Vietnam showcases rich cultural heritage in Switzerland
Swiss travellers are known for their love of nature, environmental awareness, appreciation for local culture, and preference for meaningful and authentic experiences, characteristics that align perfectly with Vietnam’s tourism offerings.
The Hue royal court music performed at the event (Photo: Vietnam National Authority of Tourism)
Geneva (VNA) – A programme was held in Geneva, Sw🦹itzerland on May 8 (local time), marking the continuation of a series of activities promoting Vietnam’s tourism across Europe.
The event also underscored a shared commitment and joint effort to strengthen tourism cooperation between Vietnam and Switzerland, two nations with a longstanding friendship and significant complementary potential.
Speaking at the event, Chairman of the Vietnam National Authority of Tourism (VNAT) Nguyen Trung Khanh stressed the historical significance of the occasion, setting the stage for broader and deeper cooperation.
This is particularly the case with tourism, which serves as a bridge of mutual understanding and cultural connection between our two peoples, Khanh stated.
Swiss travellers are known for their love of nature, environmental awareness, appreciation for local culture, and preference for meaningful and authentic experiences, characteristics that align perfectly with Vietnam’s tourism offerings. From its rich cultural heritage to diverse ecosystems and increasingly professional tourism services, Vietnam is well-positioned to meet the evolving demands of Swiss tourists.
Khanh highlighted Switzerland’s growing trend toward sustainable, responsible, and experiential travel, an orientation Vietnam is actively pursuing. This alignment presents vast opportunities for product development, market expansion, and bilateral collaboration, he noted.
A major highlight is Vietnam’s new visa policy for Swiss nationals. From March 1 through December 31, 2025, Swiss citizens entering Vietnam via licensed international tour operators will enjoy visa-free access for up to 45 days. The VNAT is also advocating for visa exemptions for independent travelers, in line with global travel trends emphasising flexibility.
In a significant boost to sustainable tourism efforts, the Swiss State Secretariat for Economic Affairs (SECO) is currently funding the “Swiss Tourism for Sustainable Development in Vietnam” (ST4SD) project. Implemented by HELVETAS from 2024 to 2027, the initiative supports the provinces of Dong Thap, Quang Nam and Ha Giang, localities rich in potential yet facing development challenges.
Khanh stressed the importance of this project in enhancing policy implementation, training capacity, and local destination management, ensuring communities benefit more equitably from tourism, in alignment with Vietnam’s inclusive and harmonious development goals.
Looking ahead, Vietnam seeks to deepen tourism collaboration with Switzerland in high-quality workforce training, green and community-based tourism product development, and increased promotional efforts within the Swiss market.
The ancient and serene beauty of An Dinh Palace in Hue city. (Photo: VietnamPlus)
The event provided Swiss guests and partners with an immersive journey through Vietnam’s iconic landscapes and UNESCO-listed heritage sites, including Ha Long Bay, Hoi An ancient town, and the Complex of Hue Monuments. Destinations like Sa Pa, Ha Giang, Trang An, Phu Quoc and Son Doong Cave were also highlighted as top choices for Swiss travelers.
Hue city also introduced its upcoming Visit Vietnam Year 2025, themed “Ancie✱nt Capital, New Horizons,” underscoring the city’s strengths in heritage, gastronomy, and cultural tourism.
In addition to performances, the evening featured culinary demonstrations by Hue master chefs, interactive workshops on traditional spring rolls and lotus-leaf conical hats, and networking opportunities between Swiss and Vietnamese tourism businesses.
Vietnam’s Ambassador to Switzerland Phung The Long affirmed that Vietnam is a “safe and alluring destination” for Swiss visitors. Whether basking in the warm sunshine on pristine beaches or enjoying fresh seafood, Swiss tourists can expect heartfelt hospitality and genuine smiles from the Vietnamese people wherever they go, he remarked./.
Vietnam and Switzerland are expected to explore the potential for expanding joint academic initiatives, training programmes, and tourism cooperation. The two countries have agreed to prioritise collaboration in areas such as innovation, science and technology, and knowledge sharing in the near future.
Prime Minister Pham Minh Chinh, his spouse, and a high-ranking Vietnamese delegation attended the 55th World Economic Forum (WEF) Annual Meeting in Davos, and conducted bilateral activities in Switzerland on January 21-22. Over more than half a century, Vietnam-Switzerland relations have flourished across various fields.
Helvetas Swiss Intercooperation, a Swiss association for international cooperation, in collaboration with Vietnam’s Centre for Rural Economy Development (CRED), on September 10 launched the Swiss Executive Hospitality Training (Swiss EHT) programme, as part of the Swiss Tourism for Sustainable Development project in Vietnam” (ST4SD) project.
The first and only direct service connecting the two countries at the moment is set to operate three times per week using the modern wide-body Boeing 787-9 Dreamliner aircraft.
Mu Cang Chai is home to nearly 83,000 hectares of forest, including almost 60,000 hectares of unspoiled natural woodland. Recognising this potential, local authorities have embraced a holistic strategy that protects biodiversity while promoting tourism.
Phu Quoc ranks among the top 10 leading tourist islands in Asia. As the largest island in Vietnam, it boasts stunning natural beauty, with expansive coral reefs resting beneath the sea and a number of beautiful, poetic beaches such as Sao, Truong, and Khem, known for their fine white sand and crystal-clear waters.
Vietnam's national flag carrier Vietnam Airlines and Vietjet are among the exhibitors, promoting key destinations such as Ho Chi Minh City, Hanoi, and Phu Quoc, as well as distinctive tourism products.
Alexander Musikhin, Vice President of ATOR and CEO of the Intourist travel agency, highlighted Vietnam as a top destination offering a unique blend of beach holidays and cultural excursions.
According to Seoul’s Tourism Industry Department, approximately 20,000 Vietnamese visitors travel to the city each year for medical treatment. Vietnam consistently ranks among the top 10 countries with the highest number of medical tourists to Seoul.
An analysis of accommodation search data based on check-in dates for June and July revealed that Nha Trang surpassed all other destinations in popularity among Korean users.
The programme is organised by the Khanh Hoa provincial Youth Union and the “Khanh Hoa people speak English” Project, and aims to promote the culture, history, cuisine and other tourism products of Nha Trang – Khanh Hoa to international visitors.
VNAT Director General Nguyen Trung Khanh called visa a golden ticket to pulling in crowds, but he is clear that it needs coordinated efforts across multiple sectors to keep the momentum going in this fast-moving global travel scene.
As a tourism hub, Hanoi is now actively developing strategies to attract Muslim travellers. In recent years, the city has seen a notable uptick in visitors from countries with large Muslim populations.
When tourists witness firsthand the passion and care of farmers, they’re willing to pay higher prices because they see the genuine worth behind every product.
During the first five months, China continued to be Vietnam's largest source market of tourists, followed by the RoK, China’s Taiwan, the US, and Japan.
After more than three months of operation, the popularity of the free tours in Bac Ninh province shows no signs of cooling down. Many tourists return every week in hopes of experiencing all the tours and visiting every destination.
Typical products of Phu Tho are being showcased at the Lao Cai International Travel Mart 2025, held in the northern mountainous province of Lao Cai from June 5-8.
Featuring 130 stalls and delegations from 120 travel agencies representing more than ten countries and territories, the event is expected to provide a platform for establishing partnerships and attracting more visitors to Lao Cai in the future.
Kicking off the festival on the evening of June 7 will be the grand music concert titled “Nha Trang Say Hi”, featuring popular artists from the trending show “Anh Trai Say Hi”. The event will be broadcast live nationwide and conclude with a fireworks display over Nha Trang Bay.
Data from Booking.com reveals that during the peak summer vacation in June and July, beach trips continue to be a top priority for Vietnamese travellers.
The northern midland province of Phu Tho has carried out all-round measures to improve tourism infrastructure, services, and offerings, elevating visitor experience and reinforcing the province’s unique cultural identity.
Hanoi has directed lodging providers and tourist destinations to bolster preparations in staffing, service quality, security, and sanitation. Community-based lodging platforms such as Airbnb are also being promoted strongly to expand housing supply during the holiday period.
