When asked what they think about Vietnam, most Westerners would probably immediately say lush green rice paddies, farmers ploughing with water buffalos, the Mekong Delta and Ha Long Bay (because of the press coverage about its recent status as one of the Seven New Natural Wonders of the World). Some may also add the various ethnic groups in the mountainous regions and possibly the stunning beaches, along with some World Heritage sites.

Vietnam is becoming an increasingly popular destination for all levels of tourists from across the globe. It has a wide variety of attractions to offer including some of the world's most beautiful beaches, numerous UNESCO World Heritage sites, unique and diversified cultures, a fascinating history and stunning landscapes, as well as growing modern cities and very friendly people.

The country's tourism industry has developed significantly over the last 15 years and the standard of service has improved remarkably. As the Vietnamese become familiar with the demands of foreign visitors, they are constantly striving to upgrade and promote their offerings. Mid-range hotels are now quite consistent in quality and service, and there are also a number of world-class luxury resorts. They are beginning to realize the importance of properly training hotel, restaurant and tourism staff and the quality has risen accordingly.

While these efforts are to be applauded, and I certainly hope they continue, the impact of tourism on the environment must be considered more carefully to ensure the sustainability of the industry and the benefits for local people.

Protecting the environment should not be viewed as an obstacle to developing tourism (or, indeed, the country in general). To the contrary, they go hand-in-hand. Pristine beaches attract more tourists, both locals and foreigners; protecting water sources and treating waste properly is essential for the success of everything; and maintaining biodiversity and preserving ecosystems and endangered species is vital for eco-tourism, a hot new trend around the world that could develop well in Vietnam.

I can only speak about Western tourists, being one myself, but I think most Westerners on vacation want to experience the "real Vietnam" which generally means unspoiled landscape and getting to know a bit about the essence of the country. I also believe Vietnamese people truly love their traditional countryside and want to maintain it while, at the same time, benefitting from the income tourism can bring. In the current context, this can be challenging, but the results will be well worth the effort.

Vietnam is a rapidly developing country and set on its course for "modernization and industrialization". Tourism can be a big part of its future if it takes care of the environment that attracts so many visitors to this beautiful country.

I read a lot about "promoting Vietnam's image to foreign friends" and sometimes I get mixed messages. These days "modernization" has become focused on respecting and protecting the environment at all levels – natural, rural and urban – and Vietnam could be a leader in this field by developing the right policies and raising public awareness.