Vietnam attracted more than 12.2 million international tourists during the first half of 2026, reflecting a 14.8% increase compared to the same period last year. This volume reached 48.8% of the annual international visitor target. Domestic tourism reached 81 million holidaymakers, achieving 54% of the yearly goal. Tourism revenue totaled 569 trillion Vietnamese dong (approximately 21.66 billion USD), accounting for 50.5% of the sector’s planned revenue for 2026, according to figures released by the Vietnam National Authority of Tourism (VNAT).
Despite rising visitor numbers and revenue, Vietnam faces challenges in increasing the average length of stay, visitor expenditure, and repeat
international visits. The country’s tourism data remains highly fragmented across various sectors including immigration, aviation, transportation, accommodation, e-commerce, payment systems, and telecommunications. This fragmentation limits the practical use of the data and hampers efficient destination management and service quality improvements.
National Tourism Data Ecosystem Model
The Ministry of Culture, Sports and Tourism has proposed a nationwide tourism data ecosystem structured around a “1+34+N” framework. In this model, “1” signifies a central tourism data platform managed by the ministry, “34” corresponds to databases from Vietnam’s 34 provinces and cities, and “N” represents connected ministries, agencies, businesses, and organizations contributing to and enriching the system. This integration
incorporates local databases while expanding connectivity with both government agencies and the private sector to maintain a continuously updated national data network.
The ecosystem will underpin Vietnam’s smart tourism development by creating digital visitor profiles to support improved forecasting, decision-making, and the delivery of real-time personalized services. It aims to shift tourism governance from traditional experience-based management to data-driven approaches that enhance competitiveness and sustainability.
Implementation Timeline and Platform Development
During 2026 and 2027, efforts will focus on consolidating fragmented data from local authorities, ministries, and businesses into a unified core database. After 2027, the Ministry plans to finalize the national tourism data platform and
issue standardized data protocols and sharing mechanisms in alignment with national policies on technology, innovation, and digital transformation.
Existing shared digital platforms already supporting Vietnam’s tourism ecosystem include the national tourism database, tourism statistical reporting systems, a Tourism Management and Business platform, a tourism operations dashboard offering real-time business intelligence, the Vietnam Travel national tourism app, the Vietnam Card tourism card, an integrated multi-modal e-ticketing system, and multimedia audio guide services.
Impact and Efficiency Gains from Digital Platforms
The Director of the Tourism Information Centre noted that the adoption of shared digital platforms enables local authorities and businesses to cut investment and training expenses, while improving data
connectivity and eliminating system fragmentation. This supports a more consistent framework for tourism management and enhances both operational efficiency and visitor experience across the industry.
VNAT leadership emphasized that interoperability is essential to prevent resource wastage and realize the benefits of an integrated digital tourism ecosystem. Central government authorities establish the platform architecture, local governments implement the systems, businesses utilize the infrastructure, and tourists receive personalized benefits through data-driven services.
Digital Transformation Strategy and Visitor Benefits
Vietnam aims to modernize tourism promotion using digital tools and apply artificial intelligence for targeted marketing tailored to diverse visitor segments. The strategy includes expanding digital skills training for local
officials and industry participants and strengthening interoperability between central and local tourism data systems.
Visitors will benefit from enhanced experience personalization enabled by the integrated database, while tourism governance will improve through real-time data analytics and optimized destination management.
