AI can be a game changer for Vietnam tourism
Artificial intelligence can play a pivotal role in enhancing both operational efficiency and customer experience in the tourism industry, writes Dr Nuno F. Ribeiro, a senior lecturer at RMIT University and chairman of the tourism and hospitality sector committee at Eurocham Vietnam.

Dr Nuno F. Ribeiro, a senior lecturer at RMIT University and chairman of the tourism and hospitality sector committee at Eurocham Vietnam. Photo courtesy of RMIT.
The beauty of artificial intelligence, or AI, lies in its versatility. Unlike traditional software designed for specific tasks, AI is a multi-use technology capable of solving a wide range of problems.
From powering virtual assistants like Siri and Alexa to enabling self-driving cars, AI is transforming industries. This adaptability stems from AI's ability to learn and adapt to new information and challenges, constantly evolving and improving its performance over time.
AI technology is revolutionizing the travel industry, offering numerous advantages to both travellers and businesses. The World Travel and Tourism Council forecasts that AI will profoundly shape the future of travel and tourism, not only by significantly enhancing operational efficiency for businesses but also by enriching customer experiences.
For travellers, AI enhances the entire travel experience by personalizing recommendations and itineraries. By analyzing factors such as travel dates, budgets, and personal interests, AI-powered systems can create tailored travel plans that integrate seamlessly with booking platforms, making the journey from planning to reservation easier, faster, and cheaper. Additionally, AI-driven chatbots and virtual assistants provide real-time support, aiding with research, bookings, and adjustments during trips.
Businesses in the travel sector are also seeing substantial benefits. Advanced AI algorithms can process large datasets to predict shifts in consumer demand, allowing for dynamic pricing and precisely targeted marketing strategies, minimizing the effects of seasonality.
Airlines can use predictive AI to foresee flight delays and consumer booking patterns, while hotels have begun to deploy AI-driven check-in systems and concierge robots to improve customer service. Furthermore, AI can analyze customer feedback, social media sentiment, and online trends to pinpoint areas for enhancement, helping businesses refine their offerings.
The global tourism industry, rebounding from the Covid-19 pandemic, anticipates a landmark year in 2024, with international arrivals and expenditures expected to soar beyond their pre-pandemic levels.

Golden Bridge in Danang city, central Vietnam. Photo courtesy of House Rental Danang.
Vietnam's tourism sector is also experiencing a remarkable resurgence in 2024, driven in part by its more favourable visa policies and evidenced by the significant increase in international arrivals. This remarkable recovery presents a ripe opportunity for Vietnam to solidify its position as a leading tourist destination in Southeast Asia, and AI is poised to play a key role in this endeavour.
Vietnam's potential for further AI use is directly related to its robust digital infrastructure and the increasing rate of digital literacy and adoption of digital technologies. According to the World Economic Forum's Travel & Tourism Development Index, released in May 2024, Vietnam ranks 57 out of 119 countries in terms of Information and Communication Technology (ICT) readiness, which assesses the availability and use of information and communication technology infrastructure and digital services.
Furthermore, a growing body of evidence suggests that AI is already being effectively deployed in several key areas across the Vietnamese tourism sector.
AI algorithms are employed to forecast tourism demand by analyzing historical data and trends. This helps businesses in the tourism sector optimize their operations, manage resources efficiently, and tailor marketing strategies to anticipate fluctuations in tourist arrivals.
Under the broad umbrella of smart tourism, AI technologies are integrated into various aspects of the travel experience to enhance convenience and personalisation. This includes the use of AI for faster booking processes, virtual tour guides, travel safety, and interactive information systems that improve the overall tourist experience.
AI-driven tools are also used for customer relationship management, automated check-ins, and personalized marketing, leading to improved efficiency and customer engagement.
AI-powered chatbots and recommendation systems play a crucial role in providing personalized suggestions to tourists. These systems analyze user preferences and behavior to offer tailored itineraries,
AI is used to perform sentiment analysis on customer reviews, social media posts, and media coverage. This helps tourism businesses gauge public perception, identify areas for improvement, enhance their marketing efforts, and adjust their services accordingly to meet customer expectations.
While these examples highlight the promising inroads of AI in Vietnam's tourism sector, the industry is on the cusp of a much more profound transformation as it grapples with fundamental challenges. One such challenge is the shortage of qualified personnel in the sector.
Experts have consistently emphasized the need for upskilling and retraining in tourism and hospitality, particularly in the post-Covid landscape. A recent study highlighted the gap between supply and demand: while approximately 20,000 students graduate annually in travel, tourism, and hospitality fields, the industry requires a minimum of 40,000 trained professionals each year. This shortage often translates to inconsistent service quality, hindering Vietnam's efforts to boost repeat visitation rates.
AI is a powerful tool to help address this human resource challenge. By automating tasks and streamlining operations, AI can alleviate the burden on existing staff and enhance overall service quality. Moreover, AI-driven training programs can provide personalized learning experiences, equipping the workforce with the digital skills needed for a rapidly evolving industry.
As Vietnam embraces AI, it unlocks the potential for sustainable growth and a competitive edge in the global tourism market. Strategic investment in both AI technology and human capital development will be crucial for Vietnam to achieve its goal of becoming a leading force in the global tourism landscape.
- Read More
Europe-Asia Industry Cooperation Forum to take place in Hanoi today
The Vietnam's Association of Foreign Invested Enterprises (VAFIE), in association with F&H International Industry, will organize the Europe-Asia Industry Cooperation Forum in Hanoi today.
Economy - Wed, June 11, 2025 | 7:30 am GMT+7
Thailand's SCG Packaging becomes sole owner of Vietnam's leading plastics firm Duy Tan
SCG Packaging Public Company Limited (SCGP), a subsidiary of Thailand's multi-sector giant SCG, has acquired an additional 30% stake at Duy Tan JSC, becoming the sole owner of the leading producer of rigid plastic packaging products in Vietnam.
Companies - Tue, June 10, 2025 | 10:53 pm GMT+7
VinaCapital fully divests from Vietnam’s private hospital chain Tam Tri
The Vietnam Opportunity Fund (VOF), managed by VinaCapital, has announced its full divestment from local hospital chain Tam Tri Medical, according to a filing with the London Stock Exchange.
Finance - Tue, June 10, 2025 | 4:43 pm GMT+7
CapitaLand breaks ground on its first luxury low-rise project in northern Vietnam
Singapore's CapitaLand Development (CLD) has broken ground on The Fullton, a luxury low-rise residential development with a gross development value of approximately $800 million.
Real Estate - Tue, June 10, 2025 | 4:26 pm GMT+7
Vietnam’s major affordable housing developer Hoang Quan appoints new CEO
Hoang Quan Real Estate Consulting-Trading-Services JSC (HoSE: HQC), a major affordable housing developer in Vietnam, has appointed Nguyen Long Trieu as its new general director, effective from Monday.
Real Estate - Tue, June 10, 2025 | 4:00 pm GMT+7
US Cargill announces exit from aquafeed business in Vietnam
Cargill, one of the leading animal feed producers in the U.S., has withdrawn from the aquafeed business in Vietnam, said Maxime Hilbert, interim general manager for aqua nutrition at Cargill Thailand & Vietnam.
Industries - Tue, June 10, 2025 | 3:26 pm GMT+7
USD price likely to hit record high of VND26,300 in Q3, drop to VND26,100 in Q4: UOB
Singaporean bank UOB on Monday said its updated forecasts on the USD/VND exchange rate are VND26,300 per USD in Q3/2025; 26,100 in Q4/2025; 25,900 in Q1/2026; and 25,700 in Q2/2026.
Economy - Tue, June 10, 2025 | 2:38 pm GMT+7
Four pillars set stage for Vietnam private sector breakthrough: expert
The four resolutions recently issued by the Politburo, Vietnam's highest decision-making body, mark a critical turning point, opening up major opportunities for Vietnam’s private sector to thrive, said Tran Du Lich, former director of the Ho Chi Minh City Institute of Economics.
Economy - Tue, June 10, 2025 | 12:37 pm GMT+7
How Vietnam’s functional food market evolves
With the presence of major domestic and international brands, along with strong government efforts to dismantle counterfeit product rings, Vietnam's functional food market is expected to continue its upward trajectory in the coming time.
Economy - Tue, June 10, 2025 | 12:18 pm GMT+7
Visa introduces Click to Pay in Vietnam for online shopping experience 'transformation'
Visa has introduced Click to Pay with leading banks and payment facilitators in Vietnam - the first market in Southeast Asia to see the solution that aims to transform online shopping experience.
Finance - Tue, June 10, 2025 | 8:48 am GMT+7
Vietnamese banks leverage national data integration to reach customers
Banks in Vietnam are developing fully digital lending services, enabling customers to apply for and receive loans entirely through online platforms.
Banking - Mon, June 9, 2025 | 11:28 pm GMT+7
Vietnam’s garment-textile exports top $17 bln in five months
Vietnam’s garment and textile exports exceeded $17.58 billion in the first five months of 2025, up 9% year-on-year.
Companies - Mon, June 9, 2025 | 11:21 pm GMT+7
Vietnam's coastal hospitality real estate poised for a new wave of growth
As competition intensifies and the tourism sector rapidly evolves post-pandemic, hospitality real estate investors and hotel operators are adopting more innovative approaches to optimize operations and tap into new revenue streams, write Avison Young Vietnam analysts.
Consulting - Mon, June 9, 2025 | 11:01 pm GMT+7
Rules on private placement bond issuance should be tightened: Vietnam Finance Minister
Allowing only companies that have liabilities five times higher than their equity at maximum to issue bonds via private placement is a necessary move to mitigate risks and prevent abuse, said Finance Minister Nguyen Van Thang.
Finance - Mon, June 9, 2025 | 6:19 pm GMT+7
EV maker VinFast commits to purchasing all output for Vietnamese suppliers
Vietnamese electric vehicle maker VinFast has committed to purchasing all products for domestic suppliers that join its production chain.
Companies - Mon, June 9, 2025 | 5:21 pm GMT+7
Phat Dat affirms leadership role in southern Vietnam's property market following successful launch of La Pura project
The official launch of the La Pura project by Phat Dat Real Estate Development Corp on Sunday in the southern province of Binh Duong made a significant impact, with over 95% of the total inventory in the Zenia sub-zone successfully transacted.
Real Estate - Mon, June 9, 2025 | 4:07 pm GMT+7
- Travel
-
Indian billionaire to visit Vietnam’s Ha Long Bay with 4,500 employees
-
Vietnam in talks on visa exemptions with 15 countries to boost tourism
-
Foreign businesses in Vietnam urge relaxation of visa, work permit requirements
-
AI can be a game changer for Vietnam tourism
-
Google Doodle honors world's largest cave Son Doong
-
Vietnam allows import of Chinese aircraft under new rule