Insufficient Fulfillment of Tourists’ Nighttime Entertainment Needs
Many foreign tourists visiting Hanoi find it challenging to locate entertainment venues during the evening. Although the city has announced its commitment to developing the nighttime economy, there remain gaps in investment policies and mechanisms to attract businesses to night tourism. For example, Thai tourist Sila Groove visited Hanoi in July 2023 and enjoyed the city’s daytime attractions and local cuisine. However, she found it difficult to find evening activities, noting that Hanoi’s nightlife seemed to come to a standstill by 2 a.m., which contrasts sharply with the vibrant nightlife in other international cities.
Similarly, local guide Nguyen Ngoc Thao mentioned that around 80% of tourists ask her for information about nighttime entertainment. Despite being born in Hanoi and working as a tour guide for six years, she often finds herself unable to provide sufficient answers as most entertainment venues close early, creating a significant gap between foreign tourists’ expectations and the city’s current offerings.
The Introduction and Development of Night Tourism Products
In 2024, the Hanoi Tourism Department introduced 15 nighttime tourism products as part of its broader effort to harness the potential of evening services. These initiatives include weekend pedestrian streets and night markets around popular areas such as Hoan Kiem, Ba Dinh, and West Lake. Additionally, some bars and karaoke lounges in the Old Quarter have been permitted to remain open until 2 a.m. Moreover, several tourism companies have collaborated with major landmarks, launching nighttime tours at sites like Hoa Lo Prison, the Temple of Literature, Thang Long Imperial Citadel, and the Hanoi Museum of Literature.
According to Dang Huong Giang, Director of the Hanoi Tourism Department, the city considers nighttime tourism development a priority. The government aims to position it as an essential part of economic and social growth. Despite some growth in the nighttime economy, Hanoi is yet to achieve a significant breakthrough. The range of services remains limited, and the city has yet to fully meet the diverse needs of visitors.
The Potential and Future Directions of the Night Economy
Despite the general belief that the night economy could bring significant economic benefits to the city, Hanoi’s night economy has not yet realized its full potential. According to data from the Hanoi Department of Tourism, tourism revenue and tourist spending remain relatively low. Dang Huong Giang attributes this to the lack of policies and mechanisms to attract investment in nighttime tourism and the absence of a comprehensive plan for night tourism zones.
Nguyen Tran Hoang Phuong, Chairman of Golden Smile Travel, believes that the night economy is not just about dining and shopping but also includes photography, sightseeing, and various nighttime experiences. These services are typically the most expensive components of tourism packages, significantly boosting visitor spending. In his view, many tourists follow set itineraries during the day, leaving evenings for free exploration and shopping. Therefore, the potential for developing the night economy is immense and remains largely untapped.
Phuong further pointed out that many countries, especially in Asia, are actively developing their night economies. This trend suggests that Hanoi needs to not only implement policies to promote nighttime tourism but also shift the public’s and local residents’ perceptions of the night economy. He called on the city to clearly communicate that Hanoi is “open at night” to attract more investment and visitors.
Experts generally agree that further development of Hanoi’s night economy requires a top-down policy initiative, supported by a series of incentives to encourage businesses and investors to participate in the development of nighttime tourism products. While the city has already taken some measures, there is still a need for improvements in planning, policy incentives, and public awareness campaigns.
Additionally, enhancing infrastructure, diversifying nighttime activities, and improving safety measures will be key to advancing the night economy. Close collaboration between the government and businesses will be essential to ensure that tourists enjoy a more vibrant and secure nighttime tourism experience.
