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promotional activities and the diversified application of digital technologies, promotional
videos, social media, and tourism KOLs. During this period, promotional efforts have not
only aimed at increasing visitor numbers but also at extending length of stay and raising
visitor spending, as evidenced by the significant growth in tourism revenue. This
demonstrates a shift from extensive promotion to more in-depth and quality-oriented
strategies, aligned with sustainable tourism development trends.
Fourth, linkages in tourism promotion have gradually improved. Destination
promotion is no longer conducted in isolation but is closely integrated with cultural
events, festivals, the night-time economy, urban creative activities, and related service
sectors. This integration has contributed to enhancing tourism’s spillover economic value,
reflected in revenue growth outpacing visitor growth during the 2024–2025 period.
The year 2025 marks a phase of systematic and integrated tourism promotion,
demonstrated by the simultaneous growth in domestic visitors, international arrivals, and
tourism revenue (estimated). This indicates that promotional activities have achieved
positive results and are increasingly oriented toward clear destination branding
associated with heritage, culture, creativity, and experiential value. Digital technologies
and AI have begun to be strongly applied in analyzing tourist behavior and personalizing
promotional content. Moreover, the linkage between tourism promotion and major
events, the night-time economy, and cultural tourism has been effectively strengthened.
4.4. Limitations
From the analysis of the current situation, it can be observed that although the
application of digital technologies and AI in Hanoi’s destination promotion during the
2023–2025 period has achieved initial results, it still faces multiple systemic limitations.
These limitations are reflected in the following aspects:
First, the depth of digital technology application remains limited. Although Hanoi
has accelerated digital transformation in tourism promotion, the use of digital
technologies and AI has largely remained at a supportive communication level rather than
reaching advanced application stages. AI technologies are currently used in basic forms
such as content automation, simple informational chatbots, or digital advertising
distribution. The application of AI for tourist behavior analysis, market trend forecasting,
campaign optimization, and experience personalization remains limited.
Second, data systems and digital infrastructure supporting AI are fragmented and
inconsistent in quality. One of the major barriers is the lack of a centralized and
integrated tourism data system. Data related to visitors, markets, consumer behavior, and
online feedback are currently dispersed across different management agencies and
enterprises, making integration and AI-based analysis difficult. Moreover, data quality is
uneven, lacking standardization and continuous updating, which reduces the accuracy
and effectiveness of AI applications in destination promotion.
Third, personalization and market segmentation in promotional activities remain
limited. Hanoi’s destination promotion during this period has largely been mass-oriented
and has not fully transitioned to a data-driven and personalized model. Digital
technologies and AI have not been effectively leveraged to develop specific customer
segments based on motivations, behaviors, spending levels, and experiential expectations.
As a result, promotional messages lack flexibility and are not fully optimized to reach and
persuade targeted market segments.
Fourth, human resources lack advanced technological skills and digital governance
thinking. The workforce involved in destination promotion still lacks in-depth expertise in

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