South Asian foreign tourism agencies intensify efforts to attract Vietnamese travelers ahead of summer, leveraging digital platforms and influencer marketing as regional competition heats up, according to a Travel and World Tour report.
The Southeast Asian influencer marketing segment is growing at a nearly 11% compound annual growth rate as the global market heads toward $480 billion by 2027, according to research from Vero. Brand sponsorships constitute 90% of influencer income in the region, with most creators posting sponsored content weekly and seeing a 72% increase in sponsored content requests this year.
Tourism authorities from Singapore, Malaysia, and Thailand have developed campaigns specifically targeting Vietnamese travelers through influencer partnerships.
The Singapore Tourism Board is working with Vietnamese travel companies, local artists, and influencers to showcase attractions through relatable experiences. Malaysia’s tourism authority is implementing similar strategies through collaborations with airlines, travel bloggers, and Vietnamese influencers.
Digital Platforms Shape Travel Decisions
Social media plays a pivotal role in shaping traveler preferences. Vero reports that Instagram leads as the primary platform choice for 78% of Southeast Asian influencers, while TikTok maintains a significant presence with 81% of regional influencers active on the platform.
“While social media platforms are constantly evolving, with algorithms shifting regularly, content creators continue to captivate audiences and achieve significant reach and engagement,” Charissa Sevilla, Vero Influencer Relations Specialist for the Philippines, said in a statement.
Recent highlights in tourism marketing include gamified content formats. Komodo’s “The Journey” campaign for the Singapore Tourism Board generated 60 million impressions in one week through a reality competition featuring Australian influencers, broadcast directly to TikTok with real-time audience participation.
Vietnamese Outbound Tourism Surges
Vietnamese travel agencies respond to growing international travel demand, with bookings for international destinations seeing a nearly 30% increase compared to the same period last year.
Tour operator Vietravel’s Deputy General Director, Huynh Phan Phuong Hoang, noted that countries like Thailand, Singapore, and Malaysia invest in long-term campaigns targeting Vietnamese preferences and offering personalized travel products.
Content Strategy and Market Adaptation
Vero’s research identifies storytelling as the most effective engagement strategy, with 34% of Southeast Asian influencers citing it as their primary approach. Market preferences vary significantly across the region, with live streams showing particular strength in Singapore and Indonesia, while Thailand demonstrates notable success with user-generated content.
“Thai social media users interact with their favorite influencers more actively than most other markets,” noted Rachat Ploungphet, Vero Senior KOLs and Influencer Manager for Thailand.
Pricing remains a key factor influencing travel decisions. Tourism authorities are capitalizing on affordable travel packages, offering appealing deals on hotels, transportation, and attractions specifically designed for Vietnamese tourists seeking value for money.
South Asian foreign tourism agencies intensify efforts to attract Vietnamese travelers ahead of summer, leveraging digital platforms and influencer marketing as regional competition heats up, according to a Travel and World Tour report.
The Southeast Asian influencer marketing segment is growing at a nearly 11% compound annual growth rate as the global market heads toward $480 billion by 2027, according to research from Vero. Brand sponsorships constitute 90% of influencer income in the region, with most creators posting sponsored content weekly and seeing a 72% increase in sponsored content requests this year.
Tourism authorities from Singapore, Malaysia, and Thailand have developed campaigns specifically targeting Vietnamese travelers through influencer partnerships.
The Singapore Tourism Board is working with Vietnamese travel companies, local artists, and influencers to showcase attractions through relatable experiences. Malaysia’s tourism authority is implementing similar strategies through collaborations with airlines, travel bloggers, and Vietnamese influencers.
Digital Platforms Shape Travel Decisions
Social media plays a pivotal role in shaping traveler preferences. Vero reports that Instagram leads as the primary platform choice for 78% of Southeast Asian influencers, while TikTok maintains a significant presence with 81% of regional influencers active on the platform.
“While social media platforms are constantly evolving, with algorithms shifting regularly, content creators continue to captivate audiences and achieve significant reach and engagement,” Charissa Sevilla, Vero Influencer Relations Specialist for the Philippines, said in a statement.
Recent highlights in tourism marketing include gamified content formats. Komodo’s “The Journey” campaign for the Singapore Tourism Board generated 60 million impressions in one week through a reality competition featuring Australian influencers, broadcast directly to TikTok with real-time audience participation.
Vietnamese Outbound Tourism Surges
Vietnamese travel agencies respond to growing international travel demand, with bookings for international destinations seeing a nearly 30% increase compared to the same period last year.
Tour operator Vietravel’s Deputy General Director, Huynh Phan Phuong Hoang, noted that countries like Thailand, Singapore, and Malaysia invest in long-term campaigns targeting Vietnamese preferences and offering personalized travel products.
Content Strategy and Market Adaptation
Vero’s research identifies storytelling as the most effective engagement strategy, with 34% of Southeast Asian influencers citing it as their primary approach. Market preferences vary significantly across the region, with live streams showing particular strength in Singapore and Indonesia, while Thailand demonstrates notable success with user-generated content.
“Thai social media users interact with their favorite influencers more actively than most other markets,” noted Rachat Ploungphet, Vero Senior KOLs and Influencer Manager for Thailand.
Pricing remains a key factor influencing travel decisions. Tourism authorities are capitalizing on affordable travel packages, offering appealing deals on hotels, transportation, and attractions specifically designed for Vietnamese tourists seeking value for money.