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Figure 3. Comparison of sectoral revenues in Hanoi (2020–2024)
Source: Hanoi Statistics Office (2020–2024) and authors’ calculations and
compilation
Parallel to the increase in visitor arrivals, tourism revenue has grown rapidly and
steadily, except in 2021 and 2022 when it was adversely affected by the COVID-19
pandemic. Placing tourism revenue within the broader economic context of the capital
highlights both its scale and growth potential. In 2024, Hanoi’s total retail sales of goods
and consumer service revenue exceeded VND 881 trillion (up 10.5% compared to 2023)
— approximately eight times larger than tourism revenue, which reached VND 110.52
trillion. This indicates that: (i) tourism is an important component of the service sector but
has not yet become the leading contributor in terms of absolute revenue; and (ii) there
remains significant room to enhance tourism’s spillover effects across the consumption
value chain, including retail, food and beverage, shopping, and entertainment.
In terms of GDP growth in 2024, Hanoi’s service sector expanded by 7.14%,
outpacing industry–construction (6.21%) and agriculture (2.52%), which aligns with the
recovery momentum of tourism as well as accommodation and food services.
Second, the image and destination brand of Hanoi have been strengthened and
more clearly positioned. Through comprehensive promotional campaigns such as “Hanoi
– Come to Love,” combined with the integration of tourism promotion with heritage,
cultural, creative, and urban experiential values, Hanoi has gradually built an image of a
destination that is not only a place to visit but also a distinctive cultural–creative
experience space. Hanoi’s promotional programs primarily focus on: repositioning the
destination brand; enhancing digital communication and online marketing while linking
with international tourism platforms; and organizing cultural–tourism events to stimulate
travel demand.
Third, digital transformation in destination promotion has been accelerated,
marking an important shift in the way visitors are approached. The increased use of
digital platforms, social media, promotional videos, data applications, and the initial
integration of smart technologies has enabled Hanoi’s promotional activities to expand
their reach, reduce communication costs, and enhance information dissemination. In
2024, Hanoi recorded a breakthrough in international arrivals (6.35 million visitors), a
sharp increase compared to 2023. This directly reflects the effectiveness of focused

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