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SMART DESTINATION PROMOTION TO ATTRACT TOURISTS TO HANOI IN
THE DIGITAL ERA AND THE DEVELOPMENT OF ARTIFICIAL INTELLIGENCE

2
Tang Thi Hang* , Nguyen Phuong Hiep , Nguyen Viet Hung , Vu Mai Ngoc 4
3
1
1, 2, 3 Hanoi Open University, Hanoi, Vietnam.
4 Foreign Trade University, Hanoi, Vietnam.
(*E-mail: Tanghang.kt@hou.edu.vn)

ABSTRACT
In the context of digital transformation and the rapid advancement of artificial
intelligence (AI), the tourism industry is undergoing a significant shift from traditional
promotion toward smart destination promotion. For Hanoi, one of the most attractive
destinations for both domestic and international tourists, this transformation presents
both opportunities and challenges. Smart destination promotion is not only an emerging
trend but also an imperative requirement to enhance competitiveness at both national
and local levels.
Contemporary tourists are experiencing substantial changes in destination choice
behavior due to the dominance of digital platforms. In this regard, the application of AI
and Big Data analytics enables a deeper understanding of user behavior, thereby
facilitating the implementation of more effective personalized marketing strategies
tailored to specific target segments. In addition, technologies such as virtual reality (VR)
and augmented reality (AR) provide immersive digital environments that enrich tourists’
experiences during information search and service consumption. These technologies
serve as critical tools for Hanoi to digitize its cultural and heritage resources and
transform them into compelling promotional content, thereby enhancing perceived value
across the pre-trip, during-trip, and post-trip stages.
This paper develops a theoretical framework, evaluates the current state of
destination promotion activities in Hanoi, identifies existing limitations, and proposes
policy implications for transforming promotional approaches from breadth-oriented to
depth-oriented strategies. Such transformation is expected to enable Hanoi’s tourism
sector to more effectively engage with target markets in the digital era and the rapid
expansion of AI.
Keywords: Tourism; destination promotion; digital transformation; artificial
intelligence.

1. Introduction
Within the current structure of the global economy, tourism is no longer merely a
service industry but has evolved into a digital economic ecosystem that is highly sensitive
to technological change. In Vietnam, tourism contributes approximately 9–10% to GDP
under normal conditions. Hanoi, in particular, is regarded as the tourism hub of Northern
Vietnam, playing a pivotal role in connecting heritage destinations. According to the
Hanoi Department of Tourism, the city welcomed approximately 26.5 million visitors in
2024 (an increase of 10.4% compared to 2023), indicating a strong recovery while
simultaneously placing significant pressure on maintaining attractiveness in an
increasingly saturated information environment.

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