Creating an ecosystem for 'happy tourism'

From community-based tourism cooperative models, the Co To Special Economic Zone is gradually creating "happy tourism," where people are at the center of sustainable development.

Blue sea tourism - connecting for shared happiness.

On the evening of May 15th, in the Co To Special Economic Zone, Quang Ninh province, the workshop "Developing Green Sea Tourism - Happy Tourism: A Future Direction for Cooperatives" took place in an open space amidst the sea and sky of this strategically important island region.

The event brought together representatives from cooperative alliances of 11 provinces and cities such as Hanoi, Ho Chi Minh City, Hung Yen, etc., along with many scientists, businesses, fishermen, and marine and island tourism cooperatives. The workshop not only discussed economic growth but also opened up a new approach to marine economic development: placing people, communities, and ecosystems at the center.

The workshop was attended by many scientists, businesspeople, etc. Photo: Nguyen Thanh.

In his opening remarks, Mr. Ngo Tat Thang, Chairman of the Quang Ninh Provincial Cooperative Alliance, emphasized the message: "The sea is not just a resource. The sea is culture. The sea is livelihood." Based on this mindset, the locality is gradually shifting from a model of purely resource exploitation to building a green marine economic ecosystem, in which tourism is developed in an experiential, ecological direction and linked to the fishing community. Instead of just competing on scenery or resort services, the Co To special economic zone in particular and Quang Ninh in general aim to create experiences that are rich in culture and emotion for tourists.

According to the development plan until 2030, the special economic zone identifies the marine economy as its main pillar, with three main development directions: ecological, cultural, and experiential marine tourism; high-tech aquaculture linked to the protection of aquatic resources; and the development of fisheries logistics services and coastal logistics.

Along with investing in seaports, transportation infrastructure, and digital transformation in tourism management, the locality aims to welcome approximately 390,000 tourists by 2026. However, the most discussed topic at the conference was not the number of tourists or revenue, but rather how to build "happy tourism," where each citizen becomes an ambassador of maritime culture.

Mr. Ngo Tat Thang stated that the "Happy Cooperative" model is being researched and implemented as a long-term direction for the collective economy in coastal and island areas. According to him, cooperatives should not only be production and business units but also become "cells" of the blue marine economy, where members connect, share benefits, and develop sustainably. This is also the reason why this workshop includes the participation of cooperative alliances from many provinces and cities, aiming to create a forum for exchanging experiences, linking markets, and finding new directions for economic development.

Tourists check in at tourist attractions in Co To. Photo: Nguyen Thanh.

Unlike traditional tourism practices, cooperatives in Co To are beginning to build a closely integrated service ecosystem. From accommodation and transportation to marine experiences, cuisine, and the consumption of OCOP (One Commune One Product) products, everything is connected into a synchronized service chain. This not only enhances the tourist experience but also creates additional livelihoods for the local community.

One exemplary model is Coto Village, located on Hong Van beach. This resort, spanning over 2 hectares, has been operating for nearly 8 years, following a model of seclusion amidst nature. According to Mr. Tran Van Xuyen, the resort's manager, the overarching principle is to maximize green space, utilizing the seascape and flowers suitable for the island's climate to create highlights for tourists to check in and experience.

Coto Village welcomes approximately 400-500 visitors daily, with even higher numbers during peak seasons. However, what's noteworthy isn't just the number of visitors, but also the way the cooperative collaborates with other cooperatives in the area. Cooperatives providing transportation, electric vehicles, homestays, and beach experience services all bring guests here for accommodation, meals, and sightseeing. According to Mr. Xuyen, this collaborative model benefits all members and provides visitors with a sense of experiencing a synchronized tourism ecosystem rather than fragmented services.

When asked about the concept of "happy tourism," Mr. Tran Van Xuyen stated that happiness in business is not just about revenue, but also about the bond between members, and the joy of satisfied tourists who want to return. According to him, as the number of tourists increases, the local economy develops, and services are upgraded daily, the people on the island themselves will also better appreciate the value of sustainable tourism.

Along with Coto Village, Hong Hai Cooperative was also a model that attracted much attention from delegates at the workshop. Ms. Vu Mai Thinh said that the cooperative has been operating since 2013 with a homestay model combined with experiences for tourists. After more than 10 years of development, the cooperative has formed a relatively complete chain of services including accommodation, food, electric vehicles, motorbikes, three-island tours and various marine experience activities.

Ms. Vu Mai Thinh (in the yellow shirt) and tourists happily look at the photos taken at the homestay. Photo: Nguyen Thanh.

According to Ms. Thinh, tourists are no longer just concerned with accommodation but are paying more attention to the overall experience. Therefore, the cooperative always invests in upgrading facilities, ensuring stable electricity and water supply, and expanding services to support tourists. In addition to accommodation, the cooperative also provides many seafood products such as fresh squid, dried squid, sun-dried squid, dried fish, sun-dried fish, etc., to meet the souvenir needs of tourists. These products are considered to be of good quality and reasonably priced, so they are chosen by many tourists.

Notably, tourism cooperatives in Co To are not developing in a competitive manner but rather towards a community support model. Transportation companies bring guests to homestays, homestays connect with beach experience tours, and check-in points help promote each other. This linkage creates a closed value chain, making it more convenient for tourists and extending their stay on the island.

From a tourist's perspective, Ms. Do Thi Yen (Hung Thang ward) shared that her 3-day, 2-night trip to Co To left many positive impressions. She praised the excellent marine environment, with clear, clean water, and friendly and convenient homestay services. “The staff and homestay owners were all very enthusiastic and cheerful. The transportation services were convenient, and there were many experiential activities, so I felt very comfortable during the trip,” Ms. Yen said.

According to Ms. Yen, what impressed her most was not only the beautiful scenery but also the sincerity of the local people. After the trip, she plans to recommend the island to her friends and bring her family back in the near future.

Awakening cultural values ​​in every island and sea experience.

One of the exemplary models shared at the workshop was the story of community-based tourism development in Cong Ne - Vung Ha fishing village in Bai Tu Long Bay. According to Ms. Tran Bao Mo (representative of Bai Tu Long Fishing Village Cooperative, Van Don Special Economic Zone), the village has preserved almost entirely the living space of the local fishing community. After Typhoon Yagi in 2024, while many offshore aquaculture areas were severely damaged, this fishing village remained almost completely intact thanks to its sheltered location and the long-standing adaptability of its local residents.

Ms. Tran Bao Mo (far right, representative of Bai Tu Long Fishing Village Cooperative, Van Don Special Economic Zone) shared her thoughts at the workshop. Photo: Nguyen Thanh.

What's special about this model is that the locals don't "act" for tourism. Tourists can directly experience the daily work of fishermen such as setting fish cages, washing nets, raking for clams, catching snails, listening to stories about the sea at night, and gaining a better understanding of their livelihoods at sea.

According to Ms. Mo, it used to be very difficult to encourage fishermen to participate in tourism skills training courses, but now they are proactively registering for cooking classes, boat driving courses, service skills, and community tourism management. This is considered a major shift in awareness, as people are beginning to believe that fishing village culture can become a sustainable source of livelihood instead of relying solely on natural resource exploitation.

Professor, Dr. Ngo Thi Phuong Lan, Rector of the University of Social Sciences and Humanities (Vietnam National University Ho Chi Minh City), shared her insights at the conference. Photo: Nguyen Thanh.

At the seminar, Professor, Dr. Ngo Thi Phuong Lan, Rector of the University of Social Sciences and Humanities (Vietnam National University Ho Chi Minh City), stated that the trend of "healing tourism" is becoming increasingly evident in modern society.

According to her, the blue sea is not only a tourism resource but also a space that helps people reconnect with nature, restore their spirits, and find balance in life. She emphasized that the development of a locality should not only be measured by the rate of economic growth or the number of tourists, but also by the level of happiness of the local community.

From the specific models in Co To and Van Don, it is clear that "happy tourism" is no longer just a slogan. It is a journey of changing the mindset regarding the development of coastal and island areas, shifting from short-term exploitation to building a sustainable economic ecosystem based on culture, environment, and people. This path certainly faces many challenges, but the movement from cooperatives, businesses, and the people is opening up hope for a new future for the coastal region of Quang Ninh.

According to the plan for 2030, the Co To Special Economic Zone will focus on the comprehensive development of transportation infrastructure, seaports, and digital transformation in tourism management. In particular, the project of a sea bridge connecting the main Co To island with Thanh Lan, spanning over 2km, is expected to create momentum for the development of the remote island area.

Source: https://nongnghiepmoitruong.vn/kien-tao-he-sinh-thai-du-lich-hanh-phuc-d811687.html