The shift towards free independent travellers (FIT) is transforming global tourism, prompting Vietnam to embrace artificial intelligence and digital innovation to strengthen its competitiveness and accelerate international visitor growth.
Speaking at the FIT Economy Forum 2026 in Hanoi on June 26, Nguyen Trung Khanh, director general of the Vietnam National Authority of Tourism, said the global tourism industry is undergoing a structural transformation.
Traditional package tours are gradually giving way to a new generation of travellers seeking personalised experiences, greater flexibility and deeper cultural engagement. As a result, the FIT segment has become one of the industry's dominant trends, reshaping consumer behaviour and the way destinations engage with visitors.
The forum, themed "Growing international tourism in the era of FIT and AI", brought together more than 200 senior representatives from government agencies, airlines, domestic and international travel companies, alongside leaders of the Vietnam National Authority of Tourism.
According to Khanh, a 2019 survey showed that independent travellers accounted for around 46 per cent of Vietnam's international arrivals. The segment has expanded significantly since the Covid-19 pandemic, supported by Vietnam's more liberal visa policies, including unilateral visa exemptions of up to 45 days for citizens of 24 countries, bilateral visa exemptions of up to 90 days for travellers from 93 countries and territories, and special visa arrangements for Phu Quoc.
He added that advances in digital technology and artificial intelligence have made it easier for travellers to research destinations and book services across borders. Independent travellers also tend to spend more on personalised experiences, helping diversify Vietnam's visitor markets while reducing dependence on any single source market.
"Every satisfied traveller becomes a tourism ambassador, sharing Vietnam's image across digital platforms," Khanh said.
During a specialist session, Le Hoang Yen, founder and chief executive of Tatinta Joint Stock Company, said international FIT travellers are no longer simply buying destinations but are increasingly seeking deeply personalised experiences.
She said modern tourism is evolving beyond sightseeing, combining wellness, education, local culture, gastronomy and personal development into a broader travel experience.
This convergence has given rise to the concept of "TRAWELL", a combination of travel and well being, reflecting growing demand for journeys that promote balance and quality of life.
According to Yen, delivering this type of experience requires an integrated technology ecosystem capable of supporting travellers throughout every stage of their journey in Vietnam.
At the forum, Tatinta introduced FITOS, an artificial intelligence powered operating platform featuring FITGEN AI, which helps travel agencies create personalised itineraries and generate automated quotations, and FITTO, designed to support tour operators in managing large scale travel services.
During a panel discussion titled "From FIT to PROFIT", international experts agreed that one of the biggest challenges in serving independent travellers is meeting highly individual demands while responding quickly.
They said advanced digital platforms and artificial intelligence will be essential for converting growing FIT demand into sustainable business performance, enabling the industry to move beyond mass market products and towards flexible, personalised tourism ecosystems capable of driving Vietnam's long term tourism growth.
