Positioning the green tourism brand of Quang Nam: Sustainable and responsible tourism

Green tourism is a sustainable development direction that needs to be maintained and upgraded, contributing to positioning the unique features of Quang tourism on the tourism map of Vietnam as well as the world.

Dong Giang Heaven Gate Eco- tourism Area is the latest destination to be granted a green certificate by the Provincial People's Committee according to the Quang Nam Green Tourism Criteria. Photo: PHAN VINH

Stakeholders shared the view that it is necessary to maintain the green tourism criteria, expand the certification mechanism and build a sustainable and distinct brand for Quang Nam when merging Quang Nam and Da Nang City.

Promoting sustainable branding mechanisms

One of the consistent messages emphasized at the “ Quang Nam Green Tourism 2025” Workshop held last weekend was the urgent need to establish a sustainable branding mechanism, as this is a strategic foundation to enhance competitiveness, create differentiation and encourage businesses to move towards responsible tourism development.

Mr. Olivier Messmer - Chief Expert of the Swiss Sustainable Tourism for Development Project (ST4SD) said that the sustainability label is not simply a form of certification but should be understood as a voluntary improvement process, where each business is guided along a clear upgrade path, from meeting minimum standards to achieving advanced environmental, social and economic practices.

“If the province can establish a charter-based labeling system, in which businesses proactively register, commit to improving standards and are supported to upgrade at different levels, this will be an extremely effective tool to spread sustainable values ​​in a real and long-term way. The core element lies in the consensus of responsibility between the state and the private sector,” said Mr. Olivier.

In fact, in many countries with sustainable tourism development such as Switzerland, New Zealand or Costa Rica, sustainable brands not only help increase trust with tourists but also serve as a basis for positioning regional brands. For Quang Nam, which has a good foundation from the set of green tourism criteria, establishing its own brand will be a strategic step to improve its position on the international green tourism map.

Mr. Olivier analyzed: “To effectively operate this brand, the role of the Destination Management Organization (DMO) model is indispensable, where the government, businesses and the community participate in planning and implementing tourism development strategies.

A DMO is not only responsible for promotion, but also must become the core of the local tourism ecosystem, from communication, product development, service quality control to environmental management. When all parties work together on a transparent platform, they will create trust, unlock resources and enhance the destination's competitiveness.

In the context of the process of merging the administrative boundaries of Quang Nam - Da Nang gradually taking shape, joining forces to build an inter-regional DMO model, integrating sustainable branding elements, will not only help spread the value of green tourism, but also create a unique identity for the new destination.

Maintain green tourism criteria

According to Mr. Van Ba ​​Son - Deputy Director of the Department of Culture, Sports and Tourism of Quang Nam, the set of green tourism criteria issued by the province is not only a technical framework to quantify sustainable development standards but also a strategic tool to coordinate the entire industry towards harmony between conservation and development. This set of criteria integrates principles from 25 global standards, including recommendations from the World Tourism Organization and leading environmental organizations.

Bai Choi singing festival held in Nong Son. Photo: PHAN VINH

“We have determined that even if Quang Nam administratively merges with Da Nang City in the future, it is still necessary to maintain the orientation of applying this set of criteria as a foundation for developing regional tourism. Not only because this is an available and suitable tool, but also because developing green tourism is an inevitable requirement from the market and from the industry's own internal strength,” Mr. Son affirmed.

Mr. Vo Van Anh - Vice President of Da Nang City Tourism Association, shared: “The green tourism program in Quang Nam is a very correct orientation, but to spread more widely, the criteria set needs to be promoted as a brand value, not just a technical procedure. When businesses clearly see the benefits and receive specific support in both policy and technology, they will be ready to change. And that is when the criteria set truly becomes a breakthrough tool,” said Mr. Anh.

From the story of restoring and developing Tra Que vegetable village, Mr. Nguyen Ngoc Bich - Director of Innovation of ST4SD Project, expanded the issue to an innovative approach to community tourism model.

The key factor is not the number of services designed, but the depth of emotions and cultural values ​​that local people can convey vividly in connection with daily life. For example, the community tourism village in Nam Giang with brocade weaving and cultural activities of the Co Tu people, the model of "a day as a farmer" in the countryside associated with unique agricultural products...

According to Mr. Van Ba ​​Son, in order for these models to not only stop at scoring but become the main stream in the tourism picture of the whole region, a consistent vision and unity in development orientation are needed, especially in the context of the approaching process of merging administrative boundaries between Quang Nam and Da Nang City.

If we fail to preserve the "soul" of the green values ​​that are forming from the grassroots, it is easy to fall into the trap of hot development, overwhelming identity and eroding the sustainable foundation that has been painstakingly built over many years.

“Green tourism is the strategic path to create a unique and long-term identity for the new land after the merger. From the practical foundation formed in Quang Nam, with the voluntary and proactive participation of people - businesses - government - international organizations over the past years, this linked region can completely develop into a model green tourism at the national level, even at the regional level if there is a suitable destination management strategy, clear inter-regional policies and a brand positioning that is deep enough to spread” - Mr. Son said.

After 4 years of implementation, the green tourism criteria set has gradually shaped new operating habits for many businesses, from renovating environmentally friendly infrastructure, minimizing waste, to integrating indigenous cultural elements into experiential products.

At the same time, it contributes to improving the competitiveness of destinations, restoring traditional knowledge, promoting the spirit of autonomy in the community and creating new attraction for Quang tourism. However, with a total of 33 enterprises certified to meet green tourism criteria, this number is still modest when placed in the context of the whole industry facing strong green transformation requirements.

Source: https://baoquangnam.vn/dinh-vi-thuong-hieu-du-lich-xanh-xu-quang-du-lich-ben-vung-va-trach-nhiem-3156349.html