Swiss Tourism for Sustainable Development

Tourism is one of Vietnam’s most vibrant and fast-growing sectors. It not only contributes significantly to national GDP but also breathes life into local economies, creating millions of jobs and redistributing income to communities that need it most. In 2019, Vietnam welcomed 18 million international visitors and 85 million domestic tourists, generating an impressive VND 726 trillion in revenue. Beyond the numbers, tourism has been a powerful driver of inclusion—providing opportunities for women, rural households, and ethnic minorities.

Yet, the rapid pace of growth has also revealed pressing challenges. Overtourism, seasonality, and environmental degradation are straining destinations. Climate change and pandemics have further exposed the sector’s vulnerabilities, hitting rural communities the hardest. To remain a source of prosperity, Vietnam’s tourism must take a bold step toward sustainability, resilience, and innovation.

This is the mission of the Swiss Tourism for Sustainable Development Project (ST4SD). Funded by SECO and implemented by Helvetas Vietnam in partnership with the Center for Rural Economic Development (CRED), and under the leadership of the Vietnam National Authority of Tourism (VNAT), the project aims to foster a more sustainable and inclusive tourism sector in Vietnam, contributing to new livelihood opportunities and long-term economic development.

ST4SD pursues three strategic objectives:

• Public–private engagement: Foster closer collaboration between government and businesses in shaping forward-looking tourism policies and innovative marketing strategies. The Viet Nam Tourism Development Index (VTDI), enriched with a sustainability component, will serve as a compass to strengthen competitiveness.
• Human resource development: Elevate the skills of Vietnam’s tourism workforce through stronger training institutions, an Executive Hospitality Training Program inspired by Swiss excellence, and a professional network connecting Vietnamese, Swiss, and international experts.
• Sustainable products and destinations: Encourage innovative ideas from SMEs and destinations, while promoting sustainability standards such as Green Certificates to inspire responsible tourism practices nationwide.

By adopting a market-oriented, public-private dialogue and community-based approach, the project leverages a strong emphasis on sustainability and “Swissness” through collaboration with Swiss partners, including the EHL Hospitality Business School and Luzern University of Applied Science and Arts (HSLU).

The project's activities are implemented nationally, with a specific focus on provinces like Dong Thap, Da Nang, and Tuyen Quang.