Cluster General Manager Anton Bespalov: “Experiential Travel Is the Future of the Industry”

In the vibrant atmosphere of early 2026, W COFFEE TALK had the pleasure of meeting Mr. Anton Bespalov, Cluster General Manager of TUI BLUE Tuy Hoa & TUI BLUE Nha Trang. Originally from Russia, Anton first arrived in Vietnam in 2012. What was intended to be a short chapter turned into a decade-long journey of passion and dedication to the S-shaped land.

Overseeing two contrasting destinations simultaneously: A vibrant, well-established Nha Trang and a quietly captivating Tuy Hòa, often described as a “rough gem” with vast untapped potential, Mr. Bespalov speaks candidly about the challenges of his role while painting a realistic picture of the hospitality landscape in both markets. In this conversation, he shares his insights on sustainable tourism, the rise of experiential travel, and the evolving expectations of modern travelers as the new year unfolds.

As a Cluster General Manager overseeing two properties in two distinct markets, what do you find most challenging and exciting about this role?

Nha Trang is already a well-known destination, so business there is relatively smooth. Tuy Hòa, on the other hand, remains a new and emerging destination, particularly for international travelers.

However, Tuy Hòa – Phú Yên and neighboring areas like Quy Nhơn hold enormous potential. They boast stunning natural landscapes and unique attractions like Gành Đá Đĩa (the basalt rock formations), Đại Lãnh Lighthouse, pristine islands, famous pagodas, alongside a strong foundation for eco-tourism and agritourism.

“The biggest challenge is bringing this destination to the international market, but it is also a great opportunity because this land truly deserves better recognition.”

Our hotel in Tuy Hòa offers a range of distinctive facilities that support this long-term vision: a large-scale wellness center inspired by the Korean jjimjilbang concept, various sauna experiences, hot and cold onsen pools, an in-house craft brewery, contemporary room design, and a large swimming pool equipped with an advanced water filtration system. All of these elements contribute to positioning Tuy Hòa as a compelling destination in its own right.

You have lived and worked in Vietnam for over 10 years. How do you perceive Vietnamese tourism, particularly its evolution in recent years?

Many factors have shaped the industry over the last decade. But the most significant impact clearly comes from the rise of sustainable tourism. This is a very positive shift. Sustainability today means that travelers are becoming more conscious of where they stay, how they plan their trips, how they spend, and the values they bring home after their holiday. Today’s tourism is about experiences. Travelers don't just come to Vietnam for a simple retreat; they focus on diverse activities.

Furthermore, agritourism is emerging strongly and showing great potential, especially among international markets. Travelers seek authentic local experiences like interacting with residents, exploring culinary culture, history, and even venturing far from the city center to discover local farms.

So travelers today are more focused on local experiences and have higher expectations for their holidays?

Absolutely. This shift applies not only to budget travelers but across all segments. Modern travelers are far more thoughtful when choosing their accommodation. We receive a high volume of detailed inquiries from first-time guests through multiple channels: direct bookings, websites, and online travel agencies. They plan their holidays carefully and ask very specific questions about hotel facilities, available activities, and services throughout their stay.

“In general, I believe tourism is becoming more responsible and more carefully planned. Travelers increasingly value their time.”

How do you view the growing preference among modern travelers for experiential stays?

I am truly heartened to see this trend, especially among younger travelers. This is the future of the industry. Guests are no longer satisfied with accommodation alone; they want to understand the local culture, the lifestyle, and visit authentic landmarks.

In Tuy Hòa, for example, we organize free tours to Tháp Nhạn, a Champa cultural heritage site, as well as locations tied to Vietnamese folklore and various excursions to explore the natural beauty of Phu Yen.

From an operator’s perspective, what are the most notable differences between domestic and international travelers?

The differences are quite significant. In fact, it’s not just between domestic and international guests, but also between different international markets, as each nation has its own behavioral patterns and travel habits.

For domestic travelers, seasonality plays a major role, tied to summer vacations and public holidays, which represent peak travel periods. They enjoy famous attractions, family-oriented entertainment, and local cuisine, which is a vital part of their trip.

International guests, meanwhile, tend to spend a lot of time on the beach. For Russian guests in particular, sunbathing is essential - without a tan, it hardly feels like a holiday. While they are keen to try local food, they also seek familiar comfort cuisine, such as Western or Russian restaurants.

International travelers prefer traveling in groups with pre-arranged tours, professional guides, and a clear, well-structured itinerary.

International travelers also tend to stay longer, don’t they?

Yes, they do. International guests often stay for extended periods. Russian travelers, for example, typically stay between 10 days and 2 weeks. Long flight times are a key factor, so they usually focus on exploring Nha Trang rather than moving between multiple cities. If they join excursions, these are usually one-day or, at most, two-day trips before returning.

Vietnamese travelers, on the other hand, often enjoy multi-destination journeys. They might spend one night in Nha Trang, continue to Tuy Hòa the next day, then move on to Quy Nhơn, or even further to Đà Nẵng, embracing a road-trip style of travel. This pattern is also common among European travelers, such as Germans or French, who prefer round trips across the country, starting in Ho Chi Minh City and ending either there or in Hanoi.

As TUI BLUE enters Tuy Hòa and continues to grow in Nha Trang, how does the brand localize its core values while maintaining international standards?

TUI BLUE is a global brand with more than 100 hotels worldwide. We balance global brand standards with local culture through three core pillars:

• Local Experiences – connecting guests with local culture through the role of the Blue Guide.
• Local Cuisine – prioritizing locally sourced ingredients (at least 85%) and celebrating traditional recipes.
• Enriching Experiences – offering more than a beach holiday, with yoga sessions, sports activities, cooking and cocktail classes, live music, and children’s programs, all accessible via the Blue App.

As Lunar New Year 2026 approaches, would you like to share a message with WOWWEEKEND readers and travelers following the journey of TUI BLUE Tuy Hòa and TUI BLUE Nha Trang?

First and foremost, I would like to extend my most sincere wishes to all WOWWEEKEND readers and to everyone: Good health. This is the most important foundation for everything.

I also wish everyone many meaningful and enriching experiences, especially through learning and discovering new things. The more we learn, the more we discover ourselves, and in doing so, we become richer, not financially, but in cultural depth and inner value.

I wish you happiness, prosperity, clarity of mind, and a smile every day along with the ability to appreciate life’s simple moments and to cherish every experience.

Life itself is a journey. We work in the tourism industry to create meaningful journeys for our guests, but at the same time, each person’s life is a journey of their own, and each of us is the one who decides how that journey unfolds. I wish everyone a happy and fulfilling journey in life.

Thank you, Mr. Anton Bespalov, for this inspiring conversation. We wish you and your team a healthy, prosperous, and successful New Year!