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Sixth, strengthen multi-stakeholder collaboration within a smart promotion
ecosystem
To overcome fragmented implementation, Hanoi should establish formal
coordination mechanisms among public authorities, tourism enterprises, technology
platforms, and local communities. The city could establish a Digital Tourism Promotion
Council comprising relevant stakeholders to coordinate strategies, share data, and co-
develop AI solutions. The government should act as an enabler by issuing regulations that
encourage data sharing and public–private partnerships, thereby fostering an integrated
and scalable smart destination promotion ecosystem.
Seventh, develop a long-term roadmap and a responsible AI governance framework
Finally, Hanoi should promulgate a long-term strategy for digital transformation and
AI application in tourism promotion, aligned with smart city and sustainable tourism
development objectives. Technological solutions should not remain at the pilot stage but
should be integrated into the formal management system with dedicated financial
resources and clear monitoring mechanisms.
At the same time, the government should establish a responsible AI governance
framework, including regulations on algorithm transparency, data protection, and ethical
standards in technology use. This will not only build trust among businesses and tourists
but also ensure the long-term sustainability of the destination promotion system.
Overall, to enhance destination promotion effectiveness in the context of digital
transformation, the Hanoi municipal government should approach technology and AI not
merely as communication tools but as a strategic governance platform. The synergy
between data infrastructure, skilled digital human resources, multi-stakeholder
coordination mechanisms, and an appropriate legal framework will determine the success
of a smart destination promotion model, thereby strengthening the Capital’s
competitiveness in the regional and international tourism landscape.
6. Conclusion
In the context of global digital transformation and the rapid advancement of AI,
destination promotion is no longer merely about image communication and publicity; it
has evolved into a strategic management process grounded in data, technology, and
multidimensional interaction. For Hanoi – the political, cultural, and tourism center of
Vietnam – the application of digital technologies and AI in destination promotion is not
only an inevitable trend but also a critical condition for enhancing competitiveness,
effectively attracting high-quality market segments, and moving toward sustainable
tourism development.
The research findings indicate that Hanoi has made notable progress in the digital
transformation of the tourism sector, particularly in utilizing digital platforms, social
media, and online communication tools to promote its destination image. However, the
depth of technology and AI application remains limited; promotional data have not been
fully integrated; market segmentation and personalization efforts remain relatively
generalized; performance measurement systems have yet to fully leverage the
advantages of digital data; and multi-stakeholder coordination within the smart
promotion ecosystem is not sufficiently cohesive. These limitations suggest that Hanoi’s
destination promotion is still in a transitional phase from a traditional model to a digital
governance model.
On this basis, the paper emphasizes the necessity of adjusting promotional
strategies toward a smart orientation, in which AI and big data serve as foundational

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