A viral TikTok and YouTube hashtag, “Vietnam is calling,” has transcended a simple social media trend to become a global tourism phenomenon, showcasing the enduring allure of Vietnam’s rich cultural heritage. Stunning visuals of Sapa’s rice terraces, the Mekong Delta’s floating markets, the Ponagar Cham Towers, and Hanoi’s vibrant street-side coffee culture have captivated global audiences, painting a picture of a simple yet profoundly unique Vietnam. This captivating image resonates deeply with international travelers, underscoring the nation’s potential as a leading cultural tourism destination.
Vietnam’s Abundant Cultural Resources: A Strategic Tourism Asset
Vietnam possesses an unparalleled wealth of cultural and historical resources, providing a solid foundation for sustainable tourism growth. The nation boasts over 40,000 cultural and historical sites, hundreds of folk festivals, an incredibly diverse cuisine, and a rich tapestry of ethnic identities stretching from the north to the south. UNESCO World Heritage sites like Ha Long Bay, Hoi An Ancient Town, the Hue Monuments Complex, and the Cham pottery-making tradition serve as shining examples of Vietnam’s exceptional cultural legacy, acting as powerful magnets for international tourists. These sites represent invaluable assets in the development of Vietnam’s cultural tourism sector. The careful preservation and presentation of this heritage is crucial for the long-term success of this important industry.
Images of the vibrant water lily farms and the industriousness of local farmers further enhance the appealing image of Vietnamese culture. The meticulous preservation of Cham cultural heritage is also showcased as a testament to Vietnam’s dedication to safeguarding its traditions.
International Acclaim and a National Rebranding Strategy
Vietnam’s commitment to cultural tourism has earned significant international recognition. For four consecutive years, the country has been awarded the prestigious World Travel Award for “World’s Leading Cultural Destination” (2021-2024). Furthermore, Tra Que Vegetable Village (formerly in Quảng Nam) was honored as the “World’s Best Tourism Village,” a testament to its ability to successfully integrate cultural preservation with community-based tourism initiatives. The city of Hue has been selected to host the 2025 National Tourism Year, with the theme “Hue – Ancient Capital, New Opportunities,” solidifying its position as a cultural hub. Such accolades not only highlight Vietnam’s international standing but also underscore a strategic shift towards repositioning the national tourism industry around its cultural heart – its people and its traditions.
Hue’s selection to host the 2025 National Tourism Year marks a significant step in this rebranding effort. The city is actively developing tourism brands like “Ao Dai Capital,” “Gastronomic Capital,” and “Festival City,” all supported by significant investment in tours of local crafts villages, spectacular stage shows, and immersive community-based cultural experiences. As Nguyen Thanh Binh, Vice Chairman of the Hue People’s Committee, emphasizes, this presents a golden opportunity for Hue to establish itself as a leading cultural and festival tourism center in Southeast Asia.
Emerging Destinations: Community-Based Tourism and Cultural Preservation
Beyond major cities, numerous regions are actively transforming their cultural heritage into unique tourism products. From Bản Lác in Phú Thọ province and Sin Suối Hồ in Lai Châu to Lô Lô Chải in Tuyên Quang and Nghĩa Lộ tourism village in Lào Cai, community-based tourism models are proving highly effective. These models emphasize the preservation of ethnic identities while simultaneously improving the livelihoods of local communities – a double win for sustainability and economic development.
In Kon Plông District (formerly in Kon Tum province), which is home to the Xơ Đăng, Mơ Nâm, and H’rê ethnic groups, a targeted “cultural seed-sowing in schools” initiative is introducing traditional gong music, xoang dances, and other traditional instruments into the educational curriculum. Traditional festivals like the New Rice celebration and the Water Droplet ceremony are becoming natural draws for tourists. This approach underscores a vital principle: tourism’s success lies not in altering culture to satisfy Western tastes, but in preserving authenticity to enrich local communities.
Cultural preservation is also emphasized in community-based tourism programs in Khanh Hoa province where the “two heritage areas” of Kauthara and Panduranga are being linked to create a unique tourism experience. This involves combining the Kate Festival, the Bau Truc pottery village, the Ponagar Cham Towers, and the worship of the Mother Goddess Thiên Y A Na. A craftsman from the Bau Truc Cham pottery village commented, “Some days we welcome more than 1,000 international visitors. What they seek is authenticity, not staged performances.”
Building a Sustainable Ecosystem for Cultural Tourism: Challenges and Opportunities
Experts stress that the development of cultural tourism requires more than just abundant resources – it demands strategic thinking and innovation. A common criticism of current cultural tourism offerings is a lack of creativity, with many destinations replicating similar products, hindering their ability to establish unique regional brands.
One key challenge is the need for a skilled workforce. While cultural heritage is increasingly recognized as a valuable economic asset, the tourism workforce often lacks formal training, hampered by fragmented and incomplete educational programs. The risk of “commercialization and theatricalization” – transforming cultural practices into artificial shows – is another significant concern. Cultural scholars emphasize that preserving the inherent spirit of the heritage is paramount over creating overly ambitious but inauthentic experiences.
Moving forward, cultural tourism development must go beyond simple preservation. In the digital age, innovative approaches are needed. At the 2025 National Forum on “Innovation in Vietnam’s Cultural and Tourism Industry,” delegates emphasized the critical need to view culture as a resource, not merely as decorative elements. This includes exploring the potential of virtual reality (VR) technology, developing nighttime tourism products, creating film, music, and fashion-themed tourism experiences. Ho Chi Minh City is taking a leading role in this transformation through its initiative to develop the cultural industry by 2030, establishing a Cultural Industry Development Center, and creating a start-up fund for cultural and tourism ventures.
Prime Minister’s Directive 30/CT-TTg further underscores the importance of promoting digital cultural products and services, leveraging intellectual property rights, and protecting creative investors in this sector.
“Vietnam is Calling”: A National Tourism Campaign Takes Shape
According to the Vietnam National Administration of Tourism, by the end of July 2025, Vietnam welcomed more than 12.2 million international visitors, a 22.5% increase compared to the same period in 2024. Notably, cultural, heritage, festival, and craft village tourism products were among the most booked tours on digital platforms and travel agencies.
A significant trend is the rapid increase in repeat visitors, particularly from South Korea, Japan, France, Germany, and the United States. Google Destination Insights shows that the keywords “Vietnam culture tour” and “Vietnam heritage experience” ranked among the top five most searched terms for Asian tourism in June and July 2025.
This surge in “in-depth tourism” is driving demand for new products, including nightscape heritage tours, stage shows, craft village experiences, spiritual and historical tours, and indigenous cuisine experiences. The robust recovery of the tourism sector amidst regional competition demonstrates that Vietnam’s cultural and heritage resources have truly captured the hearts of international travelers.
The Future of Vietnamese Cultural Tourism
“Vietnam is calling” is more than just a trend. It’s an invitation stemming from the depth of Vietnamese identity, from the gong rhythms of Kon Plông to the smoky kitchens of Hoi An, from the smiles of Hue’s ancient streets to the melodies of bài chòi songs along the central coast. The challenge lies in our hands – the tourism professionals, cultural custodians, and strategic planners. The world is calling Vietnam not just for its breathtaking landscapes, but for the depth of its heritage and the authenticity of its experiences. By nurturing this trend with well-defined strategies, unique products and a skilled workforce, cultural tourism can become a leading economic force for Vietnam.
