Why does Vietnam get numerous travel awards but struggle to attract tourists?

To boost foreign tourist number, industry insiders point out it should focus on improving the quality of tourism services and addressing environmental issues.

At this year’s World Travel Awards (WTA), Vietnam bagged more than 50 out of the less than 150 awards in the "Asia's leading" category.

In comparison, Thailand won five, while Singapore and Malaysia each secured seven.

Nguyen Trung Khanh, director of the Vietnam National Tourism Administration, said the WTA awards are a prestigious recognition in the global travel industry.

The bagful of awards indicate the international community's love for Vietnam, he claimed.

WTA Chairman Graham Cooke lauded Vietnam as a leading tourist destination in Asia.

The country has also been honored time and again by various international organizations, travel magazines, and prominent websites such as CNN, Travel & Leisure, The Travel, Wanderlust, and Tripadvisor for its cuisine, destinations and landscapes.

But in the first eight months of this year Vietnam received only 11.4 million foreign visitors, half of Thailand's 22-million figure.

In 2023 it had 12.6 million international arrivals, a far cry from Malaysia's 29 million and Thailand's 28 million.

Nguyen Tien Dat, CEO of Hanoi-based AZA Travel, said numerous factors contribute to a destination's appeal, and awards are only one of them.

"The more awards Vietnam wins, the greater the pressure the tourism industry has.

"It's a double-edged sword."

While the awards boost Vietnam's reputation on the global tourism map, they also bring challenges.

When international tourists consider visiting Vietnam, they often start by researching the country's award-winning landmarks and accommodations. However, deeper exploration may reveal less flattering aspects, such as environmental pollution, tourist scams, overpricing, and lackluster nightlife, he said.

At that point the awards could become a liability, as the reality may not live up to the accolades, he said.

"We shouldn't rely on winning awards to drive visitor numbers," he said, stressing the need for strategic promotional campaigns to effectively leverage these accolades.

Nguyen Van My, chairman of Lua Viet Tour company, echoed this sentiment: "We need to stop fixating on the awards. The real question is, what do we do next after winning them?"

To attract more tourists, especially from discerning markets like Japan and Europe, Vietnam needs to tackle fundamental issues such as waste management, noise pollution, environmental cleanliness, and food safety, he said.

"No one wants to visit a place where food poisoning is common and garbage is everywhere."

Vietnam also needs to position itself as a safe and friendly destination, he said.

Friendliness should start at border gates with customs officers, airport staff and border police offering a warm welcome to visitors, he said.

"A simple smile or wave from locals can help Vietnam make a positive impression on international tourists."

Industry experts also highlighted the importance of focusing on revenue per visitor, saying Vietnam should target high-spending tourists rather than aim for mass tourism.