Travel Mark Bowyer: Pioneering Vietnam's Tourism Transformation

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Photo: VN Express

 

Over 30 years ago, as Vietnam began opening its doors to the world, Mark Bowyer played a key role in introducing Australian tourists to this enchanting country. Despite initial skepticism from his family—concerned about Vietnam's war-torn past and potential unwelcoming attitudes—Bowyer found a thriving spirit of hospitality in the Vietnamese people.

 

Hailing from Sydney, Bowyer developed an affinity for Vietnam after flying on the first Qantas flight to Ho Chi Minh City in 1990. This visit was part of a book project documenting Vietnam's economic opening. At the time, tourism required a "tourist permit" for specific areas, reflecting the restrictive travel landscape.

 

Inspired, Bowyer embarked on a mission to promote Vietnam as a tourism destination, using the slogan "Vietnam – after the rain, it shines," coupled with a 1990 photo of Hue's picturesque Huong River. Bowyer sought to highlight Vietnam's warmth and recovery, moving beyond mere remnants of conflict.

 

Undeterred by opposition, Bowyer co-founded Travel Indochina in 1993, focusing on tours through Vietnam. The company's signature tour, "The New Vietnam," offered a 16-day journey from Hanoi to Ho Chi Minh City via the Thong Nhat (Reunification) train, illustrating the country's transformative era.

 

The inaugural tour in March 1993 faced challenges like poor roads and basic accommodations. Yet, travelers found these minor compared to the privilege of experiencing Vietnam's vibrant recovery and its people.

 

The Thong Nhat train, emblematic of the era, was basic yet enlivened by local passengers, impromptu musical gatherings, and the spirit of newfound openness. Guests discovered not just Vietnam's historical depth but also a surprising passion for music and karaoke.

 

After leaving Travel Indochina in 2006, Bowyer launched Rusty Compass, offering tours that capture Asia's evolving landscapes. Reflecting on these 30 years, Bowyer remains dedicated to showcasing Vietnam's charm and complexity.

 

Fluent in Vietnamese, Bowyer emphasizes that tourism's future lies in honoring Vietnam's people and their stories. He advocates for a focus on culture and history, engaging travelers' curiosity and fostering deeper appreciation of this richly storied nation.

 

  Adapted by ASEAN Now from VN Express 2025-05-01