Photo: VNAT

The event was organised by the Ministry of Land, Infrastructure, Transport and Tourism of Japan, in collaboration with the Ministry of Information, Culture and Tourism of Lao People’s Democratic Republic (as the Chair of the Meeting for the ASEAN Tourism Ministers - M-ATM), with the participation of Ministers, tourism management agencies and representatives of the Organization for Economic Cooperation and Development (OECD), Pacific Asia Travel Association (PATA), ASEAN-Japan Center (AJC).

At the Dialogue, ASEAN member countries shared their views on promoting sustainable tourism and increasing visitor exchange. Vietnam also shared about the post-pandemic tourism recovery situation and experiences in a more sustainable and resilient tourism recovery.

VNAT’s Vice Chairman Ha Van Sieu said, from the second half of 2022 up to 2023 now, Vietnam, in the first 9 months of 2023, received 8.9 million international visitor arrivals, recovered by 66% before pandemic level of 2019. Among them, Vietnam welcomed 415,000 arrivals from Japan that recovered 58% of the 2019 number.

Photo: VNAT

Tourism atmosphere has totally changed. Therefore, many initiatives and creative innovation efforts have been made for rebuilding the tourism industry and rethinking the future of tourism toward a sustainable path. Such initiatives as the circular economy, sharing economy, digital economy, smart tourism, green tourism and have received a lot of attention in Vietnam and beyond.

According to VNAT’s Vice Chairman Ha Van Sieu, in reality, the tourism industry is now facing increasing challenges and obstacles that could hinder the recovery process as well as future tourism development. These include changes in consumer behaviour resulting in unpredictable travel patterns; impacting of slow economic recovery resulting in income and hence travellers cut down demand towards crucial activities and services; decline spending; unforeseen climate changes, and other related issues etc… Vietnam called ASEAN member states and Japan in partnership and cooperation should work closely together to overcome these challenges.

VNAT’s Vice Chairman Ha Van Sieu added, in the perspective of sustainable tourism, Vietnam believes that cultural sustainability should come to the forefront in harmonisation with economic and environment aspects. Culture is an enormous and invaluable resource for tourism development. Respecting the differences and indigenous cultural diversity of ASEAN countries and Japan, ASEAN countries can create unique, distinct, and incomparable tourism products, which can further develop the exclusive appeal of each country, its people, and their communities. Diverse cultures attract tourists to ASEAN countries and Japan while providing diverse experiences to tourists that encourage more tourism activities with satisfied impressions, longer stay and positive destination image.

VNAT’s Vice Chairman Ha Van Sieu speaking at the Dialogue (Photo: VNAT)

Viet Nam's experience in developing tourism during the recent rebound period shows that the country places equal importance on both domestic and international tourism. VNAT’s Vice Chairman Ha Van Sieu then urges tourism businesses to carefully listen to and consider real needs of travellers in order to adjust investments, develop new and improve tourism products; and provide additional training to the work force etc…

Vietnam also recognized that where less developed there great potential for tourism development such as nightlife tourism services, tourism in remote and rural areas … especially the diverse and unique culture of 54 ethnic minorities stretching along the territory from North to South with each’s cultural identity are the treasure of the country.

Vietnam also focuses on digital transformation in tourism to create a smart tourism eco-system, however we need to learn and expect from sharing experiences with Japan and other ASEAN member countries such as establishing tourism big data, travel smart solutions, travel apps, digital maps on attractions, gastronomy…

At the end of his speech, VNAT’s Vice Chairman Ha Van Sieu affirmed that Viet Nam is committed to continuously and closely working together with ASEAN member states and Japan to promote mutual tourist exchanges, and improve the quality and competitiveness of the tourism sector, aiming to develop tourism while still preserving and promoting cultural heritage values, creating economic benefits and protecting the environment.

VNAT’s Vice Chairman Ha Van Sieu believes that the strong bond of traditional friendship cooperation and the fully trust built over the past five decades will continue to pave the way for fruitful tourism collaboration between ASEAN and Japan in the years to come, that bring mutual benefits to our nations and contribute to the prosperity and sustainability of the region.

Overview of the Dialogue (Photo: VNAT)

Delegates that joined the Dialogue agreed to promote innovative marketing activities for sustainable tourism, while highlighting the unique cultural and natural attractions of ASEAN and Japan. Reaffirm the importance of developing tourism content to promote the protection, conservation, and inheritance of important resources such as nature, culture and tradition, while leveraging these resources for tourism to develop sustainable destinations that benefits both local residents and travellers.

Delegates indicated that it is important to boost the tourism sector’s contribution towards the achievement of global net zero carbon emissions through eco-friendly transportation, renewable energy adoption, waste management, and responsible consumption, while enhancing climate change awareness within the tourism ecosystem, stakeholders and communities.

Enhance travellers’ experience, convenience and encourage exploration of lesser-known tourism offerings while achieving higher productivity and profitability within the tourism sector through the development of high quality destinations and promotion of innovative tourism digital transformation.

Explore initiatives that generate more tourism-related job opportunities for communities, which would bridge economic disparities, empower local talent, increase social inclusion, alleviate poverty and more. Encourage the use of data to monitor and develop evidence-based strategies to promote sustainable community-based tourism.

Anticipate potential future crises and implement initiatives to enhance tourism resilience and sustainability within regions; Enhance capability-building and knowledge sharing initiatives in sustainable tourism through the exchange of best practices and technical expertise, as well as conducting training programmes to build the skills and capabilities of tourism workers and relevant stakeholders; encourage collaboration between government, private sector, and relevant stakeholders to foster innovation, investment to implement sustainable tourism initiatives.

Regarding the further advancement of mutual exchanges, countries recognised that they can be achieved through the following initiatives: To encourage the development of products to allow travellers to appreciate the authentic experiences of ASEAN and Japan through diverse activities, nature, food and cultures while ensuring a secure and enjoyable environment for tourists.

To encourage visits to lesser-known destinations and rural areas through innovative marketing efforts, while raising greater awareness of the ongoing efforts by ASEAN and Japan to ensure sustainable tourism development.

To broaden the scope of tourism exchanges between ASEAN and Japan across diverse fields, including businesses, education, research, culture and the arts, sports, nature, wellness and adventure.

A number of activities of VNAT’s Vice Chairman Ha Van Sieu at the Dialogue:

Presenting a gift to the Minister of Land, Infrastructure, Transport and Tourism of Japan (Photo: VNAT)

Presenting a gift to Deputy Director General of Japan National Tourism Organisation (Photo: VNAT)

Meeting with the Minister of Tourism of Indonesia (Photo: VNAT)

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