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digital technologies and AI. Most officials and tourism enterprises primarily use available
tools at an operational level, without sufficient capacity to design, analyze, and evaluate
AI-based solutions. In addition, promotional management thinking remains largely
traditional, without fully recognizing data and AI as core elements in strategic planning.
Fifth, the application of technology in measuring and evaluating promotional
effectiveness remains underdeveloped. Digital technologies and AI have not been clearly
integrated into performance measurement systems. Evaluation indicators are still mainly
based on visitor numbers and revenue, while advanced metrics such as online
engagement, behavioral conversion, and tourists’ digital journey have not been
systematically monitored. This makes real-time strategic adjustments and resource
optimization more challenging.
Sixth, there is a lack of strong collaboration among stakeholders in applying
technology to promotional activities. The application of digital technologies and AI in
destination promotion lacks close coordination among government agencies, tourism
enterprises, technology platforms, and local communities. Data sharing, co-development
of digital platforms, and coordinated AI implementation remain fragmented, limiting
overall effectiveness and hindering the development of a smart destination promotion
ecosystem.
Seventh, technology adoption in destination promotion remains short-term and
lacks a long-term roadmap. Many technological and AI solutions have been implemented
on a pilot or short-term basis, without a clear long-term development strategy or
scalability plan. As a result, some applications are not maintained, regularly updated, or
deeply integrated into the city’s destination management and promotion systems.
Furthermore, issues related to data security, privacy protection, and ethical standards in
AI usage have not been adequately addressed, creating additional barriers to broader
implementation.
Overall, while the application of digital technologies and AI in Hanoi’s destination
promotion during the 2023–2025 period has achieved notable progress, it still faces
multiple systemic limitations. These constraints stem not only from technological factors
but also from challenges related to data governance, human resources, management
mindset, and coordination mechanisms.
5. Policy implications
Based on the analyzed limitations, it can be observed that the application of digital
technologies and AI in destination promotion in Hanoi has not yet achieved a strategic
level of integration and still lacks a systematic approach. These shortcomings are not only
technological in nature but are also associated with data governance, human resources,
managerial mindset, and coordination mechanisms. Therefore, a comprehensive and
long-term approach is required to shift from merely supportive technology adoption to
the development of an intelligent, data- and AI-driven promotion model. On this basis,
policy implications are proposed to restructure and enhance the effectiveness of
destination promotion in the context of digital transformation and the advancement of AI.
First, shift the focus from technology as a communication support tool to developing
a data- and AI-driven promotion system
The Hanoi municipal government should move beyond using technology merely to
support communication activities and instead develop a data- and artificial intelligence
(AI)-driven destination promotion system at a strategic level. This requires the city to
issue a dedicated program on “Smart Destination Promotion,” clearly identifying AI as a

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