A recent report from the EU-funded Environmentally and Socially Responsible Tourism Capacity Development Programme points out some of the reasons only 6% of international tourists return to Vietnam a second time.
A tourist in Vietnam.
After surveys of major destinations in Vietnam, including Sapa, Ha Long Bay, Hue, Danang and Hoi An, it was determined that the rate of repeat visitors was disappointingly low. Most second-time visitors were people who came back to Vietnam for work, or were overseas Vietnamese coming to visit relatives. A small number of second-time visitors were from neighbouring countries.
The report also showed that Hoi An and Danang had the longest duration of stays out of the five destinations surveyed. The average duration of stay for international tourists in Hoi An and Danang was 4.5 nights, compared to 2.5 nights in the other cities. Moreover, 22.8% international tourists and 31.3% domestic tourists preferred to stay in 3-star hotels, and only 12.4% international tourists and 6.1% domestic tourists wished to stay in 5-star hotels and resorts.
Illustration photo. Vietnam fails to attract repeat visitors.
Many experts have voiced the opinion that the country should focus on the luxury end of tourism development because many of the common complaints by visitors, such as traffic and crime, will take more time to correct.
The report listed the first reason for the relatively low-quality of tourism services as being poorly-planned investment in the sector. While many travel companies are quick to reap the quick rewards from newly-acknowledges heritage sites, they often do not plan thoroughly and their products are not considerate of real tourist demands.
Also, the products offered to visitors to Vietnam are largely similar across the country, lacking, in visitors' eyes, authenticity and creativity. And, while Vietnam has poured money into tourism fairs without reaping much reward, little market research or PR work has been done.
Many of those asked said that Vietnam was a good destination for exploration, but did not consider the country a good place for leisure travel.