Globally, tourism has been among the hardest hit sectors by the COVID-19 pandemic. The tourism sector, however, has also grown in number of tourists and economic impact strongly, especially post-covid. The tourism and hospitality sector's visibility and relevance in Vietnam's economy, society, and culture continues to increase, and cuts across political, policy, and social levels of the country. Vietnamese government and society increased understanding of tourism's significance for the country has led to greater support and excellent initiatives (both in the private and public sector), that no doubt will place Vietnam as one of the most competitive destinations not only in Southeast Asia but the world. As our global travel industry re-emerged from the setbacks imposed by COVID-19, is Vietnam ready for the change and to emerge as one of the top destinations in the world? This forum will bring together practitioners and academics to discuss the latest industry and scholarly trends and propose solutions to problems faced by the entire sector in Vietnam. The theme – Rethinking Tourism and Hospitality in Vietnam – will also address the progress made in the pandemic’s aftermath and how policy makers and the tourism sector have been able to adapt and rethink tourism to make the sector more resilient and ensure it is on track towards the 2030 global agenda for sustainable development.