The commitment was made by Agoda representatives during their meeting with Deputy Minister of Culture, Sports and Tourism Ho An Phong of Vietnam on the sidelines of the ASEAN Tourism Forum (ATF) 2026, held in Cebu, the Philippines, from January 28–30.

According to Agoda, the firm seeks to work closely with Vietnam in key areas, including promoting Vietnam’s tourism image across Agoda’s digital platforms, introducing emerging destinations, communicating newly developed tourism infrastructure and products, and disseminating information on major upcoming tourism events.

Agoda also proposed that Vietnam provide relevant content so the company can amplify it across its channels, helping travelers access timely and accurate information and integrating it into Agoda’s tourism information tools.

The firm underlined the importance of data sharing to assess the effectiveness of tourism promotion activities. Analysis of search data and traveler interest from key source markets in relation to new destinations would help measure promotional impact and support Vietnam in designing more targeted marketing policies.

In addition, Agoda expressed strong interest in sustainable and responsible tourism development, and said it is willing to cooperate in developing and sharing initiatives aligned with Vietnam’s tourism development orientation.

At the meeting, Deputy Minister Ho An Phong welcomed Agoda’s continued support, noting that despite ongoing global economic challenges, Vietnam has maintained strong growth momentum, with tourism emerging as a bright spot and increasingly affirming its position as an attractive and emerging destination in the Asia-Pacific region and globally.

He said that from 2026 onwards, Vietnam aims to achieve double-digit economic growth, with tourism identified as a spearhead industry making an important contribution to socio-economic development.

On that basis, the Deputy Minister expressed his hope that Agoda would further expand cooperation, investment and contributions to Vietnam’s tourism industry, while supporting the promotion of new destinations alongside well-established ones such as Phu Quoc, Ha Long, Da Nang, Hoi An and Nha Trang.

Vietnam is pursuing a sustainable tourism development strategy, focusing on agricultural tourism, rural tourism, community-based tourism and tourism villages to spread cultural values. The country is also accelerating infrastructure investment in preparation for hosting APEC 2027 in Phu Quoc.

Deputy Minister Phong invited Agoda to participate in and support communications for Vietnam’s National Tourism Year 2026 in Gia Lai province, which will feature hundreds of activities throughout the year.

Both sides agreed on the need to deepen cooperation in a structured and principled manner. The Deputy Minister assigned the Vietnam National Authority of Tourism to work with relevant agencies and Agoda to study the development of a memorandum of understanding (MOU), with an appropriate signing timeline to be considered in 2026, ensuring practical and effective cooperation.

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