As a Vietnamese, I think that our tourism industry, although rapidly growing, is not innovating enough. In relation to Vietnam and Vietnamese travel providers, companies, and tourism-related industry players, I think there are a few things they can anticipate and do to keep up with the trends and preferences of Gen Z Travelers:

1. Provide customized travel packages – Travel companies could provide an option to let travelers design their own itinerary. Mix and match activities, free days, options for social or group activities are all viable options to give travelers some control and autonomy back while also providing them the security and assistance that comes with purchasing a travel package.
2. Offer alternative destinations – Gen Z Travelers may not be satisfied with classic “must-see” travel destinations which are thronged with tourists. Take this chance to offer trips to less well-known, but still interesting destinations – Quy Nhon, Phong Nha, Ha Giang, and more.
3. Invest in targeted marketing – Instead of one marketing channel that “covers all bases for all travelers”, consider the needs and preferences of different travelers from different backgrounds and countries. For example, having a Facebook presence to market yourself to Indians and Indonesians (280 million and 130 million people on Facebook respectively). To attract Europeans for example, utilize the likes of Tripadvisor.
4. Value-add through loyalty programs – Implement a rewards program that allows users to accumulate points/cashback rewards not just for purchases, but for high quality feedback/suggestions/social media participation. Users should also earn rewards for sharing experiences or introducing friends to use a company’s services. These loyalty programs should have a low barrier to entry so as to not exclude certain travelers.

This is just my opinion, but I do hope that some of them will be useful. After all, I think Vietnam is a special country that deserves to be seen by more and more people because of its beauty!