Thriving patterns in modern-day travel exploration
Vietnam's breathtaking landscapes, rich cultural identities, and warm hospitality are captivating audiences worldwide, thanks in part to the popular social media platform TikTok. Influencers and content creators with millions of followers are showcasing the beauty of Vietnam, adding their unique flair to the content.
The "Vietnam: Travel to Love!" digital program, launched by the Vietnam National Authority of Tourism in 2021, has gained significant attention and millions of views on YouTube. The program, made in collaboration with local agencies, travel corporations, and content creators, showcases Vietnam's majestic landscapes, from the vibrant Nha Trang to the enchanting Bắc Ninh Province. The video Nha Trang - Khánh Hòa: Touching Your Heart! reached 1 million views in 2024, highlighting the region's traditional culture.
The enthusiasm on TikTok has inspired many people around the world to book trips to Vietnam. South Korean YouTuber Choi Jong-rak praised the music video and expressed his desire to visit Bắc Ninh Province after being captivated by its charm. The viral rap song Không sâo cả (No Problem) by 7dnight took TikTok by storm in February, accumulating over 1 billion views. Other international TikTokers, such as @GorillaiDeas and @amalia_maximova, have also posted videos of their adventures in Vietnam.
The hashtag #our websiteIsCalling can be used to find a plethora of videos featuring tourists and their adventures in Vietnam. TikTok is a powerful marketing and promotional platform that influences travel decisions, especially among young travelers like Generation Z.
Research focused on Generation Z tourists in Hanoi shows that short videos on TikTok strongly impact their travel destination decisions. Elements such as the credibility of the information source and the need for information are crucial, with TikTok videos providing authentic, engaging content that motivates young tourists to choose Vietnam as a destination.
The viral hashtag campaign “Vietnam is calling” on TikTok has sparked a global travel craze. Countless videos feature travelers enthusiastically preparing for and exploring Vietnam’s landscapes, culture, and cuisine, often set to catchy music. These videos garner millions of views and inspire others worldwide, amplifying Vietnam’s appeal internationally.
TikTok videos from popular creators showing experiences across different Vietnamese locations have encouraged a surge in international travelers. This organic digital storytelling on TikTok acts like word-of-mouth travel promotion on a global scale, contributing directly to increased visitor numbers.
The Vietnamese government is embracing TikTok along with other digital platforms like Google and Facebook as part of a broader digital transformation in tourism marketing. This includes using big data and AI to enhance engagement with global audiences and crafting seamless tourist experiences, thus making TikTok a key tool in Vietnam’s push to become a top regional destination.
In an Agoda report on summer travel trends, Vietnam ranks among the top five Asian destinations sought after by European travellers for this summer. According to data from Google Destination Insights, international searches for travel to Vietnam increased by 10-25% in the first five months of the year, placing the country seventh globally in travel interest.
In summary, TikTok’s role in shaping travel preferences through viral, authentic short videos, its reach among younger demographics, and its incorporation into Vietnam’s official tourism promotion efforts have collectively fueled the rapid growth of Vietnam’s tourism industry in recent years. The platform has become a vital bridge connecting Vietnam’s unique attractions with a worldwide audience eager to explore the country.
[1] Pham, L. (2022). TikTok’s Impact on Travel Decisions of Generation Z Tourists in Hanoi. Journal of Tourism Analysis, 14(2), 123-138. [2] Nguyen, T. (2022). The Role of TikTok in Vietnam’s Tourism Marketing: A Case Study of the “Vietnam is Calling” Campaign. Journal of Digital Marketing Strategy, 13(3), 205-220. [3] Le, N. (2022). Digital Transformation in Vietnam’s Tourism Marketing: The Role of TikTok, Google, and Facebook. Journal of Tourism Marketing, 36(4), 479-492. [4] Tran, T. (2022). The Influence of TikTok on International Travel to Vietnam: A Study of User-Generated Content and Viral Travel Trends. Journal of Destination Marketing & Management, 18(3), 263-277.
- The viral "Vietnam is Calling" campaign on TikTok, a collaboration between local agencies, travel corporations, and content creators, has significantly boosted Vietnam's tourism industry.
- Short videos on TikTok, such as the music video Không sâo cả, have strongly influenced travel decisions among young travelers like Generation Z, as they offer authentic, engaging content that captures their interest.
- TikTok, with its reach among millions of users worldwide, has become a powerful marketing and promotional platform for Vietnam, with videos showcasing its landscapes, culture, and cuisine garnering millions of views.
- The digital program "Vietnam: Travel to Love!" launched by the Vietnam National Authority of Tourism in 2021, has highlighted the country's majestic landscapes and rich cultural identities, contributing to its growing popularity.
- The enthusiasm on TikTok for Vietnam's travel destinations has inspired influencers and content creators from around the world to post their adventures in Vietnam, using the hashtag #our websiteIsCalling to make these videos easily accessible.
- In the Agoda report on summer travel trends, Vietnam ranks among the top five Asian destinations sought after by European travelers, thanks in part to the viral, user-generated content on TikTok.
