Screenshot of several TikTokers joining the “Vietnam is calling” trend.

If you search for the hashtag #VietnamIsCalling on social platforms, you’ll find a flood of 10-second clips, set to upbeat music, featuring tourists holding a passport and a boarding card and pulling a suitcase to the airport departure gate, heading for Vietnam’s beautiful landscapes, delicious cuisine, and ancient culture.

It was inspired by the famous quote by naturalist John Muir: “The mountains are calling and I must go.” Unlike other online trends, “Vietnam is calling” demands action in real life – not a filter, not a staged scene, but a physical ticket and an actual journey. It has made the trend stand out and spread rapidly.

TikToker @parmersss posted a video of himself skipping through the airport with passport and boarding pass in hand, heading eagerly to Vietnam. The video garnered 2 million views in 10 days (from June 9 to June 19). He later shared videos of his travel through Vietnam.

Catching the trend, many other foreign TikTokers like @GorillaiDeas and @amalia_maximova, have posted clips of biking in Hoi An, checking in in Ha Giang, and doing morning exercises on the beach in Da Nang.

“Vietnam is calling” clips rack up millions of views. Le Cong Nang, founder of the WonderTour travel company, said: “If we integrate trends like ‘Vietnam is calling’ into tourism products, from designing experiential tours to coordinated media campaigns, we can create a powerful push for Vietnamese tourism to hit its target of 20 million international visitors this year.”

 “Vietnam is calling” is a modern approach to promoting tourism to younger travelers. As Vietnam enters its peak travel season, this is proving to be an effective promotional tool, enhancing Vietnam’s appeal and stimulating demand in the global tourism market.