Focus of community tourism

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.