A cultural "touchpoint" for tourists.

Connecting OCOP products with tourism is creating unique cultural "touchpoints" in tourists' exploration journeys.

The group of students visited the Ba Lieu Me sesame cracker production facility. Photo: TRAN TRUC

Open the doors to the experiential space.

Da Nang's OCOP products are undergoing an impressive transformation, moving beyond the quiet display shelves to integrate into the vibrant world of tourism . This is no longer simply about consuming goods, but about connecting local values ​​with tourists' desire for exploration through organized tours and experiential trips.

From rural specialties and traditional craft products to fine art handicrafts, the OCOP program is gradually becoming an important "touchpoint" in the journey of experiencing a local area. There, tourists not only buy a gift, but also acquire a cultural story, directly witness the production process, and deeply feel the pulse of life in the land they visit.

A clear example of the "OCOP entering the tourism space" trend is the model of Hoa Nam Service Co., Ltd. in Hoi An ward. Here, the traditional lantern - a 4-star OCOP product - is no longer just an ordinary decorative item but has become a cultural ambassador.

Mr. Vo Dinh Hoang (right) hopes to promote visual culture through his products. Photo: TRAN TRUC

Mr. Vo Dinh Hoang, the company's director, said that the unit has proactively incorporated the art of Bai Choi singing onto the backdrop of lanterns. This combination not only changes the appearance of the product but also serves as the most visually appealing way to promote Vietnamese culture to international friends.

Mr. Hoang's lantern workshop is a familiar stop for many tour groups. With the capacity to supply more than 10,000 products annually, ranging from fabric and paper lanterns to those with bamboo or metal frames, the business has met the diverse needs of hotels, villas, and cafes.

In particular, the workshop regularly welcomes groups of students and international tourists who come to learn about the value of the craft. During peak tourist season, the facility receives more than 1,000 visitors each month.

Mr. Hoang shared that the purpose of these experiential activities is to help people better understand the value of craftsmen and artisans, as well as the value of local culture. The brilliance of the lanterns is only truly complete when customers directly visit the production space in the local area.

Looking ahead, the company will closely collaborate with travel agencies and tourism promotion centers to develop sustainable craft village tours, promoting the cultural image of Hoi An in particular and Da Nang city in general through each lantern product.

Establishing trust

Sharing the same spirit of connection, in Cam Le ward, the Ba Lieu Me sesame brittle establishment is also affirming the value of a specialty product with a brand history of over 200 years. Mr. Huynh Duc Sol, the owner of the establishment, said that the unit's 6 OCOP 4-star product lines are now not only available in supermarkets and airports but are also preferred gifts for departments, agencies, businesses, and the public.

Tourists visit and experience the process of making handmade lanterns. Photo: TRAN TRUC

The value of sesame brittle lies in the story of the hard work of grandmothers and mothers passed down through generations, and the clean, closed-loop production process that meets HACCP standards - a system of principles for managing food safety.

To bring the brand closer to tourists, Mr. Sol's facility regularly welcomes tour groups to learn about the production model of local specialties. In particular, through partnerships with travel agencies, tourists are taken directly to the factory to see the entire process, from selecting ingredients to the processing methods that maintain the traditional crispness, aroma, and delicious taste.

"Allowing customers to witness firsthand the clean, safe, and meticulous production process not only helps promote the visual image but also builds trust in product quality. This is how traditional craft village specialties can find a firm foothold in the modern tourism landscape," Mr. Sol affirmed.

Analyzing the new value of OCOP (One Commune One Product) in conjunction with tourism, producers argue that when products move beyond the retail counter to participate in experiential tours, revenue comes not only from direct sales but also from service value. After hearing stories about heritage, trying products, and experiencing real-life experiences, tourists will develop a stronger desire to consume.

This helps OCOP businesses promote their brands naturally, deeply, and more effectively than any traditional advertising method. In particular, this connection extends the relationship between sellers and buyers after the trip; tourists can continue to order online after returning home because trust has already been established.

It is clear that the proactive approach of OCOP producers is a key factor in enhancing the value of agricultural products and goods from traditional craft villages. When each OCOP product carries a cultural story and a real-life experience, it is no longer a disconnected commodity but becomes a unique characteristic of the tourism ecosystem.

Source: https://baodanang.vn/diem-cham-van-hoa-cua-du-khach-3338487.html