Mr. Nguyen Trung Khanh, Chairman of VNAT (Photo: TITC)

Vietnam - A Rapidly Emerging Global Destination

During the meeting, Ms. Hyemi Chung expressed her admiration for Vietnam’s remarkable recovery and transformation in the post-pandemic era. She noted that Vietnam has rapidly become one of the most attractive destinations in the Asia-Pacific region, with strong growth in both domestic and international tourism segments.

As one of the world’s leading hospitality groups, Marriott International currently operates 25 hotels across Vietnam, including properties in major cities such as Hanoi, Ho Chi Minh City, Da Nang, and the newly opened Ha Giang property in 2024. Ms. Chung revealed that Marriott plans to double this number, with over 50 hotels expected to be operational by the end of 2025, a clear demonstration of the group’s long-term confidence in Vietnam’s tourism potential.

She also highlighted the increasing global connectivity supporting Vietnam’s tourism boom. “International airlines are expanding their flight networks to connect directly with Vietnamese destinations,” she said, citing the new Emirates direct route from Dubai to Da Nang as an example of Vietnam’s growing appeal in high-value markets.

Ms. Hyemi Chung, Director of Sales and Distribution at Marriott International speaking at the meeting (Photo: TITC)

Proposals for Strategic Cooperation

Appreciating Vietnam’s dynamic tourism environment, Ms. Hyemi Chung proposed a comprehensive cooperation framework between Marriott International and VNAT, focusing on:

- Joint destination marketing campaigns to raise Vietnam’s visibility in key source markets;

- Development of MICE tourism (Meetings, Incentives, Conferences, and Exhibitions), capitalizing on Marriott’s global experience in this sector;

- Digital transformation support for Vietnam’s accommodation industry, including data-driven marketing and digital booking systems;

- Collaboration on familiarization (fam) and press trips, bringing international media and travel agents to experience Vietnam firsthand.

“We believe that through close cooperation with VNAT, we can design effective promotional programs to attract more visitors to Vietnam,” Ms. Chung stated. “Marriott is committed to contributing to Vietnam’s tourism promotion efforts and enhancing its image as a world-class destination.”

VNAT Highlights Tourism Achievements and Opportunities

In response, Chairman Nguyen Trung Khanh commended Marriott’s strong presence and continued investment in Vietnam. He emphasized that Vietnam is among ASEAN’s fastest-recovering tourism destinations, welcoming 17.6 million international visitor arivals in 2024 and 9.2 million arrivals in the first five months of 2025.

Vietnam currently boasts 635 four-star and five-star hotels, providing a solid foundation for premium tourism segments, especially MICE and golf tourism, both identified as strategic growth areas.

Regarding source markets, Mr. Khanh highlighted that Vietnam continues to attract large numbers of visitors from Northeast and Southeast Asia, particularly South Korea, China, Japan, and Taiwan (China). At the same time, the country is expanding into potential markets such as the United States, Europe, India, and the Middle East.

VNAT is actively developing Halal tourism products to accommodate Muslim travelers and plans to organize promotional roadshows across the Middle East in the near future., providing a strong foundation for high-end tourism, particularly MICE tourism.

Overview of the meeting (Photo: TITC)

Diversified Tourism Products and Global Recognition

Beyond its iconic natural and cultural attractions, Vietnam is diversifying into high-value forms of tourism including wellness, golf, culinary, adventure, and city-break tourism.

Chairman Nguyen Trung Khanh noted that Vietnam’s tourism sector has gained international acclaim, receiving prestigious awards such as: Asia’s Leading Destination, World’s Leading Heritage Destination, and World’s Best Golf Destination (as recognized by the World Golf Awards).

These honors reflect Vietnam’s rising reputation as a destination that offers both authenticity and luxury, combining traditional heritage with modern tourism experiences.

Chairman Nguyen Trung Khanh gifting souvenir to Ms. Hyemi Chung (Photo: TITC)

Digital Transformation and Tourism Innovation

A key focus of the discussion was digital transformation in the tourism industry, a national priority under Vietnam’s strategy for a digital economy and society.

Chairman Nguyen Trung Khanh shared that the Tourism Information Technology Center (TITC) under VNAT is the focal agency responsible for promoting digital communication, data integration, and innovation across the tourism sector.

He called on Marriott International to support digital transformation initiatives for Vietnamese tourism businesses, particularly in the hotel and accommodation segments. Areas of cooperation include: Assisting in the adoption of smart technologies and digital management systems; Enhancing online marketing and data analytics; Collaborating on international tourism promotion via digital media platforms; Supporting training programs for high-quality human resources in hospitality and digital operations.

Towards a Stronger Public–Private Partnership

Concluding the meeting, Chairman Nguyen Trung Khanh expressed his appreciation for Marriott’s long-standing partnership and proactive engagement with Vietnam’s tourism industry. He emphasized that strengthening public–private cooperation is essential for achieving the country’s tourism goals and improving Vietnam’s competitiveness in the global market.

“We highly value Marriott’s experience, innovation, and global network,” Mr. Khanh said. “We hope Marriott will continue to accompany VNAT in promoting Vietnam’s image through international tourism events, expos, and digital channels, while helping us nurture a skilled and globally-minded workforce for the future.”

In return, Ms. Hyemi Chung reaffirmed Marriott’s commitment to Vietnam, noting that the group views the country as “one of the most dynamic and promising tourism markets in Asia.”

Leaders from both sides taking souvenir photo (Photo: TITC)

The meeting between VNAT and Marriott International marks an important step forward in Vietnam’s tourism diplomacy and global branding efforts. Through collaborative initiatives in marketing, MICE development, digital transformation, and human resource training, the partnership promises to bring new opportunities for sustainable growth and elevate Vietnam’s position on the world tourism map.

Tourism Information Technology Center