Vietnam National Authority of Tourism and Mastercard announce Memorandum of Understanding to advance Vietnam’s tourism growth

The Vietnam National Authority of Tourism (VNAT) and Mastercard announced a strategic collaboration for the 2026-2030 period to support the sustainable growth of Vietnam’s tourism sector, with a strong focus on technology and digital transformation. The ceremonial exchange of the signed Memorandum of Understanding (MoU) marks the beginning of a joint effort to support Vietnam in achieving its international visitor growth ambitions.

Through this collaboration, Mastercard and VNAT will roll out joint initiatives spanning destination marketing, digital and technology integration, capacity building, and data‑driven market insights, aimed at strengthening Vietnam’s tourism ecosystem and economic impact.

Vietnam's tourism sector continues to gain momentum, welcoming a record 21.2 million international visitors in 2025[1]. Reflecting this growing global interest, Nha Trang, Khanh Hoa Province, was named one of the world’s top 15 summer destinations for 2025 by the Mastercard Economics Institute. As demand rises, greater focus is being placed on  seamless travel, digital experiences, and infrastructure that supports higher‑value tourism.

Mastercard is honored to work with VNAT in building a digital tourism ecosystem and supporting the recovery and development efforts of Vietnam’s tourism sector under the Ministry of Culture, Sports and Tourism and the Government of Vietnam. This collaboration is part of Mastercard’s broader regional initiative to drive tourism growth through public-private collaboration, which has already yielded tangible outcomes in Malaysia, Singapore, Thailand, Indonesia, and the Philippines. With its expertise in data analytics, digital payments, and destination marketing, Mastercard brings a holistic approach to enhance Vietnam’s tourism planning, improve the visitor experience, and increase economic contribution.

Under this collaboration, Mastercard and VNAT are joining forces to advance Vietnam’s tourism development and enhance the full end-to-end visitor journey through six key pillars:

• Promoting Vietnam as an attractive Tourism Destination: Co‑organize promotional activities such as trade fairs, roadshows, and B2B programs in domestic and international markets, leveraging Mastercard’s global network to connect Vietnam with strategic tourism partners. In addition, leverage Mastercard's Priceless program to curate distinctive offers and experiences that showcase Vietnam's culture and destinations. These experiences aim to inspire travel, enhance visitor journeys, and drive tourism spending while highlighting local businesses for Mastercard cardholders.
• Multichannel Media and Communications: Joint tourism campaigns will be deployed across digital platforms, social media, and media channels, with co‑developed content to ensure consistent and effective messaging.
• Technology and Digital Transformation: Focus on advancing a digital‑first tourism strategy, including cashless payments and integrated technologies to enhance end‑to‑end visitor experiences.
• Workshops and Knowledge Exchange: Co‑host thematic seminars, workshops and forums to address tourism challenges, gather stakeholder input, and support sustainable development efforts.
• Capacity building and training: Both parties will co-organize training programs for tourism officials, focusing on data applications, digital tools, and global tourism trends to strengthen institutional capabilities.
• Market Insights, Data Analysis, and Knowledge Sharing: Exchange market information and insights, unlocking deep insights into traveler behaviors and spending patterns. This knowledge-sharing initiative will provide actionable intelligence and cross-border comparisons, empowering policymakers to make high-precision decisions that sharpen Vietnam’s global competitive edge.

Developing tourism into a spearhead economic sector requires not only national commitment, but also strong collaboration with global stakeholders who bring international expertise and innovation. The collaboration between VNAT and Mastercard aligns with Vietnam’s long-term strategy to transform the tourism sector through digitalization, targeted marketing, and improved visitor experiences. Through this collaboration with the VNAT, Mastercard is committed to sharing global insights and expertise to help build a resilient, digitally enabled tourism ecosystem that delivers long‑term value for Vietnam’s economy.

“As travel accelerates across Asia Pacific, Vietnam is emerging as one of the region’s most dynamic tourism markets, with a growing focus on modern and digitally enabled visitor experiences. Through this collaboration with the Vietnam National Authority of Tourism, Mastercard is bringing our global network, insights and digital capabilities to make travel experiences more seamless and secure. Together, we see a strong opportunity to support Vietnam’s continued growth as a leading destination for regional and international travellers,” said Richard Wormald, President, Asia Pacific, Mastercard.

“Tourism is set to play an increasingly critical role in Vietnam’s economic future, with the sector expected to contribute around 14% of the country’s GDP by 2030. Realising this potential requires more than driving visitor numbers—it calls for data‑driven policymaking, knowledge sharing, and strong collaboration between public and private sectors. Through this collaboration with the VNAT, Mastercard is committed to sharing global insights and expertise to help build a resilient, digitally enabled tourism ecosystem that delivers long‑term value for Vietnam’s economy,” said Sharad Jain, Country Manager, Vietnam, Laos and Cambodia, Mastercard.

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