Exploiting Cultural Values in Tourism Development: Vietnam's Path to Sustainable Growth

“The Quintessence of Dao Hoc”

In recent years, Vietnam has been making waves on the global tourism stage, earning prestigious titles such as "World's Leading Heritage Destination," "Asia's Leading Cultural Destination," and "Asia's Leading Culinary Destination" at the World Travel Awards. These accolades not only highlight the country's exceptional cultural assets but also affirm Vietnam’s growing prominence as a prime destination for cultural tourism. The nation's rich cultural heritage has become a key driving force in shaping a sustainable and innovative tourism industry that contributes to both the economy and the preservation of its historical values.

Cultural tourism in Vietnam has evolved into a vibrant sector, seamlessly integrating with the cultural industries, and is becoming a major contributor to the nation's economy. Unlike traditional tourism, which often focuses solely on natural landscapes and entertainment, cultural tourism emphasizes the intangible elements of a destination—its history, art, traditions, and heritage. This holistic approach is what makes Vietnam's tourism offerings so unique and impactful.

Creative Exploitation of Cultural Heritage

One of the most exciting developments in Vietnam’s tourism industry is the innovative exploitation of cultural values to enhance visitor experiences. In particular, the integration of cutting-edge technology with cultural storytelling has opened new avenues for tourism development. After the success of the 3D mapping film “The Quintessence of Dao Hoc,” which showcased the wisdom and beauty of the Dao ethnic group’s traditional knowledge, the Center of Scientific and Cultural Activities continued to impress audiences with another masterpiece: “Historical Book in Stone – Journey of Knowledge Through the Light of Art.” These visually stunning films are more than just cinematic experiences—they are educational journeys that immerse audiences in Vietnam’s cultural history and artistic heritage.

Beyond films, live cultural performances have become a major highlight for tourists visiting Vietnam. Shows such as "The Quintessence of Tonkin," "Hoi An Memory," and "Dance in the Clouds" are perfect examples of how Vietnam is creatively leveraging its rich cultural resources. These performances blend traditional music, dance, and local stories with modern artistic elements, offering visitors a unique way to connect with the country's past and present. The large-scale investments in both content and artistry in these shows reflect Vietnam’s commitment to providing visitors with top-tier cultural experiences.

Night Tourism: A New Frontier in Cultural Exploration

Photo: TITC

Another notable development in Vietnam's cultural tourism is the rise of night tourism. In early 2024, the Hanoi Department of Tourism unveiled 15 night tourism products that highlight the city’s cultural and historical significance. Among them, the Hoa Lo Prison night tour, the "Decoding the Imperial Citadel of Thang Long" tour, and the "Legend of Youth" program at the Vietnam Women's Museum are just a few examples of how Vietnam is expanding its tourism offerings into the evening. These experiences allow visitors to explore the country’s historical landmarks in a different light—literally and figuratively—by immersing them in stories of the past that are brought to life through innovative lighting and theatrical performances.

Night tours offer an opportunity for deeper engagement with history, creating lasting impressions on visitors and providing a fresh perspective on the country’s rich heritage. This move is part of Vietnam’s ongoing effort to diversify its tourism products and appeal to modern travelers seeking more immersive and unique experiences.

UNESCO Creative Cities: Fostering Global Cultural Cooperation

In addition to its thriving cultural tourism sector, Vietnam has earned a place in the UNESCO Global Creative Cities Network, with three of its cities—Hanoi, Hoi An (Quang Nam), and Da Lat (Lam Dong)—joining the network. These cities are celebrated for their creative contributions to culture, and their participation in this global initiative fosters international cooperation in developing culture and creativity. By collaborating with other cities worldwide, Vietnam can continue to promote its cultural richness while gaining insights into innovative approaches to tourism development.

Being part of the UNESCO network also provides opportunities for cultural exchange and collaboration, further strengthening Vietnam’s position as a hub for cultural tourism. These cities act as cultural beacons, attracting global attention and facilitating deeper engagement between local communities and international visitors.

Government Support for Cultural Industries

Photo: TITC

On August 29, 2024, the Prime Minister of Vietnam signed Directive 30, which focuses on developing the nation’s cultural industries, with cultural tourism highlighted as a key area of growth. The directive emphasizes that cultural tourism is not just an economic driver but also an essential tool for preserving and promoting Vietnam’s heritage for future generations. By integrating cultural tourism into the broader framework of the country’s cultural industries, the government aims to create a sustainable and profitable ecosystem that benefits both the economy and the preservation of cultural identities.

This forward-thinking approach to cultural tourism aligns with the government's vision of using culture as a valuable resource to enhance the tourism sector and elevate Vietnam's global profile as a cultural destination. With the backing of such policies, Vietnam is poised to continue developing its tourism industry in a way that respects its heritage while attracting international visitors.

A Bright Future for Cultural Tourism

As Vietnam continues to build on its success, the future of cultural tourism in the country looks incredibly promising. The nation's rich history, artistic traditions, and vibrant festivals provide a solid foundation for sustainable tourism development. By creatively exploiting its cultural values, Vietnam is not only attracting millions of visitors but also ensuring that its heritage is preserved for generations to come.

Cultural tourism is more than just a component of the tourism industry; it is a means of connecting people to the past, enriching their understanding of different cultures, and fostering respect for diverse traditions. In Vietnam, this philosophy is at the heart of its tourism development strategy, positioning the country as a global leader in cultural tourism and offering travelers an unforgettable journey through the soul of Vietnam.

Whether through immersive historical tours, live performances, or digital storytelling, Vietnam’s approach to cultural tourism is setting new standards for the industry and providing a model for other destinations to follow. As the country continues to innovate and invest in its cultural tourism sector, Vietnam's future as a cultural and heritage destination looks brighter than ever.

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