DigitalTransformation

KisStartup – Compiled and Analyzed

Global tourism is entering a phase of deep transformation, where new business models are no longer centered solely on traditional tours, tickets, and hotel rooms. Instead, revenue streams are expanding into data, micro-experiences, access rights, digital content, and large-scale personalized services. At the heart of this shift is technology—particularly AI, digital platforms, extended reality (XR), big data, and “phygital” operating models that blend physical and digital experiences. These innovations emerge as travelers increasingly expect tailored, sustainable, convenient, and community-oriented journeys.

1. Travel super-apps and digital platforms: From inspiration to post-trip support in one closed loop

The new generation of OTAs and travel super-apps is evolving from simple “booking platforms” into integrated ecosystems covering the entire travel lifecycle. Travelers can find inspiration through short videos and AI-driven recommendations, auto-generate itineraries, book services, make payments, and receive post-trip support—all within a single app. AI enables seamless personalization by analyzing preferences, behavior, weather, and budget to create tailored journeys. Social-integrated travel platforms are also rising, allowing users to “watch – like – book instantly,” turning social commerce into a powerful travel sales channel.

Rather than competing directly with major OTAs, many startups adopt a B2B2C strategy—selling APIs, white-label booking systems, and AI tools to boutique hotels, DMCs, and small destinations, enabling digital participation without heavy infrastructure investment.

2. Travel subscriptions and the rise of “Travel as a Service”

Subscription consumption models are entering tourism, creating what some call the “Netflix of travel.” Users pay monthly or annually for access to discounted hotel rates, fixed annual stays, cheaper flights, or exclusive travel clubs. Airlines, hotel chains, and OTAs leverage subscriptions to generate stable year-round revenue, reduce seasonality, and increase loyalty.

Beyond products, the model is shifting toward selling access: airport lounges, wellness retreats, nomad communities, creative workshops, and concierge services. As tourism becomes an experience economy, value lies not in individual services but in exclusivity and community quality.

3. Micro-experiences, niche tourism, and the rise of local platforms

Post-pandemic travelers increasingly seek authentic, short, and local experiences. Platforms connecting visitors with local hosts—craft workshops, farm tours, cooking classes, market visits, nature experiences, and wellness retreats—are booming globally.

Micro-tours lasting 2–4 hours suit business travelers, transit passengers, or urban residents seeking brief escapes. AI plays a key role by continuously analyzing context to recommend relevant activities based on location, weather, and past behavior, boosting conversion rates and enriching destination value chains.

4. The digital travel era: VR/AR, gaming, and phygital models

Virtual and augmented reality are transforming how travelers engage with destinations. Museums, heritage sites, and cities now sell VR/360° tours and paid digital events, often linked to upselling strategies—virtual previews that lead to physical bookings, workshops, or digital souvenirs such as NFTs and in-game items.

Meanwhile, tourism linked to gaming and e-sports is expanding rapidly. Gaming-optimized hotels, international e-sports events, and game festivals are driving next-generation MICE tourism, with revenue extending beyond tickets to room bundles, entertainment services, and digital content.

On-site, AR recreates historical narratives, offers real-time guidance, and blends physical–digital environments, opening new revenue streams from content licensing and in-space digital advertising.

5. Smart tourism and the expansion of B2G/B2B models

Cities and destinations are deploying smart tourism platforms to manage visitor flows, analyze behavior, control crowds, and operate e-ticketing systems. Technology is becoming core infrastructure for sustainable tourism management.

Tech companies monetize through B2G contracts, system operations, data analytics, and digital marketing services. At the same time, Mobility-as-a-Service enables travelers to access public transport, on-demand buses, and shared mobility within a single app—offering optimized routes and unified payments while supporting low-carbon tourism.

6. Sustainability, digital nomads, and purpose-driven travel: New traveler values

Sustainable tourism is shifting from a marketing highlight to an operational standard. Platforms now allow travelers to check green ratings, choose low-carbon tours, calculate and offset emissions. Revenue comes not only from booking commissions but also ESG consulting for tourism businesses.

Simultaneously, the digital nomad movement fuels demand for long-stay accommodation, co-living/co-working models, flexible visas, and “work-from-anywhere” packages—supported by subscriptions, long-term bundles, and local partnerships.

Alongside this is the rise of purpose-driven tourism: volunteering, healing retreats, learning bootcamps, and work–study–experience models. This fast-growing segment values personal meaning and social impact as much as the journey itself.

Tourism is shifting from a service industry to a data–experience–platform economy

Technology trends are not only reshaping traveler behavior but fundamentally transforming tourism business models. Competition is no longer about price, but about ecosystems, content, data, personalization, and sustainability.

Destinations, companies, and startups that effectively leverage AI, digital platforms, data, and agile product thinking will lead the tourism market in the coming decade.

© Copyright belongs to KisStartup. Any form of copying, citation, or reuse must clearly state KisStartup as the source.

• For an average text command:
  • Gemini (Google): approximately 0.24 Wh of electricity, emits 0.03 gCO₂, uses 0.26 ml of water.
  • ChatGPT (GPT-4o): estimated at around 0.3 Wh of electricity.
• These numbers may seem small, but for 1 million commands → approximately 300 kWh, which is the electricity consumption of a household in one month.
• Additionally, each 0.3 Wh of electricity could be equivalent to 0.03–0.21 gCO₂ depending on the "cleanliness" of the energy source.

• Vague prompt → AI gives incorrect responses → need to run again.
• No length limit → AI generates unnecessarily long text → consumes tokens, uses more electricity.
• Choosing an overly powerful model for a simple task → like using a truck to carry a bag of vegetables.

1. Clear goal: Specify exactly what you need, for whom, and in what format.
2. Provide sufficient context: Give data, conditions, and constraints upfront.
3. Limit output: Request specific word count or number of bullet points.
4. Choose the right model: Simple tasks → small models. Complex tasks → large models.
5. Avoid multimedia waste: Only ask for images/slides when absolutely necessary.
6. Save good prompts: Reuse them, don’t "reinvent the wheel."

In the global context, green, sustainable standards, and ESG (Environmental – Social – Governance) have increasingly become not just "external requirements" but a core foundation for businesses to affirm their position and create long-term export opportunities. Many Vietnamese businesses are still accustomed to a passive approach – only changing when requested by partners. However, real-world examples from successful businesses show that proactively starting from within – from the business model and internal governance – creates a creative path, aligns with resources, and provides sustainable competitive advantages.

KisStartup has compiled and analyzed 7 proactive steps to help businesses enter green export effectively:

Step 1: Analyze the Current Business Model and Internal ESG
The starting point is not from the outside, but from within the business itself. Dissect your current business model according to the 9 components (Canvas) and ask: What is the level of E (Environmental), S (Social), and G (Governance)? What needs improvement?
For example: Does the production process cause waste of materials? Is the team fairly compensated? Is the governance system transparent and tracking ESG effectiveness?
From there, develop a specific strategy to integrate ESG into your business model rather than just treating it as a slogan.

Step 2: Tell the Green Story of Your Products and Services
Today's global customers are not just buying products, they are buying the story and values behind them. Be proactive in sharing your sustainability journey:

• How are farmers supported?

• How does your production process save water and energy?

• How has your company reduced emissions, recycled, or contributed to society?
  Use your website, social media, catalogs, and fairs to build trust and differentiate yourself before the market raises questions.

Step 3: Embrace the First Trial Orders
Once you’ve shared your story, the market will provide feedback. Small trial orders from abroad are opportunities for testing. At this stage, businesses should:

• Understand the needs and consumption habits of international customers.

• Compare with current capacity and resources.

• Identify gaps to be filled for further progress.
  Be proactive in learning from the market through each trial order to adjust quickly and minimize risk.

Step 4: Accurately Understand Market Criteria and Requirements
Each market and customer has different standards. Instead of vaguely aiming to be “green,” clarify specific criteria:

• What is the maximum allowable chemical content?

• How is traceability handled?

• Which certifications are mandatory?
  Proactively reach out to trade organizations, participate in programs like GEVA or SwissTrade, or communicate directly with partners to “translate” requirements into actionable internal processes.

Step 5: Negotiate and Make Investment Decisions
At this stage, businesses need to face reality: with outputs in place, it’s time to invest. Negotiate with customers on purchase commitments, then decide:

• Invest in new technology to meet standards.

• Enhance human resources to manage ESG.

• Adjust processes for greater transparency.
  This is the “risk-balancing” step between market requirements and internal capabilities.

Step 6: Complete Certifications for a Specific Market
Instead of spreading across multiple certifications at once, focus on a priority market and achieve sustainable certifications (Organic, Fairtrade, Rainforest Alliance, etc.).
Certifications are not only a “pass” but also a commitment that demonstrates your ESG journey.

Step 7: Expand the Market – Continuously Adjust the Business Model
Once successful in one market, use that experience and evidence to expand into other markets.
At the same time, continuously ask: Does the current business model still align with the new ESG context? What needs to change? The mindset of “proactively checking and adjusting” will help businesses remain flexible and not passively follow trends.
Green export is not just about “meeting partner requirements,” but a long-term strategy to create value and sustainable differentiation for Vietnamese businesses. By starting with their own business model, creatively integrating ESG, telling their story, and expanding step by step, businesses can proactively seize opportunities and design their own path to the global market that fits their resources and advantages.

To accompany businesses on this journey, KisStartup and the GEVA project have developed a set of 3 measurement tools to help businesses self-assess, self-adjust, and proactively shape their green export path:

• Export Readiness Measurement Tool – Helps businesses know where they are in their export journey and what they need to prepare.

• Green Export Compliance Measurement Tool – Compares processes and products with green standards (VSS, Organic, Fairtrade, etc.).

• Green Business Model Measurement Tool – Analyzes the current business model and finds creative paths that align with E, S, and G elements.

Businesses can start today by using these tools to map their own path instead of waiting for partner requirements.

© Copyright belongs to KisStartup. The content was developed as part of the Green Export Incubator and Accelerator Program through Voluntary Sustainability Standards (VSS) project. Any form of reproduction, citation, or reuse must clearly credit KisStartup/GEVA as the source.

 

A Meaningful Milestone After 10 Years of Steadfast Innovation

At the National Exhibition of Achievements—held by the Ministry of Science and Technology to celebrate the 80th anniversary of Vietnam’s National Day—we were deeply honored to see the KisStartup logo featured on the map of Vietnam’s innovation and startup ecosystem. This recognition is not only a source of pride for us, but also a reminder to remain humble, dedicated, and resilient throughout our decade-long journey supporting entrepreneurs.

In a world eager for quick, headline-grabbing success, we believe that true change comes from perseverance. Every startup we accompany is more than a figure in a report; it is a vital piece of a larger picture. Every trainer we mentor will, in turn, pass knowledge to hundreds of students in the years ahead. That is how we understand sustainable innovation: not by creating one-off miracles, but by laying the foundation for positive change to multiply on its own.

Execution Matters More Than Ideas

After years of working with hundreds of startups, KisStartup has learned a crucial truth: good ideas can come from anywhere, but the ability to turn those ideas into reality is rare. That’s why entrepreneurship isn’t a race against time—it’s a race to shorten the learning curve and build the fundamental capabilities needed to transform ideas into sustainable action.

When implementing donor-funded projects in general—and the IDAP program in particular—we chose not to simply teach businesses how to use digital tools. Instead, we approached it as an inclusive, market-system-oriented effort to develop a comprehensive digital transformation ecosystem. We put businesses and their needs at the center. For the ecosystem’s players to work effectively together, every stakeholder must strengthen their own capacity. Once that happens, universities can connect with enterprises, service providers can link with users, and a self-sustaining support network can emerge. This process has deepened our understanding of our own role.

Along the way, KisStartup has helped startups expand their markets. Companies like So Ban Hang and Sac Moc Tinh not only brought technology to new audiences but also uncovered fresh needs. To foster local ecosystem models, we’ve invested in understanding our partners’ requirements as well as in sharpening our own expertise. Our organization and projects serve as incubators where all ecosystem stakeholders can participate and grow.

Inclusive Innovation, Broader Connections

One of the most valuable lessons from our innovation journey came through the IDAP4D program, where we opened opportunities for people with disabilities. At first, we thought we were creating chances for a specific group. But with creative methods and flexible approaches, locally run service providers led by people with disabilities began to take shape. From these efforts, a model for enabling persons with disabilities to join the digital transformation has emerged—one that is closely intertwined with the local ecosystem.

Responsibility on the National Innovation Map

Seeing the KisStartup logo on Vietnam’s national startup and innovation map brought not just pride, but also a profound sense of responsibility. It’s a call to keep laying small but steady building blocks so that, one day, innovation will no longer be the privilege of a select few, but the shared capability of an entire community.

Presence at the Exhibition Extended to 15/09/2025

Being featured in the national exhibition—whose duration the Prime Minister has decided to extend until 15/09/2025—is not only a recognition, but also a daily reminder of our commitment. The past ten years are only the beginning. We believe that with every small yet steady step, KisStartup will continue to be a trusted companion, helping transform aspirations into reality and ideas into positive impact for the community and society.

KisStartup – Knowledge Transformed into Action, Aspirations into Reality!

Innovation for Sustainable Community Development

• Fanpage: https://www.facebook.com/kisstartup
• Website: https://www.kisstartup.com/
• Email: hello@kisstartup.com
   

Four digital service providers have participated in the Vietnam E-Commerce and Digital Technology Application Forum. This marks their first direct involvement at the heart of the digital transformation wave, where concepts are tested and turned into practical solutions.

The exhibition will open doors for impromptu encounters. A question about optimizing shipping costs might lead to a discussion on logistics in remote areas. A sharing about challenges in digital marketing may inspire a direction rooted in the strength of local culture.
It is moments like these that create the true value of this trip. When hearing how a startup in Ho Chi Minh City expanded its business model, participants began to consider the possibility of scaling their own services. When witnessing a business solution in action, they asked themselves: "Which part could be simplified to suit local services?"
After the trip, the IDAP project will host exchange sessions for participants to share their learnings. Valuable ideas will be developed into concrete plans and become a reference for other units in the community. The ultimate goal is to enhance collective digital transformation capabilities through targeted learning.

ABOUT THE IDAP PROJECT
The Inclusive Digital Acceleration Program (IDAP) – Strengthening an inclusive digital transformation ecosystem for SMEs focusing on agriculture and tourism in the provinces of Lào Cai and Sơn La – is a project funded by GREAT (Gender Equality Through Enhancing Agricultural Production and Tourism Development) and implemented by KisStartup from 2024 to 2027.
The GREAT project is an initiative funded by the Australian government and managed by Cowater International. The first phase of GREAT was implemented from 2017-2022, and the second phase (GREAT 2) will be conducted from 2024-2027 with a total investment of AUD 67.4 million from the Australian Government.

For any inquiries, please contact:
Fanpage: KisStartup
Website: www.kisstartup.com
Email: hello@kisstartup.com
Phone: (+84) 0396292442 (Ms. Xuan)

To promote the connectivity of the national digital transformation ecosystem, the IDAP Project is organizing a learning tour at the Vietnam Sourcing Forum 2025 in Ho Chi Minh City from September 4-6, 2025, for prominent digital service providers.

The tour is not only an opportunity to explore new trends in digital transformation but also a chance for service providers to engage directly with experts, learn about smart business models, and establish relationships with potential partners. The forum will offer fresh perspectives on the market, helping participants seize practical opportunities to apply in their digital service development strategies in Lào Cai and Sơn La. This trip also represents a new approach from the IDAP project to enhance the capabilities of ethnic minority women and people with disabilities. Instead of just learning theoretical knowledge, direct exposure to the real-world environment allows learners to observe, learn, and apply digital transformation more easily.

The IDAP project has always been by the side of service providers, supporting them in improving their business models, helping them reach out to and find customers. Over two seasons, we have witnessed their unwavering efforts to improve service quality and business operations. From late-night assignments seeking feedback to continuous innovations to improve processes, these units have truly shown their commitment to learning and change.

The next phase will be a significant turning point, as these units will not only accumulate knowledge but also actively connect and expand their market networks. The goal is to apply the knowledge gained in practice, build long-term relationships, and create a solid foundation for future cooperation opportunities.

The selected units participating in this trip are:

• Ms. Dương Hồng Thuỷ – Provider of Nặm Chữ services

• Ms. Phạm Thị Kim Anh – Provider of Cultural Heritage Digitalization Consulting services

• Ms. Vàng Thị Mơi – Provider of Mơi Design services

• Ms. Lương Thị Việt Chinh – Provider of Mây Studio services

We will continue to organize more tours in the future, offering opportunities for other service providers to learn and grow. This is the time for you to actively seek opportunities, enhance your capabilities, and decide on your own digital transformation path.

Always be ready to seize new opportunities, learn from real-world experiences, and strive for success in the future.

ABOUT THE IDAP PROJECT
The Inclusive Digital Acceleration Program (IDAP) – Strengthening an inclusive digital transformation ecosystem for SMEs focusing on agriculture and tourism in the provinces of Lào Cai and Sơn La – is a project funded by GREAT (Gender Equality Through Enhancing Agricultural Production and Tourism Development) and implemented by KisStartup from 2024 to 2027.
The GREAT project is an initiative funded by the Australian government and managed by Cowater International. The first phase of GREAT was implemented from 2017-2022, and the second phase (GREAT 2) will be conducted from 2024-2027 with a total investment of AUD 67.4 million from the Australian Government.

For any inquiries, please contact:
Fanpage: KisStartup
Website: www.kisstartup.com
Email: hello@kisstartup.com
Phone: (+84) 0396292442 (Ms. Xuan)