Vietnam ranks third globally in Google searches for package tours

The figures were presented at a conference on the application of artificial intelligence (AI) and big data to sustainable tourism development, jointly organized by the Vietnam National Authority of Tourism (VNAT) and VTC Multimedia Corporation in Hanoi on August 20.

Google Vietnam experts shared the latest data on search trends and tourist behavior, highlighting the growing role of AI in how travelers seek information and choose tourism products.

Short-form videos are increasingly important in inspiring travel, generating demand and influencing purchasing decisions. By combining digital platforms, AI and content creators, tourism businesses can engage travelers throughout their journey, from initial searches and trip planning to product selection and booking.

Tran Nguyen, deputy director of the Sun World division at Sun Group, said AI has also contributed to major changes in the behavior of international visitors to Vietnam.

Several years ago, 70-80% of tourists from Northeast Asian markets such as the Republic of Korea and China typically traveled to Vietnam through major tour operators. That trend has now reversed.

At Phu Quoc Airport, about 80% of Korean visitors to Vietnam are now independent travelers who find information through online platforms and short videos by KOLs and KOCs. European tourists also make extensive use of YouTube and Google when researching destinations.

Meanwhile, the number of Vietnamese tourists visiting Sun Group destinations continues to decline despite the company's promotional programs.

Nguyen pointed out that tourism businesses therefore need accurate, comprehensive and clean big data to better understand customer demand and make more informed decisions.

Pham Van Thuy, deputy director of the VNAT, stressed that digital transformation and AI are bringing profound changes to the global tourism industry, from how travelers search for information, choose destinations and book services to how countries build and promote their tourism brands.

Vietnam's tourism sector needs to modernize its promotional and marketing efforts through technology and digital data, with data becoming a new foundation for tourism promotion.

The VNAT considers data a strategic asset of the tourism sector and calls for it to be managed according to the principles of being “accurate, complete, clean, live, unified and shared.”

AI, with its ability to process large volumes of data, analyze behavior and forecast demand, can help turn data into value.

Deputy Minister of Culture, Sports and Tourism Ho An Phong stressed the important role of AI and big data in sustainable tourism development, while noting that their adoption in Vietnam's tourism sector remains slower than in other countries and competing destinations.

Phong called for the use of AI and big data to move beyond awareness toward concrete action, with specific products and solutions and clearly defined responsibilities for stakeholders across the tourism sector.

Vietnam and Google explore partnership to boost AI training

VOV.VN - The Ho Chi Minh National Academy of Politics and Google will sign a Memorandum of Understanding (MOU) on science, technology, innovation, digital transformation, and artificial intelligence (AI) application.