Vietnam National Authority of Tourism (VNAT) reported that in the first half of 2026, Vietnam welcomed over 12.2 million international visitors, reaching 48.8% of its annual target with a 14.8% year-on-year increase. Domestic tourism reached 81 million holidaymakers, accounting for 54% of the annual goal. Tourism revenue during this period hit 569 trillion Vietnamese dong (21.66 billion USD), achieving 50.5% of the yearly plan. Despite the growth, challenges remain in improving average visitor stay, visitor spending, and repeat international arrivals.
Fragmented Tourism Data Limits Management and Competitiveness
Vietnam collects extensive tourism-related data through various sectors, including immigration, aviation, transport, accommodation, e-commerce, payment systems, and telecommunications. However, these
datasets are scattered among central ministries, local governments, and private businesses, causing fragmentation that restricts practical application and data value. This fragmentation limits the capacity to efficiently manage destinations, monitor carrying capacities, analyze travel behavior shifts, and maintain competitiveness.
The ‘1+34+N’ Model Unifies National Tourism Data
The Ministry of Culture, Sports and Tourism initiated a national tourism data ecosystem under the ‘1+34+N’ model to address data fragmentation. The model’s components include one central national tourism data platform, databases from Vietnam’s 34 provinces and cities, and connections with multiple ministries, agencies, businesses, and other organizations. This framework aims to build a comprehensive, accurate, clean, standardized, and up-to-date shared
dataset by integrating local databases into a central platform and expanding links to government bodies and the private sector.
Integration Timeline and Digital Platforms
The integration program targets core database formation and implementation of unified data standards and sharing protocols during 2026 and 2027. From 2027 onwards, the Ministry plans to complete the shared platform’s rollout. Existing digital platforms forming the foundation of this smart tourism ecosystem include the national tourism database, tourism statistical reporting system, Tourism Management and Business platform, a real-time tourism operations dashboard, the Vietnam Travel app, the Vietnam Card tourism card, an integrated multi-modal e-ticketing system, and multimedia audio guide services.
These platforms link government agencies, businesses, tour guides, and tourists.
Official Perspectives on Digital Transformation and Data Integration
VNAT Vice Chairman Pham Van Thuy emphasized that digital transformation in tourism transcends adopting new technology, focusing on fundamentally restructuring management, business operations, and visitor experiences. He stressed the necessity for interoperability, warning that isolated digital systems developed by individual localities would waste resources and prevent achieving the benefits of an integrated digital ecosystem. The national tourism data platform is envisioned as the backbone enabling data-driven governance, real-time personalized services, and enhanced decision-making.
Hoang Quoc Hoa, Director of the Tourism Information Centre, noted that shared digital platforms reduce investment and
training costs for local authorities and businesses, improve data connectivity, eliminate fragmented systems, and create a consistent management framework. These improvements are expected to increase business efficiency and visitor experience quality.
Implications for Visitor Experience and Tourism Governance
The national tourism data ecosystem will enable digital visitor profiles, supporting forecasting and service personalization in real time. Enhanced data integration and shared digital platforms are projected to improve service quality and convenience, as seen in existing tools like the Vietnam Travel app and integrated e-ticketing system. The move encourages a shift from experience-based tourism management towards data-driven governance, leveraging comprehensive and up-to-date information across key stakeholders.
Alignment with Government Policies on Technology and Innovation
The data
integration initiative aligns with Vietnamese government policies promoting science, technology, innovation, and digital transformation. By fostering standardized data collection and sharing, the project supports modernization of tourism promotion through advanced digital tools, artificial intelligence for personalized marketing, and expanded digital skill training for local authorities and businesses. The Ministry of Culture, Sports and Tourism coordinates efforts to ensure centralized platform development by the central government, implementation by local departments, utilization by businesses, and ultimately benefits for visitors nationwide.
