Foreign tourists in the ancient town of Hoi An. (Photo: Nguyen Dang)

Born and raised in Ha Noi, To Thai Hung is a familiar name in the community of tourism promoters. As a travel blogger, each of Hung’s trips is an opportunity to share his experiences through vivid stories, pictures and videos.

In 2019, Hung launched a travel blog entitled “To di dau”. He is also a founding member of the Facebook page “Check in Viet Nam”, which has more than 1.7 million followers.

What sets Hung apart is his ability to turn personal experiences into tourism products. His projects are not only novel ideas but also efforts to realise cultural values and enrich the travel experience for the community.

Destinations in the former Ha Giang Province, now Tuyen Quang Province, marked the starting point for such initiatives. Over the course of about three months, Hung and his colleagues created distinctive products closely tied to local culture.

Now with over 181,000 followers on his TikTok channel, Hung continues to spread positive messages about Vietnamese culture and tourism. He shared: “Promoting tourism requires one to be meticulous and accurate in both content and imagery, because we are communicating the nation’s culture and identity. It is a source of pride and should be expressed with respect and responsibility.”

Like Hung, Do Ngoc Phuc from Tuong Mai Ward in Ha Noi, chose to become a tour guide out of passion while still at school.

In his work, Phuc is both a guide and a devoted storyteller. He strives to capture the most beautiful images of Vietnamese nature, culture and people, and share them on platforms such as TikTok, Facebook and YouTube.

Phuc believes sustainable tourism requires environmental protection and respect for indigenous culture. He emphasises that young people should not simply enjoy the fruits of tourism development but should be a pioneering force in shaping a Vietnamese tourism industry that is both modern and rich in national identity. They should serve as strong bridges connecting Vietnamese culture with the world.

Amid the current wave of digital transformation, in addition to individual efforts, numerous clubs bringing together young people with a passion and vocation for tourism have been established. These groups work closely with travel agencies to create practical learning spaces where young people can hone their skills, develop creative thinking and foster a sense of community.

The Young Tourism Club, under the Faculty of Tourism Studies at the University of Social Sciences and Humanities (USSH) under Viet Nam National University-Ha Noi, was founded in 2012. It serves as a shared home for young people who love travelling and aspire to become tour guides.

Besides sharing knowledge, skills and hands-on experience after each trip, club members have the chance to learn from earlier generations and tourism experts. The club not only nurtures passion but also helps young people realise their dreams.

Commenting on the role of young people in promoting Vietnamese tourism in the digital age, Hoang Quoc Hoa, Director of the Tourism Information Centre at the Viet Nam National Authority of Tourism, said: “Through engaging articles, images and videos on social media, young people are sharing their authentic experience with the public. We have launched various promotion projects and received a positive response from the youth. They are both media ambassadors who promote tourism and sources of inspiration for others to discover Viet Nam.”

Associate Professor Pham Hong Long, from the Faculty of Tourism Studies at USSH, said: “Today’s generation brings positive energy and strong ambition. They not only follow existing trends but also boldly create new ones by discovering destinations and producing unique tourism products. Many tech-savvy people have become influential content creators who communicate tourism messages on social media and turn their passion and cultural knowledge into successful ventures. This is the journey of a generation that dares to think and dares to act, telling the Vietnamese stories through the language of the time and the passionate hearts of youth.”

However, they are facing challenges in launching and developing tourism ventures, including limited experience, skills and practical knowledge, financial obstacles and insufficient market assessment. These factors hinder their chances in an increasingly competitive environment.

To help young people achieve real breakthroughs and establish themselves, Long suggested that the relevant authorities should provide support through concrete, accessible and effective policies.

Travel agencies also play an important role in organising training programmes and creating environments where young people can gain experience and mature. Investing in the young workforce is an investment in the future of Viet Nam’s tourism sector.