Workshop "Using cultural industry as a lever for Ninh Binh tourism to take off"

Conference scene.

The workshop clarified the advantages and opportunities of Ninh Binh in developing cultural industry as well as the important role of cultural industry in promoting Ninh Binh tourism development.

Attending the workshop were Mr. Phan Tam, Deputy Minister of Culture, Sports and Tourism; Mr. Jonathan Wallet Baker, Head of UNESCO Office in Vietnam; leaders of Vietnam National Administration of Tourism; Vietnam Cinema Department; Department of Performing Arts.

On the side of Ninh Binh province, attending the workshop were comrades: Dinh Van Tien, member of the Provincial Party Standing Committee, Secretary of Hoa Lu City Party Committee; Nguyen Cao Son, member of the Provincial Party Committee, Vice Chairman of the Provincial People's Committee.

Also attending were leaders of a number of provincial departments, branches and sectors; Department of Tourism/Department of Culture, Sports and Tourism of provinces and cities; Vietnam Tourism Association; experts, researchers, businesses in the field of tourism and travel; reporters from central and local press agencies...

Comrade Nguyen Cao Son, Vice Chairman of the Provincial People's Committee delivered a welcome speech at the Workshop.

In his welcoming speech, Mr. Nguyen Cao Son, Vice Chairman of the Provincial People's Committee, emphasized: Ninh Binh is an ancient land with diverse and rich natural and cultural resources, on the background of unique landscapes, crystallizing the rich history of human culture and the Vietnamese people, which used to be the Capital - the Capital. Based on these advantages, Ninh Binh has strongly entered the "smokeless industry", becoming an attractive tourist destination to help Ninh Binh tourism develop.

Developing cultural industry is one of the sustainable economic development strategies, a major and important trend in the cultural policy of the Party and the State. This is the basis for Ninh Binh to always adhere to its goals, develop its economy and society in the direction of "Green, sustainable and harmonious"; develop the economy in parallel with social equity and progress on the basis of maximizing outstanding potential, unique values and own advantages, making Ninh Binh a cultural - historical and tourist center of the country and the world.

With the strong participation of the entire political system, people and businesses, Ninh Binh tourism has become a bright spot on the Vietnam tourism map, becoming one of the top 10 destinations in Vietnam and recognized with many prestigious awards from international organizations and websites. In 2024, Ninh Binh welcomed 8.7 million visitors, exceeding the plan by 16%; revenue reached more than 9,100 billion VND, an increase of over 40% compared to 2023.

In order to make tourism a key economic sector, ensuring harmony between exploitation and conservation, promoting heritage values, Ninh Binh province determined that it is necessary to continue to awaken the cultural heritage, turning culture into a driving force - through cultural and creative industries, forming unique tourism products, combined with indigenous cultural values, art, cuisine, craft villages...

The Vice Chairman of the Provincial People's Committee also emphasized that the press plays an important role as a bridge between policy and the public, between heritage and the market. With strong communication capacity, public opinion leadership and the ability to spread positive values, the press is a pioneer in creating cultural spaces, raising public awareness, promoting creative models, and arousing people's pride in heritage. In particular, Tien Phong Newspaper, with its 70-year tradition of accompanying and developing, not only does a good job of reflecting information but also pioneers in connecting the intelligence of experts, businesses, artists and managers.

With that in mind, the Vice Chairman of the Provincial People's Committee suggested that delegates focus on research and discussion to come up with breakthrough solutions based on the cultural industry foundation, creating momentum for Ninh Binh tourism to develop rapidly and sustainably. From there, the province can orient appropriate long-term policies and strategies, promoting increasingly sustainable socio-economic development.

Journalist Phung Cong Suong, Editor-in-Chief of Tien Phong Newspaper, spoke at the Workshop.

At the workshop, journalist Phung Cong Suong, Editor-in-Chief of Tien Phong Newspaper, also said that in order for Ninh Binh tourism to continue to develop sustainably, in depth and bring high economic value, and achieve new achievements, a "push", a strategic lever is needed - and that is the cultural industry.

In Ninh Binh, the potential for cultural industry development is considered by experts to be very large. We have traditional craft villages such as Van Lam embroidery, Ninh Van stone carving, Cheo, Xam, Ca Tru singing; there are folk legends associated with King Dinh - King Le that can become special stage scripts...

“When the cultural industry is integrated and developed in parallel with tourism, we not only rely on the landscape, but also introduce the stories, identity, and soul of that land. That is the way to make Ninh Binh different, unique, and leave an impression in the hearts of tourists,” said journalist Phung Cong Suong, Editor-in-Chief of Tien Phong Newspaper.

Comrade Phan Tam, Deputy Minister of Culture, Sports and Tourism spoke at the Workshop.

Acknowledging and appreciating the initiative of organizing the workshop by Ninh Binh Department of Tourism as well as Tien Phong Newspaper, Mr. Phan Tam, Deputy Minister of Culture, Sports and Tourism, said that the Workshop is not only a professional activity with high practical significance, but also a concrete step in the process of realizing the National Cultural Industry Development Strategy. Through the Workshop, we will together think more deeply about how to develop sustainable tourism, with depth and imbued with Vietnamese identity.

The Ministry of Culture, Sports and Tourism will always accompany Ninh Binh province in institutionalizing the orientations for developing cultural industries close to tourism. The Ministry will support policies, connect investment resources, provide professional advice and call for the participation of cultural organizations and creative networks at home and abroad in specific projects of the province.

In order for the Workshop to achieve many results, the Deputy Minister of Culture, Sports and Tourism requested delegates to focus on sharing frankly and responsibly, proposing specific and practical solutions to overcome difficulties. In particular, focusing on solutions such as strengthening market connections for cultural tourism products, building cultural products and services typical of regions, promoting the application of science and technology and promoting international cooperation...

Cultural industry is the driving force to promote Ninh Binh tourism

After the opening session, the workshop “Using cultural industry as a lever for Ninh Binh tourism to take off” continued with two discussion sessions “Ninh Binh's golden advantage to promote tourism” and “Cultural industry is the driving force to promote tourism”.

In his report at the workshop, Mr. Bui Van Manh, Provincial Party Committee member and Director of the Department of Tourism, said: Over the past decades, Ninh Binh province has effectively exploited the potential of cultural heritage and unique natural and artistic landscapes to develop tourism. All levels, sectors and localities always focus on investing, preserving, conserving and promoting heritage values, with tourism being a key economic sector.

The province has issued many breakthrough policies, mechanisms and strategies to attract domestic and foreign resources, especially focusing on exploiting natural resources and heritages to serve socio-economic development. Tourism development contributes to socio-economic development, creating development momentum for many other sectors and fields.

Ninh Binh has become a prominent tourist destination on the national and international map, with the Trang An Scenic Landscape Complex recognized by UNESCO as Vietnam’s first World Cultural and Natural Heritage. The province is also the setting for many major films such as Kong: Skull Island, Indochina, The Quiet American, etc., contributing to promoting the local image to the world.

The number of tourists to Ninh Binh has increased steadily over the years, ranking among the top 10 provinces with the highest number of visitors in the country. The infrastructure, transportation, accommodation and tourism services are increasingly improved, with many high-class hotels, resorts, restaurants and tourist reception centers meeting international standards. Types of eco-tourism, spiritual tourism, historical - cultural tourism, community tourism and craft village tourism are developed in abundance, meeting the diverse needs of tourists.

The workshop took place in the context of Ninh Binh promoting the implementation of socio-economic development goals, in which tourism and cultural industry are identified as two key areas, creating momentum for other sectors. This is an opportunity to look back on the journey of tourism development, assess the potential, challenges and propose solutions to effectively exploit the value of heritage and nature, making tourism-cultural industry a key and sustainable economic cluster.

Based on the suggestions of the Organizing Committee, at the workshop, delegates, experts and scientists focused on assessing the current situation, results, existence and causes of cultural industry activities and tourism development in Ninh Binh province; at the same time, sharing lessons learned in developing tourism associated with cultural industry; proposing solutions to promote cultural industry as a driving force for tourism...

*At the first discussion session “Ninh Binh’s golden advantages to promote tourism”, delegates discussed and clarified the potential and advantages of Ninh Binh to exploit the development of cultural industry to promote tourism development. Mr. Jonathan Wallet Baker, Chief Representative of UNESCO Office in Vietnam, commented that Ninh Binh is a special land not only honored for its outstanding global values but also a place with extremely vibrant landscapes, with local communities deeply attached to natural and cultural resources.

To promote creative cultural industries, exploiting Trang An heritage as a foundation for innovation and economic growth, it is necessary to develop thematic cultural tourism routes and rural tourism to encourage visitors to explore Ninh Binh's vibrant heritage beyond familiar destinations. Promote community-led cultural tourism cooperative models, ensuring equitable sharing of benefits.

Speaking at the workshop with the content "Developing cultural industries - "soft lever" for Ninh Binh tourism to take off", Associate Professor, Dr. Nguyen Thi Thu Phuong, Director of the Institute of Culture, Arts, Sports and Tourism also said: If tourism wants to take off, Ninh Binh needs to rely on the "soft lever" from the attractiveness of cultural industry products. On the contrary, if it wants to position the local cultural industry brand, Ninh Binh needs to become a leading destination to attract tourists.

This process will be successful if the cultural industries, as well as tourism, can attract tourists to join the journey of discovering cultural stories that are deeply imprinted in their memories, touching their emotions or exploding with curiosity, or simply the simplicity and sophistication conveyed in each product or service of the cultural industry at destinations bearing the mark of the land of "spiritual land and talented people".

In addition, the delegates also focused on clarifying the following contents: Ninh Binh's position in the quadrangle of the Red River Delta; Developing the cultural tourism brand for Ninh Binh. At the same time, through sharing experiences in attracting visitors through the cultural industry in Korea and some localities, the delegates proposed solutions for Ninh Binh.

*At the second discussion session, “Cultural industry is the driving force for tourism”, delegates focused on sharing solutions to overcome difficulties and limitations, turning cultural industry into a lever for Ninh Binh tourism to take off.

Mr. Tran Hoang, Director of the Copyright Department, suggested that among the 12 cultural industry sectors in Vietnam, Ninh Binh should choose the sectors with the most strengths to focus on exploiting and developing. Ninh Binh should focus on exploiting the film studio center, attracting domestic and international filmmakers; secondly, promoting performing arts with live stages organized periodically.

Agreeing with this view, People's Artist Nguyen Xuan Bac, Director of the Department of Performing Arts, also said that currently, performing arts is a spearhead form, with strengths to develop the cultural and tourism industry. Besides the attraction of nature, large shows will be a call to action, attracting a large number of tourists and people.

However, to successfully organize major shows, according to People's Artist Nguyen Xuan Bac, Ninh Binh needs to have its own mechanisms and policies with specific characteristics to attract leading Vietnamese and international program production units. In addition, it is necessary to continue building a comprehensive ecosystem that develops harmoniously and supports the fields of the cultural industry in the province.

In addition, according to experts and delegates, some problems in mechanisms, policies, taxes, licensing procedures, licensing time, etc. have been and are making it difficult to attract and organize large art programs or domestic and international film crews when implementing projects in Vietnam.

Therefore, to develop cultural industries comprehensively and effectively, becoming a lever for Ninh Binh tourism to take off, according to delegates, the province needs to pay attention to and implement a number of solutions such as: Building a cultural industry map integrating tourist destinations; prioritizing investment in cultural industries to unleash creativity, unlocking resources in promoting the rich strengths of cultural resources, cultural heritage, natural heritage, urban heritage of Ninh Binh with products and services of economic value, creating jobs for the creative community, businesses, and local people; joining the UNESCO network of creative cities; improving the quality of human resources; "breathing life into" and "improving the quality" of cultural and tourism products...

In his closing speech at the workshop, Comrade Bui Van Manh, Provincial Party Committee member and Director of the Department of Tourism, affirmed that after a period of urgent work, the workshop recorded many valuable and important opinions and contributions from experts and researchers.

These are important advices for Ninh Binh to continue to promote its potentials and advantages, spread the unique values of its people and the ancient capital of Hoa Lu, enhance the value of local brands, and deeply integrate into the value chain of tourism, cultural and entertainment industries in the world. The Organizing Committee receives opinions, shares and synthesizes, reports and proposes to the Provincial People's Committee to continue to develop cultural industries, making cultural and tourism industries become the province's key economic clusters.

Minh Hai-Lan Anh-Truong Giang

Source: https://baoninhbinh.org.vn/hoi-thao-dua-cong-nghiep-van-hoa-thanh-don-bay-de-du-lich-803428.htm