Vietnam is aggressively pursuing a new strategy to attract Indian tourists: leveraging the power of Bollywood cinema. The country’s tourism sector is capitalizing on the phenomenal reach of Indian films to showcase Vietnam’s stunning landscapes and rich culture to a massive audience, aiming to replicate the success seen in similar collaborations with the United States. This multifaceted approach combines traditional marketing with cutting-edge digital strategies, recognizing the immense potential of cinematic tourism.
A Multi-pronged Approach to Tourism Promotion
The Vietnam National Administration of Tourism (VNAT) and the Ministry of Culture, Sports and Tourism are spearheading this initiative, recognizing the need to balance traditional and modern promotional methods. As Vu The Binh, Chairman of the Vietnam Tourism Association, explains, “We cannot solely rely on technology while neglecting direct promotion, nor can we remain stuck in outdated methods while ignoring the global digital trend.” This balanced approach acknowledges the importance of both on-the-ground engagement and the far-reaching influence of digital platforms.
This strategy is particularly crucial given the ongoing administrative restructuring in several Vietnamese localities. Mr. Binh emphasizes the need for provinces and cities to comprehensively inventory their tourism resources and assess existing products to develop tailored strategies. Crucially, these strategies must highlight Vietnam’s unique cultural heritage, transforming its rich tapestry into compelling tourism products capable of making a lasting impression. The stunning cave systems of Quang Binh, for instance, have already attracted numerous film crews, underscoring the potential of Vietnam’s natural beauty.
Long-Term Vision for a High-Potential Market
Vietnam’s commitment to this strategy is long-term and requires a concerted effort across all levels of government and industry. “To truly elevate Vietnam’s tourism on the global stage,” Mr. Binh stresses, “we need substantive action with unwavering determination. We need a long-term plan, not just short-term responses. Above all, we need synchronized efforts, from the central government to local authorities, from institutions to the market, from people to products.”
The success of this strategy is evident in the burgeoning number of Indian tourists visiting Vietnam. In 2024, Vietnam welcomed 501,000 Indian tourists—almost triple the number in 2019. This upward trend continued in the first half of 2025, with a remarkable 41% increase compared to the same period in 2024, reaching 337,500 visitors. This significant growth firmly establishes India as a high-potential market for Vietnamese tourism.
“Love in Vietnam”: A Cinematic Bridge Between Cultures
The joint Vietnamese-Indian film, “Love in Vietnam,” premiered at the third Da Nang Asian Film Festival in early July 2025, marking a pivotal moment in this collaboration. This $4 million production serves as a powerful launchpad for the strategic partnership between Vietnam and Bollywood, one of the world’s largest film industries.
The film’s success extends beyond its star-studded cast, featuring both Vietnamese and Indian actors like Shantanu Maheshwari, Avneet Kaur, and Kha Ngan. More significantly, “Love in Vietnam” offers viewers a captivating cinematic journey through breathtaking locations across Vietnam, including Da Lat, Phu Yen, Nha Trang, Da Nang, Hoi An, and Ha Long Bay. This visually stunning portrayal of Vietnam’s diverse landscapes promotes the country as a desirable tourist destination.
A Golden Gateway: Bollywood’s Influence on Tourism
The Vietnamese Ministry of Culture, Sports and Tourism recognizes the unparalleled promotional potential of Bollywood films. The appearance of Vietnam in these films, which number in the hundreds annually, provides an unparalleled opportunity to inspire travel among millions of Indian and international viewers. The ministry has pledged its full support to Indian film crews choosing Vietnam as a filming location.
The VNAT will facilitate connections with local governments and businesses to provide logistical and service support. The Vietnam Film Department will provide information on incentives for international film productions, while the International Cooperation Department will streamline filming permit procedures. Experts note that Indian audiences often visit locations featured in films starring their favorite actors, making Vietnam, with its unique landscapes and rich cultural heritage, ideally positioned to become a top destination for Indian tourists.
This synergistic collaboration between cinema, tourism, and culture is poised to open a new chapter in Vietnam-India relations. The appearance of Vietnam on Indian screens is expected to create a vibrant and alluring image of the country, captivating the imaginations of millions.
Strategic Partnerships and Future Projects
To further solidify this collaboration, Nguyen Trung Khanh, Director of the VNAT, recently met with Rahul Bali, CEO of Innovations India, the main producer of “Love in Vietnam,” on July 15, 2025. The VNAT plans to organize a tourism promotion event in Bengaluru and Hyderabad, two major Indian cities with a high concentration of film producers, in September 2025. This event will involve major Vietnamese airlines and tourism businesses. The Namaste Vietnam Festival will provide another platform to showcase Vietnam’s tourism potential to Bollywood filmmakers, tourism businesses, and airlines.
Deputy Minister Ho An Phong emphasized the importance of this collaboration: “Vietnam recognizes the crucial importance of combining tourism and cinema to promote our country’s image and bring Vietnamese tourism closer to Indian tourists.”
Rahul Bali’s Vision for Future Projects in Vietnam
Director Rahul Bali expressed his deep inspiration from filming “Love in Vietnam,” announcing plans to shoot a new film in Vietnam, titled “Silaa,” next month. This film will be the first Indian production to film at Son Doong Cave in Quang Tri province, a world-renowned natural wonder yet to be featured in a Bollywood film. In addition to Son Doong, the film will also use Ha Long Bay, Ninh Binh, Hoi An, and Da Nang as filming locations. Mr. Bali confidently stated that these Vietnamese locations are highly representative and easily captivating for international audiences.
The concerted effort by Vietnam’s tourism sector to utilize Bollywood’s influence represents a strategic and innovative approach to boosting tourism from India. By showcasing Vietnam’s natural beauty and cultural richness through the lens of popular Indian cinema, Vietnam is effectively attracting a significant and rapidly growing segment of the global tourism market.
