VIETNAM’S TOURISM POTENTIAL: WHY IS IT STILL STRUGGLING TO “TAKE OFF”?

Vietnam possesses every element needed to become a global tourism powerhouse: from the ethereal wonders of Ha Long Bay and the majestic depths of Son Doong Cave to a culinary scene that captivates the world. Yet, we find ourselves constantly grappling with a critical question: Why are we still struggling to achieve sustainable growth?

The answer lies not in infrastructure, but in Human Capital. This was the core message of a profound TEDx talk at ĐaKao Studio by Phuong Do Tran - a professor with over 20 years of experience at the Hanoi University of Culture.

1. What is "Holistic Tourism"?

In the tourism industry, a holistic approach means looking beyond mere arrival numbers or revenue. It is the sustainable synergy of three fundamental pillars:

• Heritage: Preserving the original values and cultural roots.

• Education: Transforming academic knowledge into practical, professional skills.

• Talent: Recognizing that humans are the essential entities that operate the industry and create emotional connections.

  
  

2. The Five Golden Values of Talent Cultivation

To address the "bottlenecks" of Vietnamese tourism, the Cultural and Tourism Talent Incubator project - founded by Professor Phuong Do Tran and Mr. Nguyen Xuan Trung (Director of Tam Chuc National Tourism Area) - focuses on five core competencies rather than a generalized curriculum:

• Knowledge: Moving beyond rote memorization of history to a deep understanding of religion, culture, and social trends to tell stories that touch the heart.

• Experience: Closing the gap between the lecture hall and the field. Students must be immersed in real-world professional environments from the very beginning.

• Creativity: Modern tourism is experiential tourism. Personnel must know how to design innovative products on traditional foundations (e.g., night tours or integrating AR technology in museums).

• Humanity: This is the soul of the service industry. Heartfelt dedication, kindness, and empathy are qualities that Artificial Intelligence (AI) can never replace.

• Sharing: Building a community culture where mentors guide the next generation and businesses support academic institutions, creating a thriving ecosystem for all.

3. "Human Capital" vs. "Human Resources"

Why do we emphasize "Human Capital" instead of the traditional "Human Resources"?

While "Resource" is something we extract, "Capital" is something we invest in to yield sustainable returns. Investing in Human Capital in tourism delivers three direct economic values:

• Increased Return Rates: Travelers may forget a beautiful landscape, but they will always remember the genuine care and sophistication of the person who served them.

• Higher Value-Added: A guide with profound knowledge can sell premium tour packages at a significantly higher value than standard offerings.

• Sustainable Preservation: Only a workforce with high expertise and professional ethics truly understands how to protect natural resources while conducting business.

4. Conclusion: A 20-Year Vision for a "Forest of Giants"

In his 2025 TEDxĐaKaoStudio talk, Professor Phuong recalled a pivotal meeting with Mr. Nguyen Xuan Trung at Tam Chuc in 2020. It wasn't just a meeting between two individuals; it was the convergence of Systems Theory and Executive Power.

The Incubator project is not a short-term employment fix. It aims to create a generation of tourism experts who possess a global mindset while remaining deeply rooted in Vietnamese identity.

"We cannot do this alone. For a seed to become a giant tree, it needs the fertile soil created by the collaboration of Government, Academia, and Business."

Vietnam’s tourism isn't lagging due to a lack of capital or scenery. We are slow because we haven't invested enough in the people on the front lines. It is time to stop asking "why" and start taking action to change the industry - starting with the human element.