Vietnam’s Thriving Airports: Gateway to a Captive and Diverse Audience

Vietnam, recognized as the Socialist Republic of Vietnam, is a strategically positioned country in Southeast Asia, bordered by China, Laos, Cambodia, and the South China Sea. With a population exceeding 96 million, Vietnam ranks as the 15th most popular country globally. Vietnam’s economic growth is projected to ease to 6.3% in 2023 from a robust 8% in 2022. It is a relatively young country; the median age of Vietnamese will be 32 in 2020. With a population exceeding 96 million, Vietnam ranks as the 15th most popular country globally. Vietnam’s economic growth is projected to ease to 6.3% in 2023 from a robust 8% in 2022. It is a relatively young country; the median age of Vietnamese will be 32 in 2020.

Digital natives are becoming the majority driver of Vietnam’s consumption. The so-called digital natives are also leading the consumption. Born between 1980 and 2012, these economically active individuals, including members of Generation Z and millennials, are expected to account for around 40 percent of Vietnam’s consumption by 2030. Members of this digitally savvy generation live online and on their mobiles.

Vietnam’s rich history and culture bear influences from Chinese, Khmer, and French civilizations, encompassing captivating limestone karsts in Halong Bay and bustling urban hubs like Hanoi and Ho Chi Minh City. Renowned for its beautiful beaches, vibrant markets, delectable cuisine, and warm hospitality, Vietnam offers a compelling destination for business and leisure travelers alike.

The nation witnessed an impressive influx of foreign visitors in 2019, exceeding 18 million. This tourism growth has led to increased demand, with both major international airports in Hanoi and Ho Chi Minh City (HCMC) operating beyond capacity. Notably, Tan Son Nhat International Airport (SGN) stands out as the busiest among Vietnamese airports, followed closely by Hanoi Noi Bai International Airport (HAN).

In recent years, the boom in these travelers has resulted in complaints as the airports are overcapacity. These complaints increased significantly as post-Covid revenge travel further overstressed the handling capacity.

Just for the 2023 Tet (source) which is traditionally the peak travel season in the past, on 2023, January 20, 

      • Tan Son Nhat International Airport recorded 901 flights taking off and landing with around 130,000 passengers, up 74.5%.

      • Noi Bai International Airport handled 550 flights carrying 83,000 passengers, up 51.5% and 97%, respectively, from 2022. Previously, Noi Bai International Airport was expected to receive up to 104,000 passengers and 580 flights on the busiest day during the Tet holiday. Airport authorities estimate that a quarter of passengers and one-third of flights will be international.

      • Danang International Airport saw an increase of 115% in flights to 220 flights and 143% in terms of passengers to approximately 28,000.

      • In addition, more than 2,300 flights with some 332,000 passengers passed through airports nationwide on January 20, up 36% and 68%, respectively, from those in 2022.

    There have been numerous calls for the building of new airports, especially for the current Tan Son Nhat International Airport in Ho Chi Minh City. But until then, the importance of these airports is growing as a key location to advertise to reach international travelers for both leisure and business.

    Interesting fact: The Busiest Travel Route in the World “Hanoi-HCMC Southeast Asia’s busiest domestic air route”  (Source

    The two-hour Hanoi-HCMC route was the busiest domestic air route in Southeast Asia in July 2023, with 987,000 passengers, an increase of 5% against last month. In fact, during the COVID period, this route was the busiest in the world, surpassing even Seoul-Jeju and New York-Chicago.

    Currently, for South East Asia, the Jakarta-Denpasar route in Indonesia is the second busiest in the South East Asia (ASEAN) region with 629,877 passengers, according to OAG. Ranking third was the Da Nang-Hanoi, with 558,618 passengers.

    Five of the top 10 domestic routes in Southeast Asia in July were in Indonesia.

    Vietnam remains the second largest country in terms of capacity with 7 million seats in July after Indonesia (10 million) and continues to account for 19% of the region’s capacity.

    Vietnam Airlines was the region’s second-largest carrier by seat volume with 2.9 million seats after Indonesia’s Lion Air with 3.1 million seats. 

    Tan Son Nhat International Airport

    Tan Son Nhat International Airport, located in Ho Chi Minh City, is the busiest airport in Vietnam. It serves as the main gateway to the southern region and the largest city in Vietnam, Ho Chi Minh City. Ho Chi Minh City is a vibrant and dynamic metropolis, known for its modern skyscrapers, historical landmarks, and bustling street life. The airport is just 7 km from the city center!

    Tan Son Nhat International Airport has two terminals: Domestic Terminal 1 and International Terminal 2. The international terminal opened in September 2007, and it can accommodate up to 10 million passengers per year. It is a contemporary structure with 80 check-in counters, 18 exit processes, 20 admission procedures, 8 customs detectors, a large number of duty-free stores, sitting lounges, coffee shops, and local eateries.  In 2022, 34 million passengers were passing through this airport.

    Noi Bai International Airport

    Noi Bai International Airport, located in Hanoi, is the largest airport in northern Vietnam. It serves as the main gateway to the capital city of Hanoi and surrounding areas. Hanoi is the major cultural, political, and economic center of the country.

    Noi Bai Airport connects Hanoi with numerous domestic and international destinations, handling around 47.6 million passenger traffic in 2022. Noi Bai International Airport is also close to Vinh Yen City, Bac Ninh City, and Thai Nguyen City.

    Why many top brands choose to advertise at Noi Bai International Airport and Tan Son Nhat International Airport:

    Airport travelers are a distinct group – although it seems that Airport passengers are often a mix of business and leisure visitors of various ages and socioeconomic backgrounds. This could also be a discerning group of consumers that have a strong consumption pattern. As airport passengers spend a large amount of time to and from the airports, therefore, they are frequently defined as a captive audience.

        • International connections:

      Both Noi Bai International Airport and Tan Son Nhat International Airport play crucial roles in Vietnam’s transportation infrastructure, serving as major international gateways and connecting the country to destinations worldwide such as Singapore, Korea, the United States, and more. These airports contribute significantly to Vietnam’s tourism, trade, and economic development, facilitating travel and promoting connectivity for both domestic and international travelers.

      Advertising in this airport allows you to reach both international visitors and domestic travelers who frequently use the airport for their travel needs. Therefore, it creates a best and unique opportunity for brands to enhance their brand awareness among a huge range of diverse audiences. There are various benefits to increasing brand exposure through airport advertising. To begin with, airport advertising helps businesses differentiate themselves from the competition and boost their exposure in a congested field. Furthermore, by developing memorable campaigns, businesses may build favorable word of mouth and boost their customer reputation. Ultimately, airport advertising may help firms generate loyalty and position themselves as industry leaders. 

          • High passenger traffic: 

        As Hanoi is a major business and tourism hub in Vietnam, Noi Bai International Airport serves as the largest airport in northern Vietnam, handles a substantial volume of passengers each year, 47 million in 2022, and 92 million in 2019 (before COVID-19), which offers a unique opportunity for businesses to reach a large and diverse audience, including business travelers, tourists, and locals through airport advertising. 

        Ho Chi Minh City is a major center for commerce, tourism, and cultural activities in Vietnam. Tan Son Nhat International Airport being the busiest airport in Vietnam, Tan Son Nhat handles a significant number of passengers annually, 47.3 million in 2022 and 92.5 million in 2019. Advertising in Tan Son Nhat Airport provides exposure to a large and diverse audience, including business travelers, tourists, and residents.

        One of the key benefits of airport advertising is the chance to reach a wide, multinational audience. Airports serve as significant worldwide travel and business hubs, drawing travelers from all over the world. This provides an ideal chance for businesses to sell their products or services to an audience they would not have reached otherwise.

            • High Dwell Time:

          The amount of time that travelers spend at airports is referred to as dwell time. Passengers frequently arrive at airports well in advance of their flights, giving them plenty of time to spend at the terminal. This presents advertising with a one-of-a-kind opportunity to catch their attention and interact with them for a lengthy period.

          Airport advertising has one of the longest stay periods when compared to other advertising mediums. Passengers, for example, spend an average of 60-90 minutes at airports before their flights, but just 15-30 seconds on traditional print or television advertisements. This greater exposure to advertising in airports may result in higher recall rates and brand identification.

          Using a long stay time for advertising reasons might offer several advantages. Advertisers may develop compelling, interactive experiences that attract travelers to connect with their brand for longer periods. They may also leverage this longer exposure to communicate a brand’s narrative and connect with the audience emotionally.

          Different types of advertising form in the airport ensures exposure to a large captive audience, providing a platform to promote your brand, products, or services effectively. The different types of airport advertising include wall parapets, bulkheads, LED digital screens, and LCD digital screens. Static banners, lightbox. 

          Some of the clients that have advertised at the Vietnam Airports with us include banks, and financial services such as VISA, MasterCard, and L’Oréal that are targeting international travelers.

          Visa – Tan Son Nhat International Airport

          VISA successfully put their advertisement in Tan Son Nhat Airport Vietnam.  The campaign period was a long-term buy with multiple 12-month renewals. The sites chosen are strategic and follow the passenger journey from immigration to exit doors and the ATM branding.

          By using static wall decals and lightboxes, the message gets 100% SOV. These sites are the perfect areas targeting 100% international arrivals at repeated intervals.

          The earlier years’ advertisement messages for VISA encouraged international passengers to leverage their VISA cards to withdraw local Dong through the ATMs instead of using the traditional money changers for money exchange. There is even an arrow to show the nearest ATM machines which were 30 – 50 m away from the advertisement. Hence some of the best out-of-home advertisements are simply directional signs. In the later years, the VISA advertisement message was changed to sharing its widespread acceptance in Vietnam.

          UOB – Tan Son Nhat Airport

          UOB bank successfully created brand awareness at Tan Son Nhat and Noi Bai International Airport by choosing The Perfect Media and selecting 100% SOV static wall decal Out of Home, the advertisement has 24/7 exposure to international business travelers.

          With Vietnam’s economy growing, its importance as an up-and-coming ASEAN country is unmistakable. This advertisement location is after the immigration and before the arrival hall, which is an unmissable location.

          Airport advertising has the capacity and ability to develop memorable, engaging campaigns that engage on a deeper level with travelers. Brands can design campaigns that enhance engagement, and positive mindset and ultimately drive sales by capitalizing on the unique opportunities given by airport surroundings. The value of airport advertising will only rise as the global travel sector grows, making it a crucial tool for marketers wishing to engage with a wide, multinational audience. There are also lots of branding and advertising spaces in both Arrival and Departure Hall in the Vietnam Airports.

          Are you ready to make a lasting impact through a remarkable advertising campaign? Look no further than The Perfect Media, your trusted partner in crafting visually stunning and engaging campaigns that captivate audiences. With more than 30 unique Out of Home media locations and outdoor advertising in Singapore and 300 in the rest of Asia – Contact us here today and start on a creative journey to create an advertising campaign that will leave a lasting impression on your target audience.

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