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Positioning the tea-producing region's tourism brand.

The 2026 Thai Nguyen tourism season has been launched with the poetic theme "Lake on the mountain - Tea in the clouds". Amidst a strong shift in the tourism industry towards seeking authentic and sustainable values, this theme serves as both an invitation and a clear brand positioning strategy, opening up expectations for an impressive breakthrough for the tea-producing region's tourism.

Báo Thái NguyênBáo Thái Nguyên25/04/2026

Ba Be Lake is one of two key tourism development areas in Thai Nguyen province for the period 2026-2030, according to Project No. 17-DA/TU. Photo: T.L
Ba Be Lake is one of two key tourism development areas in Thai Nguyen province for the period 2026-2030, according to Project No. 17-DA/TU. (Photo: Archival image)

The theme "Lake on the Mountain - Tea in the Clouds" is a harmonious blend of two quintessential "herits" of Thai Nguyen : the deep blue waters of Lake Nui Coc and Lake Ba Be, and the delicate sweetness of Tan Cuong tea. The expressions "Lake on the Mountain" and "Tea in the Clouds" transcend purely geographical meanings, evoking a poetic space imbued with cultural nuances and symbolic meaning.

"Mountain lakes" evoke a sense of expansive space, where nature retains its pristine, tranquil beauty. In Thai Nguyen's tourism development vision for 2026, the tea-growing region is no longer just a place for tourists to take photos and then leave. "Mountain lakes" represent a line of high-end healing and wellness tourism products.

There, visitors find peace by the calm waters, enjoy the fresh air of the forest, and participate in environmentally friendly sports activities. It's an elevation from exploiting the landscape to exploiting spiritual values.

Along with the lake's surface is the image of "Tea in the Clouds" - a subtle highlight in this positioning strategy. Thai tea has long been renowned, but the phrase "tea in the clouds" opens up a new layer of meaning.

These are the specialty tea plantations on the eastern slopes of the Tam Dao mountain range, simultaneously evoking the idea of ​​elevating tea to an art form of appreciation. When "among the clouds," tea transcends the value of an ordinary beverage, becoming a cultural heritage, a symbol of elegance, offering an experience that many people long to experience at least once.

However, the gap between a highly symbolic theme and a tangible experience requires systematic investment. For "Lake on the Mountain" to be more than just a name, we need green tourism infrastructure and accommodations that harmonize with nature, not rigid concrete structures.

For "Tea in the Clouds" to truly touch the emotions, we need authentic tea culture spaces where visitors can enjoy tea, listen to stories from artisans, pick tea buds still covered in morning dew, and feel the dedication of those who make it.

By 2026, travelers will no longer be going on trips simply to change places, but rather to seek out stories and experiences with depth.

In this context, the theme "Lake on the mountain - Tea in the clouds" has the potential to spark imagination and curiosity, shaping Thai Nguyen as a destination where tourists can immerse themselves in nature, fully experiencing the cultural space amidst the clouds and the aroma of tea. This is also an opportunity for Thai Nguyen tourism to build its own unique identity, gradually moving beyond its previously familiar image.

Source: https://baothainguyen.vn/van-hoa/du-lich-thai-nguyen/202604/dinh-vi-thuong-hieu-du-lich-xu-tra-7a74dd2/


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