Every place needs a story to remember.

Amidst countless destinations competing in terms of scenery, infrastructure, and services, what leaves the longest lasting impression on tourists is sometimes a story. For Thai Nguyen tourism today, building a "destination story" is becoming a crucial direction to create a unique identity and retain visitors.

The vibrant traditional culture of the Tay ethnic group in the Ba Be Lake region creates a unique appeal for community tourism and authentic experiences.

In its journey to build its brand, Thai Nguyen competes not only with its landscapes and infrastructure, but also with stories deeply rooted in the region's identity. These include the legend of Princess Cong and Prince Coc by the deep blue lake, the myths surrounding Ba Be Lake, the aroma of tea in the early morning mist of Tan Cuong, and the simple life of the people in the midland and mountainous regions.

As tourists increasingly seek unique emotions and experiences, every region needs a story to remember, and that is the direction Thai Nguyen tourism is pursuing to retain visitors.

In addition to increasing the number of visitors, Thai Nguyen's tourism industry is gradually shifting from simply exploiting natural resources to developing cultural, ecological, and community-based experiences. In this context, the element of "identity" is increasingly valued.

Mr. Do Trong Hiep, Chairman of the Thai Nguyen Provincial Tourism Association, commented: "A beautiful destination doesn't necessarily guarantee repeat visits, but a place with a story, emotions, and unique experiences will be remembered for a long time. Nui Coc Lake is a prime example. If it were just the lake itself, it would be difficult to compete, but when linked to the love story of Princess Cong and Prince Coc, it gains deeper cultural and emotional depth."

At Nui Coc Lake, the legendary love story has long been the "soul" of the destination. Many tourists come here not only to admire the lake but also to hear the story of the faithful love between Princess Cong and Prince Coc, a legend that has been immortalized in poetry, music , and the memories of many generations.

Meanwhile, community-based tourism models in the Ba Be Lake area, the Tan Cuong tea region, or the Tay, Nung, and Dao ethnic villages attract tourists with their simple, everyday stories.

Ms. Trieu Kim Xuyen, owner of Suoi Mo restaurant at Ba Be Lake, shared: "Foreign tourists now really enjoy hearing stories about the local people, their way of life, and the local culture. Tourists can sit on a boat, admire the lake, and listen to the tour guide tell stories about the legends of the lake region. These things create an authentic feeling that tourists really enjoy."

Beyond folklore, many experts believe that the "destination story" also needs to be built on real-life experiences. This could be a journey of picking tea on the hills of Tan Cuong, staying in a homestay in a village, listening to traditional folk songs by the fireplace, or participating in the handcrafted tea-making process with the locals.

Visitors can experience tea picking, tea processing, and explore the tea culture in a famous tea-growing region of Thai Nguyen.

Ms. Nguyen Thi Kim Oanh, Deputy Director of Dung Tan Co., Ltd., said: "Nowadays, tourists prefer tours that are in-depth, emotional, and personalized. Simply taking them to check-in locations makes it difficult to retain them, but when they hear stories about Thai tea, about the ATK region, or experience the lives of the local people, the trip becomes much more memorable."

According to Mr. Nguyen Chu Thu, Deputy Director of the Department of Culture, Sports and Tourism of Thai Nguyen province: The current trend in tourism is no longer simply sightseeing, but rather experiencing culture, seeking emotions and uniqueness. Therefore, the tourism industry is guiding localities to develop products associated with cultural stories, history, and local communities.

Thai Nguyen can certainly make its mark with its tea culture, the legends of Lake Nui Coc and Lake Ba Be, or the community spaces of the midland region. As tourism becomes increasingly competitive based on experiences and emotions, each region needs not only beautiful scenery but also a story compelling enough to linger in the memories of visitors.

Source: https://baothainguyen.vn/van-hoa/202605/moi-vung-dat-can-mot-cau-chuyen-de-nho-53a4122/