Sustainable tourism: Vietnam needs strong, inspiring and distinctive brands

With more than 400 eco-certifications in existence worldwide, experts say VITA Green needs to become a strong, memorable, inspirational and truly distinctive brand.

Seeking experiences close to nature, reducing emissions and respecting local culture is a trend among global tourists, especially the middle and high-end groups. Therefore, to compete, Vietnam needs to create an international green brand that has prestige in the international community.

The VITA Green label of the Vietnam Tourism Association is expected to become a “green passport” for the country’s smokeless industry, moving towards being able to cooperate and trade at the international level. A roadmap with a long-term, synchronous strategy from standards, management, communication to market linkage has been proposed, but will the feasibility of this “domestic brand” help raise the level of sustainable tourism in Vietnam?

Synchronous green thinking of Vietnamese tourism

With rich natural advantages, diverse culture and rich heritage, Vietnam is facing a golden opportunity to affirm its position on the world green tourism map, in the context of the global tourism industry shifting strongly towards a sustainable orbit.

At the opening ceremony of the 12th Tourism Promotion Organization for Global Cities (TPO) General Assembly in 2025 with the theme "Shaping the Future of Tourism: Towards Digital Transformation and Green Transformation" which took place last night in Ho Chi Minh City, Busan City Deputy Mayor Seong Heui Yeob commented that the tourism industry is changing very rapidly when facing major challenges such as climate change, the need to personalize visitors' experiences, the explosion of technology and artificial intelligence.

“Digital transformation and green transformation are not only trends but also vital factors to ensure the sustainable development of the tourism industry. Digital transformation helps the tourism industry improve management efficiency, improve tourist experiences and access and expand markets in a smart and fast way. Green transformation is an inevitable strategy to minimize negative impacts on the environment, protect natural resources and preserve indigenous cultural identities, leaving a sustainable heritage of both nature and society for future generations,” Mr. Seong Heui Yeob emphasized.

Ninh Binh is one of the typical green destinations. (Photo: Contributor/Vietnam+)

Previously, keeping up with this trend, since 2018, the Vietnam Tourism Association has launched a movement to reduce plastic waste, implementing a set of green tourism criteria since 2019. To date, nearly 30 businesses have been granted VITA Green certification and the goal is to reach 100 businesses by the end of this year. However, not stopping at numbers, the Vietnamese tourism industry wants to "give wings" to domestic brands to become globally recognized and trusted standards.

“We focus on standardizing the entire identification system and criteria according to international standards. The logo, slogan and user manual will be available in Vietnamese, English and will eventually be translated into other languages,” said Phung Quang Thang, Chairman of the Vietnam Green Tourism Association, about the plan to upgrade VITA Green.

Accordingly, the criteria set will be compared and referenced with global standards (such as GSTC, Travelife, Green Key) to ensure compatibility so that VITA Green businesses can easily integrate into the international supply chain.

Preserving and promoting indigenous culture is one of the factors that helps increase sustainable brand value and differentiation for Vietnamese tourism. (Illustration photo: Vuong Cong Nam/Vietnam+)

Specific strategic goals have been set out, including: 2025-2026 period: building and developing internal resources, standardizing brands, protecting intellectual property; 2026-2028: bringing brands to the world through international connections and events; 2028-2030: in-depth development, with 200 certified enterprises, 30 typical destinations, cooperating with at least 5 international organizations and organizing 3 major international events.

This strategy has shown a change in the mindset of the Vietnamese tourism industry, from fragmented, short-term initiatives to a comprehensive, long-term and highly integrated strategy. In particular, owning an internationally recognized sustainable tourism brand will help us gain a competitive advantage. According to industry experts, if VITA Green is synchronized from criteria, management, communication to value chain linkage, it can become a prestigious green tourism symbol of Vietnam.

Anti-brand "greenwashing"

In practice, there have been businesses and localities such as some villages in the old Ha Giang province (now Tuyen Quang province) that have achieved green tourism certification, but the replication of this model is still considered to face many challenges. Chairman of Tuyen Quang Tourism Association Lai Quoc Tinh said that green tourism must be linked to the interests and livelihoods of the community, based on the preservation, honor and development of indigenous culture.

According to this expert, tourists are increasingly interested in the quality of their experiences. They will stay longer if the destination offers many interesting experiences. Nowadays, trendy beach tourism has gradually given way to mountain resorts, which have unique cultural colors. Therefore, environmentally friendly destinations, close to nature, helping people find their native cultural roots, are dominating and attracting tourists' attention.

Destinations close to nature with indigenous cultural imprints will be chosen by many Vietnamese tourists in 2025. Pictured is a resort in Tuyen Quang (formerly Ha Giang province). (Photo: Contributor/Vietnam+)

Explaining the attractiveness of the rocky plateau in recent years, Mr. Lai Quoc Tinh said: “Tuyen Quang aims to build a Green Tourism Journey on the rocky plateau. Specifically, sustainable tourism destinations are focused on exploiting route 4, Lung Hau village (where there is support from Habitat, Switzerland) with model Mong villages; then Du Gia, up to Dong Van area is Pho Ban area, then Tu San canyon, Nho Que river... On that green journey, the entire space still retains the cultural identity of ethnic minorities with the goal of sustainable development, towards the community.”

Affirming the essentiality of the community, representatives of some businesses said that green tourism cannot exist and develop alone. Because a travel agency that wants to be green needs green destinations, green accommodations, green restaurants, green tour guides, etc. Only when the green supply chain is synchronized, can the brand be sustainable on the journey to reach out to the "big sea."

From practical experience, the representative of Silk Sense Hoi An River Resort shared that in order for a green brand to have a position, in addition to international standards, the business must be connected to a system of partners, distributors, and global service booking platforms; at the same time, it must show clear commercial value, from competitiveness to cooperation opportunities.

The uniqueness and difference of the experience contributes to helping Vietnam position its destination brand. (Photo: Hai An/Vietnam+)

Meanwhile, CEO Pham Ha, Chairman of LuxGroup, emphasized that in order to successfully elevate VITA Green, Vietnamese tourism needs to commit to and resolutely fight against “greenwashing” the brand, ensuring that all criteria are measurable and transparent, while building a green culture as part of the corporate identity. Only then will the brand be attractive to global tourists.

“The sustainable tourism market is growing rapidly, especially with the younger generation willing to pay more for responsible experiences. This is an opportunity for VITA Green to become a symbol of green tourism, combining nature conservation, culture and community development,” said Ms. Tran Gia Ngoc Phuong, Deputy General Director of Furama - Ariyana Danang.

In the context of more than 400 ecological certifications existing in the world, experts say that to affirm the position of sustainable tourism in Vietnam, VITA Green needs to become a strong, memorable, inspirational and truly different brand./.

(Vietnam+)

Source: https://www.vietnamplus.vn/du-lich-ben-vung-viet-nam-can-thuong-hieu-manh-truyen-cam-hung-va-khac-biet-post1059808.vnp