Culture contributes to creating a strong tourism brand in Vietnam

With its rich cultural resources, Vietnam has advantages in developing cultural tourism as an important economic service sector, according to Nguyen Trung Khanh, chairman of the Vietnam National Tourism Authority (VNAT).

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Vietnam seeks to promote the values ​​of its cultural heritage.
Photo: VNA/CVN

The official said that within the scope of the national strategy for the development of Vietnam’s cultural industries until 2030, cultural tourism will account for 15-20 percent of the total revenue of about 40 billion dollars.

In recent years, Vietnam has done an excellent job in preserving and promoting the value of cultural heritage. Cultural tourism products have been developed based on exploring the natural value inherent in heritage, such as traditional culture, community cultural life and festivals.

New types of cultural tourism products are promoted, such as performing arts, music festivals, cinema, fashion and contemporary performing arts.

BlackPink’s recent concerts have led to a sudden increase in room searches in Hanoi. Specifically, Agoda recorded a 10x increase in the number of such searches in Hanoi compared to the same period in previous weeks. The number of overseas searches for Vietnam increased by 685% on nights the South Korean K-pop girl group performed.

BlackPink’s concerts in Hanoi were a huge success.
Photo: VNA/CVN

Cultural tourism products have created a strong brand in Vietnam. At the World Travel Awards 2022, Vietnam was awarded for the third time as “Top World Heritage Destination”, after those of 2019 and 2020. The city of Hoi An, in the province of Quang Nam (Central), was honored for the third time in the category “Asia’s leading urban cultural destination.”

According to the Secretariat of Cultural Heritage, after being classified and registered, the remains and tourist attractions became “tourist magnets”.

In 2019, Vietnam’s eight world cultural and natural heritage sites welcomed more than 21.3 million visitors, including 10.6 million international tourists. Revenue from tickets and direct service fees totaled approximately 3.12 trillion VND ($128.9 million).

As for the old town of Hoi An, since it was recognized by UNESCO as a world cultural heritage site in 1999, its tourism has seen spectacular growth and represents more than 70% of the city’s GDP.

Since the Tràng An scenic complex was classified as a UNESCO world cultural and natural heritage site in 2014, Ninh Binh Province has defined a clear strategy to promote the value of the heritage by serving the development of tourism. In 2022, it received more than 3.7 million visitors.

These figures show the great contribution of Vietnam’s world heritage to the socio-economic development of the country and localities since its global recognition.

Harmony between conservation and tourism development

According to VNAT, Vietnamese cultural tourism products have an important role to play in creating a national brand, improving its competitiveness and attracting international tourists eager to learn more about the country’s land, people, history and culture.

Tourists in Hoi An old town, Quang Nam (Central) province.
Photo: VNA/CVN

VNAT further said that the development of cultural tourism in Vietnam still faces challenges such as fierce competition in tourism destinations, products and services, insufficient legal framework, limited promotion and lack of human resources.

VNAT President Nguyen Trung Khanh said the tourism industry must develop concerted policies to ensure harmony between the preservation and development of cultural heritage.

The development of cultural industries should be combined with cultural and smart tourism, he said, adding that each region and locality should shape and build a cultural tourism brand and the tourism industry should strengthen the application of information technologies and digital technology in construction and promotion of certain products for specific markets.


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