Improving the quality of human resources for tourism: Adapting to new trends.

Technology is part of the experience.

Revenue management, energy control, demand forecasting, workforce allocation, raw material management, customer service, and marketing... are all increasingly impacted by data and technology.

AI can help businesses gain a deeper understanding of customer behavior; automate repetitive tasks; virtual reality opens up new ways to survey and showcase spaces; and translation technology helps bridge language barriers in an industry serving customers from multiple markets.

In fact, at the Furama - Ariyana Da Nang International Tourist Complex, Ms. Ariyana the robot has been put into use to support reception, guidance, and information provision, while Furama Resort Da Nang is gradually applying AI to content and customer experience.

Technology, from this perspective, is not intended to replace the inherent nature of the "hospitality" service industry, but rather to support the operations team in freeing up resources for tasks that require more observation, subtlety, and human interaction.

With the goal of attracting 45-50 million international tourists by 2030, Vietnam aims to become a higher-value, more distinctive, smarter, and more sustainable destination. Therefore, the next challenge in the tourism industry is not just about the number of tourists or hotel rooms, but about the experience, creativity, and value that each destination can create.

Creating opportunities to access new technologies.

Horecfex Vietnam 2026, held at the Ariyana International Convention Center in Da Nang last August, opened up a space for tourism professionals to access technology and knowledge in AI, hotel management, and digital transformation . Andre Pierre Gentzsch, Vice President and Chief Event Officer of Horecfex Vietnam, stated that Horecfex is now in its third year and has become a highlight in the annual calendar of the restaurant, hotel, and tourism industry in Central Vietnam.

“Our mission is to enhance knowledge, expertise, and networking in a rapidly changing environment. That’s why we hold Horecfex at the end of August, the ideal time for leaders to grasp the latest trends and updates on travel habits, aviation, and products to help them plan their budgets for the coming year,” said Andre Pierre Gentzsch.

What sets Horecfex Vietnam 2026 apart is that many links in the industry are placed in the same space: hotel owners, operators, restaurants, suppliers, technology companies, experts, investors, and future workforce.

Instead of each group attending a separate event, Horecfex creates a common hub where industry professionals can access knowledge, seek technology and supply sources, and meet directly with partners capable of addressing real-world needs. This structure has made the event one of the largest gatherings for the hospitality and tourism community in Vietnam. Through this, tourism businesses gain new perspectives to adjust their strategies, or professionals can reassess the skills they need to improve.

Aiming to make Da Nang a high-quality tourism and service center for the Central region and the whole country, the Department of Culture, Sports and Tourism has recently organized many workshops, conferences, and seminars to help businesses and tourism professionals quickly access new technologies and trends to enhance customer experience.

In particular, at the recent seminar "Smart Tourism and Hospitality: The Role of IoT and Digital Technology in Sustainable Tourism Transformation - Perspectives from the SOHO Project" organized by the University of Da Nang, many tourism businesses and students majoring in international tourism and hotel management were updated on industry trends and identified new professional requirements to proactively prepare their skills to adapt to the demands of the labor market.

Human resources are key to the sustainable development of tourism in Da Nang. A workforce that is both highly skilled and possesses leadership qualities, foreign language proficiency, and technological expertise, while also acting as "destination ambassadors," is crucial for retaining tourists, spreading the brand, and helping Da Nang achieve breakthroughs in the future.