Linking cultural industry with tourism: Opening up new value chains

The combination of cultural industry and tourism creates a sustainable development direction for Vietnam. When tourism products are not just sightseeing journeys but become cultural, creative and intellectual experiences, it is a necessary step towards green and sustainable growth.

The program "Brother overcomes a thousand obstacles" contributes to promoting local tourism .

Strengths that need to be exploited

In 2025, Vietnam was honored by the World Travel Awards with two important titles: “Asia's Leading Destination 2025” and “Asia's Leading Heritage Destination 2025”. This achievement is a testament to the attractiveness and increasingly solid position of Vietnamese tourism in the region as well as in the international arena. At the same time, that result also poses an urgent need to effectively promote cultural values, promote cultural industries associated with the goal of sustainable tourism development, in line with the Vietnam Tourism Development Strategy to 2030.

Reality has shown that the connection between the cultural industry and tourism opens up a sustainable direction and brings many positive signals. It can be mentioned that in 2024 and early 2025, the concert "Anh trai qua ngan cong thorn" in Hung Yen and Ho Chi Minh City attracted tens of thousands of spectators, contributing to promoting the local image, stimulating tourism and services. Hotels, restaurants, and transportation were all fully booked, and revenue increased sharply.

In July 2024, Charlie Puth's performance in the "8Wonder" show in Nha Trang helped the room occupancy rate reach over 85%, increasing tourism revenue by 40%. Before that, BlackPink's 2 shows in Hanoi (July 2023) also created a big push with 170,000 visitors, estimated revenue of 630 billion VND. The big music festivals are showing the power of music in promoting tourism in Vietnam.

As for cinema, this is not only an art industry but also a bridge to promote the country's image to international friends. Many Vietnamese and foreign films filmed in Vietnam have become strong catalysts, helping audiences everywhere to know about the landscape, culture and people of Vietnam. The settings of many films have attracted a large number of tourists to come and experience the scenes that have appeared on the screen. When the film industry develops, combined with a methodical tourism strategy, it is a combination that not only brings economic value but also contributes to spreading the cultural identity of Vietnam to the world.

According to experts, when the cultural industry is exploited in the right direction, it will create a huge double value chain. That is economic value, and at the same time, it is an effective way to contribute to preserving and spreading culture.

Pointing out the special relationship between cultural industry and tourism, Prof. Dr. Dao Manh Hung - Chairman of the Vietnam Tourism Training Association said that tourism is the most effective promotional channel for cultural industry, and at the same time, cultural industry provides tourism with unique products imbued with national identity, contributing to enhancing the competitiveness of destinations. Vietnam aims for cultural industries to contribute 7% of GDP by 2030, in which cultural tourism is identified as an important pillar.

Synchronous and sustainable development

Mr. Nguyen Hong Hai - Vice President of Vietnam Tourism Association said that it is necessary to focus on building a cultural industry ecosystem associated with the tourism value chain of each locality based on unique cultural identity, creativity and application of digital technology; effectively exploiting Vietnam's tangible and intangible heritages, combining art, cinema, cuisine, fashion, music; promoting digital transformation in promoting unique tourism and cultural products to the world, creating a platform for interaction between tourists-artists-businesses; strengthening international cooperation, learning from the experiences of countries with outstandingly developed cultural industries.

According to Prof. Dr. Dao Manh Hung, for Vietnam's cultural industry to enter a new era, it is necessary to invest heavily in modern cultural infrastructure. Multi-purpose cultural centers, theaters, cinemas and creative spaces that meet international standards need to be built in both large and local cities. In addition, Vietnam needs to invest in digital infrastructure and develop an experiential economy. Cultural tourism activities need to aim at protecting the environment, using resources effectively and minimizing negative impacts on the ecosystem.

From a local perspective, Director of Ninh Binh Department of Tourism Bui Van Manh said that with abundant resources, Ninh Binh province has recently implemented many ways to develop cultural tourism, thereby promoting the development of cultural industry. Whether cultural tourism can develop or not depends on the locality, thereby creating a resonance force to develop the cultural industry of the whole country. Ninh Binh is building a policy to support the organization of large-scale cultural and musical events, souvenirs, etc.

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Source: https://baolaocai.vn/lien-ket-cong-nghiep-van-hoa-voi-du-lich-khai-mo-chuoi-gia-tri-moi-post885953.html