Vietnam Nurtures Community Bonds Through Heritage and Tourism

Vietnam currently has more than 600 agricultural and rural tourism models, generating over 25 trillion VND (956 million USD) in annual revenue. The sector has become an important source of income for many rural communities seeking to diversify their livelihoods. Tourism experts said integrating local heritage and cultural identity into hotels, homestays and other lodging facilities can enhance visitor experiences while creating greater value for local communities. Strengthening international cooperation and capacity-building for member states, particularly developing countries; promoting science-based conservation that strikes a balance between preservation and development while placing local communities at the centre; and enhancing coordination among relevant conventions and programmes, alongside the responsible application of digital technologies and artificial intelligence in heritage conservation are key priorities. Digital transformation in the heritage sector should adopt a people-centred approach, ensuring the meaningful participation of communities at every stage-from documentation and preservation to the management, use and dissemination of cultural data, Jonathan Baker, Representative of the United Nations Educational, Scientific and Cultural Organization (UNESCO) told the Vietnam News Agency. Dr. Nguyen Thu Hanh, Director of the Centre for Research and Development of Vietnam Cultural Industry (SDCI), said Vietnam has traditionally focused on preserving heritage rather than creating new value from it. The key obstacle, she noted, is the weak connection between heritage and science, technology, education, design, communications and the marketplace, limiting its economic, educational and social impact despite the country's abundant cultural resources. Artists and cultural experts shared the view that the top leader's guidance at the second meeting of the Central Steering Committee for the Development of Vietnamese Culture not only reviewed the initial implementation of the Politburo's Resolution No. 80-NQ/TW but also identified four major gaps requiring urgent action and three strategic shifts to unlock the full potential of culture. Cultural exchanges also contribute to strengthening ties with neighboring countries. A screening of the special Vietnamese feature film Mua Do (Red Rain) was held in Vientiane on July 16 to mark the 49th anniversary of the signing of the Vietnam-Laos Treaty of Amity and Cooperation (July 18, 1977–2026), reaffirming the two countries' strategic cohesion through cultural exchange. In 2025 alone, more than 1.1 million Vietnamese and Thai tourists visited each other's countries, reflecting the steadily expanding connections between the two societies. Rather than choosing a destination first, many travellers now plan their trips around concerts and music festivals, turning music tourism from a niche trend into a powerful driver of travel demand across Southeast Asia. The Vietnamese Consulate General in Hong Kong has attracted considerable attention with a vibrant display featuring traditional conical hats painted with Vietnamese landscapes, red lanterns and large images of popular destinations such as Ha Long Bay, Sa Pa, Hue and Da Nang. Meanwhile, the UNESCO World Heritage Committee approved the extension of Ha Long Bay to include the Cat Ba Archipelago in September 2023, marking Vietnam’s first trans-provincial heritage model. The designation has created new opportunities, but also poses challenges in harmonising management across administrative boundaries.