Music tourism is emerging as a vibrant trend, poised to usher in a new era for Vietnam’s non-smoke industry by offering domestic and international visitors a uniquely immersive way to explore the country.

The Central Highlands region boasts huge potential for tourism development; however, the regional non-smoke industry has to date failed to unlock its potential and strengths.

VOV.VN - Travel firms from 15 countries and territories are showcasing products and services at the Vietnam International Travel Mart 2023 (VITM) which kicked off in Hanoi on April 13.

Positive signals of tourism seen in many localities during the Lunar New Year Holiday, and especially the decision to officially reopen tourism activities under the "new normal" state are opening up many opportunities for the non-smoke industry to recover after a long hiatus caused by COVID-19.