Friday, July 25, 2025
Vietnam is changing the face of its cultural industry, especially the National Village for Ethnic Culture and Tourism. This project is an ambitious bridge to close the gap between ethnic heritage and cutting edge technology, and it is a living show room which connects cultural diplomacy and tourism. With the convergence of digital technology and international cooperation, the Village is not just keeping Vietnam’s culture identity, but also becoming one of the prominent destinations for the exchange of people from around the world. With digital cultural product development, international cooperation and relations, and partnerships with celebrities and influencers from around the world, Vietnam is opening the way for an evolution of cultural tourism that everyone not only here but also around the world can relate to.
The Vietnam National Village for Ethnic Culture and Tourism is undergoing a transformative journey, blending traditional cultural preservation with modern technological advancements to create a vibrant and dynamic destination for tourism and cultural exchange. Over the years, the Village has evolved into a unique cultural hub that attracts visitors from around the world by offering authentic experiences rooted in Vietnam’s rich indigenous heritage.
A prime example of the Village’s transformation is the successful launch of a creative camp during the April 30-May 1 holiday, which created a space for accommodation and collaboration between artists, researchers, and tourists. This initiative allowed participants to immerse themselves in a cultural environment rich in local traditions, fostering an exchange of ideas and artistic expressions. The camp also hosted contemporary art performances set against the backdrop of the architectural beauty of Vietnam’s ethnic minority communities, combining traditional ethnic elements with modern artistic expressions. The sounds of gongs resonated through the air, adding a layer of authenticity to the performances. These cultural activities have played a vital role in diversifying and professionalizing tourism offerings, enhancing the emotional connection guests have with the Village.
A significant cultural milestone for the Village was the visit of the Japanese Prime Minister’s wife and the Vietnamese Prime Minister’s wife in April. Their visit was marked by experiences such as learning traditional crafts, exploring Vietnamese cultural identity, participating in folk games, tasting local cuisines, and engaging in discussions with artisans. These cultural exchange activities have opened new pathways for promoting Vietnamese culture on the international stage, with the Village positioned as a cultural diplomacy destination. Such interactions help build bridges between Vietnam and other nations, fostering understanding and respect for diverse cultural heritages.
In the coming years, the Village plans to further develop its role in cultural diplomacy by hosting more events linked to international exchanges. As stated by Trinh Ngoc Chung, Director of the Department of Culture of Vietnamese Ethnic Groups, the Village has already welcomed numerous international delegations. In line with the Project “Internationalizing National Cultural Identity, Nationalizing the Quintessence of World Culture,” future programs will be developed more professionally, ensuring that reception standards meet international expectations while promoting security and seamless exchanges. The Department of Culture will work closely with the Ministry of Foreign Affairs and other relevant agencies to align the Village’s development with national and global cultural objectives, focusing on preserving unique ethnic identities while incorporating global cultural influences.
The transformation roadmap of the Village focuses on becoming a smart cultural-tourism hub. With a vision to position the Village as both a national and international cultural destination, the Department of Culture has launched several initiatives to promote digital transformation in tourism. The emphasis is on integrating science, technology, and communication to enhance the Village’s digital presence. This includes the development of interactive maps, short educational videos, and other digital content to showcase the rich cultural offerings of the Village. These innovations are not only enhancing the visitor experience but also creating an accessible and engaging way to educate people about Vietnam’s diverse cultural heritage.
One notable step in this direction has been the collaboration with TikTok Vietnam, which leverages influencers and Key Opinion Leaders (KOLs) to share experiences related to local customs, folk games, and traditional cuisine. This partnership has proven effective in reaching younger audiences, both in Vietnam and abroad, and spreading awareness of the Village through short, engaging videos. The Village’s fan page has seen a significant increase in followers, with positive interactions and content being widely shared.
The Department of Culture is also keen on developing specialized cultural tourism products focused on education, interaction, and experiential learning. By strengthening ties with international schools, universities, and travel agencies, the Village aims to offer educational and experiential tourism products that are not only rooted in Vietnamese cultural identity but also infused with modern, global appeal. Festivals, craft demonstrations, and art performances will be synchronized with peak tourist seasons, ensuring that visitors have access to a wide range of activities that cater to their diverse interests.
Alongside these initiatives, the Village maintains a strong commitment to supporting its artisans. The Ministry of Culture, Sports, and Tourism’s Circular 05/2023/TT-BVHTTDL, effective from September 2024, provides financial support to artisans, helping to improve their income and stabilize their livelihoods. With a monthly allowance of 4.8 million VND per person, artisans are encouraged to stay long-term, perform, and share their knowledge of cultural traditions in the Village. This support helps create a sustainable environment for the artisans, ensuring the continued preservation and transmission of Vietnam’s intangible cultural heritage.
Vietnam is turning the National Village for Ethnic Culture and Tourism into a region-based model, mixing traditional with modern technology. By fostering international partnerships and adapting to innovative technology, the Village is enriching cultural diplomacy and providing an interactive tourism experience.
Finally, the Vietnam National Village for Ethnic Culture and Tourism has stood ready to be one of the main centres for international cultural exchange. With a dedication to conserving traditional culture, today’s cutting-edge technology, and international cooperation, the Village is taking on the identity of one of the world’s smartest cultural tourist destinations. As an emerging digital village, able to hook into the world system, built up from the grassroots to a model of new rural area, the Village is playing an important part in Vietnam’s cultural diplomacy and tourism, introducing the country to the world through a unique and creative experience of its people and places.
