Using identity as the foundation for sustainable development.

Developing community-based tourism with ethnic minority communities is opening up an important path to improve livelihoods, boost local economies, and preserve and spread traditional cultural values. However, for this type of tourism to develop sustainably, the core principle remains respecting the identity of each ethnic group, placing the community at the center, and avoiding mass tourism practices driven by short-term gains.

Tha village, Ha Giang 1 ward, Tuyen Quang province, is a community-based tourism village. Photo: Pham Hoan.

The brand is gradually establishing itself.

Vietnam is a multi-ethnic country with 53 ethnic minority groups. Each ethnic group possesses its own unique cultural values , ranging from architecture, clothing, cuisine , and festivals to indigenous knowledge connected to nature and the living environment. This is a valuable asset for developing community-based tourism, especially in ethnic minority areas where many traditional customs are still preserved.

In reality, the most impactful community-based tourism destinations are those that retain their unique identity, avoiding blending in with or copying models from other localities. To date, Vietnam has five villages (Thai Hai in Thai Nguyen, Tan Hoa in Quang Tri, Tra Que vegetable village in Da Nang , Lo Lo Chai in Tuyen Quang, and Quynh Son in Lang Son) recognized by the United Nations Tourism Organization. This is clear evidence of the effectiveness of sustainable rural tourism development policies linked to communities.

Not just the five villages mentioned above, in recent times, many villages have become attractive destinations thanks to the effective exploitation of traditional cultural values. From stilt house architecture, brocade costumes, folk musical instruments to dances, flute music, seasonal festivals… all combine to form a unique identity, becoming an attractive “highlight” for tourists.

In Son La, villages like Ang and Bon Phang show a clear transformation as people have moved from purely agricultural production to actively engaging in community tourism, building homestays in traditional houses, organizing folk art performances, and gradually improving their income.

Tourism has been identified as a key economic sector of Lao Cai province. Community-based tourism is a crucial solution for sustainable economic development linked to the preservation of the culture of ethnic minority communities. To date, Lao Cai has recognized and developed four community-based tourism destinations: Cat Cat craft village; Ta Van Muong Hoa Valley; Ban Ho; and Ta Phin. These destinations attract millions of visitors annually.

Dr. Duong Tuan Nghia, Deputy Director of the Department of Culture , Sports and Tourism of Lao Cai province, believes that community-based tourism development has made a significant contribution to the preservation and promotion of the traditional cultural values ​​of ethnic groups. With the benefits derived from traditional culture, through the development of unique tourism products, the teaching and promotion of cultural heritage for tourism purposes within the community has created many distinctive tourism products.

It is clear that the development of community-based tourism in ethnic minority areas is a crucial driving force for building new rural areas, contributing to poverty reduction. Furthermore, it helps preserve the ethnic identity of each ethnic group.

No compromise on identity.

However, according to experts, many places are facing the risk of "standardizing" community tourism. New stilt houses are being built en masse in the same style, cultural performances are similar, and souvenirs lack unique characteristics. When cultural identity is simplified or presented superficially, community tourism quickly loses its depth, and people gradually become detached from their own authentic cultural lives.

Mr. Trinh Ngoc Chung, Director of the Department of Ethnic Cultures of Vietnam, believes that conservation activities in localities must be substantive and effective. It's crucial to avoid superficiality and a focus on serving tourism, which can distort traditional cultural values. The unique cultural values ​​of ethnic groups must be elements and products that attract tourists, not products that merely serve tourism. This is essential. If they only become products to serve tourism, it's unacceptable; cultural values ​​must become what attracts tourists. This ensures accuracy and the preservation of original traditional values, with the cultural subjects being the target of promotion and preservation. Attracting tourists will create livelihoods and improve the lives of the people.

Sharing this view, Dr. Pham Huong Trang, a lecturer at RMIT University Vietnam, believes that serious investment is needed in designing experiences and telling the story of destinations. Tourism products should help tourists participate in local life, from traditional crafts, cuisine, and festivals to daily activities, instead of just superficial sightseeing. In terms of policy, it is necessary to protect local identity. The focus should be on unique products that are impossible to replicate, closely linked to local lifestyles, beliefs, cuisine, and landscapes. In the context of increasingly sophisticated tourists, authenticity has become a strategic competitive advantage. An indispensable pillar is placing the local community at the center of the value chain. Mechanisms are needed to allow communities to participate more deeply in product design, service operation, and benefit sharing, thereby proactively preserving their identity and resources.

Besides preserving and promoting cultural identity, human resource training is also a key factor in the success of community-based tourism. Ms. Nguyen Thi Minh Hao from Hanoi Tourism College believes that training human resources for community-based tourism is one of the key factors determining its success. Enhancing the digital capacity of local communities is becoming a core element in improving the quality and competitiveness of Vietnamese community-based tourism. Local people, even if they don't become technology experts, must know how to use digital tools to tell their stories, introduce their villages, and connect with global tourists. Digital capacity training is not just about equipping skills, but also about empowering, providing opportunities, and expanding digital knowledge for the community. When people master technology, they will take control of the tourism space, the market, the heritage, and contribute to building sustainable, modern tourism that reflects the unique identity of each community.

Source: https://bvhttdl.gov.vn/lay-ban-sac-lam-goc-de-phat-trien-ben-vung-20260114090932621.htm