Vietnam National Administration of Tourism promotes public-private cooperation in developing and promoting tourist destinations

On the morning of October 9, in Hanoi, the Vietnam National Administration of Tourism in collaboration with the online travel platform Traveloka organized the Workshop “Developing and promoting tourist destinations through public-private partnerships”. The event attracted nearly 100 delegates from management agencies, associations, businesses and experts in the fields of tourism and technology.

This is an important occasion to discuss, share experiences and propose solutions to strengthen public-private cooperation, towards the goal of developing sustainable and smart Vietnamese tourism and enhancing international competitiveness.

Connecting state and business resources to elevate Vietnam's tourism brand

Public-private partnerships bring many practical benefits. This model not only helps to maximize social resources, share risks and benefits harmoniously, but also motivates businesses and communities to participate more deeply in product and service development. Thereby, the quality and diversity of tourism products are improved, the competitiveness of destinations is strengthened, the national brand is effectively promoted and the experience of tourists is enhanced.

Deputy Director of Vietnam National Administration of Tourism Nguyen Thi Hoa Mai delivered the opening speech at the Workshop

Speaking at the opening of the workshop, Deputy Director of the Vietnam National Administration of Tourism Nguyen Thi Hoa Mai said that for Vietnam tourism, strengthening public-private cooperation is one of the key solutions to effectively implement Resolution No. 08-NQ/TW dated January 16, 2017 of the Politburo on developing tourism into a spearhead economic sector, as well as Resolution No. 82/NQ-CP dated May 18, 2023 of the Government on restoring and accelerating effective and sustainable tourism development.

The Vietnam National Tourism Administration always considers businesses as important partners in the development process of the industry. Over the past time, Vietnam tourism has gradually affirmed its position in the region and the world . The above results cannot be achieved without the role of businesses. Many tourism promotion, advertising and stimulus programs chaired by the Vietnam National Tourism Administration and localities have had the active support of travel agencies, airlines, hotels, online travel agents (OTAs) and tourism associations. Activities such as linking to build stimulus packages, organizing and participating in international fairs and events, or implementing digital communication campaigns all have a clear mark of public-private cooperation. This coordination has helped expand the market, increase the number of visitors, and at the same time strongly spread the image of Vietnam to the world.

Based on the positive results achieved, the Vietnam National Administration of Tourism will continue to expand the public-private partnership mechanism in a more comprehensive, substantive and flexible direction. The Administration will strengthen its coordinating role, creating a space for regular dialogue between management agencies, businesses and associations; at the same time, provide specific directions for public-private partnership models in promotion, advertising, digital transformation and development of specific tourism products. The Administration will encourage localities to increase the socialization of resources and promote cooperation with technology platforms, airlines, travel businesses and hotels to deploy large-scale joint promotional campaigns, including domestic and international market promotion.

In particular, in the coming period, the Department will exploit more strongly the role of OTA platforms as a strategic channel in promoting, analyzing the market and researching tourist behavior. OTAs with the advantage of big data and the speed of updating trends will help the Department more accurately orient communication and marketing campaigns according to each market, each group of customers and new tourism trends.

Sharing at the workshop, Mr. Charles Wong Park Siong, Vice President of Aviation Commerce of Traveloka, said that in the context of tourism being a comprehensive economic sector, closely linked with many different fields, public-private cooperation becomes especially necessary to ensure consistency and efficiency. The coordination between the State, businesses and the community not only helps diversify products, improve service quality, but also contributes to creating a sustainable tourism ecosystem, balancing economic growth, resource conservation and preserving national cultural identity. As a technology partner of the Vietnam National Administration of Tourism, Traveloka has affirmed the increasingly important role of businesses in digital transformation and destination promotion.

Ms. Huynh Thi Mai Thy, Director of Traveloka Vietnam shared at the Workshop

Ms. Huynh Thi Mai Thy, Director of Traveloka Vietnam, also shared more about the role of OTA and Local Tourism in cooperation for sustainable growth. Traveloka has cooperated with many localities to implement effective stimulus programs and promote destinations. In Da Nang, the "Enjoy Da Nang 2024" program has issued thousands of travel vouchers including air tickets, hotel rooms and attractions, contributing to a significant increase in the number of visitors and improving the level of satisfaction of visitors. In Ho Chi Minh City, the 2025 e-voucher program with a total value of more than 4 billion VND has been implemented, connecting hotels, restaurants, spas and health care services in a synchronized digital ecosystem.

Improving the effectiveness of public-private partnership

Currently, the mechanism for sharing risks and benefits between parties is still not really harmonious, making private enterprises hesitant to participate in long-term projects; social resources have not been mobilized comprehensively; many cooperation projects do not have effective measurement tools and clear KPIs to evaluate results. In addition, most small and medium-sized enterprises still face difficulties in capital, management capacity and access to information, making participation in the public-private partnership chain still limited. To improve the effectiveness of public-private partnership, according to Deputy Director of the Vietnam National Administration of Tourism Nguyen Thi Hoa Mai, it is necessary to increase transparency, promote information sharing, have an effective evaluation mechanism, and at the same time expand opportunities for tourism enterprises in many different fields and scales to participate. When the interests of the State, enterprises and the community are harmonized, public-private partnership will truly become a driving force for sustainable development, bringing practical and long-term benefits to the Vietnamese tourism industry.

The Deputy Director of the Vietnam National Administration of Tourism also highly appreciated the active participation of technology partners such as Traveloka, with e-voucher initiatives to stimulate demand, destination promotion campaigns and digital cooperation models with localities, which have affirmed the increasingly important role of OTA businesses in innovation, digital transformation and tourism promotion. These results are vivid evidence of the potential and real effectiveness of public-private cooperation in Vietnam's tourism industry.

Discussion session "Strategic incentive policies and Public-Private Partnership (PPP) to promote tourism development"

At the workshop, delegates also focused on discussing and clarifying the directions and solutions to promote public-private cooperation, especially the mechanism to attract more businesses to participate in promotion, advertising, new product development and digital technology application; strategic issues for the sustainable development of Vietnam's tourism industry in the coming period. Delegates analyzed the outstanding challenges posed in the context of strong growth of Vietnam's tourism, from pressure on infrastructure, destination management, to the requirement to improve service quality and ensure harmonious development with the environment and community. At the same time, the changing trends in behavior and experience needs of tourists were also emphasized, with a clear shift to green tourism products, smart tourism, tourism associated with health and indigenous culture.

In addition, opinions also proposed that long-term strategies should focus on product diversification, market expansion, increased international promotion and closer connections between the government, businesses and local communities to jointly create a sustainable and comprehensive tourism ecosystem.

Signing Ceremony of the Memorandum of Understanding Appendix between Traveloka and Ho Chi Minh City Department of Tourism

The signing ceremony of the Memorandum of Understanding between Traveloka and the Ho Chi Minh City Department of Tourism was also held within the framework of the Workshop. This event marked a new step forward in the cooperation between the two sides, opening up many programs to promote and stimulate international tourism for the City in the fourth quarter of 2025, while affirming the increasingly important role of technology enterprises in developing the smart tourism ecosystem.

Vietnam National Administration of Tourism

Source: https://bvhttdl.gov.vn/cuc-du-lich-quoc-gia-viet-nam-thuc-day-hop-tac-cong-tu-trong-phat-trien-va-quang-ba-diem-den-du-lich-20251010111815994.htm