Vietnam tourism entered 2025 with strong momentum, but international attention does not automatically become travel demand. To convert awareness into consideration, tourism brands need KOL collaborations planned by market, audience intent and destination experience.
Start with the market, not the creator list
A campaign for Korean travelers should not look exactly like a campaign for Thailand, Indonesia or the Philippines. Each market has different flight habits, content platforms, holiday timing and proof points. Before shortlisting creators, define which audience the destination needs most and what barrier the content must remove.
Give each creator a clear role
International KOL work becomes stronger when creators are not all asked to say the same thing. A travel vlogger can build itinerary confidence. A lifestyle creator can make a destination feel aspirational. A food creator can make local culture easier to enter. A family creator can answer safety and convenience questions. The mix should reflect the destination’s real strengths.
For Vietnam, this is especially useful because destinations carry different meanings. Phu Quoc may work for resort and island experiences. Hoi An may work for culture and visual storytelling. Da Nang can work for short trips, meetings and family travel. The creator plan should make those roles visible.
Turn content into assets that keep working
A strong campaign should produce more than one round of posts. Long videos can support search. Short-form clips can create discovery. Photos can strengthen social proof. Quotes and creator footage can support landing pages, media kits and sales conversations with travel partners.
Measure beyond vanity metrics
Views and engagement still matter, but tourism campaigns should also watch branded search, landing page behavior, saved posts, inquiry quality and partner feedback. These signals show whether the content is moving people closer to a trip, not only entertaining them for a moment.
Related: Vietnamese source article.
The best international KOL strategy makes Vietnam easier to imagine and easier to choose. IMVN helps tourism teams translate that ambition into market choices, creator roles and content routes that can actually be executed.
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