Tourism Australia has launched its Aussie Specialist Program (ASP) in Vietnam to promote Australia as a holiday destination at events in Ho Chi Minh City and Hanoi.
The Aussie Specialist Program is Tourism Australia’s global frontline travel seller training programme. It provides international travel sellers with the knowledge and skills to sell Australia more effectively.
The expansion into Vietnam responds to growing interest in Australia as a holiday destination. As of year-ending September 2025, Vietnam is one of Australia’s strongest growth markets for visitor arrivals, up 37 per cent on the same period in 2019.
The launch events on November 25 and 27 target Vietnamese product managers, travel planners and agency frontline staff from 91 companies, equipping the country’s travel trade with product knowledge and confidence to meet rising demand.
The events include destination showcases from five State Tourism Organisations: Destination New South Wales, South Australia Tourism Commission, Tourism and Events Queensland, Tourism Western Australia and Visit Victoria. They also highlight Australia as a MICE destination and provide visa training delivered by the Australian Consulate-General in Ho Chi Minh City and the Australian Embassy in Hanoi.
Tourism Australia regional general manager for South and South-east Asia Jennifer Doig stated that Vietnam has historically been an important partner for Australia, with strong economic, education and cultural ties.
“It is now one of our most important emerging markets, evidenced by 37 per cent growth in visitor arrivals since 2019. The ASP provides a platform to help partners convert this interest into holiday bookings,” she said.
Doig also announced Junnie Tran as business development manager, South-east Asia. Tran will manage relationships with trade partners and lead the ASP launch in Vietnamese.
Research shows key factors attracting South-east Asian markets to Australia include its positioning as a familiar yet new destination, proximity for holidays closer to home, expanding aviation routes, pleasant climate, and a vibrant dining scene.
Australia aims to provide experiences for all travellers across South-east Asia, including high-yield travellers, groups, families and Muslim travellers. This is supported by State Tourism Organisations actively promoting Australia’s offerings.
