Talking to a young Irishman staying at the hotel who is working here with the Ministry of Tourism. He says the Vietnamese hardly have the concept of marketing. They are proud of their many historical sites & cultural treasures & actually spend a good deal of money fixing them up, but once that's done they seem to believe that people will just naturally find out about them & flock to see them. Well, there is something sort of refreshing about this, of course, but my young friend's job is to figure out ways to make Vietnam available to the West. Does that inevitably mean commodifying it? Perhaps it does. For what it's worth, I think that individual entrepreneurs in Vietnam have done a pretty good job of getting the word out about their services for tourists. I follow a couple of Vietnamese tourism feeds on Twitter & they are pretty active. Perhaps the government could look for the best of these individual efforts and aggregate them. This is far outside my area of expertise . . . Tourism is important to the Vietnamese economy & that's going to continue indefinitely, even as the tech sector & industrial production & agriculture continue to modernize. For many in the West, I think, Vietnam remains a challenging tourist destination, for several reasons: 1. For North Americans, it takes a long & expensive flight to just get here; 2. For many in Europe, North America, & Australia, there remains a strangeness factor -- culturally the place is just very different from what we are used to; 3. Language: in the cities you can get by easily if you have a little English & quite a few Vietnamese my age speak French or Russian. When you put those fact together, the result is what you would expect. By far the greatest number of tourists in Hanoi -- by my extremely informal, anecdotal survey -- are Australian & northern European. I hardly meet any Americans. What's more, they are disproportionately young, falling into the backpacker category. Adventurous, they stay in hostels & drink bia hoi, which means they don't spend much money. At the other extreme are the wealthy Westerners who know that by staying in the most expensive hotels and travelling in organized air-conditioned tourist buses, they can have a sort of exotic, cinematic experience without ever actually having to leave home. On this trip, for the first time, I have seen families -- usually mom & dad & a couple of teenagers -- traveling together & that, I think, is a very hopeful sign. All such families I've met here at the hotel, by the way, have been Australian. There are also a fair number of Japanese tourists, who tend to travel in large organized groups, but I really don't know anything about their assumptions or motives for coming to Vietnam. If I were in charge of Vietnamese tourism, I think I'd let the backpackers & the elites take care of themselves -- I suspect those groups will always be there -- but I'd focus on providing interesting, entertaining, & educational experiences for middle-class European & North American tourists, especially families. Market Vietnam as a "trip of a lifetime" that will be more than just another vacation. I guess I'm suggesting that making the "challenging" part of the equation a strength rather than a weakness.