Hanoi (VNA) – Following a strong recovery, Vietnam’s tourism sector is entering a new growth cycle marked by profound changes in market scale, consumer behaviour, and operating and promotional models. This evolving landscape requires the tourism workforce to adapt quickly in order to meet the industry's demand for rapid and sustainable development.

According to the National Statistics Office, Vietnam welcomed 2.03 million international visitors in April, bringing the total number of foreign arrivals in the first four months of the year to 8.8 million, equivalent to 35% of the annual target.

Notably, this marked the fourth consecutive month in which the tourism sector recorded more than two million international arrivals, setting a new benchmark for the industry. Domestic tourism also posted robust growth, with 51 million trips recorded during the period, up 7.4% year-on-year.

While these figures underscore Vietnam’s growing appeal as a destination, they also highlight mounting pressure on a tourism workforce widely regarded as both insufficient in number and lacking in quality.

According to a 2024 report by the Vietnam National Authority of Tourism, the sector employed approximately 2.5 million people, including 800,000 direct workers. However, only 45% received formal tourism training, while 35% transitioned from other industries and 20% had no formal training at all.

More significantly, among those trained in tourism, only around 10% hold undergraduate or postgraduate qualifications. About 50% possess vocational or college-level credentials, while 40% have only attended short-term training courses.

Meanwhile, Vietnam’s tourism development plan for 2021–2030, with a vision to 2045, aims for the sector to generate around 10.5 million jobs by 2030, including 3.5 million direct positions. This points to a substantial workforce gap that must be addressed if the industry is to sustain its growth trajectory.

Assoc. Prof. Dr. Nguyen Duc Thang, Vice Rector and dean of the faculty of tourism at the East Asia University of Technology, noted that travellers are increasingly seeking immersive experiences and authentic cultural interactions rather than simply visiting attractions and listening to guided commentary. This shift requires tourism professionals not only to possess strong technical knowledge, but also storytelling abilities, digital skills, creative thinking, and interdisciplinary understanding of cultural industries and creative tourism.

According to Thang, as competition increasingly centres on service quality, the industry's primary challenge is no longer a shortage of general labour, but a lack of highly skilled professionals capable of meeting international standards and working effectively in professional environments from the outset.

Developing such a workforce will require not only efforts from educational institutions but also close collaboration with businesses, from curriculum design and practical training to the creation of professional working environments and competitive remuneration packages that encourage long-term commitment, he recommended.

Cao Tri Dung, Chairman of the Vietnam Society of Travel Agents, said the rapid development of Industry 4.0 technologies and digital transformation is reshaping Vietnam’s tourism workforce into two main groups. The first focuses on technology platforms, including data and product digitalisation, marketing innovation, and customer engagement. The second comprises frontline service personnel who interact directly with visitors and deliver tailored travel experiences.

Regardless of their role, workers need core competencies in digital technology, foreign languages and specialised knowledge to meet the demands of international integration. For customer-facing personnel in particular, the ability to personalise services is becoming an increasingly important competitive advantage.

Dung stressed the need to reform training models by strengthening links between educational institutions and businesses, enabling students to undertake internships and gain workplace experience as early and as extensively as possible.

Many experts believe the tourism industry now needs comprehensive research and forecasting to accurately assess medium- and long-term workforce demand, thereby supporting more coordinated and market-oriented training strategies.

In a recent initiative, the Hanoi Department of Tourism organised a specialised training course at a hospital for tour guides and hospitality staff, equipping them with basic first-aid skills and emergency response techniques to enhance visitor safety before professional medical assistance arrives. It has also provided training in professional skills and communication for cyclo drivers, chefs and local communities in tourism destinations to improve service quality.

Meanwhile, Ho Chi Minh City is planning courses on tourism promotion, visitor assistance, communication skills and incident management for frontline service providers, including taxi drivers and other service personnel.

Such initiatives should be replicated more widely to ensure that everyone involved in tourism contributes to a safe, civilised and welcoming destination ecosystem.

Ultimately, investment in tourism workforce development is not merely a response to the industry's practical needs. It is a strategic measure to enhance Vietnam’s service quality and strengthen its competitiveness on the regional and global tourism map./.