Final article: Need a long-term strategy for cuisine

High-quality human resources are an important factor in the strategy of developing cuisine into a unique tourism product. IN PHOTO: Students of Da Nang College of Tourism during a chef practice session . Photo: NGOC HA

Brand positioning

Aiming to position Da Nang as a unique culinary tourism destination on the world tourism map, the city has issued projects and plans for culinary development with a long-term vision. Specifically, in the project on tourism development orientation of Da Nang city to 2030, with a vision to 2045, the city identifies culinary tourism products as a key tourism product group, and needs to focus on upgrading the service quality of existing products, while developing new and creative products. In particular, focusing on building and developing local cuisine, Central cuisine and Vietnamese delicacies to become unique tourism products; focusing on the factors of "standard taste", "delicious - delicious" and expressing "regional characteristics" in each product.

In Plan No. 114/KH-UBND dated May 24, 2023 on developing cuisine into a unique tourism product in Da Nang city from 2023 to 2030, the city aims to focus on exploiting domestic tourists from localities across the country, increasing the number of high-spending tourists from markets with direct flights to Da Nang. For the international market, focus on attracting high-spending customer segments (leisure tourists, MICE tourists - tourism combined with conferences, seminars, exhibitions, Golf tourism, resort tourism, wedding tourism...) from markets in Northeast Asia, Southeast Asia, gradually expanding to exploit new, potential markets in Western Europe, Russia, Australia, New Zealand, India, and the US. At the same time, orient the development of Da Nang culinary tourism products into 3 groups: local cuisine, regional cuisine, international cuisine and each group into 3 segments: popular (street), mid-range (combined with experience) and high-end.

The key tasks of the project and the culinary development plan are being implemented by the tourism industry according to the roadmap. A highlight is that at the end of 2024, the Department of Culture, Sports and Tourism will launch the "Da Nang Food Tour" campaign for the first time with the message "Enjoy Da Nang cuisine - More than delicious". With two main products, the digital culinary map and the culinary passport, the campaign has brought unique experiences to visitors and created a buzz in terms of brand positioning. Not stopping there, in 2025, the campaign is expected to continue to be expanded with themes such as: Street Food or Fine Dining, Da Nang Street Food Culinary Map selecting 80 street food locations... helping Da Nang affirm its position as a destination rich in identity on the domestic and international culinary map.

In addition to promoting standard brands, honoring quality and unique establishments; Michelin-starred restaurants and culinary establishments, and international award-winning establishments, the city's tourism industry continues to communicate and popularize the 5 Michelin criteria to inspire and help restaurants that have not yet achieved Michelin stars to continue to improve their services so that more restaurants can appear on this list. The industry also builds and exploits unique and attractive culinary tourism programs (foodtours) based on connecting and exploring destinations combined with culinary experiences at famous local eateries, restaurants in 4-5 star hotels, Michelin-starred culinary destinations...

According to Mr. Nguyen Duc Quynh, Chairman of the City Hotel Association, Da Nang needs to clearly position the brand "Kitchen of Asia" or "Culinary City by the Sea", where the culinary quintessence of the Central region converges, is elevated and introduced to the world through professional culinary products, experiences and events. The city has a number of large-scale specialized culinary events that need to be maintained, such as HORERCFEX - a forum and exhibition for the hotel, restaurant and culinary services industry, updating new trends, advanced technology in the F&B and hotel industry, and connecting businesses, chefs, domestic and foreign investors; Da Nang Professional Chef Competition - held every December...

This is not only a professional playground for local and national chefs, but also contributes to promoting the image of Da Nang as a professional, creative, international culinary destination. At the same time, to position Da Nang cuisine, it is necessary to develop a chain of culinary experiences for tourists, promote the model of culinary tours, cooking classes, well-managed street food, and develop local food festivals at markets and beaches.

“Cuisine has become a strategic factor in brand positioning and enhancing the experience value at hotels and resorts. In the context of fierce competition between tourist destinations, exploiting local culinary identity is not only a trend but also a sustainable solution to attract and retain tourists,” said Mr. Quynh.

Standardize cuisine

Director of the Department of Culture, Sports and Tourism Truong Thi Hong Hanh said that in the strategy of developing cuisine into a unique tourism product in Da Nang city in the period of 2023-2030, standardizing cuisine from the kitchen to the dining table is of special interest. Accordingly, the orientation of standardizing culinary establishments in the city ensures 5 criteria for serving customers: criteria of characteristics and standard flavors of dishes and drinks; criteria of nutrition, ensuring the quality of raw materials; criteria of high quality of service, unique experience value; criteria of food safety; criteria of sustainability (environmentally friendly).

At the same time, gradually develop, standardize and improve the quality of local culinary human resources, skills, attitudes, service mindset... at culinary businesses in the city; organize experience sharing programs to serve new international markets such as Eastern Europe, CIS, Halal, India...

Discussing the culinary development strategy, Mr. Nguyen Duy Quang, Principal of Da Nang College of Tourism, said that high-quality culinary human resources are an important factor in making cuisine a unique tourism product. To have quality human resources, first of all, culinary training schools need to build training programs according to output standards. For example, in training food processing techniques, focusing on the necessary skills for chefs: preliminary processing, food processing methods, food presentation, ingredient coordination, food hygiene and safety, using local ingredients to create dishes, combining tradition and modernity. Training institutions strengthen training links with businesses to create opportunities for students to practice in modern kitchens, simulate real working environments, and intern at hotels... From there, build a new generation of chefs who are both highly skilled and have good qualities and adaptability.

Culinary standardization is also noted by culinary experts in preserving local culinary identity. According to Mr. Ly Dinh Quan, Chairman of the Da Nang Culinary Culture Association (DCCA), the association will research to preserve and develop special dishes, the heritage of Da Nang culinary culture villages based on cultural, historical, and customary factors to standardize stories and standards of local dishes, maintaining the local culinary cultural identity.

In addition, promote the development of artisans and chefs associated with education on local culinary culture and international integration thinking through training programs, promotional activities, chef competitions, etc. Vietnam's tourism development strategy to 2030 identifies culinary culture as the main cultural stream, contributing to enhancing the competitiveness and national tourism brand. In Da Nang, towards 2030, the unique value of culinary products will be demonstrated through the diversity and richness of dishes (regional Vietnam and international), attractive and characteristic flavors and experiential values ​​through culinary culture stories, performing arts; develop Da Nang as a unique and high-quality international culinary tourism center of Vietnam and the region, a place where traditional local cuisine, regional Vietnam and international cuisine converge.

To make cuisine a “key tourism product”, the city needs to implement a synchronous solution from brand building, event organization, human resource training to international communication. When food becomes a cultural story and unique experience, visitors will remember and return not only because of the beautiful scenery, but also because of the unique flavors of the coastal city of Da Nang.

NGOC HA

Source: https://baodanang.vn/kinhte/202505/dua-am-thuc-thanh-san-pham-du-lich-mui-nhon-cua-da-nang-bai-cuoi-can-chien-luoc-dai-han-cho-am-thuc-4006456/