Hanoi's tourism sector saw impressive figures during the 2/9 holiday, welcoming nearly 2.5 million visitors, tripling the number from the same period last year. Total revenue reached 4,500 billion VND with hotel occupancy rates reaching 83%. Data from travel companies also showed the effect of the 80th National Day (A80) as tourists flocked to Hanoi or chose tours including Hanoi in their itinerary to witness the parade.

Du Lich Viet reported that 60% of their customers opted for domestic tours, with Hanoi tours accounting for 40% and tickets selling out from 8/30 to 9/1. Of the 70,000 tourists who booked tours with Vietravel for 2/9, 48% chose domestic tours, and Hanoi featured in 75% of those. At Best Price, 70% of customers chose domestic tours, with Hanoi destinations making up 60% of the total.

A popular photo spot at Ba Dinh Square during the 2/9 holiday. Photo: Truong Minh Bao

A popular photo spot at Ba Dinh Square during the 2/9 holiday. Photo: Truong Minh Bao

According to Nguyen Nguyet Van Khanh, Marketing Director of Vietravel, Hanoi's tourism boom demonstrates the appeal of national landmarks, especially when linked to major events. Vietravel's data also indicated that 80% of tourists prioritized historical destinations during this period, a positive sign for this niche tourism segment.

However, this surge was mainly concentrated in Hanoi. Other historical tours offered by Vietravel, such as Hue - Quang Tri - Quang Binh or the Central heritage trail, remained stable, not experiencing a similar boom. Du Lich Viet also observed that historical sites outside Hanoi, like Son La Prison, Con Dao Relic Site, Dien Bien Phu, ATK Tuyen Quang, and Quang Tri, reached visitor numbers comparable to peak seasons in previous years, but without a significant surge.

Travel company representatives explained that this year's attraction was primarily focused on Hanoi. Other localities mainly offered traditional tourism products. Tourists still visited these locations, but mostly for leisure tours.

Dr. Trinh Le Anh commented that Hanoi's results were "very impressive," but emphasized the need to analyze the factors contributing to this success: the national-level event, the extended holiday, and the extensive media coverage. He cautioned against prematurely viewing this as a new baseline for growth, describing Hanoi's achievement as a "momentary peak."

Dr. Le Anh also suggested further analysis of Hanoi's reported 4,500 billion VND revenue. He recommended the tourism sector break down the proportions spent on accommodation, dining, shopping, and transportation. The question of whether the average spending per tourist actually increased proportionally to the number of tourists also needs examination. Due to the time-specific nature of the success, Dr. Le Anh refrained from calling it a "victory" for the capital's tourism.

"I see this as a large-scale test that reveals both the potential appeal and the infrastructural limitations of Hanoi's tourism," he said.

In fact, not all tourist spots in Hanoi experienced impressive growth due to the A80 effect. The Temple of Literature saw approximately 9,000 visitors in the first two days of the holiday, lower than the same period the previous year. The management attributed this to road closures on 8/30 and the fact that many tourists were "camping out" for the parade or visiting other special locations like Ba Dinh Square, Hoa Lo Prison, or the National Exhibition, which showcased the country's 80-year achievements.

Bui Thanh Tu, Marketing Director of Best Price, noted that while some tourism products, such as the 5 Cua O train and the National Exhibition, capitalized on the A80 effect, others did not generate a similar boom. This indicates that historical destinations require a new approach in the context of booming social media, necessitating a shift in how they attract visitors.

"Simply attracting young tourists to check in can create a significant impact for a destination," Tu said. This view was echoed by Vietravel representatives, who suggested that historical tourist sites need different approaches, enhancing the "storytelling and interpretation" experience.

People watching the parade rehearsal on Trang Tien Street. Photo: Quynh Tran

People watching the parade rehearsal on Trang Tien Street. Photo: Quynh Tran

Based on two major events, the 50th anniversary of national reunification and the 80th National Day, Pham Anh Vu believes that event-based tourism – historical, cultural, and patriotic – has the potential to attract a massive number of tourists. However, travel companies also need to innovate their products, enhance experiences, and improve communication so that each event-related tour becomes "a journey of emotion and pride."

Regarding Hanoi's tourism specifically, industry experts believe that the aftermath of A80 will create many opportunities to attract a huge influx of tourists to the capital. According to Hoang Minh, a representative of a travel company in Hanoi, the city launched a series of new, attractive products during A80. This demonstrates Hanoi's untapped tourism potential, as long as there is motivation for continuous innovation and creativity.

Before A80, Hanoi's tourism products lacked a real focal point, consisting mainly of traditional sightseeing itineraries – for example, visiting the Temple of Literature, city tours, and museum visits – which were insufficient to encourage repeat visits.

Nguyen Tien Dat, Vice President of the Hanoi Tourism Association, stated that Hanoi, with its rich history and culture, could maintain major events throughout the year to attract tourists. However, the key is having a "good script" and an engaging delivery.

A80 was a national-level event, making comparisons difficult. However, it's evident that history and culture-based tourism holds "great potential, as long as the planning is good enough," he said.

From another perspective, the National Exhibition, themed around the country's 80-year achievements, attracted nearly 4 million visitors after six days, a record for any exhibition in Vietnam. This highlights the potential for developing MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism. After visiting the exhibition, Dat expressed being "overwhelmed" by its scale and affirmed it as a regional-level exhibition center.

This venue could host major events related to automobiles and technology, attracting retailers and customers from around the world. For example, the 2025 Canton Fair in Guangzhou attracted nearly 300,000 international visitors, with 170,000 attending for the first time.

MICE tourists typically spend twice as much as regular tourists and stay longer due to meetings and exhibition activities, according to the Singapore Tourism Board. Dat shared that Paris is a hub for events and exhibitions in Europe, and travel companies constantly check the city's event calendar when organizing tours. If they happen to book flights during major events, finding hotel rooms near tourist attractions or the city center becomes challenging, often requiring them to choose accommodation further away, making travel inconvenient.

Given the space and appeal demonstrated during the A80 exhibition, Dat believes Hanoi could become a MICE tourism hub in Southeast Asia. In addition, the National Exhibition is also large enough for regional-level concerts, opening up opportunities to attract cultural and entertainment tourism to Vietnam. Hanoi's success in hosting two Blackpink concerts in 2024 is a clear testament to this argument.

Military equipment of the Vietnam People's Army at the 80th anniversary of the country's achievements exhibition, 28/8/2025. Photo: Nguyen Dong

Military equipment of the Vietnam People's Army at the 80th anniversary of the country's achievements exhibition, 28/8/2025. Photo: Nguyen Dong

However, to achieve this, Hanoi's tourism sector must also acknowledge the shortcomings observed during A80. Dat pointed out that despite the huge influx of tourists during this national event, the city's official website provided impractical itinerary guides and accommodation suggestions. The information was updated slowly and did not reflect the reality on the ground. While there were numerous online sources, their accuracy was questionable, potentially leading to negative tourist experiences. Additionally, negative images, such as people scrambling for spots to watch the parade, left a somewhat unfavorable impression on visitors, even those who hadn't yet arrived in the city.

One aspect rarely mentioned during A80 is the decrease in international tours while domestic tourism surged. Best Price representatives noted that the last time they recorded such a significant dominance of domestic tours over international ones was 7-8 years ago. At the Lao Cai border gate, Hoang Tuyet, a representative of Yunnan Group Tours, reported that the number of tourists to China was only 65-70% compared to the 30/4 holiday, partly due to the appeal of A80-related activities.

However, according to Tuyet, these figures don't reflect the overall superiority of domestic tourism products over international ones. Hanoi's tourism boom was localized, while other tourist destinations across the country did not experience similar overwhelming demand or sold-out accommodations. In groups selling accommodations, Tuyet observed that holiday rooms had to be discounted until the last minute, yet some remained unsold.

"Recent years' trends clearly show a preference for international travel," she said.

In the coming period, tours to China and Taiwan are expected to be the most popular choices for Vietnamese tourists, with some companies reporting these tours being sold out since early August. China's appeal stems from its visa policies, convenient flight routes, and diverse tourism products catering to various tastes, including destinations like Zhangjiajie, Jiuzhaigou, Shanghai, and Beijing. Taiwan is likely to become a popular destination in the upcoming autumn-winter season thanks to its competitive prices, early autumn foliage, and numerous flight options.

Following the 80th National Day effect, travel agencies hope that Vietnam's tourism sector will develop more new products to compete with the appeal of international destinations. This depends on the efforts and creativity of various tourism stakeholders, and Hanoi serves as an example of potential success.

Tu Nguyen