By Eva C. Visperas

 

WHAT makes Vietnam a big hit among tourists?

As someone who loves exploring our own Pangasinan and other parts of the Philippines, my trip to Vietnam last month made me ask: Why are they drawing in more tourists than us?

Curious and eager to visit another Asian country, I found myself in Vietnam last month. What I saw and experienced there made me reflect not only on their growing tourism industry but also on what we, in Pangasinan and the rest of the Philippines, can do to catch up.

This thought came back to me after a recent conversation with a friend, Yoly S. Before I wrote this piece, she asked about my trip, and I told her the truth: in terms of natural gifts, the Philippines can easily compete with Vietnam, even surpass it. We have stunning beaches, other wonders of nature, modern shopping malls, distinct Filipino cuisine, warm and hospitable people, cheap yet delicious food, and a rich history complete with museums and parks.

On top of that, we Filipinos, including ordinary workers and vendors, are far better in speaking English compared to the Vietnamese. That should give us an edge when welcoming foreign visitors.

And yet, when I was in Vietnam, the number of tourists was overwhelming. They were everywhere—backpackers, families, retirees, couples strolling the streets. It struck me how visible they were in almost every corner.

So, the question is: Why does Vietnam attract so many tourists?

The answer is not just about what they have, but how they present it. Vietnam has maximized every bit of its resources, no matter how simple, and turned them into tourist-friendly experiences.

In Ho Chi Minh City, where we stayed, progress was visible. Wide boulevards, historical landmarks, affordable hotels, vibrant street food, and organized tours made the city both exciting and manageable for visitors. It may not be at par yet with the world’s most progressive destinations, but it has carved its own place in the global tourism map.

I remember chatting with former PIMRO chief Dhobie, who had also recently been to Vietnam. We shared the same observation: Pangasinan has even greater treasures to offer. From the Hundred Islands to the beaches of Bolinao, from waterfalls to mountains, from heritage sites to our local cuisine — our province is blessed abundantly.

And yet, something is lacking. Something is amiss.

Vietnam has succeeded in branding itself as a destination. They have turned even simple things — a cup of strong coffee, a bustling night market — into experiences that define their culture and entice visitors. Tourists know what to expect, and they leave with memories worth sharing.

In Pangasinan, we have the beauty but not always the consistency. Some destinations are world-class, but others remain underdeveloped or poorly maintained. Accessibility is a challenge, with roads that are either difficult or too costly to travel. Basic infrastructure, cleanliness, and proper facilities are still uneven. These gaps often make the difference between a one-time visit and a returning tourist.

But here’s the hopeful part: We can still catch up.

Vietnam, like us, endured war and hardship. Their progress did not happen overnight. It was the result of aggressive moves — clear planning, sustained investment, and a strong push to put themselves on the tourism map.

Pangasinan, and the Philippines as a whole, can do the same. We already have the natural wonders and the warmth of our people. What we need now is the determination to act. Better infrastructure, safer and cleaner destinations, empowered local communities, and consistent promotion of our unique identity can make a world of difference.

Imagine a Pangasinan where the Hundred Islands is complemented by efficient transport, clean facilities, well-trained guides, and vibrant local markets. Imagine tourists flocking not just to see the sights but to immerse themselves in our culture, taste our food, and feel at home with our people.

It is possible.

Vietnam shows us that with vision and bold steps, a country can transform its image and draw the world to its doorstep. Pangasinan can do the same, if only we make the right moves.

We have the treasures. Now, it is time to show them to the world.

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