TLDR: Vietnam’s tourism industry is rapidly adopting artificial intelligence, including chatbots and virtual assistants, to significantly reduce operating costs, personalize guest experiences, and boost revenue. Major players like Vietravel and Vias Hotel Vũng Tàu are leveraging AI for advertising, customer data analysis, and booking, leading to improved efficiency and increased direct bookings, though it presents challenges for the workforce.
HANOI – Artificial intelligence (AI) is increasingly taking a central role in Vietnam’s burgeoning tourism industry, offering unprecedented opportunities for businesses to personalize guest experiences while simultaneously driving down operational costs. This digital transformation, while promising, also presents significant challenges for the sector’s workforce.
Leading the charge in this technological shift is Vietravel, a prominent tourism company. According to Huỳnh Phan Phương Hoàng, Deputy General Director of Vietravel, the company has strategically deployed AI across three core areas: advertising, customer data analysis, and tour booking consultation. Chatbots and virtual assistants are now integral to supporting itinerary consultations and tour bookings, providing round-the-clock responses across various platforms. Furthermore, AI advertising applications have been instrumental in optimizing budgets and precisely targeting the right customers. Hoàng emphasized that these advanced technologies have demonstrated remarkable efficiency, resulting in lower operating costs and a superior customer experience.
The benefits of AI extend to the accommodation sector as well. Nguyễn Thị Thanh Hà, Marketing Director at Vias Hotel Vũng Tàu, highlighted how the hotel has digitalized its presentation using 360-degree imagery to offer potential guests a better insight into its services and rooms. She noted that AI tools have not only alleviated the burden on the hotel’s staff but have also contributed to a 10 percent increase in direct bookings. Hà added that virtual assistants capable of communicating in multiple languages address a significant challenge for human staff when dealing with international guests. Another hotel manager, identified only as Mai, revealed that her establishment has reduced its workforce by 30 percent since late 2024, thanks to AI streamlining operations, including real-time pricing adjustments and booking forecasts.
Across Vietnam, various agencies and businesses in key tourist hubs such as Ho Chi Minh City, Quảng Ninh, Huế, and Đà Nẵng have adopted smart tourism systems integrated with AI. These systems can suggest personalized itineraries, hotels, and restaurants based on a traveler’s browsing behavior.
The global impact of AI on tourism is substantial. A study by McKinsey projects that generative AI could unlock an annual value ranging from $2-4 trillion across various industries. Specifically within tourism, the global AI market is forecasted to soar from $92.46 billion in 2023 to over $379 billion by 2028, demonstrating an impressive annual growth rate of 33.9 percent.
Vietnamese travelers are also showing increasing trust in AI. A recent Booking.com survey indicated that 50 percent of Vietnamese travelers trust AI for destination recommendations, and a significant 67 percent plan to use AI for itinerary planning.
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Vietnam’s tourism sector is experiencing a robust recovery, with nearly 10.6 million international visitors welcomed in the first half of 2025, marking a 24 percent increase compared to the same period in 2019. The first seven months of 2025 saw 12.2 million international arrivals. Revenue from accommodation and food services increased by 15 percent, while travel and tourism services grew by 20 percent in the seven-month period. Coastal areas like Bà Rịa-Vũng Tàu have seen a nearly 30 percent year-on-year increase in visitors in the first half of 2025, generating nearly VNĐ11 trillion (US$480 million) in revenue, a 26 percent increase over the previous year. The Vietnam Tourism Association identifies the rise of hybrid accommodation models combining new service standards and advanced technologies as a defining trend for the sector this year.
