Vietnam Embraces Independent Travel as AI Reshapes the Tourism Experience

The global tourism industry is undergoing a structural transformation as digital technologies and artificial intelligence reshape how people plan and experience travel. A growing number of tourists are now shifting toward Fully Independent Traveller (FIT) models, where journeys are designed, customised, and booked without relying on traditional tour operators. This evolution is redefining destination strategies worldwide, with Vietnam emerging as one of the key markets adapting to this new travel behaviour. According to Nguyen Trung Khanh, Director General of the Vietnam National Authority of Tourism (VNAT), FIT tourism has become one of the most influential post-pandemic travel trends. Modern travellers are increasingly seeking autonomy, flexibility, and immersive cultural experiences. Instead of fixed itineraries, they prefer personalised journeys that allow deeper engagement with destinations. This shift is compelling tourism boards and businesses to rethink product development, service delivery, and digital outreach strategies. Vietnam’s tourism structure clearly reflects this transition. A 2019 survey showed that 54% of international tourists travelled via organised packages, while 46% preferred independent travel. However, the post-COVID period has significantly accelerated the rise of FIT travellers. The expansion of visa facilitation policies, the rapid growth of global online travel platforms, and the widespread use of AI-driven travel planning tools have all contributed to making independent travel more accessible and efficient than ever before.