Tourism and film join forces for mutual development.

Promoting tourism through film is nothing new globally . This combination has proven effective in generating revenue from film screenings and contributing to the promotion of national images and cultures in many countries. In Vietnam, this is still a relatively new field with significant potential, and its exploitation is still in its early stages. Therefore, appropriate policies and investments are needed to enhance the effectiveness of developing tourism brands through cinematic works, thereby actively attracting more international tourists to Vietnam.

Research and practice show that Vietnam has great potential to promote tourism through film, as the country boasts countless beautiful landscapes from North to South, numerous fascinating historical sites, and unique cultural heritage throughout the regions, providing ample backdrops for many films. The experience of many countries shows that the joint development of tourism and film brings highly effective double benefits.

Koh Phi Phi (Thailand) was once chosen as the setting for Leonardo DiCaprio's film The Beach.

Thanks to blockbuster films, filming locations have become tourist destinations, attracting visitors and benefiting the country. This is no longer a new phenomenon. A prime example is Cambodia, Vietnam's neighbor, which gained international recognition thanks to the film "Tomb Raider," starring Angela Jolie and filmed there. The Koh Phi Phi archipelago in Phuket (Thailand) also became a popular destination for foreign tourists after the success of the "Mission: Impossible" film series. Perhaps the most successful example is New Zealand with the "Lord of the Rings" series directed by Peter Jackson. Starting in 2001, when the first film was released, New Zealand suddenly became a "star" on the world tourism map. According to a 2013 survey of international visitors in the country, 14% of tourists said that the "Lord of the Rings" film was a factor in their decision to travel to New Zealand.

Landscape at Sandfly Bay, near Dunedin, New Zealand.

In Asia, South Korea is a must-mention. Having appeared in numerous hit Korean dramas such as "Dae Jang Geum," "The Legend of the Four Gods," "Secret Garden," and "Boys Over Flowers," Jeju Island is a top choice for tourists visiting South Korea. Located 63 km south of Seoul, Nami Island, known from the drama "Winter Sonata," attracts a large number of tourists each year. According to statistics, the success of this drama brought South Korea 3 trillion won (US$2.27 billion), including 840 billion won from tourism, 20 billion won from photo books featuring Bae Yong Joon (the lead actor), and 10 billion won from calendars with his image. Following the success of "Winter Sonata," the South Korean government identified film and television as a "golden egg" industry for the country's economic and tourism development. The South Korean film "Parasite" achieved tremendous success at the world's most prestigious international film festivals. As early as December 2019, a tour exploring the filming locations was introduced by the Seoul city government on the Seoul tourism website, attracting over 60,000 visits. Following this, the city continued to plan tours connecting the filming locations of other works by director Bong Joon-ho, such as "The Host"...

The romantic and poetic beauty of Nami Island (South Korea).

According to research by Dr. Doan Manh Cuong, Department of Culture and Education , National Assembly Office, over the past 20 years, with the influx of Korean films into Vietnam, it's noticeable that Vietnamese people have increasingly chosen South Korea as a travel destination. Statistics from the Korea Tourism Organization (KTO) office in Vietnam show that the number of Vietnamese tourists visiting South Korea has increased significantly. Many people enjoy watching Korean television dramas. This demonstrates the crucial influence of films in promoting a country's image. The Korea Tourism Organization (KTO) office in Vietnam shared its experience, emphasizing the importance placed on the connection between film and tourism by Korean authorities. This is because the export of Korean television dramas and films has helped introduce South Korea to tourists worldwide. Thanks to these films, international tourists' itineraries to South Korea always include destinations such as Jeju Island, Nami Island, Lotte World, and Abai Ferry Terminal—all locations featured in films like "Stairway to Heaven," "Autumn in My Heart," "Winter Sonata," "Dae Jang Geum," and "Itaewon Class."

Dr. Nguyen Thi Thu Ha, Deputy Director of the Cinema Department (Ministry of Culture, Sports and Tourism), shared: In 2015, the film "I See Yellow Flowers on Green Grass" was released, achieving a revenue of 80 billion VND, setting a box office record in Vietnam at the time of its release. Afterward, Phu Yen province, the main setting for the film, became a popular tourist destination, with the number of visitors to Phu Yen increasing by 30% compared to before.

After the film "I See Yellow Flowers on Green Grass" was released, the number of tourists visiting Phu Yen increased by 30% compared to before.

Ha Giang – the northernmost region of Vietnam, featured in the film "Pao's Story," with its majestic mountains, poetic rivers, and warm, hospitable people – has become an attractive destination for both domestic and international tourists. Sung La village in Dong Van district has become an indispensable stop for visitors to Ha Giang. The film "Blue Eyes," with Hue as its main setting, was not only highly praised for its artistry and generated record box office revenue in late 2019 and early 2020, estimated at 172 billion VND, but it also boosted tourism in Hue. Many of the film's locations have become popular tourist destinations, especially Ha Cang village in Quang Phu commune.

Filming locations for many movies have become attractive tourist destinations for both domestic and international visitors after their completion. The development of tourism products through films has proven effective and vivid, demonstrating the significant contribution of cinema in promoting Vietnam and its people, as well as the development of Vietnamese tourism. According to Ms. Nguyen Thi Thu Ha, reality has shown that promoting a destination through film always yields surprising and powerful results. Decades ago, many foreign films were shot in Vietnam, astonishing audiences worldwide with the stunning portrayal of Vietnam's land and people. Examples include films like "L'Amant" (1991) and "Indochine" (1992) from French cinema; "The Quiet American" (2002)... After these films were released worldwide, the Vietnamese locations chosen as settings in the films attracted many tourists from all over the world, especially Ha Long Bay in Quang Ninh province.

The set of "Kong: Skull Island" when it was still operational and open to visitors.

Following the release of the Hollywood blockbuster "Kong: Skull Island," a number of locations that served as film settings have become destinations in new tourist tours, attracting visitors to the Trang An World Heritage Site ( Ninh Binh ) and five other scenic spots including Trang An, Van Long, Tam Coc (Ninh Binh); Ha Long Bay (Quang Ninh); and Phong Nha (Quang Binh). It can also be said that the film locations contributed to a surge in tourists visiting these scenic spots. This shows that when a famous film is released, beyond its artistic value, it becomes associated with the locations featured in the film, turning them into landmarks of both cinema and tourism.

Ha Long Bay - a world natural tourism wonder.

Most recently, on April 21st, Netflix (a streaming service that allows members to watch TV shows and movies on internet-connected devices) broadcast the film "A Tourist's Guide to Love." This is the first international film project shot in Vietnam since the COVID-19 pandemic, and also the first American film shot entirely in Vietnam with real-life locations rather than studios using special effects. The film vividly and poetically portrays many scenic spots and tourist destinations in Ho Chi Minh City, Quang Nam, Hanoi , Ha Giang, and other locations. Deputy Minister of Culture, Sports and Tourism Ta Quang Dong highly praised Netflix's efforts in promoting the image, beauty, and culture of Vietnam to the international community. He believes this will serve as a foundation for Netflix and other international filmmakers to have more ideas for producing films in Vietnam.

A natural masterpiece amidst the rocky plateau of Ha Giang.

According to Deputy Director General of the Vietnam National Administration of Tourism, Ha Van Sieu, film activities have had a positive impact on many tourist destinations. Both Vietnam and the world have witnessed successful films that have helped filming locations shine as attractive destinations. Conversely, tourism also provides inspiration for films. A place with beautiful and unique scenery can greatly enhance a film. The reciprocal relationship between tourism and film is mutually beneficial, creating new values ​​with the contributions of artists…

In May 2023, the Ministry of Culture, Sports and Tourism will coordinate with the People's Committee of Khanh Hoa province to conduct a series of events aimed at implementing a program to develop the Vietnamese tourism brand through cinema. These are considered strong and practical initial steps on the journey to realizing the dream of building Nha Trang into a film city of Vietnam. Deputy Minister of Culture, Sports and Tourism Ta Quang Dong stated: Cinema is a key art form, one of the 13 key areas to focus on when developing the cultural industry. Cinema is currently a leading sector in development, both in quantity and quality. It is the only sector that exceeded its targets set for 2018, surpassing the 4,000 billion VND revenue mark before the COVID-19 pandemic.

The beautiful coastal city of Nha Trang is on its way to realizing its dream of becoming Vietnam's film city.

Vietnamese cinema is internationally recognized for its high annual growth rate compared to the rest of the world. While some Vietnamese films once only dreamed of reaching 100 billion VND in revenue, many have now surpassed that figure. Deputy Minister Ta Quang Dong cited two films by Tran Thanh ("The Godfather" and "Mrs. Nu's House") as examples, one grossing 500 billion VND and the other exceeding 400 billion VND. Deputy Minister Ta Quang Dong shared that cinema is a bridge closely linked to international integration, an art form that has achieved the most significant results during this integration. He pointed to South Korea, with its K-Pop trends, fashion , and tourism, all originating from cinema. They aim to bring their films abroad to create soft power and promote their domestic brands. This is a path that most countries are following. Based on this direction, the Ministry of Culture, Sports and Tourism believes that linking the brand of Vietnamese cinema with tourism is important.

The Ministry of Culture, Sports and Tourism is coordinating a conference in Nha Trang, Khanh Hoa province, at the end of May 2023 to create a forum for linking Vietnamese tourism and film brands in their development process. This is also one of the Ministry's 12 key programs to be implemented in 2023. It can be said that this is the first time the Ministry of Culture, Sports and Tourism has addressed the connection between these two fields to directly promote brands, hotels, and other tourism products associated with film. Guests will include representatives from the Vietnam Tourism Association, major tourism businesses, relevant agencies, ministries, departments, film producers, banks, resorts, etc. Within the framework of this event, there will be a Vietnam Tourism - Film Forum to provide information on new policies related to tourism and film; share experiences from South Korea in integrating tourism brands into film; and discuss the reciprocal impact of film on tourism. In another forum, businesses, investors, and brands will work directly with each other and propose policies to develop tourism brands through film. This will be accompanied by activities such as tours and experiences at filming locations in Khanh Hoa; film weeks; and music festivals.

With its long stretches of white sandy beaches, Nha Trang has been included in the list of the most beautiful bays in the world.

Deputy Minister Ta Quang Dong stated that this is the first time the Ministry of Culture, Sports and Tourism has aimed to combine film – one of Vietnam's fastest-growing industries in recent years – with tourism. He believes this is the most effective method to promote Vietnamese brands, including tourism brands. He argues that, based on the development of film and its global reach, combining film with tourism will positively contribute to attracting more tourists to Vietnam. Through films, international tourists will learn about Vietnam as a safe, friendly, and attractive destination. Dr. Nguyen Thi Thu Ha, Deputy Director of the Cinema Department (Ministry of Culture, Sports and Tourism), shared that Nha Trang city in Khanh Hoa province possesses unique beauty and all the elements to create unforgettable cinematic settings, a highlight of Vietnam's once-famous films. Since the reunification of the country, Nha Trang has consistently been an ideal destination for filmmakers. The film "Confessions Before Dawn" (1979) by People's Artist Pham Ky Nam was the first film shot almost entirely in Nha Trang, featuring actors The Anh, Le Van, Tran Tien, and others. The film's story is full of emotion against the backdrop of the beautiful and poetic city of Nha Trang, a land once beloved by tourists. Following that, the film "Returning to the Land of Wind and Sand" (1981) by People's Artist Huy Thanh left a lasting impression on viewers with the images of artists Huong Xuan and Tran Vinh on the pristine white sands of Cam Ranh.

The Dam Bay mangrove forest in Nha Trang Bay, Khanh Hoa province, viewed from above.

Dr. Nguyen Thi Thu Ha stated that Nha Trang has always been a favorite destination for filmmakers, who have dedicated their passion and creativity to its craft, preserving invaluable footage and images that will last forever, showcasing the beauty of the land, sky, sea, sand, and people. Nha Trang Bay is one of the most beautiful bays in the world, a gift from nature to this region. The sea of ​​Nha Trang has inspired countless beautiful films that have left a lasting impression on generations of film lovers and those who love Nha Trang – a coastal city – since the 1980s and 1990s. The coastal city of Nha Trang now boasts many charming resorts and has returned to the screen with films like "Beautiful Every Centimeter" (2009), "Brilliant Kisses" (2010), "Beauty Trap" (2013), and "The Boy That Year" (2014)... These modern films by a young and dynamic generation of filmmakers have contributed to presenting audiences with a different image of Nha Trang. The Vietnam Film Association chose Nha Trang as the venue for the 2022 Golden Kite Awards, with the main theme "Giving the sea breeze to help kites fly high," which impressed the public; contributing to stimulating tourism and strengthening the connection between cinema and tourism. From 2023, the Golden Kite Awards ceremony will take place at the Nha Trang Theater, contributing to building the image and brand, and developing tourism in Nha Trang - Khanh Hoa through cinema. This is in line with Nha Trang - Khanh Hoa's orientation to become a film city in the future… According to the Department of Culture and Sports of Khanh Hoa province, each time the Golden Kite Awards are held in Nha Trang, the image of the local nature and people will be widely publicized domestically and internationally. Nha Trang will be a place where many famous artists in various fields of art gather, creating an influence to support the locality in promoting tourism...

The Vietnam National Administration of Tourism recognizes that selecting the right location for film events is crucial, contributing to the attractiveness of domestic tourism. The National Administration of Tourism's promotional program should include introductions to Vietnamese film activities and tourist destinations that can be linked to film. Organizing farm trips for film producers to survey locations in Vietnam before major film events is also a useful way to promote both tourism and film. On average, each tourist visiting Vietnam spends around $1,000-$2,000, but film crews may spend more, so the tourism industry needs to consider them as a target group to focus on and promote. The Ministry of Culture, Sports and Tourism recognizes the importance of film in promoting the country's image; the benefits brought by the film industry; and is beginning to implement appropriate policies and investments to develop the national film industry strategy. The initial integration of cinema and tourism in Khanh Hoa will be a stepping stone to create a breakthrough in local economic and social development, contributing to the future development of cinema and national tourism... Article: Thanh Giang; Photos: VNA - Vietnam Photo News; Video: Vnews; Edited by: Ha Phuong; Presented by: Ha Nguyen

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