As digital transformation accelerates and green tourism becomes a focus for sustainable development, experts hope the transition will move beyond slogans to real action with workable and scalable models.

Vu Quoc Tri, Secretary General of the Vietnam Tourism Association, spoke with VietnamPlus about the country's efforts to build a green tourism brand. He shared his views on how Vietnam can reposition itself as a quality and responsible destination that meets global trends and drives national growth.

Tourism leaders have expressed a strong commitment to building a national green tourism brand. But in reality, green tourism is still in its infancy and on a small scale. Where should we start?

Sustainable tourism, environmental protection, and green transformation have been discussed in Vietnam for years. However, most efforts have been aimed at raising awareness, while the issues require more action.

Instead of explaining why we have not done more, we should be asking where to start and what we can do. In my view, every small action counts. When many small efforts move in the same direction, they can create a powerful ripple of change.

The modest scope of our current efforts should not discourage us. The fact that we have taken the first step is what counts. If we continue on this path, we will develop strong models and new ideas. The business community should share and expand these efforts.

Green transformation takes time. It is a long journey that cannot be rushed. If we make steady progress, we will get closer to our goal.

Green transformation requires significant investment amid rising input cost. Could this lead companies to hesitate or stop investing in green tourism?

Going green is a real challenge, especially in the current economic climate. However, I strongly agree with the clear message of the government and the prime minister: We cannot say no and we cannot step back. In fact, difficult times often bring new opportunities for those who invest wisely.

Green transformation is not just about money, it also requires a change in mindset, stronger management skills and, above all, a long-term vision. If we do it well, the rewards will be clear. There is a growing global market with higher expectations from international tourists who care deeply about the environment.

In many developed countries, choosing green products and services has become a way of life. Governments are providing support, companies are taking the initiative, and consumers are willing to pay more for greener options. This is a global trend. If Vietnam does not keep up, we risk losing our place in the international market. We must take the initiative through smart investment, innovation, and unwavering determination.

How do you think Vietnam can develop green tourism quickly and sustainably? 

This question has sparked much debate among policymakers and planners. Speed and sustainability may seem like opposites, but I believe we can achieve both if we choose the right approach at the right time.

If we continue to grow at a slow and steady pace, we will remain at an average level. But right now we are seeing strong signs of growth, especially in big cities like Hanoi and Ho Chi Minh City.

This growth is no longer dependent on seasons or specific regions. Every segment of the market, from domestic to international, from premium to budget, shows clear potential. This is the right time to break through and take Vietnam's tourism to a new level.

I often compare tourism to physical movement: the movement is gradual at first. But the speed increases rapidly as we achieve acceleration. What we need now is a strong push, at the right time and in the right direction. In this case, that push must come from a united business community. Without the active participation of businesses, even the best strategies would remain ideas on paper. For that reason, in addition to setting clear guidelines, we focus on providing practical support so that no company has to go it alone.