Recently, culinary tourism experiences are becoming a trend chosen by many young people. Besides famous tourist destinations, local specialties are one of the key factors that determine the choices of many people. Especially for young people, cuisine is considered a decisive factor in their travel schedule.
According to a survey by the Youth Research Institute (2024), most young tourists spend an average of 1 - 2 million VND/day on accommodation; spend 500,000 VND - 1 million VND/day for nearby tourist destinations, independent travel; 2-3 million VND/day for wealthy, successful young people with high spending ability. Most young tourists choose to buy local specialties, accounting for 55.2%, and souvenirs, accounting for 43.8%.
In the trend of the 4.0 technology revolution, social networks are developing strongly, sharing local cuisine on cyberspace is an effective way to promote, reaching more widely to everyone, especially young people.
On social networks, it is not difficult to come across articles and videos about the dishes of the ancient capital. Truc Anh - Owner of the Tik Tok channel "Biet tuot Ninh Binh" said: "Cuisine is not only an essential need but also an important part in exploring and deeply feeling the identity of a land. Therefore, I want to learn more about the special dishes of Ninh Binh, record the preparation process, the story behind each dish and share these dishes through intuitive and attractive videos".
Truc Anh’s videos are always loved and welcomed by many young people. This is clearly shown through the telling numbers. Videos reviewing Ninh Binh specialties average from 100,000 to 300,000 views. Some viral videos have even surpassed 1 million views.
She excitedly shared: “What is even more gratifying is that I have received a lot of positive feedback from the shop and restaurant owners themselves. They shared that the number of customers who know about their restaurant has increased significantly after appearing on my channel, and their revenue has also increased significantly. This is one of the biggest motivations for me to continue this job.”
The "enthusiasm" of young people for Ninh Binh cuisine has created a new trend for local tourism. Experiencing Ninh Binh cuisine, Thanh Hang (22 years old, Hai Duong province) shared: "Ninh Binh cuisine is not only delicious food, but also a part of the culture here. Dishes such as goat meat, burnt rice... all remind me of the rusticity, simplicity, closeness and hospitality of the people of the ancient capital".
Sharing with reporters, Mr. Vu Tri Thuc - owner of Chinh Thu Goat Meat Restaurant said: “The number of customers who are young people accounts for 80% of the number of customers coming to the restaurant. They come to us to experience local specialties. Therefore, the restaurant always puts the quality of the dishes first. Besides, the creativity in the way of presenting dishes combined with the unique check-in space is also one of the strengths of the restaurant to attract many young tourists”.
The strong development of the restaurant and catering service industry has contributed to the growth of the tourism industry. In the first 3 months of this year, revenue from accommodation and catering services is estimated at VND 2.9 trillion, up 29%, contributing to tourism revenue reaching VND 4,691.6 billion, up 29.3% over the same period in 2024, exceeding the growth scenario by 7.46%.
Assessing the potential of Ninh Binh province, expert Trinh Le Anh - lecturer of the Faculty of Tourism Studies - Hanoi National University said: "Ninh Binh is a typical example of a land that can "transform" culinary resources into tourism value. With a delta agriculture interspersed with limestone mountains, Ninh Binh possesses many specialty ingredients known to many domestic and foreign tourists".
Although it is very developed, the development of this type of tourism also faces difficulties and limitations. Expert Trinh Le Anh commented that although there are many delicious dishes, the way of introducing them is still fragmented, not creating an attractive culinary ecosystem. In addition, the risk of losing identity due to following temporary tastes is also worrying when many dishes are "industrialized", losing their original flavor. Moreover, the connection between cuisine and cultural activities is still quite limited, making the experience separate and lacking in depth.
To overcome the above challenges and bring Ninh Binh culinary tourism to a new level, there needs to be close coordination between state management agencies, tourism businesses, local people and tourists. According to expert Trinh Le Anh, it is important that the province clarify the role of cuisine in the overall tourism picture. Cuisine is not just a dish to "fill the stomach", but a potential tourism content, especially for young people. In addition, the expert also suggested that destinations should integrate culinary experiences into the journey - not only eating but also telling stories, taking photos, and sharing.
Unique and rich local cuisine is increasingly asserting its important role in attracting young people to Ninh Binh. Not only bringing interesting taste experiences, cuisine is also a cultural bridge, helping young tourists better understand the ancient capital. To continue to promote this strength, there needs to be more systematic strategies in promoting and developing cuisine, turning "delicious dishes" into an indispensable "specialty" of tourism, attracting tourists from all over the world, especially young souls who love to explore.
Source: https://baoninhbinh.org.vn/mang-net-dep-am-thuc-co-do-den-gan-hon-voi-gioi-tre-916200.htm
![[Photo] Prime Minister Pham Minh Chinh chairs conference on anti-smuggling, trade fraud, and counterfeit goods](https://vphoto.vietnam.vn/thumb/1200x675/vietnam/resource/IMAGE/2025/5/14/6cd67667e99e4248b7d4f587fd21e37c)
Comment (0)