Big advertising, hotel discounts, improved services and a wider choice of tourism activities all helped pour more capital into the country and revive its ailing economy.

Macau, only 28 square kilometers in size, has a population of only half a million but welcomed about 22 million tourists in 2006.

According to Ho Chi Minh City Department of Tourism, tourism in the city generated VND14.6 trillion (US$867 million) in revenues over the first six months of the year, a 40-percent year-on-year increase.

HCMC has welcomed nearly 1.5 million international visitors so far this year, some 60 percent of whom were tourists.

A representative from Ben Thanh Tourist says the company expects to receive another 30,000 to 40,000 foreign tourists in the southern hub by the end of the year.

Saigontourist has brought 83,000 foreign tourists into the city so far in 2008.

These are good signs considering Vietnam’s current economic woes, but the figures are not sufficient.

Ben Thanh Tourist Company director Lai Huu Phuong said the country’s supply of hotels has been unable to handle the unprecedented number of tourists that have entered the country for the Miss Universe competition in Nha Trang, Vietnam’s premier beach resort town.

“Increasing demand and the supply shortage have pushed room prices much higher than normal, making our job a lot more difficult,” Phuong said.

Vietnam’s 30-second tourism ad on CNN has now been almost forgotten, though it had cost the government some US$290,000.

Tao Van Nghe, managing director of the Majestic Hotel and chairman of HCMC Association of Hotels, said Vietnam has not done a good job promoting its image.

“Our infrastructure is inadequate even when we’re able to attract a larger number of tourists,” Nghe said.

He also said HCMC was only able to fill 60 percent of its hotel rooms during the first six months of the year and more tourists have been opting to visit Vietnam on cruise ships rather than stay in hotels here.

It’s time to reveal the hidden charm of Vietnam to the world.

It’s time for that hidden charm to help us in our time of need.

But until we get serious about improving tourism in Vietnam, the charm will remain all too hidden indeed.

By Trung Bao