International attention — and international scrutiny
Outside Vietnam, the “green transition” message has been amplified by regional and global outlets that track sustainable travel as an economic trend, not just a branding exercise. Several reports this month echoed the same priorities Vietnamese leaders have been promoting — service quality, training and market promotion — while noting intensifying competition for travelers who now expect sustainability claims to be measurable.
But international attention has also brought sharper scrutiny. A Reuters report late last year described Vietnam’s surge in arrivals even as Hanoi grappled with severe air pollution and tourist areas faced damaging floods — reminders that the sector’s growth is increasingly exposed to environmental risks that “green tourism” alone cannot paper over.
What “green tourism” looks like on the ground
Vietnam’s tourism officials and industry groups have pointed to a mix of initiatives: encouraging eco-friendly technologies, promoting community-linked products, and elevating pioneers through awards and new “green” categories — measures intended to reward operators who reduce environmental impacts rather than merely market nature.
Just as important, executives say, is changing the composition of demand: attracting visitors who spend more, stay longer and travel beyond the peak-season hotspots. Recent reporting has highlighted the role of visa policy and connectivity in that strategy, as Vietnam seeks to convert interest into higher-value itineraries rather than quick, crowded stopovers.
The wager for 2026
The central bet is that Vietnam can keep its growth curve while improving the experience — and reducing the costs that tourism can impose on communities and landscapes. If the sector succeeds, officials argue, it can deliver broader socio-economic benefits: better jobs, stronger local supply chains and more durable returns.
If it fails, the risks are familiar across fast-growing destinations: strained infrastructure, degraded natural assets, and a reputation that lags behind the marketing. (zai)
Photo: AT/hz