Why next-gen leaders are crucial to Vietnam's tourism transformation

Global tourism has dramatically shifted post-pandemic, with traveler behavior and expectations evolving. Over the past two years, younger generations have lost interest in simple "check-in" trips or conventional tours.

Instead, they seek deeper, personalized experiences connected to cultural and emotional value. Many are embracing workcations, adopting digital nomad lifestyles, or becoming travel influencers on social platforms.

This trend demands the industry move beyond mass services toward "tailored" products—journeys rich in culture, authenticity, and individuality.

International students explore Bat Trang Pottery Village in northern Vietnam. Photo courtesy of BUV

"Tourism is not just about moving people from place to place. It's about delivering authentic, sustainable experiences," says Dr. Maren Viol, Head of Tourism and Hospitality Management at British University Vietnam (BUV).

She emphasizes that the workforce needs more than operational skills; they must analyze markets and develop distinctive travel products in a highly competitive global context, creating experiences beneficial for both travelers and local communities.

The World Travel & Tourism Council's Economic Impact Research 2024 reports that tourism accounts for one in every ten jobs worldwide, making it one of the most dynamic industries. This opens vast opportunities for young professionals with strategic vision and adaptability.

Vietnam's tourism sector faces a substantial skills gap: about 40,000 new workers are needed annually, but only 20,000 are supplied, and only 43% of the current workforce is professionally trained.

BUV is a pioneer in addressing this gap. Its Tourism Management program, validated by Bournemouth University (U.K.) and ranked 5th globally for Hospitality & Tourism Management by the 2024 Shanghai Ranking, offers internationally recognized qualifications.

BUV's Tourism Management students on a field trip exploring social enterprise models in Hoi An, central Vietnam. Photo courtesy of BUV

Unlike traditional theory-heavy programs, BUV's curriculum is practice-driven.

Students learn through international-standard coursework, real-world projects, domestic and overseas field trips, and direct engagement with industry experts.

BUV also hosts a student chapter of PATA (Pacific Asia Travel Association), a global nonprofit promoting sustainable tourism in the Asia-Pacific region.

Membership offers students networking opportunities, field workshops, and events with peers worldwide.

Students brainstorming in a Tourism Management class at BUV. Photo courtesy of BUV

Throughout the program, students gain insights into tourist behavior, destination management, tour organization, cultural product development, and sustainability practices.

"Our goal is to equip students with comprehensive expertise, from product design and service operations to destination management, while fostering ethical leadership and innovation," Viol explains.

To support this, BUV partners with leading hospitality brands like JW Marriott, InterContinental, Hilton, and Vinpearl to provide 5-star internships. It also collaborates with global tour operators such as Discova and Intrepid Travel, offering practical experience in travel design, destination management, and sustainable tourism.

BUV students experience quality management processes at Crowne Plaza Vinh Yen City Center, a five-star hotel under the global IHG group. Photo courtesy of BUV

Hands-on experience sets BUV graduates apart.

Quoc Huy Pham, Front Office Manager at Novotel, praises BUV students for their proactivity, insightful questions, thorough preparation, and eagerness to learn.

Lan Anh Nguyen, a third-year Tourism Management student, says field trips and business projects have taught her that tourism is about managing customer experiences and creating unique products. "This foundation gives me the confidence to pursue management roles."

Graduates can pursue in-demand careers such as Destination Marketing Director, Tourism Product Designer, Business Development Manager, or Sustainable Tourism Consultant. BUV reports that 100% of its graduates find employment or continue higher education within three months after graduation.

British University Vietnam is the first institution in Vietnam to earn a 5-star rating from Quacquarelli Symonds (QS) and the first in Vietnam and ASEAN to receive global accreditation from the U.K.'s Quality Assurance Agency (QAA), two of the world's most prestigious education quality bodies.

See here for more information about the Tourism Management program at BUV.