Vietnam is marking World Tourism Day on September 27 with attention on the growing role of digital technology and artificial intelligence in tourism. The 2026 theme is focused on how the digital agenda and AI are reshaping the global tourism industry. Vietnam is using the occasion to highlight how technology can change the way visitors discover destinations and experience travel. Artificial intelligence is becoming increasingly important in tourism because travellers now depend heavily on digital information, including online maps, travel platforms, translation tools, booking services and recommendation systems.
AI can make these services more personalised. A traveller may use digital tools to find attractions, plan a route or receive information about restaurants and cultural sites, while tourism businesses can use data to understand visitor demand. For Hanoi, the development is particularly relevant because the capital has a large cultural and historical tourism sector. The city attracts visitors interested in the Old Quarter, museums, traditional crafts, food and historic sites.
Digital technology can help visitors understand these attractions in new ways. Interactive maps, virtual information and AI-supported guides can provide details that may not be available through traditional signs alone. Technology can also help tourism businesses communicate with international visitors, as translation systems can reduce language barriers and allow travellers to obtain information more easily.
However, the use of AI in tourism also creates challenges. Digital information needs to remain accurate, especially when it concerns historical sites, cultural traditions and local communities. Tourism authorities and businesses therefore need to make sure that technology supports authentic experiences rather than replacing them. Visitors often travel because they want to experience real places, food, culture and people, so digital tools need to complement those experiences.
AI can also support tourism by helping visitors discover less-known destinations. Instead of sending everyone to the same famous attractions, recommendation systems could introduce travellers to smaller museums, craft villages and local cultural sites. This could help spread tourism income to more communities, as popular destinations can become crowded while less-known areas may have unused tourism potential.
Digital systems can also help authorities monitor visitor numbers. Data about travel patterns can provide information about where crowds are developing and when tourism infrastructure needs additional support. Sustainability is another area where technology may play a role, as tourism destinations can use data to manage transport, energy and visitor flows. Better planning can help reduce pressure on sensitive cultural and natural areas.
Vietnam has been expanding its digital economy and investing in technology across many sectors, and tourism is another area where these changes can create new services. For travellers, one of the main benefits is convenience. A visitor can use a phone to plan a trip, translate information, find transport and learn about a location, while AI can combine several of these functions into more personalised tools.
For tourism businesses, technology can improve marketing and customer service. Hotels, restaurants and tour operators can use digital systems to understand what visitors are looking for and adjust their services accordingly. The September 27 World Tourism Day theme therefore reflects a change already happening in the industry, with tourism becoming increasingly connected to digital services, data and artificial intelligence.
Hanoi can benefit from this change because the city has a strong combination of cultural attractions and modern infrastructure. Digital tools can help present its history and traditions to visitors from different countries while making travel information easier to access. At the same time, technology should remain a tool rather than the main attraction. The real value of tourism still comes from the places, people and cultures that visitors travel to experience.
World Tourism Day on September 27 provides an opportunity for Vietnam to consider how technology can support that experience. The focus on AI shows that tourism is entering a new period in which digital tools will increasingly influence how people plan, discover and enjoy travel. For Hanoi and the wider tourism sector, the challenge will be using these technologies in ways that improve convenience and access while preserving the cultural and human experiences that make destinations meaningful.
