Vietnam’s Tourism Industry Gears Up For Global Growth As VNAT And Mastercard Collaborate To Drive In-Depth Market Research And Expand International Visitors

Published on May 29, 2025

Vietnam is making major moves to drive its global tourism profile with a new collaboration with Mastercard, leveraging data insights and strategic advertising to welcome more international tourists. The new partnership is looking to unlock tourism growth opportunities, personalize the visitor experience, and promote off-the-beaten-path spots throughout the country. By tapping the market research and global partnerships expertise of Mastercard, Vietnam is poised to reaffirm its position as a top travel destination, fuel its pandemic recovery, and drive long-term tourism growth.

On May 27, in Hanoi, Mr. Nguyen Trung Khanh, Chairman of the Vietnam National Authority of Tourism (VNAT), met with Mr. Sharad Jain, the Interim Chief Representative of Mastercard Vietnam, met with key officials to explore opportunities for collaboration and future support aimed at advancing Vietnam’s tourism industry. The meeting also included Mr. Ha Van Sieu, Vice Chairman of VNAT, and senior leaders from several VNAT departments.

Mr. Sharad Jain expressed his appreciation for the warm welcome from the VNAT leadership and shared Mastercard’s optimistic view on Vietnam’s recovery in the tourism sector following the pandemic. Mastercard’s data reveals that Vietnam has emerged as one of the top performers in Southeast Asia in terms of tourism recovery. Key markets, including South Korea, China, India, and Australia, are seeing strong growth, while major tourist destinations like Hanoi, Ho Chi Minh City, Da Nang, Ha Long Bay, Phu Quoc, and Nha Trang continue to attract international visitors who contribute significantly to the local economy through high spending.

Mr. Jain highlighted Mastercard’s potential role in supporting VNAT by offering data-driven insights through market research. By analyzing the behaviors, preferences, and spending patterns of tourists in various sectors such as accommodation, transportation, shopping, entertainment, and dining, Vietnam can better understand global visitor trends. This valuable information can aid in the strategic planning process, improve the visitor experience, and help tailor marketing efforts to attract more international tourists. By leveraging these insights, VNAT could create targeted campaigns that enhance the overall appeal of Vietnam as a travel destination.

Chairman Nguyen Trung Khanh warmly welcomed Mastercard’s involvement and recognized the company’s global influence in shaping travel and tourism trends. He acknowledged that Mastercard’s expertise could greatly enhance Vietnam’s tourism marketing strategies. He emphasized the importance of equipping international tourists with accurate, engaging, and appealing information about Vietnam to inspire them to consider it as a prime destination for travel.

Chairman Khanh highlighted that one of the main objectives of the tourism sector is to globally promote Vietnam’s vibrant cultural and tourism heritage. He highlighted that international tourists serve as the most effective ambassadors for the country’s tourism. As an example, Chairman Khanh pointed out that while popular destinations like Phu Quoc, Nha Trang, and Da Nang remain top choices for foreign visitors, there has been a noticeable increase in interest in discovering lesser-known, emerging destinations across the country. This shift offers opportunities to expand tourism beyond the well-established spots and showcase Vietnam’s diverse beauty.

During the meeting, Mastercard’s representative shared the corporation’s capabilities in finance, technology, and marketing, as well as its extensive global network of partners. She reaffirmed Mastercard’s readiness to collaborate closely with VNAT to drive initiatives aimed at attracting more international visitors, enhancing the overall tourist experience, and supporting the long-term goals of Vietnam’s tourism development. By leveraging its extensive reach and resources, Mastercard hopes to contribute to the growth of the tourism industry by connecting Vietnam with a wider global audience.

Chairman Nguyen Trung Khanh welcomed Mastercard’s proposals, describing them as perfectly aligned with the needs and objectives of Vietnam’s tourism industry. The areas of collaboration discussed during the meeting included in-depth market research, supporting tourism roadshows in both domestic and international markets, organizing tourism development seminars, expanding the use of digital media to promote Vietnam as a tourist destination, and incorporating technology to enhance the tourist experience. These initiatives are designed to foster greater engagement with global audiences and further establish Vietnam as a top-tier destination for travelers.

Mastercard’s data-focused strategy brings substantial benefits to Vietnam’s tourism sector. By analyzing tourist preferences and spending patterns, both the government and tourism authorities can develop tailored marketing campaigns that effectively engage a wide range of audiences. In addition, by providing in-depth insights into international travel trends, Mastercard can help identify emerging markets and new opportunities for growth. With a wealth of knowledge and an extensive global network, Mastercard is well-positioned to support the ongoing development and promotion of Vietnam’s tourism sector.

The collaboration between VNAT and Mastercard holds immense potential for the future of Vietnam’s tourism industry. As the country continues to recover from the challenges of the pandemic, such partnerships are essential to sustaining growth and attracting a diverse range of international visitors. By working together, VNAT and Mastercard can create a robust tourism ecosystem that not only attracts tourists but also elevates the overall visitor experience.

In the long term, the collaboration aims to make Vietnam a more accessible, attractive, and sustainable destination for global travelers. With the backing of Mastercard’s vast experience and expertise, the country can strengthen its position as one of Southeast Asia’s most exciting tourism markets. The strategies and initiatives discussed during this meeting could pave the way for a more prosperous, inclusive, and resilient tourism industry in Vietnam, helping to ensure that the sector remains a vital driver of the national economy for years to come.

Vietnam is joining forces with Mastercard to apply data-driven solutions and international marketing to spur international tourism and promote new destinations. This alliance positions Vietnam as an emerging leader in international travel.

As the world’s tourism sector continues to evolve, Vietnam is positioning itself as an increasingly important player in the global market. By embracing data-driven strategies, promoting lesser-known destinations, and partnering with global leaders like Mastercard, Vietnam is well on its way to achieving its tourism goals. This partnership marks a significant step forward in the development of a world-class tourism infrastructure that will benefit both the local economy and international visitors for generations to come.