Vietnam’s tourism sector is undergoing a significant transformation, driven by a growing global and domestic demand for sustainable travel experiences. This shift is reflected in the increasing importance of green certifications, which are becoming crucial criteria for tourists choosing destinations, itineraries, and services. The pursuit of these certifications signifies a commitment to environmentally responsible and socially conscious tourism practices, ultimately shaping a greener future for the industry.
The Rising Demand for Sustainable Tourism
A recent report by Booking.com highlighted the significant shift in traveler preferences. A staggering 99% of surveyed Vietnamese tourists expressed a desire for more sustainable travel options. This reflects a global trend, with European tourists, in particular, showing keen interest in hotels holding green certifications. Even within Vietnam, younger travelers actively seek out experiences like zero-waste initiatives, tree planting, and creating eco-friendly bricks, often enthusiastically tracking their carbon footprint throughout their trips. This growing awareness underscores the escalating importance of sustainability in the travel industry. As Tạ Thị Tú Uyên, Deputy Director of Business Development at Vietravel, noted at the “Clean Energy in Tourism Development” forum during the ITE HCMC 2025 International Tourism Fair, the “green” and sustainable aspects of travel are increasingly prioritized by tourists.
A Multifaceted Approach to Green Certification
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Several green certifications are emerging as key benchmarks for sustainable tourism practices in Vietnam. These certifications, such as VITA Green, ASEAN Tourism Awards, EarthCheck, and TUU Eco Stay Awards, each offer a unique set of criteria, but all share a common focus on the three pillars of sustainability: environmental, social, and governance (ESG). According to Đặng Hồng Đức, ESG compliance consultant at the Furama-Ariyana Danang International Tourism Complex, these certifications contribute to a common standard for the tourism industry.
VITA Green, a domestically developed certification referencing international standards, centers on waste management (particularly plastic waste), energy efficiency, business transparency, and community engagement. In contrast, the ASEAN Tourism Awards focus on regional tourism standardization through accolades like “Clean Tourist City” and “Green Hotel.” EarthCheck provides a globally recognized certification with a rigorous and comprehensive evaluation process. Finally, the TUU Eco Stay Awards utilize data and independent audits for assessment, focusing on community engagement and heritage preservation. This diverse range of certifications allows businesses and destinations to select programs aligning with their capabilities and scale.
Green Certifications: A Passport to Global Integration
Obtaining these green certifications demands fulfilling numerous stringent international standards. This rigorous process underscores the significant commitment required from businesses. The resulting sustainable tourism labels act as a “passport,” facilitating Vietnam’s integration into the global tourism market. These certifications not only offer guidelines and frameworks for businesses and destinations to enhance service quality but also attract environmentally conscious travelers willing to pay a premium for responsible tourism. This, in turn, helps establish a strong green and sustainable brand for Vietnamese tourism.
Standardization and Upgrading for Global Integration
Vietnam’s National Strategy on Green Growth for the period 2021-2030, with a vision extending to 2050, prioritizes promoting green and sustainable consumption and purchasing through energy labels, eco-labels, and green labels. Sustainable certifications provide a reliable basis for tourists to identify high-quality, environmentally friendly, and socially responsible tourism services.
To enhance the quality, reputation, and brand value of Vietnamese tourism, the Vietnam Tourism Association (VTA) launched the VITA Green green tourism criteria in 2019. Nearly 30 businesses have already received this certification. VTA is aiming for international recognition of the VITA Green label, empowering Vietnamese businesses in the global tourism supply chain and boosting Vietnam’s tourism competitiveness.
The VITA Green Roadmap: A Phased Approach to International Recognition
Phùng Quang Thắng, President of the Vietnam Green Tourism Association, outlined a three-phase roadmap for achieving international recognition for VITA Green. The first phase (2025-2026) focuses on building internal capacity, standardizing and positioning the brand, and implementing brand protection communication activities. The second phase (2026-2028) involves expanding international collaborations, increasing the number of businesses and destinations meeting VITA Green criteria, and promoting the brand globally. The final phase (2028-2030) will focus on in-depth green tourism development, providing policy advice, and building an academic foundation for green tourism.
The plan aims to certify 200 businesses and 30 exemplary destinations by 2030, collaborate with at least five international organizations, and host three global events in Vietnam. This comprehensive approach seeks to create a cohesive and internationally integrated green tourism ecosystem.
Challenges and Opportunities: Overcoming Barriers to Green Certification
Despite growing awareness of the importance of green tourism and sustainable certifications, many businesses hesitate due to limited financial resources, a lack of specialized personnel, and the difficulty of abandoning established practices. Achieving green certification requires a concerted effort from business leaders, employees, and the wider community and customer base.
Trần Việt Phường, Chairman of the Mekong Delta Tourism Association, acknowledges that green tourism is a necessity, with businesses eager to participate. However, he points out that the criteria and procedures are complex, deterring many businesses. He suggests that VTA simplify the VITA Green guidelines, making them more user-friendly and accessible to encourage broader participation.
Ensuring Transparency and Combating “Greenwashing”
Phạm Hà, Chairman of LuxGroup – a recipient of the “Green Star” award from the Saigon Economic Magazine – emphasizes the importance of resolutely combating “greenwashing” to ensure that all criteria are measured transparently and accurately. This requires establishing a green culture as an integral part of a company’s identity. The consistent and verifiable application of sustainable practices is paramount to maintain the credibility and integrity of green certifications within the tourism industry. This rigorous approach will ultimately foster trust amongst consumers and contribute to the long-term success of sustainable tourism initiatives in Vietnam. The successful implementation of green certifications requires a combined effort from businesses, governing bodies, and tourists, ultimately leading to a more environmentally and socially responsible tourism industry in Vietnam.
