Wellness Tourism: Vietnam's opportunity to position as a 'Healing Land'
WVR - Dr. Bui Quoc Liem (lecturer) and Assoc. Prof. Giannina Warren (Senior Head of Professional Communication), RMIT University Vietnam, assert that post-pandemic, Wellness Tourism is not only a potential economic segment but also a crucial tool for Vietnam to position its national image and enhance its soft power.
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| Assoc. Prof. Giannina Warren and Dr. Bui Quoc Liem. |
Amidst the rising global demand for wellness tourism, Vietnam stands at a historic opportunity to position its national image and leverage its soft power through comprehensive health care tourism.
Foundation for building a healing national image
Post-pandemic, the global demand for physical and mental recovery and the trend of connecting with nature have surged. Many Southeast Asian countries have leveraged wellness tourism as an economic development catalyst.
According to the Global Wellness Institute, Thailand ranks top in the region with its wellness tourism market valued at $40.5 billion in 2023, accounting for about 25% of its tourism GDP.
International tourists flock to Thailand for spa, yoga, and detox experiences, spending significantly more than traditional tourists.
Indonesia reports over 13.5% annual growth in this sector, with Bali becoming a renowned center for yoga and retreats, contributing billions of dollars and tens of thousands of new jobs.
Malaysia has also seen strong development, making wellness tourism a key industry, reaching $7 billion in 2022.
Despite possessing a diverse ecosystem and rich therapeutic culture, Vietnam's wellness tourism sector remains fragmented and lacks cohesion.
Given this context, now is the golden time to transform the economic potential of wellness tourism into a distinctive national soft power feature on the international stage.
Developing wellness tourism in Vietnam will create numerous high-quality jobs, increase income, help preserve traditional values, and improve living environments.
However, sustainable management is crucial to avoid cultural commercialization, community imbalance, and pressure on existing resources.
Strategy to elevate the brand
To create a consistent wellness tourism image, a brand identity should include symbols like lotus leaves, water droplets, green and earthy yellow colors, along with the slogan "Vietnam: The Healing Land of the East", establishing Vietnam as a prominent healing destination in the region.
Product development strategies should focus on areas with outstanding therapeutic value, such as detox and meditation, like Côn Đảo with its secluded spiritual retreats, Quảng Bình with its rich cave systems and hot springs, and the Central Highlands with traditional music and herbal remedies.
Each wellness journey should emphasize real experiences, slow living, combining mineral baths, yoga, macrobiotics, meditation, and community activities, allowing tourists to deeply feel the healing power of nature and Vietnamese culture.
On this foundation, communication can begin by focusing on vibrant storytelling that highlights the unique identity of Vietnam's wellness tourism, where pristine landscapes blend with distinctive local healing values.
Communication campaigns should be implemented synchronously across various platforms to create an international imprint. In the digital realm, an official website should be built, a "Vietnam Wellness" YouTube channel developed, experiential videos produced, along with interactive social media campaigns featuring health, meditation, and green living experts and KOLs.
Additionally, partnerships with major international media channels like CNN, BBC, National Geographic should be strengthened to promote unique experiences.
Real-world activities such as press tours and international thematic seminars should be regularly organized to authentically spread the image of Vietnam as a destination.
For communication to be effective, a comprehensive measurement system should be established to track the number of wellness tourism users, revenue, brand recognition on digital platforms, as well as feedback from customers and the community. Updated data will help adjust content, control risks, and ensure sustainable wellness tourism development.
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| With its rich natural resources and culture, Vietnam stands at a unique opportunity to lead in the wellness tourism sector. (Source: Pexels) |
Cross-sector collaboration and expanding soft power influence
Wellness tourism should be integrated with organic agriculture (tea, indigenous herbs), natural cosmetics, handicrafts, therapeutic music, and folk art, enabling Vietnam to export not only services but also a philosophy of life. Thus, "Vietnam Wellness" can reach global audiences in terms of products, experiences, and the spirit of a nurturing lifestyle.
Increasing the frequency of wellness events in major cities like Paris, Tokyo, and New York, connecting with Embassies, Cultural Institutes, UNESCO, organizing exhibitions and international training will enhance recognition and spread, contributing to elevating Vietnam's soft power on the global stage.
In summary, systematic, creative communication, based on identity with continuous measurement and optimization, is key for the Vietnam Wellness brand to shine and sustainably develop in the global tourism flow.
