Dr. Pham Ha: Vietnam’s Strategic Advantage for Tourism Development
In recent years, cultural and heritage tourism has become a favored travel trend for many and is projected to grow even stronger in the future. With 24 UNESCO-recognized heritage sites, 534 nationally significant landmarks, and an abundance of intangible cultural heritage, Vietnam holds a substantial advantage in this domain. In a conversation with Life and Law, Dr. Pham Ha—Founder and CEO of LuxGroup – stated that Vietnam has a strategic geographic advantage for tourism development. However, to maximize this potential, changes are needed to ensure Vietnam’s unique heritage resonates deeply with visitors.
Ample Opportunities for Growth
Interviewer: How would you assess the global trend of cultural and heritage tourism? Where does Vietnam currently stand in this trend?
Dr. Pham Ha: As countries increasingly integrate globally, cultural identity becomes a precious asset, a critical input for economic development, and a soft power for nations. Thus, developing from a cultural foundation is the best way to simultaneously drive economic growth while preserving our identity.
The trend of cultural and heritage tourism is gaining strong momentum. Countries like South Korea and Japan have excelled in exporting their culture, even transforming it into an industry. Vietnam is also heading in this direction, and this is an inevitable trend.
Interviewer: What opportunities does Vietnam have in the current international context for cultural and heritage tourism?
Dr. Pham Ha: Vietnam is one of the most culturally and heritage-rich destinations globally, with an array of natural, tangible, and intangible heritage. This diversity provides us with numerous opportunities in this tourism trend.
Vietnam’s natural heritage is incredibly diverse and beautiful. We have rivers, lakes, and a 3,260 km coastline with some of the world’s most stunning bays, like Halong Bay, Lang Co Bay, and Nha Trang Bay. We also boast major rivers like the Red River and the Mekong River, along with many other unique natural wonders. International tourists are often awestruck by Vietnam’s natural beauty.
Beyond nature, Vietnam’s 4,000 years of history provide an abundance of tangible and intangible heritage. Each region carries rich cultural narratives that can be transformed into tourism products, offering visitors immersive experiences.
Interviewer: As the leader of a company focusing on this trend, what do you see as Vietnam’s key advantages over other Southeast Asian nations?
Dr. Pham Ha: Vietnam possesses unique advantages compared to other countries in the region. For example, our competitors—Thailand, Indonesia, and Malaysia—lack the natural diversity and beauty of Vietnam. Thailand has bays, but they cannot rival the magnificence of our bays. This is one of our greatest strengths.
Additionally, our intangible heritage is incredibly rich. Vietnam’s cultural diversity spans 54 ethnic groups, each with its own traditions and customs, leading to a wide variety of cuisines and traditional attire.
Vietnamese cuisine is especially remarkable, ranking among the top in the world for its diversity and delicious flavors. Each region offers unique culinary specialties that tell compelling cultural stories.
Another key differentiator is the lifestyle and character of the Vietnamese people. Our warm hospitality and friendliness are invaluable assets that attract visitors and create memorable experiences.
Storytelling Through Heritage
Interviewer: How are businesses leveraging cultural and heritage stories to attract tourists?
Dr. Pham Ha: Businesses are focusing on crafting narratives about regions, people, and heritage through experiential tourism products. For example, LuxGroup organizes The Noble Show – a traditional Ả Đào (ca trù) singing performance on luxury cruises. This modern adaptation mirrors the historic practice of Bach Thai Buoi, who introduced xẩm singing on his cruises.
During the Ả Đào experience, guests don traditional attire, listen to enchanting melodies, and immerse themselves in the cultural ambiance amid the heritage bay. These stories not only captivate tourists but also evoke profound emotions, connecting the past to the present and inspiring the future.
Sustainable Development with 5 Cs and 5 Ps
Interviewer: What role do local communities play in sustainable tourism development?
Dr. Pham Ha: Local communities are pivotal. We must help them realize that tourism can provide sustainable livelihoods. Integrating local communities into the visitor experience chain creates unique and distinctive offerings, encouraging longer stays and higher spending by tourists.
Tourism development revolves around 5 Cs: Culture, Cuisine, Customization, Content, Community, and 5 Ps: Passion, Purpose, People, Profit, Place. Notably, the Vietnamese government’s commitment to achieving Net Zero by 2050 underscores the imperative of sustainable development.
Identifying and Accelerating Growth
Interviewer: Vietnam’s tourism potential is highly regarded, yet the industry has not achieved significant breakthroughs. What do you think are the existing challenges?
Dr. Pham Ha: We lack a robust strategy to position Vietnam as a leading destination in the region, whether as the top heritage destination or the culinary capital. To capitalize on our strengths, we must revamp our national branding, which has become outdated over the past 15 years.
Additionally, Vietnam lacks distinctive tourism products and innovative storytelling to engage visitors emotionally. Infrastructure, such as seaports, and workforce capabilities remain insufficient. For example, the entire Central region has only 16 Italian-speaking tour guides—far too few to accommodate Italian visitors.
Interviewer: What needs to be done to accelerate growth?
Dr. Pham Ha: First, we must evaluate our progress and shortcomings over the years and create a clear roadmap for the future. Collaborative efforts between the government and businesses are essential to address bottlenecks in infrastructure, policies, and human resources.
When these issues are resolved, international visitors will find it easier to visit Vietnam, stay longer, and enjoy richer experiences. This will ultimately elevate Vietnam’s tourism industry, driving sustainable and impactful growth.
