Tourism Lessons from Vietnam for Nepal

As I gazed at the sunrise from the rooftop of my hotel in Da Nang, I kept wondering how Vietnam has been able to position itself on the global tourism map in less than three decades. Vietnam only opened to international tourists in 1997 after a two-decade-long war engagement and continuous rebuilding. My thoughts centered around the lessons Nepal, a country that opened for cross-border tourism five decades before Vietnam could learn from this important landmark on the tourism map. Here are three lessons I believe we can learn from Vietnam:

Think of Scale: In 2024, Vietnam ranked among the top three ASEAN countries in terms of tourist arrivals, along with Malaysia and Thailand. The country welcomed 18 million visitors, nine times more than in 2000. The government has introduced ambitious plans to build infrastructure and attract investment in the tourism sector. Vietnam aims to attract 35 million visitors in 2030. With this, tourism is expected to contribute 15% to GDP. Furthermore, as  Vietnam aims to become a high-income country by 2045, tourism will serve as a key backbone for its growth.  Currently, the largest proportion of visitors is Chinese and South Koreans, representing 46.3% of the arrivals in the first half of this year. For Nepal, landlinked to China and India, it remains important to think of these two markets for scalability.

Leverage The Past – Build the Future: The ancient town of Hoi An is a perfect example of how the past is being preserved and how its inclusion as a UNESCO World Heritage site is being leveraged. The town, exceptionally preserved, was once a Southeast Asian trading port between the 15th and 19th centuries. The architectural fusion between indigenous and foreign styles, including Chinese temples, Japanese-designed bridges, and French colonial buildings, remains unique. Similarly, they have leveraged nine other sites listed by UNESCO to promote tourism through visitor experience and interpretation. Nepal has ten UNESCO World Heritage Sites, which can be leveraged, inspired by Hoi An to improve tourism experiences and build long-term sustainable strategies. At the same time, futuristic cities are being built. Situated an hour’s drive from Da Nang, a cable car connects the tourists to an entertainment and resort complex placed in the Ba Na hills. The cable car, built in 2013, has attracted 2.5 million tourists each year. Similarly, in Sapa, a cable car connects to Fansipan Mountain with a 21.5 meter-high-statue of Amitabha Buddha situated at the top. The cable car, built in 2016, has the capacity to transport 2,000 people in an hour. Each of these investments costs approximately USD 2 billion, with a growing need to focus on the scalability of existing and new destinations.

Furthermore, as roads are being built for better connectivity, pedestrians can roam around the streets where vehicles are banned during events and activities. During our time in Ho Chi Minh, we attended a free concert with a well-choreographed performance using the best technology. This was sponsored by a local bank. Corporations are being roped in for tourism promotion and activities.

Building Tourism-Friendly Reputation:  Vietnam has built a strong reputation for providing reliable tourism services by capitalizing on the decline in Chinese tourists in Thailand, which stems from growing concerns about safety and scams. In Vietnam, street vendors do not hassle you, and beaches are free of people selling wares and services. A large proportion of investments is now centred on improving service quality and bettering tourism experiences through improved technology. A South Korean or Chinese tourist and a Vietnamese provider can now communicate without a proper knowledge of the English language, contributing to the extensive use of online and offline media for translation. Furthermore, with good internet connectivity, information is ensured for smartphones, hotel bookings, tourist sites, museums, etc., including efficient payment modes. For commutes, ride-hailing apps work exceptionally well, with local taxi companies now moving to create apps.

Furthermore, the cleanliness in streets, hotels, eateries, and touristic areas shows their investment in waste management and projects the image of a country that believes in cleanliness and sustainability, attracting high-end tourists. For this, a nationwide campaign on environmental conservation has been launched, aiming to mobilize communities across Việt Nam for weekly clean-up drives and sustainable living.

Nepal can learn from Vietnam that tourism transformation does not begin with mere grand investment but with everyday discipline, service excellence and civic pride, in short, getting the basics right. Some of the basics would be ensuring hygiene, sanitation, cleanliness, and lots of things often derived from mindset leading to positive human behavior. For this transformation, government policies play a small role, with a major role played by the proactive citizens willing to change their attitude and the private sector willing to lead the way.