Vietnam is developing night-time tourism as part of a broader shift towards higher-value, more sustainable tourism and stronger visitor experiences.
Vietnam is developing night-time tourism as one element of a broader strategy to increase the value generated by tourism. The approach supports efforts to extend visitor stays, raise spending and create more memorable experiences.
Regionaltourism reports
The initiative forms part of a wider policy shift. Vietnam is moving beyond a model focused mainly on visitor numbers. It now places greater emphasis on quality, efficiency and sustainability.
Tourism policy moves towards higher value
Under Decision 26-NQ/TW of the country’s Politburo, tourism aims to contribute directly between 10% and 12% of GDP by 2030.
Vietnam is also targeting between 45 million and 50 million international visitors. Domestic tourism is expected to reach 160 million travellers by the end of the decade. These targets underline the importance of continued growth. However, the sector is also seeking greater value from each visit.
New tourism products are therefore expected to focus more closely on quality and visitor experience. Vietnam night-time tourism can support that objective by adding more activity after daytime sightseeing ends.
Evening cultural events, gastronomy, heritage visits and entertainment can help destinations extend the tourism day. They can also create additional opportunities for visitor spending.
Ho Chi Minh City develops evening tourism products
Tourism businesses in Ho Chi Minh City increasingly see the night-time economy as a useful extension of the city’s existing tourism offer.
The opportunity lies in connecting individual activities into stronger visitor experiences. Cultural performances, food programmes, heritage sites and entertainment can all contribute.
One example is Chao Show, which launched in 2025. The 90-minute programme combines traditional arts with Vietnamese gastronomy. The production presents traditional music through a contemporary interpretation. It also serves dishes representing all three regions of Vietnam.
Le Hang, Operations Director of Dau An Show Co. Ltd., said the show was developed after the pandemic created a gap in night-time cultural entertainment.
One of the main challenges was maintaining the authenticity of Vietnamese traditions. At the same time, the production needed to remain relevant to modern audiences.
Tour operators focus on complete evening experiences
For inbound operators, the potential of Vietnam night-time tourism depends on how effectively they package individual activities.
Regionaltourism reports
Simply offering more evening options is not enough. Operators need to create safe, smooth and attractive experiences that international visitors consider worth paying for.
Tony Hung Tran, Director of Inbound Tourism at Golden Smile Travel, said operators should go beyond combining dinner with a simple walk. Instead, they need to build itineraries with a clear beginning, a high point and an emotional connection. He said travellers increasingly want to experience Vietnam rather than simply see it. This places greater importance on storytelling and the overall flow of the itinerary.
Evening activities can therefore complement the wider travel experience rather than operate as separate products.
Infrastructure and service quality remain essential
Expanding night-time activities also creates operational challenges. Traffic management, parking and travel times can affect the quality of the visitor experience. Noise, environmental impact and safety also require attention. Authorities and tourism businesses need to address these issues as evening programmes expand.
Service standards are another important factor. Guide services and foreign-language support need consistent quality. Hygiene and customer service must also meet international expectations. Professional storytelling can help connect those standards with local culture and identity.
Night-time tourism supports a broader tourism strategy
Vietnam night-time tourism is therefore best viewed as a supporting component of the country’s wider tourism development strategy.
Regionaltourism reports
Its role is not to replace existing tourism products. Instead, it can strengthen them by extending the visitor experience into the evening. Well-designed night-time products can help increase spending and encourage longer stays. They can also give destinations more opportunities to showcase culture, gastronomy and local identity.
For Vietnam’s tourism industry, the challenge is to turn those additional hours into experiences that add measurable value to the overall trip.