From real-time translation to culturally aware digital assistants and personalized tourism experiences, AI technologies can make Vietnam more accessible, engaging, and memorable for international visitors, writes Dr. Nuno Ribeiro, a senior lecturerin tourism and hospitality management at RMIT University Vietnam.
Dr. Nuno F. Ribeiro, a senior lecturer in tourism and hospitality management at RMIT University Vietnam. Photo courtesy of RMIT.
Vietnam’s tourism industry has made remarkable strides since Covid-19, with international arrivals near pre-pandemic levels. However, a critical challenge persists: the country’s international tourist revisit rate remains low, hovering below 10%, in contrast with countries such as Malaysia and Thailand.
More than a quarter (28%) of travellers who visited Thailand in 2023 said they intend to return over the next 12 months. For cultural tourists (a market segment that Vietnam aims to attract), intention to revisit is even greater, at 59.42%.
The reasons for this disparity are complex. They can include anything from the attractiveness of destinations to the convenience of transportation, human resource training, cultural and language barriers, the quality of accommodation, and the availability of tourism infrastructure.
Among the factors, there are four important areas where AI can emerge as a powerful tool to address existing challenges: tackle language barriers, bridge cultural gaps, enhance service quality, and elevate the tourist experience.
Overcoming the language barrier with AI-powered translation
The Vietnamese language, with its complex tonal system, unique script, and distinct grammar, presents a challenge for most international visitors. Outside of major tourist hubs, tourists might have trouble communicating or navigating without a command of the local language. This linguistic hurdle extends beyond mere communication difficulties, leading to cultural misunderstandings and a sense of disconnect from local experiences.
Advanced AI translation tools can significantly reduce language barriers via utilizing deep learning models, these systems can provide near-instantaneous, context-aware translations between Vietnamese and numerous languages. This technology can be integrated into mobile apps, wearable devices, and even augmented reality (AR) glasses, allowing for seamless communication in various settings.
AI systems that combine visual and audio inputs can translate not just spoken language, but also text on signs, menus, and documents. This helps tourists navigate and understand their surroundings more effectively.
Advanced AI models can be trained to recognize and explain cultural nuances in language, helping tourists understand subtle meanings, idioms, and context-dependent expressions that are crucial for deeper cultural engagement.
Some of these AI tools are already under development in Vietnam. For example, the Information Technology Institute under the Vietnam Academy of Science and Technology has developed AI-based advanced machine translation technology that translates from Vietnamese to regional languages including Lao, Khmer, Thai, Malay and Indonesian, and vice versa, as well as English.
In another example, Samsung Research & Development Institute Vietnam (SRV) has successfully trained its AI model to recognize even the most subtle differences in the Vietnamese language, with great potential for tourism development.
Foreigners cycle in the ancient town of Hoi An, Quang Nam province, central Vietnam. Photo courtesy of Tuoi Tre (Youth) newspaper.
Navigating cultural complexity with personalized cultural intelligence assistants
Recent research conducted in Binh Thuan province showed that cultural contact directly impacts both satisfaction and revisit intention among international tourists.
Vietnamese culture can be intricate and sometimes perplexing for foreign tourists. Navigating social norms, etiquettes, and cultural nuances can be overwhelming, potentially leading to misunderstandings or missed opportunities for deeper engagement.
AI-driven digital companions can serve as cultural guides, offering personalized insights and recommendations. These assistants can learn from user interactions and preferences, providing increasingly relevant cultural information and advice over time.
By integrating GPS data, calendar information, and real-time event updates, these AI assistants can offer timely and location-specific cultural insights, enhancing the tourist’s understanding and appreciation of their surroundings.
Virtual cultural mentors: Using natural language processing and generation, these AI systems can engage in dialogue about Vietnamese culture, history, and customs, offering a more interactive and engaging learning experience.
AI-generated tourism assistants have already been developed in Vietnam. For example, in Can Tho, a major city in the Mekong Delta, researchers and authorities have developed and implemented an AI-powered website and app to provide tourist recommendations since 2019. This system offers suggestions for attractions, accommodations, and activities based on user preferences.
Elevating hospitality staff quality though AI-enhanced training
Recent studies show that whereas approximately 20,000 students graduate from travel, tourism, and hospitality programs in Vietnam annually, the industry requires a minimum of 40,000 trained professionals each year to meet its growing needs.
This shortage has direct implications on service quality and consistency, which are crucial factors in producing memorable tourist experiences, which in turn encourage repeat visits.
Addressing this shortage, AI can revolutionize training programs for tourism and hospitality professionals. AI algorithms can analyze individual staff members’ strengths and weaknesses, creating tailored training programs that focus on areas needing improvement, particularly in cross-cultural communication and understanding.
AI-powered VR scenarios can provide immersive training experiences, allowing staff to practice handling diverse cultural situations and improving their intercultural competence. Continuous assessment and feedback: AI systems can monitor staff-guest interactions, providing real-time feedback and suggestions for improvement, ensuring consistent high-quality service across the industry.
Curating personalized cultural experience through predictive analytics
Researchers from RMIT campuses in Vietnam and Australia have recently secured funding to develop augmented reality (AR) experiences aimed at enhancing tourism experiences along the Kenh Te canal in HCMC.
These innovations include AI-powered guided walking tours along the canal banks in Districts 4 and 7. This is just an example of how AI can help create more satisfying and culturally rich experiences.
Dynamic experience recommendations: AI systems can continuously update their recommendations based on real-time data, such as weather conditions, local events, and crowd levels, ensuring tourists always have access to optimal cultural experiences. By analyzing online reviews, social media posts, and direct feedback, AI can help identify areas where cultural experiences can be enhanced, allowing for rapid iteration and improvement of tourism offerings. By analyzing vast amounts of user data, AI can identify patterns in tourist preferences, allowing for the creation of highly personalized itineraries that align with individual cultural interests and learning styles.
The integration of AI technologies in Vietnam’s tourism sector goes beyond merely addressing current challenges; it positions Vietnam at the forefront of innovation in Southeast Asian tourism. This tech-forward approach could elevate Vietnam from a one-time destination to a world-class tourism hub that visitors return to again and again.
Looking ahead, AI’s potential in Vietnam’s tourism sector can be extended to address critical workforce challenges.
The commitment of the Association of Chartered Certified Accountants (ACCA) to supporting firms in their development was evidenced at a conference on technology’s role in applying sustainability practices that took place in Ho Chi Minh City on March 12.
The event presented key topics including international standards and technological solutions for carbon emissions’ management, environmental, social, and governance policy evaluation based on global standards, and the application of technology in optimising operational costs.
ACCA event highlights technology’s role in sustainability practices
The conference served as a platform for future-oriented businesses to share their successes and challenges while fostering collaboration among those committed to sustainability.
During the conference, Ren Varma, ACCA’s head of Mainland Southeast Asia, delivered in-depth insights into ACCA’s role in supporting businesses in building sustainable development capabilities.
Citing 2024 trade figures, Varma noted that Vietnam’s import-export turnover maintained unprecedented levels over the past 40 years, supported by the enforcement of over 17 trade agreements.
Vietnam-EU trade exceeded $67 billion, with numerous domestic enterprises integrating into European and global supply chains.
“Implementing sustainability reporting is imperative for Vietnamese firms participating in global supply chains to comply with Europe’s mandatory sustainability disclosure regulations. The key challenge is how businesses can effectively implement sustainability reporting with existing resources while meeting international standards,” said Varma.
Ren Varma, head of Mainland Southeast Asia, ACCA. Photo: ACCA Vietnam
Representatives from various other organisations, such as VACPA, FPT, Unilever, HDBank, PwC, and the University of Economics in Ho Chi Minh City shared their experiences in leveraging technology for sustainability.
These real-world case studies enabled participants to gain practical insights into how best to apply technology to sustainable management, while understanding the essential competencies required for effective implementation.
At the event, experts reaffirmed their commitment to enhancing capabilities and professional expertise in achieving national sustainable development goals and the target of Net-Zero by 2050.
Photo: ACCA Vietnam
ACCA pledged its continued support by launching the Professional Diploma in Sustainability (ProDipSust) across more than 180 countries, including Vietnam. This initiative aims to equip professionals with the necessary expertise to implement sustainable business practices.
ProDipSust not only provides in-depth knowledge on sustainability but also guides businesses on practical applications, from understanding international frameworks and regulations to strategic management, sustainability reporting, and assurance.
Recognised as a globally standardised knowledge framework, this diploma plays a crucial role in strengthening corporate sustainability governance, ensuring transparency, and complying with international standards.
Beyond offering training programmes, ACCA actively collaborates with leading organisations to drive sustainable development initiatives.
Beyond offering training activities, ACCA collaborates with major organisations to drive sustainability initiatives. In this seminar, ACCA Vietnam, in partnership with VACPA and PwC Vietnam, established a highly practical forum to help Vietnamese firms align with international standards and devise effective sustainability strategies.
Ren Varma underscored the critical role of finance and accounting professionals in advancing sustainable development, saying, “Financial expertise is not just about financial reporting, it plays a fundamental role in shaping sustainable strategies. Finance professionals are responsible for integrating sustainability initiatives into business models, accurately measuring their impact, and transparently communicating them to stakeholders. ACCA’s certification serves as a vital tool for businesses and individuals to enhance their expertise in this field.”
“With a strong commitment to fostering sustainability competencies, ACCA will continue to support businesses and financial professionals on their journey towards a responsible and sustainable economy,” he added.
Ho Chi Minh City has announced plans to develop infrastructure along the Saigon River towards the East Sea.
Ho Chi Minh City has announced plans to develop infrastructure along the Saigon River towards the East Sea.
Photo: Le Toan
Talking with VIR on March 4, Doan Manh Thang, director of water and resilience at Royal HaskoningDHV Vietnam, said the Saigon River has great potential but has not been exploited properly. The plan will map out a waterway from Cu Chi to the city centre.
Royal HaskoningDHV is the leader of a consortium that includes Boston Consulting Group, Roland Berger, the Ministry of Construction, and ACUD Consult that has been tasked with developing this plan which was approved by the prime minister on December 31, 2024.
The plan aims to develop Ho Chi Minh City into a hub of high-quality human resources, modern services, and advanced industries, pioneering in the green economy, the digital economy, and a digital society. It will also maintain its position as Vietnam’s leading centre for economy, finance, commerce, culture, education, and science and technology, with deep international integration.
“We can build service areas such as marinas and commercial centres along the river, alongside green spaces,” Thang said.
Moreover, a metro line from the city centre to Can Gio Island could act as the driving force for the city to reach double-digit growth, he confirmed.
Can Gio Port, meanwhile, is strategically located opposite Cai Mep-Thi Vai Port – the largest international port in Vietnam. However, it is only operating at 50 per cent capacity. The government has decided to upgrade Can Gio Port to become an international transit centre, with an estimated investment of $4 billion. The port is expected to handle 10 per cent of Vietnam’s imports and exports, of which 90 per cent will be international transshipment.
According to Phan Van Mai, newly appointed Chairman of the National Assembly’s Economic and Financial Committee and former Chairman of Ho Chi Minh City People’s Committee, the city will strive for regional GDP growth of 8.5-9.0 per year until 2030.
“To effectively implement the plan, the city needs to mobilise resources, attract investment, develop human resources, and apply science and technology, innovation, digital transformation, and environmental protection,” Mai said.
Meanwhile, Thang said that the biggest bottleneck in implementing this plan is the lack of mechanisms to entice capital.
“Public investment is the seed capital to stimulate investment from other economic sectors. In fact, many investors are interested, but the mechanisms for investment must be more detailed,” he said.
A resolution issued in June 2023 grants special mechanisms for the development of Ho Chi Minh City. Meanwhile, in February 2025, the National Assembly issued another resolution for Hanoi and Ho Chi Minh City to invest and develop metro systems. On that basis, Ho Chi Minh City will invest simultaneously and complete seven routes with a total length of 355km within 10 years.
“Initially, the state will have to spend money because it will be difficult to attract investment, but when it starts to take shape, private investors will be looking to spend money to build infrastructure. This would remove the bottleneck, but still requires appropriate policies,” Thang said.
Thu Thiem New Urban Area on the Saigon River has been allocated as the site for Vietnam’s first International Financial Centre.
Thu Thiem New Urban Area – the new financial and economic hub of Ho Chi Minh City. Photo: Le Toan
In total, 11 plots covering 9.2 hectares in the Number 1 Functional Area will be used for the project in Thu Duc city.
The location was reported to the local Department of Telecommunications on March 11 to set up a plan to develop telecommunications and digital infrastructure for the centre.
Thu Thiem New Urban Area was approved in 1996 covering 930 hectares on the east bank of the Saigon River and opposite District 1. When completed, the area will have a population of 200,000 people.
The area will be divided into a central core, a northern residential area, a residential area along Mai Chi Tho Avenue, an eastern residential area, and a southern zone.
On January 4, Prime Minister Pham Minh Chinh chaired a conference to announce an action plan to implement a regional and international financial centre in Ho Chi Minh City.
At the conference, PM Chinh said that Ho Chi Minh City is located at the head of Southeast Asia, making it convenient for trade and financial connections with major markets such as China, Japan, South Korea, and ASEAN. Building a financial centre there will help reduce costs and transaction times for traders.
To accelerate the project, early this year, Ho Chi Minh City established a steering committee for the construction and development of the centre with 29 members. The establishment of the international financial centre is expected to create a foundation for the future growth of Ho Chi Minh City. This is also an opportunity for the city to attract international investors and increase foreign investment in various sectors.