Community tourism and its focus on heritage and culture has proven to be a major factor in the sustainable growth and development of Vietnam’s tourism industry.

According to the United Nations World Tourism Organization
(UNWTO), Vietnam is currently among countries posting the highest tourism growth
globally, at approximately 21 per cent in 2025, which far exceeds the global average
of 5 per cent and the Asia-Pacific average of 8 per cent this year.

At the World Travel Awards (WTA) 2025, held in
Bahrain on December 6, Vietnam was honored in 16 global categories. This was the
sixth time it won the title of “World’s Leading Heritage Destination,” recognizing
its consistent efforts in preserving and promoting heritage values in line with
sustainable tourism development.

Distinctive advantages

Mr. Nguyen Trung Khanh, Chairman of the Vietnam
National Administration of Tourism (VNAT), said the 2020-2025 period was full of
upheaval and challenges, as the tourism industry was heavily impacted initially
by the Covid-19 pandemic. However, with the decisive involvement of its government,
ministries, localities, and business community, Vietnam’s tourism industry has recovered
strongly.

It is expected that, in 2025, international visitors
to Vietnam will total some 22 million, surpassing pre-pandemic levels, while domestic
travelers will reach about 140 million, with total tourism revenue exceeding VND1
trillion ($38.5 billion). “Tourism products associated with local identity have
contributed to enhancing the quality of experiences and the attractiveness of Vietnam’s
destinations, despite limitations in infrastructure, regional connectivity, and
competitiveness,” Mr. Khanh said.

Mr. Ha Van Sieu, Deputy Director General of VNAT,
assessed that many new types of tourism offerings have been created and robustly
developed. The network of tourism products is increasingly diverse, closely linked
with utilizing Vietnam’s distinctive advantages such as culture, nature, cuisine,
heritage, and community life. As a result, tourist numbers and revenue have maintained
their positive growth momentum, contributing to enhancing the image and appeal of
Vietnam’s destinations on the regional and global tourism map.

Vietnam has five villages recognized by UNWTO as
“Best Tourism Villages in the World,” including Tan Hoa village in central Quang
Tri province, Thai Hai village in northern Thai Nguyen province, Tra Que Vegetable
Village in central Da Nang city, Lo Chai village in northern Tuyen Quang
province, and the Quynh Son community tourism village in northern Lang Son
province. This award is not only a source of pride for localities but also well-deserved
international recognition of Vietnam’s efforts in preserving and conserving indigenous
cultural values, and developing community-based, sustainable tourism types.

Mr. Phung Quang Thang, Chairman of the Vietnam Green
Tourism Association, said these are community tourism villages boasting unique,
distinctive features that attract tourists with their rich indigenous culture
blended with pristine and green natural spaces.

Developing community tourism

Community tourism is a type of tourism that local
people themselves actively build, organize, manage, and benefit from. In Vietnam,
the model is considered an important “boost” for many remote and rural areas,
particularly in mountainous provinces, where it has proven its role as a sustainable
solution in poverty reduction.

By utilizing available resources such as natural
landscapes, traditional stilt houses, handicrafts, festivals, and indigenous cultural
activities, localities not only create new economic value but also contribute to
preserving and spreading the local cultural identity. “Global tourism is shifting
strongly towards sustainability and developing based on indigenous communities,
emphasizing experience, cultural preservation, and improving livelihoods for the
people,” Mr. Thang said. “Following the pandemic, tourists no longer simply seek
crowded destinations but are more inclined towards peaceful, authentic spaces where
they can deeply connect with nature and local culture.”

In Vietnam, developing community tourism is not
only a requirement of the tourism industry but also an important solution to create
sustainable livelihoods for ethnic minorities and mountainous areas. Tourists find
appeal in experiencing authentic local life, while local people will have more opportunities
to increase their earnings right in their homeland. As a result, community tourism
has gradually asserted itself as a suitable development model for rural Vietnam.

The Thai Hai Reserve Area of Ecological Houses-on-Stilts
Ethnic Village, in Tan Cuong commune, Thai Nguyen province, is a well-known community
tourism villages both domestically and internationally. It features 30 hundred-year-old
traditional stilt houses, restored to their original state, and is home to more
than 160 residents of many generations. The villagers focus on preserving the cultural
identity of the Tay ethnic group and community cultural activities.

“What makes Thai Hai distinctive in its tourism
development is the well-planned zoning of different areas, including for traditional
herbal medicine, cuisine, accommodation, and education,” said Ms. Le Thi Nga, Deputy
Head of Thai Hai village. In 2022, the village received international recognition
when it was honored by UNWTO as one of the World’s Best Tourism Villages. In addition,
its signature product, “Tay Ethnic Cultural Tourism at Thai Hai Village,” was certified
as a 5-star national One commune, One product (OCOP) offering, while the village’s
accommodation model was also awarded the prestigious ASEAN Homestay Award.

Dr. Tran Huu Son, Director of the Institute for
Applied Cultural and Tourism Research, said community tourism in regions with Thai,
Tay, Dao, and Hmong residents succeeds when there is selective planning, not mass
development, closely combining the community, businesses, consultants, and management
agencies. “Accommodation, entertainment, experiences, and handicraft production
services must meet tourist needs, preserve the culture, develop the economy, and
contribute to sustainable poverty reduction,” he added.

However, community-based tourism in Vietnam has
yet to develop in proportion to the country’s rich potential and advantages in tourism
resources. Infrastructure and facilities remain underdeveloped, tourism products
are not yet diverse or sufficiently attractive, and human resources have not fully
met the demands of sustainable growth.

Dr. Son also emphasized that community-based tourism
in ethnic minority areas plays a vital role in rural development and poverty reduction.
“To effectively develop community-based tourism, localities must capitalize on the
unique cultural identities of its ethnic communities to create distinctive tourism
products suited to each region,” he explained. “This should not be pursued as a
mass, trend-driven model, but rather developed in a selective, well-planned, and
sustainable manner.”

On the other hand, the development of community-based
tourism requires careful research to design attractive tourism products tailored
to different visitor segments. These products must embody distinct local identities,
drawing on each area’s unique tourism resources, and avoid the current situation
in which offerings appear similar and indistinguishable from one destination to
another.

Associate Professor Pham Hong Long, Chairman of
the Scientific Council of the Faculty of Tourism Studies at the University of Social
Sciences and Humanities (VNU Hanoi), believes that community-based tourism development
should go far beyond the simple provision of accommodation and food services, and
instead integrate local cultural activities in a meaningful and authentic way.
“Leveraging culture does not mean ‘selling’ culture, but rather sharing and spreading
its values,” he emphasized. “The community itself must be the central actor in this
process. When local people are empowered to take ownership and receive fair benefits,
community-based tourism can truly take flight.”

With the strong determination of the government,
the coordinated efforts of ministries and sectors, the proactive approach of localities,
and the companionship of the business community, Vietnam’s tourism industry has
a solid foundation to accelerate, break through, and develop sustainably. The industry
aims to become a spearhead economic sector, while enhancing Vietnam’s position on
the world tourism map.

VET-Anh Hoang