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conduct sentiment analysis from social media and online reviews for rapid service
improvement.
Furthermore, the city has applied blockchain technology in destination information
management and e-ticketing systems. At the Hanoi Museum, during the exhibition “Hien
Linh,” blockchain and NFT technologies were implemented: each ceramic artwork was
assigned a digital identity, allowing visitors to access copyright information, provenance,
and artistic narratives via NFC-enabled devices. This approach enhances transparency and
prevents ticket fraud.
To stimulate tourism demand in 2025, Hanoi launched promotional campaigns
introducing night tours such as “Chuông Trấn Vũ by Night” and “Decoding Thăng Long,”
which significantly increased traffic to online ticketing systems and generated
approximately 44 times more accommodation search queries, particularly in Hoàn Kiếm
District and Ba Đình District prior to major holidays such as National Day (September 2).
In 2025, through VITM Hanoi 2025, the city introduced 14 technology-related
activities involving AI and tourism robots, positioning Hanoi as a pioneering destination in
technology-driven tourism. For example, BestPrice Travel has integrated AI-powered
chatbots (virtual tour guides) to assist international visitors in booking tours and exploring
information about Hanoi.
4.3. Results
Firstly, the effectiveness of destination promotion activities is clearly reflected in
the growth of tourist arrivals and tourism revenue. During the period 2023–2025, Hà Nội
recorded continuous increases in total visitor arrivals, international tourists, and tourism
revenue.
Notably, the strong recovery and rapid growth of the international visitor market
indicate that promotional activities have successfully targeted appropriate market
segments, thereby enhancing the destination’s competitiveness in the context of global
integration and post-pandemic recovery.
Table 3: Tourist market of Hanoi for the period 2022–2025
Total Visitors International Domestic Tourism
Criteria (Million Visitors Visitors Revenue
Year
Arrivals) (Million Arrivals) (Million Arrivals) (Trillion VND)
2020 8,65 1,12 7,53 29,5
2021 4 0,08 3,92 11,8
2022 18,7 1,5 17,2 18,9
2023 25 4,7 20,3 87,65
2024 27,86 6,35 21,51 110.52
2025 33,7 (estimate) 7,82(estimate) 25,88 (estimate) -
Source: Hanoi Statistics Office and compiled by the authors.
The statistical data indicate that the period 2020–2025 represents a strong recovery
and growth phase for tourism in Hanoi following the COVID-19 pandemic. Total tourist
arrivals increased consistently year by year, from approximately 25 million in 2023 to
27.86 million in 2024, and are estimated to reach 33.7 million in 2025.
Notably, international visitor arrivals have grown at a faster rate than domestic
tourism, particularly during 2024–2025, reflecting a clear and robust recovery of the
international market segment.

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