How would you comment on the growth in Vietnam’s tourism sector?

Vietnam has the fastest-growing middle class in Southeast Asia, and is expected to add 36 million consumers to its middle class by 2030. At the same time, 65 per cent of Southeast Asia’s population is expected to be middle class by 2030.

With the middle-class growing in Vietnam and Southeast Asia, this means that travelers in the region will have more disposable income and the means to travel more. We are confident that we will see growth in domestic and international travel in the country.

This potential, coupled with Hilton’s long history in Vietnam, will give us an edge in growing our focus service brands. In 2019, we brought our flagship brand to Da Nang through Hilton Da Nang, confident of the appeal of the coastal city. Today, Da Nang is an up-and-coming tourist destination in Vietnam, with the country being named as Asia’s Leading Destination in 2022 at the World Travel Awards.

With Da Nang seeing increased flights, we seized the opportunity with the right partner to bring the Hilton Garden Inn brand to Da Nang for travelers seeking upscale, affordable accommodation and the comfort and hospitality of a sophisticated yet casual brand.

We look forward to building on the success of Hilton, and the Hilton Garden Inn brand, in Da Nang as we continue to explore opportunities to expand our brands with the right partners in the right locations in Vietnam.

According to a recent report from Colliers Vietnam, Vietnam will see a 100 per cent rise in the number of hotels run by international brands over the next three years, leading to fierce competition for market share in the country’s hotel sector. What is your opinion on this and how will Hilton position itself in Vietnam’s international hotel market?

Vietnam is steadily becoming one of the most sought-after travel destinations in Asia. From the sandy beaches of Da Nang to the rich heritage of cities such as Hoi An and its ancient town, Ho Chi Minh City, and Hanoi, the country has much to offer to both international and domestic travelers. In any destination with such great appeal, it comes as no surprise that more players are entering and growing their presence in the country. But we are confident that there remains significant consumer demand and in-market growth opportunities for Hilton.

As a global hospitality company with an industry-leading portfolio of 20 award-winning brands, a leading workplace culture, and a pioneering legacy of innovation, Hilton is well-positioned to deliver exceptional experiences for our guests and strong returns for owners. Hilton has also been recognized by Brand Finance as one of the most valuable brands, in its Global 500.

With more travelers seeking more mindful travel and new wellness experiences, we are confident that Da Nang as a destination, with its pristine beaches, rich food, and culture, and Hilton’s suite of offerings will cater to these new travel preferences.

How can Vietnam reach its target of welcoming 8 million international visitors in 2023?

Recognized as Asia’s Leading Destination for four consecutive years, Vietnam undoubtedly offers a lot of engaging experiences, from its beach getaways to rich historical sites, vibrant food and beverage (F&B) scene, and bustling city life.

International tourism is picking up, with Vietnam welcoming 4.6 million international visitors in the first five months of this year, or over half of its target of 8 million international arrivals in 2023. Domestic travel also recovered to over 50 per cent of pre-pandemic levels in the first half of 2022.

To support the influx of domestic and international travelers in the country, we are heartened to see that major preparations are well underway. The government has announced plans to enhance Vietnam’s airport infrastructure, with the aim of establishing a total of 30 airports by 2030. As international air routes resume, this will help Vietnam’s airports efficiently handle more tourist arrivals.

We also see the government’s efforts to continue promoting Vietnam’s tourism ecosystem, for example the “Live Fully in Vietnam” communications program, rolled out to attract international visitors, while last year Vietnam hosted the 31st Southeast Asian Games (SEA Games), which promoted the country as a safe, friendly, and attractive destination among domestic and international tourists alike.

Meanwhile, the Da Nang Department of Tourism is ramping up the focus on tourism development as it looks to organize tourism promotion activities in Thailand, Indonesia, and Malaysia in the months to come, to entice international tourists to visit the coastal city.

There is tremendous opportunity to showcase the diversity of Vietnam’s cities, food, and culture that will make a compelling proposition for any traveler seeking connectivity, purposeful travel, and deep, meaningful connections with a destination. With the outlook for Vietnam’s tourism activity looking bright, we are focused on expanding Hilton’s footprint strategically in the market, to ensure that we offer the right brands in the right location at the right time.