The agricultural and rural tourism value chain in Quang Nam province is still not clearly defined, despite being explored quite early. Meanwhile, the potential for rural tourism development in these localities is enormous. The question is how to establish a brand, leverage the advantages of landscapes and culture, and utilize policy incentives, especially considering that rural tourism is fundamental to promoting sustainable rural development...
THE PICTURE OF RURAL TOURISM IN QUANG NAM
Having experienced a period of strong growth, rural tourism in Quang Nam is currently stagnating due to a lack of unique products.
Longing for a "breath of fresh air".
Rural tourism takes many forms, and in Vietnam, it can be categorized into three basic types: community tourism, agro-tourism, and eco-tourism. Rural tourism in Quang Nam province has developed quite early, with some destinations having already established or previously established brands internationally. These include Tra Que vegetable village, Cam Thanh coconut forest (Hoi An city); Triem Tay community tourism village (Dien Ban town); Tam Thanh community art village (Tam Ky city); Co Tu community-based tourism village (Nam Giang); and the old brick kiln farm (Duy Xuyen)...
According to Associate Professor Pham Trung Luong, former Deputy Director of the Institute for Tourism Development Research and Vice President of the Vietnam Tourism Training Association, Quang Nam province has had unique rural tourism initiatives and models that attract tourists, especially in Hoi An, since very early on.
“Besides its outstanding global heritage value, many seemingly ordinary rural values of Quang Nam are attracting the attention of tourist markets, especially international tourists. Hoi An in particular and Quang Nam in general were once pioneers in effectively incorporating these simple rural values into tourism products. But then we failed to maintain this due to destination saturation,” Mr. Pham Trung Luong shared.
Looking back at Quang Nam's rural tourism resources, besides the established branded destinations, there are still many areas with unique characteristics that need to be rationally explored to create a "new wave." These include the ancient village of Loc Yen (Tien Phuoc), the scenic spot of Hon Kem - Da Dung (Hiep Duc - Nong Son), the gray-footed langur population at the Tam My Tay ecotourism site (Nui Thanh), and the Tak Po cloud-hunting area (Nam Tra My)... However, over time, these places have struggled to establish attractive tour routes to draw tourists.
Mostly, they're still "fending for themselves."
Nam Tra My boasts 32 out of the 128 recognized rural tourism destinations/areas/villages in the province. However, the local rural tourism brand remains relatively unknown on the tourism map.
The majority of visitors to Nam Tra My are concentrated during the ginseng festival and combined with visits to destinations such as the Tak Ngo ginseng seedling garden, the Tak Po cloud-hunting spot, the ancient cinnamon garden, the giant bamboo garden, etc., while other times of the year are very sparse.
Mr. Nguyen The Phuoc, Vice Chairman of the People's Committee of Nam Tra My district, said: "Nam Tra My has all the potential for tourism. If transportation were convenient, rural tourism in Nam Tra My would certainly develop significantly. Unfortunately, the district's resources are limited. In addition, investment capital for infrastructure at tourist destinations is also a crucial issue. The province needs to consider mechanisms to support and promote rural tourism in Nam Tra My in particular and mountainous areas in general to encourage individuals and organizations to have more motivation to venture into tourism."
Meanwhile, representatives from Dai Binh eco-tourism village (Nong Son district) stated that the destination has benefited considerably from the district People's Committee's tourism development support program. For example, each household registering to build a homestay receives a subsidy of 30 million VND (to date, the village has 4 homestays that meet the standards). The village's concern is whether the policies supporting rural tourism will continue after the district merger (early 2025), given that the destination's development process is still incomplete.
Overall, rural tourism destinations are currently largely self-sufficient due to a lack of investment resources. Although identified as a type of tourism with great potential, current government support policies for community-based tourism development are limited. At the provincial level, Mr. Nguyen Thanh Hong, Director of the Department of Culture, Sports and Tourism, stated that rural tourism in Quang Nam currently receives no support from the Provincial People's Council's resolution. Therefore, the tourism sector will implement a project to support the development of community-based and rural tourism in 2025 to provide further impetus to rural tourism.
We need to strengthen the "spearhead"
The recently issued Quang Nam province tourism product development plan until 2030 shows that Quang Nam strives to become a leading destination in the region for resort tourism, agricultural tourism, and community tourism. Agricultural and rural tourism is included in the province's main tourism product group, along with beach tourism.
Mr. Pham Vu Dung, Director of Hoa Hong Tourism and Service Company Limited, believes that rural tourism development is always linked to infrastructure, especially transportation and ports. Furthermore, rural tourism, particularly agricultural tourism, is often affected by land issues. If a clear legal framework for this issue is established soon, rural tourism in Quang Nam will certainly see significant improvements.
Mr. Nguyen Thanh Hong stated that Quang Nam will continue to implement relevant support policies to promote rural tourism development, integrating investment, completing tourism infrastructure, and training a workforce for agricultural production combined with tourism. The Department will also strengthen its guidance and management to avoid duplication and monotony in products or over-reliance on existing natural resources. Simultaneously, Quang Nam will leverage support from international organizations to further promote rural tourism development.
According to statistics from the Department of Culture, Sports and Tourism, Quang Nam currently has 128 rural tourism sites/areas/villages. It is estimated that more than 30% of tourists coming to Quang Nam have experienced agricultural and rural tourism products. Localities with many rural tourism sites/areas/villages include: Nam Tra My (32), Dong Giang (17), Dai Loc (10), Hoi An City (9), Bac Tra My (9)...
In recent years, resources from international organizations have significantly supported rural tourism in Quang Nam province in adapting to post-COVID-19 tourism trends. These include support from the "Swiss Tourism for Sustainable Development in Vietnam" (ST4SD) project for Tra Que vegetable village (Hoi An city); support from the Global Environment Fund (GEF) funded through UNDP for Cam Thanh and Cam Kim villages (Hoi An city); and support from UN-Habitat for the Tam Thanh community-based arts tourism economic development strategy (Tam Ky city)...
INTEGRATING RURAL DESTINATIONS INTO THE TOURISM PATH
The natural and cultural resources in rural Quang Nam are relatively well preserved, but unfortunately, they have not been fully integrated into the tourism development trajectory.
The somber note of the traditional craft village.
Traditional craft villages are crucial for promoting rural tourism. According to estimates from the Department of Culture, Sports and Tourism, approximately 15% of all tourists visiting Quang Nam province have visited and experienced traditional craft villages. Currently, about 10 out of 30 craft villages and traditional craft villages are developing in conjunction with tourism. Most of the villages that attract tourists are concentrated in the vicinity of Hoi An ancient town, while those further from the province's tourism center are largely devoid of visitors.
The Department of Culture, Sports and Tourism also acknowledges that many craft villages, while included in the development plan linked to tourism, are small in scale, have monotonous product designs, and lack the appeal to attract tourists, such as: Phuoc Kieu bronze casting village (Dien Ban town), Ma Chau silk weaving village (Duy Xuyen), Thach Tan sedge mat weaving village (Tam Ky city), Van Ha carpentry village (Phu Ninh)...
Thanks to its favorable geographical location, a few traditional craft villages in Hoi An "survive" partly thanks to tourism. Revenue from production and business activities in Hoi An's craft villages is also quite good: On average, Thanh Ha pottery village earns 6 billion VND/year; Cam Thanh bamboo and coconut craft earns 12 billion VND/year; and Cam Ha kumquat cultivation earns over 30 billion VND/year...
“To develop tourism in craft villages, we need distinctive craft products that are of high quality, accepted, and favored by tourists. In fact, in recent times, craft village products possess many unique characteristics, leveraging the advantages of local culture, knowledge, and identity, creating a great opportunity to develop craft village products in conjunction with tourism,” said Mr. Dinh Hung, Head of the Economic Department of Hoi An City.
Ms. Tran Thi Thu Oanh, representative of the International Relief and Development Organization (FIDR), suggested that people in craft villages should be encouraged to participate in initiative groups because tourism is not the primary source of income. Livelihood diversification is needed, including the development of local specialties and souvenirs. The strengths of craft villages and community-based tourism villages should be maximized, and mutual support among communities should be encouraged. Simultaneously, a common development goal should be established within the community to achieve sustainable tourism development linked to boosting people's livelihoods.
Waiting for common ground with travel agencies.
As an active partner in promoting improved livelihoods for ethnic minorities in the mountainous areas of Quang Nam province through tourism activities, Ms. Tran Thi Thu Oanh stated that FIDR has so far supported the development of 9 rural tourism destinations in the province's mountainous districts.
Tourist destinations, based on their unique characteristics, will establish distinctive tours such as: "Co Tu cultural tour in Nam Giang", "One-day farming tour in Dong Giang", "Ca Dong and Muong cultural tourism in Bac Tra My"... With the support of FIDR, the tourism development mechanism at these destinations has been perfected, and these destinations can now begin to introduce and market their products to tourism companies.
The vitality of rural tourist destinations depends heavily on connections with travel agencies. Ms. Nguyen Thi Thu Huyen, national coordinator of the Small Projects Grant Program of the Global Environment Fund (UNDP), stated that the community alone is never sufficient to work with stakeholders in the development of rural tourism.
Typically, tourism businesses only become interested in developing and exploiting a tourism product when it is about 80% complete. However, going from zero to 80% completion is very challenging, with all parties involved feeling uncertain. Therefore, the support of travel agencies right from the development stage is crucial to increasing the product's chances of survival.
Ms. Pham Que Anh, Director of Hoi An Express Tourism Service Trading Company Limited, said that many rural tourist destinations want to develop their products for economic exploitation and generate regular revenue, but they need to reconsider whether they are truly ready. Specifically, they need a central point of contact to receive services from travel agencies and a plan to coordinate when the number of tourists increases, for example, the model of the cooperative in Zara village (Nam Giang). Generally, if they want to attract tourists immediately, destinations must first develop products for day trips before thinking further ahead.
Regarding the domestic market, Mr. Le Trung Hai Nam - representative of Vietravel's Da Nang branch - noted that Vietnamese tourists tend to prefer destinations that are a bit "quick and easy." Therefore, the important thing for rural tourist destinations in Quang Nam is to have easy access and unique features that resonate with tourists.
“Traditional craft villages in Quang Nam have largely failed to develop in-depth experiences for tourists, focusing primarily on restoration. Furthermore, the connections between destinations are very fragmented, whereas the resources of some destinations could be used to create unique and interconnected narratives, such as an experience encompassing the five elements (Metal, Wood, Water, Fire, Earth), which would be very appealing,” Mr. Hai Nam said.
TOURISM ASSOCIATED WITH THE NEW RURAL DEVELOPMENT
Developing rural tourism is one of the key solutions and tasks of the National Target Program for Building New Rural Areas in the period 2021-2025. Integrating resources from new rural development to stimulate the strong development of agricultural and rural tourism is a key objective.
Integrating resources for building new rural areas.
Launched in July 2014, Triem Tay Community Tourism Village (Dien Ban) became the province's first rural tourism model to effectively utilize investment resources by "attracting" nearly 10 units and departments of the town to participate in building infrastructure such as roads and embankments to prevent landslides. More than half of the investment funds were mobilized and transferred from sources related to new rural development, vocational training, and job development. This is considered a pioneering and effective approach by Dien Ban in developing rural tourism models that other localities can learn from.
In recent years, developing rural tourism in conjunction with the new rural development program has been assessed as a suitable and highly interactive approach. Leveraging investment resources in infrastructure, environmental improvement, and landscape enhancement brings a new look to rural villages. Conversely, by providing services such as food, accommodation, daily life, and production activities for tourists, rural tourism contributes to promoting the consumption of agricultural products effectively, improving the quality of life, creating livelihoods and income for local communities, and making a significant contribution to the process of building modern and sustainable rural areas.
Government Resolution 82 affirms the importance of rural tourism in building new rural areas. In Quang Nam, to implement the program for developing rural tourism associated with building new rural areas, the locality aims that by 2025, each district, town, and city with potential and strengths in developing agricultural and rural tourism will have at least one community tourism service product and tourist destination; and at the same time, strive to have at least 50% of these products recognized as OCOP products with a 3-star rating or higher.
Boosting rural tourism
Developing rural tourism in conjunction with leveraging the potential and advantages of agriculture and traditional crafts, aiming to improve the material and spiritual quality of life for the people, and contributing to the sustainable transformation of the rural economic structure, is a goal many localities are striving for.
Mr. Duong Duc Lin, Vice Chairman of the Tien Phuoc District People's Committee, acknowledged that if the goals of rural tourism development are achieved, the benefits will be very practical, especially in the consumption of agricultural products and OCOP products.
“Tien Phuoc has many agricultural products, traditional crafts, and OCOP products, especially brands of pepper and cinnamon… Through investment in new rural infrastructure and the development of rural tourism, local products will be able to access the market more easily,” Mr. Lin shared. In reality, many local traditional crafts and OCOP products have been “exported locally” through rural tourism activities. For example, at Zara tourist village (Nam Giang), most of the brocade textile products are sold to tourists through tourism activities.
According to the Department of Culture, Sports and Tourism, in addition to coordinating with provincial departments to issue documents related to investment and planning for rural tourism, the department has also collaborated with the Office for New Rural Development Coordination to allocate funds for infrastructure investment and technical support for rural tourism destinations. In 2023 and 2024 alone, the Department of Culture, Sports and Tourism proposed support for the implementation of 14 agricultural tourism models in various localities, totaling nearly 19 billion VND.
“Community-based tourism associated with the construction of new rural areas in the province is gradually developing in accordance with the province's orientation and planning, initially showing effectiveness, helping to create jobs, improve livelihoods, and enhance the quality of material and spiritual life for people; promoting economic restructuring and increasing labor productivity in rural areas; and contributing to the preservation and promotion of traditional cultural values in rural areas,” – a representative from the Department of Culture, Sports and Tourism stated.
THE CHALLENGES OF STARTING A RURAL TOURISM BUSINESS
Relatively few startups choose to venture into rural tourism, despite Quang Nam possessing significant potential in terms of landscapes, ecology, and rural villages.
Quiet
At the end of 2019, Mr. Nguyen Phong Loi (Dien Phong commune, Dien Ban district) and his friends pooled their capital to establish the Cam Phu Community Tourism Group to develop local tourism. By mid-2020, with the support and cooperation of a travel agency, the Cam Phu Community Tourism Village was established.
However, the COVID-19 pandemic emerged, leading to a lack of customers and poor business performance, causing the tourism model to operate at a reduced capacity. At the end of 2023, Mr. Loi decided to withdraw from the project.
“When I started my tourism business, I thought I could exploit and take advantage of the local advantages and beautiful scenery, but then the COVID-19 pandemic appeared, there were no tourists, while I still had to spend money on maintaining the landscape, renovating and repairing the reception facilities after each storm or holiday season… so I no longer had enough passion and ability to pursue my dream of starting a tourism business in my hometown,” Mr. Loi shared.
Possessing two World Heritage sites, along with numerous scenic landscapes and rural ecosystems, and especially being located near the tourism hub of Da Nang, Quang Nam is considered fertile ground for rural tourism startups. However, the reality is far from simple. Mr. Nguyen Phong Loi argues that the advantage of being close to the tourism center also presents challenges for rural tourism startup models.
"In Hoi An, there are almost all types and products of tourism, making it easy for tourists to choose, so they only visit rural tourist destinations outside if they have time. Besides that, the infrastructure and transportation are cramped, and the connections between destinations are limited, making it difficult to attract tourists to experience rural tourism models and projects," Mr. Loi further analyzed.
Over 10 years ago, along with the emergence of community-based tourism villages, many rural tourism startup projects and models also appeared in the province. Several cooperatives, eateries, and eco-tourism experience centers were formed by local communities, contributing to the development of nascent startup models.
Most models are small-scale, have weak management capabilities, and offer products with little or no innovative value. Furthermore, models that exploit existing resources such as cuisine, landscapes, and traditional crafts lack the processing and enhancement of service value, leading to low effectiveness in exploiting the potential of rural tourism and a lack of visitors. As a result, many models have failed or given up, causing the rural tourism startup movement to become stagnant.
"Barriers" from digital technology
Surveys of several rural startup models in the province show that, in addition to investment capital and market research, the application of digital technology in promotion and market and partner networking is crucial. However, this is also a "barrier" that makes startup models difficult and unsustainable.
According to Ms. Dinh Thi Thin, who runs Co Tu CBT Tours (Song Kon commune, Dong Giang district), the issue that start-ups are always most concerned about is funding. In early 2023, Ms. Thin invested 500 million VND to build a new homestay to welcome tourists, most of which she borrowed from relatives because banks only lend a maximum of 100 million VND.
“Starting a rural tourism business is extremely difficult, especially in mountainous areas. Besides capital, the cooperation of the people, and the support of the local government, we also need the attention and support of the tourism industry in market orientation… Not to mention, applying technology to promote and connect with tourists and customers in mountainous areas is not simple, and a start-up cannot do it alone,” Ms. Thin explained.
Currently, startups primarily promote and connect with the market through a few social media platforms. Mr. Tran Thu – Director of Au Lac Artistic Wood Co., Ltd. (the unit managing the Au Lac cultural tourism site) – recognizes that technology is extremely important for tourism startup models. At the Au Lac cultural tourism site, most transactions and customer connections are conducted through digital platforms such as websites, fan pages, YouTube, and partnerships with several travel websites to attract international tourists.
“The Au Lac cultural tourism destination has advantages because it possesses a foundation in terms of space, landscape, infrastructure, and especially a YouTube Gold Button… so the implementation of the project model is relatively smooth, and the number of visitors is constantly increasing. I think that for the rural tourism startup model to develop sustainably, in addition to factors such as capital, space, landscape, and foreign language skills… technology is indispensable, especially the core value of the product,” Mr. Thu analyzed.
Content: QUOC TUAN - HA SAU - KHANH LINH VINH LOC
Presented by: MINH TAO
Source: https://baoquangnam.vn/du-lich-nong-thon-lam-gi-de-giu-chan-du-khach-3144030.html
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