Vietnam is one of Asia’s most exciting travel stories, both as a destination and as a source of travelers. Domestic tourism is booming, regional visitors are returning in force, and Vietnamese are traveling more themselves. For hotels, resorts, destinations and travel brands, the opportunity is huge, if you market the modern way. I am Delissa Kieu, Vietnam Market Director at GMA. Here is how to market tourism and hospitality in Vietnam in 2026.

Vietnam travel in numbers (2026)

• Booming domestic tourism across the country.
• Strong recovery in regional and international arrivals.
• Vietnamese increasingly traveling outbound.
• Travel is now researched and booked online, socially inspired.

A market with three audiences

Vietnam’s travel opportunity has three sides. First, domestic travelers: Vietnamese exploring their own country in growing numbers, a huge and loyal base. Second, inbound regional and international visitors: returning strongly and researching before they arrive. Third, outbound Vietnamese travelers: a rising group planning trips abroad. Each needs a different message, but all share one thing, they discover, research and book through digital and social channels.

How travelers decide today

Travel is inspired socially and booked online. Vietnamese travelers scroll TikTok, Facebook, Instagram and YouTube for destinations, hotels and experiences, read reviews, watch creator content, and book through online travel platforms and direct channels. Beautiful, shareable content and authentic creator recommendations drive the dream; reviews and easy booking close it. A hotel or destination invisible on these channels simply does not make the shortlist.

How to market tourism and hospitality

• Lead with visual content. Beautiful, shareable photos and video sell the dream.
• Use travel creators. Authentic creator trips drive discovery and trust.
• Win reviews and ratings. Travelers check them before booking.
• Be bookable everywhere. Online travel platforms, social and direct, mobile-first.
• Tailor by audience. Different messages for domestic, inbound and outbound.

The mistakes brands make

• Weak visual content. Travel is sold on beauty and shareability.
• Ignoring creators. Creator trips are among the strongest travel marketing.
• Neglecting reviews. Ratings decide bookings; manage them actively.
• Hard-to-book experiences. Friction in booking loses ready travelers.
• One message for all. Domestic, inbound and outbound need different stories.

What this means for you

Vietnam’s tourism and hospitality market spans domestic, inbound and outbound travelers, all discovering and booking digitally. Lead with visual content, use travel creators, win reviews, and be easy to book. For context, see the tourism in Vietnam overview and its Digital 2025 profile.

Read next on our blog: marketing tips to manage a brand in Vietnam and working with creators in Vietnam.

FAQ: tourism and hospitality marketing in Vietnam

Who are the key travel audiences in Vietnam?

Domestic travelers exploring their own country, inbound regional and international visitors, and a rising group of outbound Vietnamese travelers. Each needs its own message.

How do Vietnamese travelers decide?

They are inspired on TikTok, Facebook, Instagram and YouTube, read reviews and creator content, then book online. Content and reviews drive the decision.

What content works for travel?

Beautiful, shareable photos and video, and authentic creator trips. Travel is sold on beauty, aspiration and trust, reinforced by strong reviews and ratings.

How important are reviews for hotels?

Critical. Travelers check ratings and reviews before booking. Managing your reviews actively and delivering great experiences directly affects bookings.

Should I market the same way to all travelers?

No. Domestic, inbound and outbound audiences want different things. Tailor the message and channels to each while keeping content and booking excellent.

Grow your tourism brand in Vietnam with GMA

At GMA, we help hotels, destinations and travel brands market to Vietnamese and regional travelers. We build the visual content, creator campaigns and booking experience that fill rooms and trips. If you want more bookings, tell us about your project.

Delissa Kieu, Vietnam Market Director at GMA (Gentlemen Marketing Agency). I lead our work on the ground in Vietnam, advising foreign brands on market entry, distribution and digital growth. If you want a clear read on this market, talk to our team.

GMA is a French agency based in Shanghai with more than 75 specialists, running marketing, e-commerce and distribution for foreign brands across Asia, with a dedicated team on the ground in Vietnam.