During the 2021-2025 term, tourism faced immense difficulties due to the Covid-19 pandemic, which nearly froze the industry.

The nighttime tour to Ngoc Son Temple is one of Hanoi's impressive tourism products.

After welcoming nearly 29 million visitors in 2019, the city only received 4 million domestic visitors in 2021, with no international arrivals.

However, even while the pandemic remained complex, the capital city’s tourism sector prepared to welcome tourists so that Hanoi’s tourism could experience a "boom" when the pandemic ended.

The most prominent activity in the tourism sector's implementation of Programme No. 06-CTr/TU, which focuses on cultural development, improving human resources, and building an image of elegant and civilised Hanoians during the 2021-2025 period, was the creation of new and attractive tourism products, especially nighttime activities.

Hanoi has offered nearly 20 different types of nighttime tourism products. Many tours have been thoughtfully and meticulously invested, with travel agencies integrating them into their packages.

Examples include the sacred night tour at the Hoa Lo Prison Relic Site, the nighttime tour of “Decoding Thang Long Imperial Citadel”, the Van Mieu-Quoc Tu Giam (Temple of Literature) night, the night tours to Ngoc Son Temple and Hoan Kiem Lake themed “Ngoc Son – A Mysterious Night”, and the literary-themed tour at the Museum of Literature. Many of these tours sell out early, leaving a deep impression on tourists.

Another highlight in developing tourism products is the formation of cultural and craft village tours in the suburban areas.

Hanoi Municipal Department of Tourism has collaborated with localities to develop and establish two unique and attractive cultural-craft village routes, showcasing the distinctive culture of southern Hanoi, including the Hanoi Centre – Thanh Tri – Thuong Tin – Phu Xuyen route and the Hanoi Centre – Thanh Oai – Ung Hoa – My Duc route, themed "The Heritage Path of south Thang Long – Hanoi”.

The Department of Tourism has also collaborated with the Ba Vi District People's Committee to develop and establish the Ban Mien Community Cultural Tourism Site in Ba Vi Commune, which leverages the cultural beauty and knowledge of the Dao ethnic group to boost tourism and provide income for locals.

Additionally, the Department of Tourism, along with various entities, has been actively refreshing activities around the pedestrian space around Hoan Kiem Lake and its surroundings, implementing a walking route around the Son Tay Citadel, and developing a pedestrian zone around Thien Quang Lake and Thong Nhat Park in Hai Ba Trung District.

The 2021-2025 term also marks innovations in tourism promotion and advertising, with many cultural and tourism events becoming annual attractions that leave a lasting impression on domestic and international tourists.

The tourism industry has successfully implemented numerous annual, professional, and attractive promotion programmes and festivals with unique content, such as Get on Hanoi 2023, 2024; the Spring Friendship Tourism Programme; the Tourism Gift Festival; and the Ao Dai Tourism Festival.

Among them, the Ao Dai Tourism Festival has become a major event, drawing tens of thousands of participants each season.

The image of the capital city was promoted through the Ao Dai Tourism Festival 2024.

The tourism sector has diversified its communication forms across digital platforms, websites, social media (YouTube, Facebook, TikTok, etc.), and other online promotional channels to create a wide-reaching impact and attract visitors to Hanoi with consistent messages like "Hanoi – Come to Love" and "Hanoi – A Safe, Friendly, Quality, and Attractive Destination".

Additionally, the capital’s tourism sector has been focusing on digital transformation, workforce training, improving human resources quality, and supporting localities in enhancing workforce capabilities to serve community-based tourism.

From receiving 4 million visitors in 2021, Hanoi's tourism is expected to welcome 30 million visitors by 2025, surpassing the pre-pandemic levels.

Dang Huong Giang, Director of the Hanoi Municipal Department of Tourism, shared: “Hanoi’s tourism is increasingly affirming its position, image, and brand regionally and globally. Notably, Hanoi has received several important international tourism awards, most recently including three accolades: Asia’s Leading City Destination, Asia's Leading City Break Destination, and Vietnam’s Leading Cultural Destination at the World Travel Awards. These awards have motivated us to work harder to enhance the capital’s tourism status”.

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