Vietnam Aims to Attract Affluent Muslim Travelers

Vietnam, with its rich cultural heritage and stunning landscapes, is targeting the lucrative and underexplored market of wealthy Muslim travelers. Despite a global Islamic population of 2.1 billion, Vietnam has attracted fewer than 1 million Muslim tourists in the past four years. This figure pales in comparison to the rapid growth in Muslim tourism seen in other regions. The Vietnamese tourism sector is now eager to capitalize on this untapped potential, aiming to become a top destination for Muslim travelers by enhancing its Halal-friendly infrastructure and services.

Growing Market of Wealthy Muslim Travelers

The Global Muslim Travel Index has highlighted a significant increase in Muslim travelers worldwide. In 2013, 108 million Muslims traveled internationally, and by 2019, this number had surged to 160 million. Post-pandemic recovery is evident, with 140 million Muslims expected to travel in 2023. Experts predict that by 2028, 230 million Muslim travelers will be spending an estimated $225 billion annually.

Despite these promising figures, Vietnam has struggled to attract a significant portion of this market. Between 2015 and the onset of the COVID-19 pandemic, the country welcomed about 1 million Muslim tourists, a modest number given the global trend.

Comparative Success: Thailand’s Strategy

Vietnam can draw valuable lessons from neighboring Thailand, which saw 400,000 travelers from the Middle East in 2022 alone. This success is attributed to Thailand’s strategic investments in Halal tourism infrastructure and targeted marketing campaigns. Thailand ranks fourth among non-Islamic countries favored by Muslim travelers, following Malaysia, Singapore, and the UK.

Infrastructure Gaps in Vietnam

Nguyen Trung Khanh, head of the Vietnam National Authority of Tourism (VNAT), underscores the necessity for Vietnam to upgrade its Halal tourism infrastructure. Currently, the country has only one prayer room and a single Halal food court at Tan Son Nhat International Airport, which caters exclusively to 70 VIP business-class passengers daily. This is insufficient given the thousands of Muslim travelers passing through.

Ho Chi Minh City hosts 14 mosques, but only three are centrally located, limiting accessibility for tourists. Regions like Binh Duong, Dong Nai, Ba Ria – Vung Tau, the Mekong River Delta, and the Central Highlands, including Da LRia-Vungack essential facilities such as prayer rooms and Halal restaurants.

Potential for Growth

Despite these challenges, there is significant potential for growth. Tran Nu Ngoc Anh, president of Dong-A Hotel Group, notes a growing interest in Halal tourism across Southeast Asia, including Vietnam. However, Vietnam’s lack of targeted investment and marketing hampers its ability to fully capitalize on this trend.

Nguyen Huyen Anh, deputy director of the Quang Ninh Tourism Department, highlights that while the number of Indian and Muslim tourists to Quang Ninh has increased, the overall figures remain modest. Barriers such as insufficient communication, cultural differences, and a lack of diverse tourism products and infrastructure continue to impede growth.

Strategic Initiatives for the Future

Vietnam is now focusing on attracting wealthy Muslim travelers, particularly from the Middle East. The country’s tourism development strategy for 2030 includes targeting markets with high spending potential and a preference for long tours. The Middle East, comprising 16 countries including Saudi Arabia, UAE, Oman, Qatar, Kuwait, and Bahrain, represents a key focus area.

To achieve this, Vietnam must invest in Halal-certified facilities, enhance its tourism infrastructure, and implement comprehensive marketing strategies to attract and accommodate Muslim travelers. By addressing these needs, Vietnam can position itself as a premier destination for wealthy Muslim tourists, contributing to the nation’s economic growth and cultural diversity.

Final Words

As Vietnam sets its sights on attracting wealthy Muslim travelers, the country’s tourism sector must adapt to meet the specific needs of this growing market. With strategic investments in infrastructure and targeted marketing efforts, Vietnam has the potential to become a favored destination for Muslim tourists, tapping into a multi-billion dollar market and enhancing its global tourism profile.