Vietnam Leverages Cultural Heritage for Soft Power Boost Through Tourism

Vietnam is strategically leveraging its rich cultural heritage to enhance its soft power and drive economic growth, integrating traditional assets with digital technologies and innovative tourism models. The expansion of UNESCO World Heritage sites and a significant increase in international tourist arrivals underscore the effectiveness of this approach. In the northern province of Ninh Binh, authorities in Xuan Hong commune are employing digital technology to preserve cultural heritage and promote rural tourism, with the centuries-old Keo Hanh Thien Pagoda as a focal point. This initiative highlights how living heritage can reinforce Vietnam's cultural identity while contributing to its soft power. The tourism sector is demonstrating remarkable recovery. In the first six months of 2026, Vietnam welcomed 12.3 million international visitors, a 15% year-on-year increase, marking the highest first-half figure in recent years and putting the country on track to meet its annual target of 25 million foreign arrivals. Phu Quoc Island has been recognized internationally, ranking ninth on a list of popular destinations compiled by Expedia based on search trends and traveler interest. It is one of only two Southeast Asian destinations to feature on this year's list, alongside Palawan in the Philippines. Da Nang city is also noted for its harmonious blend of beautiful beaches, vibrant lifestyle, rich culinary scene, and diverse experiences, serving as an ideal gateway to central Vietnam, including Hoi An, Hue, and My Son Sanctuary. The Vietnamese aviation market is also experiencing a resurgence. Sun PhuQuoc Airways, launched in October 2025, is making its presence felt despite challenges such as rising costs and talent shortages. Its routes, including Hai Phong-Ho Chi Minh City and Hai Phong-Phu Quoc, are expected to enhance connectivity and boost regional tourism. Furthermore, the development of wellness tourism aligns with the Politburo's resolution on scientific and technological development and digital transformation. Hue, for instance, has an opportunity to combine modern medicine with traditional healthcare, biotechnology, and local herbs to create high-value services. Vietnam currently boasts over 600 agricultural and rural tourism models, generating more than 25 trillion VND (approximately $956 million USD) annually, providing vital income diversification for rural communities. The tourism sector is set to implement key tasks in the latter half of 2026 to solidify its position as a leading economic industry. At the provincial level, Lam Dong aims to welcome 25.8 million visitors in 2026, further cementing its status as a prime tourist destination. Ta Xua is launching a campaign to establish its image as "Ta Xua - a sea of clouds, majestic nature, and Mong cultural identity" by 2030. Efforts are also underway to build a national tourism data ecosystem, with the Ministry of Culture, Sports and Tourism proposing a "1+34+N" model to ensure data accuracy and accessibility. These initiatives collectively demonstrate Vietnam's commitment to strategically harnessing its cultural heritage to amplify its global influence and foster sustainable economic growth. Source: VietnamPlus English