Kindness builds a brand.
During the 2025 peak tourist season, a lengthy post on social media sharing a tourist's experience of a trip to Quang Tri during the holiday attracted a lot of attention. It wasn't praise for luxury resorts or expensive tours, but rather the story of Mr. Nguyen Van Na, a local driver who assisted a group of tourists during the peak season when accommodations were almost fully booked.
According to the tourists, the group arrived late at night, feeling anxious because they hadn't found rooms yet. Mr. Na proactively contacted and searched for accommodations, assisted with bookings, and waited until nearly midnight to personally escort the guests to their rooms safely before returning home. Throughout the trip, he also advised on suitable places to eat, helped with purchasing tickets for attractions, guided them on their itinerary, and was even readily available to assist the tourists when needed, even though the group didn't use his transportation services.
What touched the tourists most was the spirit of unconditional support. "I've traveled to many places, but rarely have I met someone so dedicated," the visitor expressed, affirming that they would definitely return, just to meet again the person who had made such a profound impression on them about the local people and tourism.
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| In every tour, the local people are the special cultural and tourism "ambassadors" (In the photo: Tourists learning about the culture of the Bru-Van Kieu ethnic group in Kim Ngan commune) - Photo: DH |
Mr. Nguyen Van Na simply shared: "I'm from Quang Tri , and when I see tourists facing difficulties, I can't ignore them. I help in any way I can. If the tourists are happy and remember my hometown, that makes me happy too. Tourism now isn't just about providing services; it's about maintaining the image of our locality."
It is this simplicity and kindness that has left a positive impression on tourists and is also the attraction that keeps them coming back to this land. Na's simple story shows that a destination's brand sometimes doesn't lie in a massive advertising campaign, but begins with a very ordinary act of kindness.
Cultural bridge
Tourism only truly has depth when visitors can connect with the local culture. And no one conveys culture better than the people living in it. Tang's Farm—a prominent community-based tourism model in Bo Trach commune—is attracting a large number of foreign tourists to experience it.
On the hills once riddled with bomb craters, now covered in lush greenery, Mr. Pham Van Tang personally guides visitors, diligently recounting stories about his family and the rebirth of his homeland after the war. His son, Mr. Pham Van Hung, continues this narrative by guiding and assisting with experiences, introducing daily life. Two generations have transformed a space once marked by war into a cultural meeting place.
For many international tourists, the tour becomes a dialogue with living history. With their love and passion for local tourism, these ordinary people have become a cultural bridge, bringing their homeland and region closer to visitors from near and far.
That spirit is also present in many community tourism destinations in Quang Tri. At the Chenh Veng community tourism village in Huong Phung commune, Ms. Ho Thi Thiet, a Bru-Van Kieu woman, not only welcomes guests with a gentle smile but also personally guides them on tours of the village, introducing them to the stilt houses, customs, and traditional cooking methods of her people. Tourists learn about traditional festivals, sit by the fire enjoying local cuisine , and understand why the Bru-Van Kieu people in Chenh Veng cherish the forest as an integral part of their being...
In Chênh Vênh, culture endures in every story, every dish, every aspect of daily life. And when Ms. Hồ Thị Thiết and many other locals directly introduce their ethnic culture to tourists, they are shouldering the responsibility of being "ambassadors," showcasing the identity of their land to the world with pride and sincerity.
To make every citizen an "ambassador"
The "Every Citizen is a Tourism Ambassador" program, launched by the Quang Binh (formerly) province's tourism sector in 2016, aimed to raise community awareness of their role in tourism development. This spirit remains relevant today, especially in the context of intense competition among localities regarding the quality of their tourism experiences.
"Every citizen is a tourism ambassador" is not an abstract concept. It is present in every action of ordinary people who diligently sow positive impressions in the minds of tourists every day. It's Mr. Tang and his son amidst the green hills after the war, the Bru-Van Kieu woman diligently preparing meals for guests by the fire, the tourism staff in Phong Nha-Ke Bang returning lost items to tourists, or simply the simple people welcoming visitors from afar with gentle smiles…
From officials and businesses to service providers and individual citizens, everyone can contribute to creating a positive impression through civilized and friendly behavior. A helpful guide, timely assistance, a clean environment, transparent pricing… all are powerful messages sent to tourists. In the age of social media, positive experiences easily spread and become an effective, natural, and sustainable promotional channel.
Sustainable tourism development is not simply about increasing the number of tourists or revenue, but about building a safe, friendly, and responsible tourism environment. When each citizen understands that they are the "face" of their homeland, their behavior will naturally become more exemplary.
Quang Tri's tourism industry is opening up many new opportunities as infrastructure is improved, products are renewed, and regional linkages become increasingly strong. However, for these opportunities to be truly sustainable, the key factor remains the people. A scenic spot may impress tourists for a moment, but the sincerity and kindness of the people will make them return. When each citizen is aware of their role as an "ambassador," the Quang Tri tourism brand will be built from the simplest things. This is also the most sustainable foundation for long-term development.
Dieu Huong
Source: https://baoquangtri.vn/du-lich/202602/lam-du-lich-bang-su-tu-te-8b1421d/
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