Technology and Sustainability: Pillars shaping global tourism in 2025

These are not mere trends but enduring pillars reshaping how tourism operates and delivers value to travellers. According to experts from RMIT Vietnam, Dr Justin Matthew Pang, Interim Senior Program Manager in Tourism and Hospitality Management, and Dr Trang Pham, Lecturer in Tourism and Hospitality Management, Vietnam is well-positioned to become a leading destination in the region.

Smart technology and sustainability shaping tourism’s evolution

Smart technology, particularly artificial intelligence (AI), has become a critical driver of innovation in the tourism sector. It is not just about efficiency—it represents a fundamental shift in how the industry operates. Dr Justin Matthew Pang emphasises that technology is not only improving operational efficiency but also addressing pressing challenges such as labour shortages and enhancing customer satisfaction.

“AI is like an ocean—its potential applications in tourism are limitless. This technology has the power to transform every aspect of the industry, from customer service to event management,” Dr Pang said.

Practical applications of technology in tourism are vast and varied. For instance, AI-powered chatbots provide personalised recommendations and help travellers plan their trips more efficiently. At airports and hotels, facial recognition technology simplifies check-in processes and reduces wait times, significantly improving customer experiences. Big data analytics is enabling businesses to better understand customer behaviour and preferences, leading to more tailored services.

The benefits of these technological advancements extend beyond convenience. In the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector, smart technology optimises resource management and minimises waste during events. The younger generation of tech-savvy travellers demands seamless, smart travel experiences, and Dr Pang notes that technology not only meets these expectations but also promotes more sustainable practices within the industry.

Sustainability is intrinsically linked to this evolution. It is no longer optional—it is a necessity for the tourism industry to thrive. The post-COVID-19 era has seen heightened traveller awareness of the environmental impacts of tourism, prompting businesses to offer eco-friendly and sustainable travel options.

“Today’s travellers are not only looking for exciting journeys; they also want to ensure their experiences do not harm the environment. This requires creativity in developing sustainable tourism products,” Dr Pang said.

Key sustainability initiatives include reducing single-use plastics in hotels and resorts, adopting renewable energy solutions like solar power, and organising eco-tours to raise awareness about environmental conservation.

Opportunities for Vietnam to become a leading destination for smart and sustainable tourism 

Vietnam, with its rich cultural heritage and diverse natural landscapes, is emerging as a top destination for experiential and sustainable tourism. These unique strengths cater to the increasing demand for meaningful travel experiences and position Vietnam as a country capable of balancing growth with environmental responsibility. According to Dr Trang, this combination makes Vietnam an attractive choice for international travellers seeking distinctive and authentic journeys.

“Vietnam, with its vibrant cultural heritage and breathtaking landscapes, is becoming an ideal destination for travellers seeking unique and sustainable experiences,” she said.

While natural and cultural resources serve as a strong foundation, the integration of digital technologies is amplifying Vietnam’s appeal. In addition to its natural assets, Vietnam is making significant strides in digital transformation within its tourism sector. Technologies like virtual tours, e-ticketing, and digital payment solutions are increasingly popular, enhancing both convenience and competitiveness. Furthermore, Vietnam’s national blockchain strategy is unlocking new opportunities for transparency in service booking, quality assurance, and traveller data security, further strengthening its position as a modern and innovative destination.

However, to fully capitalise on these advancements, Vietnam must address challenges brought by the rapidly evolving tourism landscape. Dr Trang highlights the disruptive impact of emerging platforms like Airbnb on traditional tourism business models. To remain competitive, hotels and resorts need to innovate by offering authentic, high-quality experiences that reflect the unique identity of Vietnam.

Combining its natural strengths with technological advancements and sustainability initiatives gives Vietnam a competitive edge in the regional tourism market. By leveraging these elements, the country has a remarkable opportunity to position itself as a trailblazer in the region’s smart tourism landscape. Dr Trang emphasises that achieving this potential requires close collaboration among government bodies, businesses, and educational institutions like RMIT Vietnam.

“Vietnam has a unique advantage—not only in its rich tourism resources but also in its readiness to adapt to technology and sustainability trends,” Dr Trang said.

Innovation and collaboration will be key to Vietnam’s sustained success. The future of Vietnam’s tourism industry lies in fostering innovation, building strong brand identities, and investing in workforce development to ensure sustained growth. Dr Pang emphasises the importance of balancing progress with responsibility:

“The future of tourism isn’t just about creating great journeys but ensuring those journeys have a positive impact on communities and the environment,” he said.

With the right strategies and collaborations, Vietnam is poised to lead the way in smart and sustainable tourism in the Asia-Pacific region.

Story: Quan Dinh H.

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