Data-Driven Strategies for Vietnam's Tourism Industry

As the global tourism industry rebounds, Vietnam's tourism sector is well-positioned to capitalise on the momentum, particularly in attracting travellers from emerging markets. Fresh insights from Yango Ads, a renowned international AdTech leader, highlight the evolving trends and strategic pointers for elevating Vietnam's tourism sector. Emerging market travellers from Eastern Europe and the Commonwealth of Independent States (CIS) are forming new demographics, creating opportunities for profit and expansion. These travellers are typically young and adventurous, with 27.5% falling in the 25-34 age bracket and 36.2% in the 35-44 range, demonstrating a keen interest in exploring new destinations.

Key Takeaways:

• Emerging market travellers from Eastern Europe and the CIS tend to be young and adventurous, with 27.5% in the 25-34 age bracket and 36.2% in the 35-44 range.
• Almost half of these travellers earn between $500-$1,000 monthly, and 90% are willing to spend $1,000 to $3,000 per trip.
• Climate, travel expenses, flight convenience, cultural offerings, and visa accessibility are key determinants driving travel decisions.
• Vietnam's coastal destinations such as Nha Trang, Phu Qua 'c, and Aa Naoung are ideal focal points for tourism promotions, particularly during the summer season.
• Winter travel presents opportunities to promote off-peak getaways in Vietnam's southern regions, known for their favourable year-round climate.
• The planning behaviour of travellers underscores the significance of omnichannel strategies, with 41% relying on travel agencies and 35% preferring independent trip planning.
• Vietnam's robust network of travel operators and renowned hospitality make it a welcoming destination for various planning approaches.
• Adopting strategic, data-driven promotional campaigns and diverse service offerings that align with emerging traveller expectations is crucial for Vietnamese businesses to capitalise on these insights.
• Thu Nguyan, business development manager of Yango Ads, Vietnam, highlighted the importance of a digital-first mindset, leveraging advertising technologies and real-time analytics to shape compelling narratives that resonate across platforms and borders.

Statistics:

• 27.5% of emerging market travellers fall in the 25-34 age bracket.
• 36.2% of emerging market travellers fall in the 35-44 age bracket.
• 50.4% of respondents prefer summer travel.
• 50.4% of respondents prefer beach vacations, nature retreats, and cultural expeditions.
• 41% of travellers rely on travel agencies for planning.
• 35% of travellers prefer independent trip planning.
• 28.6% of affluent tourists prefer winter travel.
• Half of emerging market travellers travel with family.
• A significant majority of emerging market travellers stay up to two weeks.

Sources:

• Yango Ads' Tourism Industry Guide
• Thu Nguyan, business development manager of Yango Ads, Vietnam