Asia Hub HUB ASI

Regional Context

Our Asia Hub (HUB ASI) is coordinated by Quy Nhon University (QNU), located in a coastal city in central Vietnam that is gradually emerging as a tourist destination.

Vietnam’s tourism development strategy for 2030 aims to make tourism a key economic sector, targeting a 14% GDP contribution through green growth and sustainable practices. Yet rapid expansion is creating pressure: limited high-quality services due to a shortage of skilled professionals, resource strain, and the need for international cultural integration in training programs.

QNU’s current hospitality program is nationally focused and theoretical, lacking the international perspective, English proficiency training, and hands-on tools — such as banquet equipment and training software — that graduates need to succeed in a global tourism industry. The hub works to close these gaps, equipping students with the practical skills and cross-cultural competencies needed for sustainable tourism management.

Focus Areas

Coastal Tourism, Cultural Preservation, Environmental Protection, Marine Conservation

Looking Ahead

The Asia Hub is building toward a tourism education ecosystem in central Vietnam that prepares students for both local and international careers in sustainable hospitality. We aim to develop graduates who understand Vietnam’s unique coastal and cultural heritage, can apply international best practices, and are equipped to contribute to the country’s sustainable tourism goals — ensuring that growth benefits local communities and protects the environments that make the region a destination worth visiting.