23 June, 2025
With many years of experience in the tourism industry and directly developing inbound products for international travelers to Vietnam, I believe that understanding customer preferences and leveraging digital content to harness the power of social media is no longer optional — it is a vital requirement for tourism businesses, especially as the market evolves rapidly and today’s travelers increasingly seek personalized, emotionally engaging experiences.
The "Vietnam is calling" campaign is a prime example of how a simple yet emotional and relatable message can resonate powerfully and widely, touching the hearts of travelers around the world. From this campaign, I believe there are several key directions tourism businesses in Vietnam should focus on:
- Shift from Selling Tours to Storytelling
Today’s travelers care not just about where they’re going, but why they should go. Tourism businesses need to create inspirational, emotional content that tells authentic stories about the destination, its people, and culture — content that connects, not just describes. Platforms like Facebook, TikTok, Instagram, and YouTube are ideal for spreading these stories.
- Create Short, Trendy, Multi-Format Content
Given the fast-scrolling behavior on social media, companies should invest in short-form videos, high-quality images, infographics, or vlogs that capture real journeys. These don’t need to be overly technical — what matters is that they are genuine, emotionally resonant, and reflect the brand’s unique voice.
- Collaborate with Influencers and Real Travelers
Partnering with travel bloggers or influencers (KOLs/KOCs) is essential to reach target audiences, but we must not overlook the power of real customers. Reviews, check-in posts, and shared experiences from actual travelers carry high credibility and help build organic brand trust.
- Invest in Digital Platforms & Customer Data
Beyond content, tourism companies should build strong digital infrastructure — such as websites, fanpages, and email marketing — and utilize customer behavior data to analyze demand, personalize offerings, and provide ongoing care, ultimately forming loyal travel communities.
- Think of Destinations as Brands
Every tour is more than a product; it’s an opportunity to brand the destination. Businesses should work with local governments to co-create a unified, attractive, and highly recognizable image for destinations, in alignment with national campaigns such as “Vietnam is calling” or “Live Fully in Vietnam.”
In short, to keep pace with shifting preferences and maximize the impact of social media, tourism businesses must evolve in mindset and action — from product design to customer engagement. Today’s tourism professional is no longer just a tour operator, but a storyteller, content creator, and brand builder for the destination.
"If we don't tell Vietnam's story in a compelling way, someone else will — and it might not be the version we want the world to see."
Vũ Văn Tuyên, Director of Travelogy VietnamThe “Vietnam is calling” campaign is more than just a national tourism slogan — it’s a heartfelt call to the community of travelers and to those who love Vietnam. Its strong resonance shows us that when we connect with the right emotion, at the right time, on the right platform, it is the travelers themselves — not companies — who become the most powerful ambassadors.
From this campaign, I truly believe that Vietnamese travel businesses can spark new waves of connection — not through costly marketing, but with authenticity, creativity, and cultural integrity. Social media is no longer the exclusive playground of major corporations. It is an open stage, where even the smallest operator, with the right approach, can reach audiences, grow markets, and build a meaningful brand.
“Vietnam is calling” — and Travelogy Vietnam, along with Vietnam’s tourism community, is ready to answer that call with innovation, connection, and national pride.
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