Hospitality and friendliness have long been regarded as key factors helping Vietnam’s tourism industry make international visitors’ positive impressions.

In the world's 10 cities with the friendliest customer service list released by MoneySuperMarket, Edinburgh (the United Kingdom) topped the ranking, with 59% positive reviews. Hanoi placed second with 58.6%. Another representative from the UK, Liverpool, ranked third with 58.3%.

Data were collected from restaurants, tourist attractions, entertainment venues, and experience-based service providers to reflect visitors’ satisfaction with the quality of service at each destination.

Vietnam is frequently mentioned as a destination where local people are open, hospitable, and willing to assist visitors.

Numerous tourists visit Ngoc Son Temple, which shows the attractiveness of Hanoi's historical-cultural sites to visitors.

According to MoneySuperMarket evaluation, Hanoi’s community culture, spirit of hospitality, and strong social connections contribute to the positive impression of the city on travellers. These qualities also help the Vietnamese Capital city provide visitors with friendly experiences while sightseeing and using tourism services.

Ho Chi Minh City Boosts Tourism Revenue Through High-Value Visitor Strategy Ho Chi Minh City orientates tourism development linked to urban economy, night-time economy, culture industry and experience economy, changing from event organizing model to developing event economy model.

Leveraging Cuisine to Elevate Vietnam's Tourism Brand On July 13, the Vietnam Institute of Culture, Arts, Sports and Tourism under the Ministry of Culture, Sports and Tourism held a seminar titled “Cuisine and the development of Vietnam’s tourism”. The seminar gathered managers, experts, researchers, and businesses to recommend solutions to bringing cuisine values into play as a cultural resource, contributing to enhancing competitiveness and creating Vietnam’s tourism brand in the context of international integration.