Scammed in paradise: Facebook fraud hits Vietnam’s tourism industry

As Vietnam gears up for the public holidays from April 30 to May 4, and with the summer travel season just around the corner, online scams targeting tourists are likely to spike, writes RMIT tourism and hospitality management lecturer Dr. Daisy Kanagasapapathy.

Vietnam’s tourism sector is riding a wave of growth, welcoming a surge of domestic and international visitors drawn to its vibrant destinations, warm hospitality, and rich cultural experiences. Yet, beneath this success story lies a growing digital threat that risks tarnishing the nation’s reputation: online tourism scams.

During a recent holiday to Mui Ne, I witnessed a case involving a British tourist scammed by a fake hotel listing on Facebook. I assisted them in navigating the aftermath, and the experience underscored just how sophisticated – and harmful – these scams have become.

Enticed by polished images, glowing reviews, and swift replies from a supposed hotel management team, the tourist paid a deposit only to discover that the hotel had no record of their booking on arrival. Worse still, the fraudulent Facebook page was a near-perfect clone of the legitimate hotel’s online presence. Sadly, this is far from an isolated case.

Social media platforms, particularly Facebook, have become breeding grounds for fake accommodation offers, bogus travel agents, and too-good-to-be-true deals. Scammers lure victims with discounted prices, professional branding, and fabricated reviews, blurring the line between real and fake. For unsuspecting tourists, these scams result in ruined holidays, financial loss, and a lasting distrust in Vietnam’s tourism landscape.

The consequences for local businesses are equally severe. Reputable hotels and travel agencies lose potential revenue, suffer reputational damage, and are forced to deal with angry customers deceived by someone misusing their name. Worse, such incidents reflect poorly on Vietnam’s tourism sector at a time when the country is actively easing visa policies and promoting itself as a must-visit destination.

Despite repeated reports from businesses and affected travellers, Meta – Facebook’s parent company – have been slow to respond. In the incident I witnessed, the legitimate hotel involved promptly flagged the fraudulent account to Meta, only to face a slow and indifferent response. Because the fraudulent page was paying for advertisements, there was little appetite to remove the listing.

This lack of accountability from social media platforms is deeply troubling. While these companies provide the digital infrastructure, they also bear a duty to protect users from harm and act decisively against fraudulent content. Failure to do so undermines individual travellers and the broader online travel booking ecosystem.

The upcoming holiday period and summer travel boom offer scammers fresh opportunities. As Vietnam prepares for an influx of tourists, strengthening digital safeguards has never been more urgent.

First and foremost, tourists must stay vigilant when making travel arrangements online. Both local and international travellers should be equipped with the knowledge to identify suspicious listings, steer clear of direct payments through social media, and always verify their bookings via official websites or trusted platforms. Tourism boards, industry associations, and online travel communities are essential in amplifying these safety messages. At the same time, well-crafted public awareness campaigns are crucial to help protect travellers and Vietnam’s tourism industry.

Hotels and travel operators must remain proactive in safeguarding their digital presence. Essential steps include regularly monitoring digital platforms for misuse of their brand, issuing scam alerts, and actively encouraging direct bookings via official websites. Some businesses are already taking proactive measures, but wider industry coordination would make these efforts more effective.

Lastly, Vietnam has an opportunity to lead the world by setting stricter oversight for travel-related social media accounts, particularly those requesting deposits or payments outside recognised booking systems. A verified badge system for accommodation providers and travel services on social media platforms could be a practical solution to help travellers identify legitimate businesses.

Vietnam’s Ministry of Culture, Sports and Tourism, in partnership with, for example, Meta, should manage this verification, ensuring that only licensed tourism businesses are eligible for the badge. This would give tourists greater confidence when booking online, making it harder for scam pages to masquerade as real businesses. Simplified, accessible reporting tools for users should also be prioritised.

Ultimately, safeguarding Vietnam’s tourism reputation requires collective effort. Tech platforms, government regulators, businesses, and travellers have a role to play. While it may be impossible to eradicate online scams, coordinated action, tighter regulation, and ethical corporate behaviour can drastically reduce their prevalence.

As Vietnam becomes one of Southeast Asia’s leading travel destinations, digital safety must become a central pillar of its tourism strategy. Travellers deserve the freedom to explore this beautiful country without fear of being scammed before their journey begins. By spotlighting this issue and demanding greater accountability, we can help ensure Vietnam remains a dream destination and a trusted one.