Vietnam is redefining its cultural landscape with the National Village for Ethnic Culture and Tourism, a pioneering initiative that harmoniously blends time-honored traditions with cutting-edge technology. This ambitious project serves as a vibrant bridge connecting Vietnam’s rich ethnic heritage with the modern world, establishing itself as a global cultural hub that attracts visitors and fosters international cultural exchange.
The Village stands as a living showroom of Vietnam’s diverse cultural identity, showcasing the intricate beauty of its ethnic groups while leveraging digital advancements to enhance visitor experiences. By integrating cultural diplomacy with tourism, the National Village is not only preserving cultural identities but also promoting them on an international stage. Through the convergence of digital technology and global collaboration, this initiative has transformed into a dynamic destination for tourists from around the globe, eager to engage with authentic cultural experiences rooted in Vietnam’s indigenous heritage.
One of the standout features of the Village’s evolution is the successful launch of a creative camp during the April 30-May 1 holiday, which provided a collaborative space for artists, researchers, and tourists alike. This initiative encouraged participants to immerse themselves in a culturally rich environment, where local traditions flourished alongside contemporary artistic expressions. The camp hosted various performances that beautifully intertwined traditional ethnic elements with modern artistry, creating an enchanting atmosphere where the sounds of gongs resonated, further enriching the cultural tapestry of the experience. Such activities have been instrumental in diversifying and professionalizing the tourism offerings, deepening the emotional connections that guests form with the Village.
A significant cultural milestone was marked by the visit of prominent figures such as the Japanese Prime Minister’s wife and the Vietnamese Prime Minister’s wife in April. Their engagement included hands-on experiences like learning traditional crafts, exploring Vietnamese cultural identity, participating in folk games, savoring local cuisines, and engaging in meaningful discussions with artisans. These cultural exchanges not only promote Vietnamese culture internationally but also foster mutual respect and understanding among diverse cultural heritages.
Looking ahead, the Village is committed to enhancing its role in cultural diplomacy by hosting more events linked to international exchanges. As articulated by Trinh Ngoc Chung, Director of the Department of Culture of Vietnamese Ethnic Groups, the Village has already welcomed numerous international delegations. Aligning with the project titled “Internationalizing National Cultural Identity, Nationalizing the Quintessence of World Culture,” future programs will be designed to meet international standards while ensuring security and seamless exchanges. The Department of Culture plans to collaborate closely with the Ministry of Foreign Affairs and other relevant agencies to align the Village’s development with both national and global cultural objectives, emphasizing the preservation of unique ethnic identities while embracing global cultural influences.
The transformation roadmap of the Village is focused on establishing it as 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 initiated several projects aimed at promoting digital transformation within the tourism sector. This includes the creation of interactive maps, short educational videos, and other digital content designed to showcase the Village’s rich cultural offerings. These innovations not only enhance the visitor experience but also provide an engaging platform for educating people about Vietnam’s diverse cultural heritage.
A notable step in this digital journey has been the collaboration with TikTok Vietnam, utilizing influencers and Key Opinion Leaders (KOLs) to share captivating experiences related to local customs, folk games, and traditional cuisine. This partnership has proven effective in reaching younger audiences both domestically and internationally, amplifying awareness of the Village through engaging short videos. The Village’s online presence has witnessed significant growth, with an increase in followers and positive interactions across social media platforms.
In addition to these efforts, the Village is dedicated to developing specialized cultural tourism products that emphasize education, interaction, and experiential learning. By forging stronger ties with international schools, universities, and travel agencies, the Village aims to offer educational experiences that are deeply rooted in Vietnamese cultural identity while appealing to a global audience. Festivals, craft demonstrations, and art performances are being synchronized with peak tourist seasons, ensuring that visitors have access to a diverse array of activities that cater to their interests.
Supporting artisans remains a core commitment of the Village. The Ministry of Culture, Sports, and Tourism’s Circular 05/2023/TT-BVHTTDL, effective from September 2024, introduces financial support for artisans, enhancing their income and stabilizing their livelihoods. With a monthly allowance of 4.8 million VND per person, artisans are encouraged to stay long-term, perform, and impart their knowledge of cultural traditions within the Village. This initiative plays a crucial role in creating a sustainable environment for artisans, ensuring the continued preservation and transmission of Vietnam’s intangible cultural heritage.
Vietnam is evolving the National Village for Ethnic Culture and Tourism into a model that seamlessly integrates tradition with modern technology. By nurturing international partnerships and embracing innovative technology, the Village enriches cultural diplomacy and provides an interactive tourism experience that resonates with visitors. As it positions itself as a key center for international cultural exchange, the Village embodies a commitment to conserving traditional culture while leveraging today’s technological advancements.
Ultimately, the Vietnam National Village for Ethnic Culture and Tourism is poised to become one of the world’s premier smart cultural tourist destinations. As an emerging digital village connected to the global system, it is evolving from grassroots initiatives into a model for new rural development. The Village plays a pivotal role in Vietnam’s cultural diplomacy and tourism strategies, introducing the country to the world through a unique and creative experience that celebrates its people and places.
