[CTD Learning & Sharing] | Seminar: PHYGITAL - The Digital Transformation Trend in the Tourism Industry

11 Mar, 2025

On March 4th, 2025, Campus B of the University of Economics Ho Chi Minh City (UEH) hosted the seminar "Phygital - The Digital Transformation Trend in the Tourism Industry.", attracting a large number of experts, managers, businesses, and students within the tourism, technology, and urban planning sectors. This initiative was a collaborative effort between UEH, represented by the Institute of Smart City and Management (ISCM), the Ho Chi Minh City Innovation and Technology Commercialization Center (ISC), and Phygital Labs JSC. The seminar was a part of the CTD Learning & Sharing series, a platform designed to foster knowledge exchange, connect professionals and businesses, and engage the community, ultimately aiming to build an innovative and sustainable development ecosystem.

An Overview of the Seminar

The seminar was honored to welcome distinguished representatives from the University of Economics Ho Chi Minh City (UEH), including Assoc. Prof. Dr. Bui Quang Hung, Vice President of UEH; Assoc. Prof. Dr. Trinh Thuy Anh, Vice Rector of the UEH College of Technology and Design; Assoc. Prof. Dr. Trinh Tu Anh, Director of Institute of Smart City and Management; M.A. Dao Thi Minh Huyen, Interim Head of CTD Office of the UEH College of Technology and Design; and M.A. Hoang Le Nam Hai, Lecturer at the Institute of Smart City and Management.The conference also featured esteemed guests and keynote speakers included Mr. Le Truong Hien Hoa, Deputy Director of the Ho Chi Minh City Department of Tourism; Mr. Nguyen Huy, CEO and Founder of Phygital Labs Joint Stock Company; and Mr. Lam Nguyen Hai Long, Director of the Ho Chi Minh City Innovation and Technology Center. Furthermore, the seminar was attended by a diverse group of experts and students with a keen interest in Phygital solutions and the evolving trends of digital transformation within the tourism sector.

The Organizing Committee Presents Gifts to the Speakers

In his opening remarks at the seminar, Assoc. Prof. Dr. Bui Quang Hung underscored the increasing inevitability of Phygital technology, which seamlessly integrates the physical and digital realms, as a defining trend in the digital transformation era. He emphasized that the adoption of this technology not only elevates the tourist experience through virtual reality (VR), augmented reality (AR), artificial intelligence (AI), and big data solutions but also optimizes operational efficiency for businesses and management bodies. Particularly in the post-COVID-19 landscape, Phygital plays a crucial role in creating secure and engaging experiences for travelers, thereby enhancing the competitive edge of Vietnam's tourism sector in the international market. Assoc. Prof. Dr. Bui Quang Hung reaffirmed UEH's commitment to collaborating with businesses, government entities, and the student community in researching, training, and implementing technological applications in practice, with the aim of building a modern, sustainable, and highly competitive digital tourism ecosystem.

Assoc. Prof. Dr. Bui Quang Hung delivered the opening speech at the conference.

The seminar featured three in-depth presentations, offering diverse perspectives and practical insights from experts to collectively explore the potential and opportunities of Phygital technology within the tourism industry.

Speaker Mr. Le Truong Hien Hoa shared his insights on the necessity of developing and implementing new technologies in Ho Chi Minh City's tourism sector. He emphasized that the tourism industry is undergoing a fundamental shift, where technology is no longer an option but an imperative. Citing various reports and research, he highlighted how technological advancements have altered customer behavior (with a growing preference for online service bookings, cashless transactions, and digital experiences such as AR/VR). This evolving landscape requires the tourism industry in Ho Chi Minh City to continuously adapt, transform, and achieve sustainable growth. Mr. Hoa asserted that Phygital is not merely a trend but has become an indispensable element in the progression of the tourism sector. He affirmed that the application of cutting-edge technologies like Big Data, Artificial Intelligence (AI), and digital tourist cards will contribute to the creation of a smart tourism ecosystem, while also fostering the training and support of technology-focused tourism startups to cultivate a high-quality workforce. Furthermore, he underscored Phygital's role in enhancing the tourist experience, stimulating the desire for exploration and interaction. From his point of view, tourism products leveraging Phygital technology will be key to bridging the physical and digital worlds, thereby elevating the tourism experience not only in Ho Chi Minh City but also nationwide.

Mr. Le Truong Hien Hoa shared insights on the necessity of developing and implementing new technologies in Ho Chi Minh City's tourism sector.

Following this, speaker M.A. Hoang Le Nam Hai discussed digital transformation in urban areas, specifically focusing on the connection between urban planning and the night-time economy. He emphasized the significant role of the night-time economy (defined as the period from 6 PM to 6 AM) in boosting tourism revenue and fostering sustainable urban development. Night-time entertainment, culinary experiences, and shopping not only contribute to increased tourist spending but also play a strategic role in enhancing overall industry revenue. He argued that the application of digital technology enables both government bodies and businesses to plan and manage the night-time economy effectively, while simultaneously improving the visitor experience. Through smart mobile platforms, tourists can readily explore, make reservations, and share their experiences in real-time. This synergy between intelligent urban planning and digital transformation not only maintains urban order but also encourages the participation of the community and businesses, positioning the night-time economy as a crucial driver for sustainable urban tourism.

M.A. Hoang Le Nam Hai shared insights on digital transformation in urban environments: The connection between urban planning and night-time economy.

Keynote speaker Mr. Nguyen Huy introduced the Smart Check-in Station system along with Tap Quest, both powered by NFC technology, offering an advanced interactive tourism experience. This system has been successfully implemented at numerous prominent locations, including the Imperial City of Hue, Hai Van Quan, the People's Daily Headquarters (Hanoi), the summit of SunWorld Ba Den (Tay Ninh), SunWorld Fansipan (Lao Cai), and across 63 provinces and cities through the "Much Love, Vietnam" project. This solution not only attracts tourists but also enhances the quality of destination management. Utilizing NFC technology, the Smart Check-in Station combined with Tap Quest facilitates visit verification, real-time traffic monitoring, and the provision of crucial data. The system also integrates an AI tour guide, sightseeing tasks, and the creation of memorable travel moments, effectively guiding tourists, optimizing revenue for businesses, and supporting sustainable development strategies.

Mr. Nguyen Huy introduced the Smart Check-in Station system along with Tap Quest, both powered by NFC technology.

Beyond the in-depth presentations, the seminar also featured a dynamic discussion session for experts to directly engage with attendees and address their inquiries. The topics explored during this session included the extent of technology application within Ho Chi Minh City's tourism sector, the advantages and disadvantages of phygital technology compared to other methods such as AR and VR, the potential for implementing a Night Economy platform locally, and strategies for enhancing user engagement.

Experts directly engaged with the attendees, addressing their questions and exchanging insights

In conclusion, the seminar "Phygital - The Digital Transformation Trend in the Tourism Industry" provided insightful and profound perspectives on the growing application of Phygital technology within the tourism sector. The innovative solutions presented, ranging from the development of the night-time economy to smart check-in systems, not only contribute to the optimization of destination management but also enhance the visitor experience, thereby fostering sustainable tourism growth. With the collaborative support of regulatory bodies, businesses, and academia, Vietnam's tourism industry is undergoing a significant transformation to adapt to the digital age. The seminar effectively underscored the significant role of Phygital technology in shaping the future of the tourism sector, paving the way for numerous opportunities for collaboration and development in the times ahead.

Further highlights from the seminar: