Vietnam’s tourism sector is not chasing rapid growth, but is steadfastly pursuing greener development.
At a conference to roll out the Vietnam Tourism Association’s 2026 action plan in January, Deputy Minister of Culture, Sports, and Tourism Ho An Phong said that “Vietnam has a diverse cultural foundation, a distinct identity, and rich tourism resources, with the tourism sector also being prioritised for public and social investment to support its development. The tourism sector will continue to develop in a green and responsible manner in the period ahead, expanding in scale while enhancing quality, and making an effective contribution to economic development.” he said
In practice, sustainable tourism has become an essential requirement for the tourism sector amid climate change, resource depletion, and mounting pressure on the natural environment.
“Before modern concepts towards the nature, our ancestors lived by a very simple principle: living in harmony with nature; farming according to the seasons; adapting to the soil; healing by regulating blood circulation; and managing community life towards the rhythm of land, water, wind, and rain. Sustainable tourism or lifestyle is very similar and familiar in the country,” said Bobby Nguyen, CEO of Mekong Rustic Hospitality.
According to Nguyen, the answer for the concept of travel towards the nature, therefore, does not begin with luxury services or wellness experiences or healing programmes. ”Instead, we should learn how our ancestor acted for the nature and did a healthy lifestyle in the modern life,” he added.
At a meeting held at government headquarters in mid-January, Deputy Prime Minister Mai Van Chinh, head of the State Steering Committee on Tourism, reiterated the call for the sector to adopt a new approach, shifting from a recovery mindset to one focused on growth and competitiveness. These strategic directives aim to steer Vietnam’s tourism towards higher-quality growth and meaningful contributions to the country’s GDP growth target this year.
Alongside policy direction, market demand for sustainable tourism is also growing steadily. According to Agoda’s 2025 Sustainable Travel Survey, Vietnam ranks among the markets with the highest levels of interest in sustainable tourism, trailing only the Philippines (86 per cent), India (82 per cent), Taiwan (80 per cent), and Malaysia (80 per cent).
Notably, as many as 77 per cent of Vietnamese travellers say it is a top priority when planning their trips, well above the Asia-wide average of 68 per cent.
Vu Ngoc Lam, director of Agoda Vietnam, noted that Vietnamese travellers are increasingly prioritising eco-friendly options, from green accommodations to nature- and community-based activities, while seeking to minimise negative impacts on the environment. “Rather than simply seeking leisure holidays, many travellers are looking for more meaningful experiences that contribute to the preservation of nature and local cultures,” Lam noted.
Amid this rapidly expanding wave, Vietnamese tourism businesses are undergoing a strong transformation to adapt and seize new opportunities, many now integrating sustainability as a core pillar of their long-term development strategies.
Bui Thanh Tu, marketing director of BestPrice Travel, said the company is partnering with electric vehicle providers to offer greener transportation options for tourists, helping reduce greenhouse gas emissions and minimise environmental impact.
“This is a long-term approach to meeting the trend of responsible tourism, while creating differentiated value for tourism products,” Tu said.
In addition, many other businesses are focusing on developing eco-tours and nature-based tours at key destinations such as Halong Bay, Hue, Danang, Hoi An, and Ho Chi Minh City. These products not only focus on sightseeing and leisure but also incorporate activities that help travellers gain deeper insights into the environment, local culture, and community life.
Meanwhiles, hoteliers also share their eager to act and go green at their luxury properties. They create in an effort to come to a common understanding of sustainable tourism, and are the minimum that hotels and resorts (or other types of accommodations) should aspire to reach.
According to the Global Sustainable Tourism Council, the Hotel/Accommodation Standard is organised around four main themes: effective planning, maximising social and economic benefits for the local community, enhancing cultural heritage, and reducing negative impacts to the environment. Responding to the criteria, hoteliers in Vietnam, from both international and local brands, showcase their respects to the nature and climate change responses in various ways but clear, active and effective goals, the council said.
Source: vir.com.vn
