Cultural diplomacy: A “bridge” connecting and developing Europe-Vietnam tourism

On the journey of international integration and promotion, Vietnamese tourism is becoming more and more sophisticated in its approach to the market, not only selling products but also conveying experiences and cultural stories.

Following the program to promote Vietnam in Paris (France), Milan (Italy) and Frankfurt (Germany), Switzerland... the journey to Europe of Vietnamese tourism is continuing in the center of the heritage capital Warsaw (Poland), aiming to strengthen cultural diplomacy , aiming to stimulate demand, attract visitors from the traditional market with great potential of Vietnamese tourism in the Central European region.

Here, bilateral contact activities between national tourism agencies, B2B connections between Vietnamese businesses and European partners; performances promoting Vietnamese traditional culture and arts... attracted the participation of many travel companies and international friends.

The event is part of the Vietnam Culture - Tourism Week in Poland, taking place from June 22-24.

Vietnamese culture in the heart of world heritage

Warsaw in the middle of summer, on the old streets stained with time, the colors of Vietnamese culture are shining in the Old City Square - the cultural heart of Warsaw and a world heritage recognized by UNESCO.

The tourism promotion activities were held in the open space of the Vietnam Culture and Tourism Week in Poland, attracting a large number of overseas Vietnamese, international tourists and local people. They came not only to enjoy, but also to “touch” Vietnamese culture - a long-standing culture, rich in identity, sophisticated and attractive.

In particular, according to information from the National Tourism Administration, the area introducing Vietnam tourism is impressively designed, combining the presentation of special video clips about the destination, distributing promotional publications, souvenirs, giving interactive gifts and experiencing mini games.

The event attracted a large number of overseas Vietnamese, international tourists and local people. (Photo: Ministry of Culture, Sports and Tourism)

Meaningful gifts such as round-trip air tickets from Europe to Vietnam sponsored by Vietnam Airlines, the package tour “Vietnam's Green Journey - 12 days” by LUX Group, and travel vouchers from Vietravel, Hanoitourist and Alba Thanh Tan Resort... have turned the promotion activity into a true festival of experiences.

Food stalls with typical dishes such as Pho, fried spring rolls, Vietnamese iced milk coffee are always crowded with customers. For Polish people who love meticulousness and sophistication in cuisine, each bowl of fragrant Pho, crispy spring rolls or a cup of Asian-style drip coffee is a great bridge to start the journey of discovering Vietnam.

On June 26, the Culture - Tourism Festival and Vietnam Tourism Introduction Program will take place in Prague (Czech Republic); on June 30, the program will be held in Munich (Germany).

According to industry leaders, it is no coincidence that Poland was chosen as a highlight in Vietnam's tourism promotion program in Europe. Because this is one of three European countries that enjoy Vietnam's visa exemption policy in 2025, according to Resolution 11/NQ-CP of the Government. The stay of up to 45 days is considered a breakthrough in visa policy, contributing to removing important barriers in the process of attracting visitors.

More than 51,000 Polish visitors to Vietnam in 2024 (up 25% compared to 2019) and nearly 37,000 in the first 5 months of 2025 (up 44.5% compared to the same period in 2024), bringing Poland to 6th place among European tourist markets.

Notably, in 2024, Polish people will make about 14.6 million foreign trips, with total international spending reaching 10.4 billion USD. In that trend, Vietnam is emerging as an attractive destination thanks to its diverse landscapes, unique cultural values, and friendliness and hospitality.

International tourists take souvenir photos with a model of the One Pillar Pagoda. (Photo: Ministry of Culture, Sports and Tourism)

Cultural diplomacy connects and develops tourism

Within the framework of a working trip to three European countries (Poland, Czech Republic, Germany), Deputy Minister of Culture, Sports and Tourism Ho An Phong and his delegation visited and worked with the Vietnamese Embassy in Poland.

The Deputy Minister emphasized: “Vietnam is constantly striving to rise up in the new era, towards a prosperous future and deep integration. In the trend of multilateral diplomacy, Vietnam is always a friend and reliable partner of the international community.”

The Deputy Minister highly appreciated the role of the Vietnamese community in Poland with a large number of young intellectuals, businessmen, artists, etc., which is an effective cultural bridge to this market, and proposed to organize annual tourism roadshows in Poland to spread the image of the country, people and typical cultural and tourism products.

“Tourism products built on a cultural foundation are the most unique and attractive products of Vietnam. They do not require large investments but bring long-term, sustainable value,” industry leaders affirmed.

Vietnamese conical hats appear at the program. (Photo: Ministry of Culture, Sports and Tourism)

Deputy Minister Ho An Phong also said that the Vietnamese Government is about to issue a Strategy for Cultural Industry Development to 2030, with a vision to 2045, to make culture a spearhead economic sector of the country, in which cultural tourism is an important part of the cultural industry.

Vietnamese Ambassador to Poland and Lithuania Ha Hoang Hai shared his great expectations for the development of bilateral tourism, especially in the context of the Polish Prime Minister's scheduled official visit to Vietnam at the end of September. The Ambassador proposed that Vietnam consider extending the visa exemption policy for Polish citizens until 2026, as a gesture of goodwill and strategic cultural diplomacy.

Poland and Vietnam, two countries that have experienced many historical events, share a strong national spirit and a sincere, enduring affection between the people of the two countries for many decades.

The Vietnam Culture - Tourism Week in Poland is not only a series of activities to promote tourism and culture, but also a journey to spread identity, affirm trust and activate opportunities for deeper cooperation in the future.

On the journey of international integration, the Vietnamese tourism industry is becoming more and more sophisticated in its approach to the market, not only selling products but also sharing experiences and cultural stories. In Warsaw, that story was told through music, food, ao dai, conical hats, Vietnamese smiles and open Polish hearts./.

Vietnamese cultural spaces in the heart of the heritage capital Warsaw. (Photo: Ministry of Culture, Sports and Tourism)

The Cultural - Tourism Festival and the Program to introduce tourism, cuisine, Vietnamese craft villages, and connect businesses on the occasion of the National Tourism Year - Hue 2025 in the European market (Poland, Czech Republic and Germany) are chaired by the Vietnam National Administration of Tourism, in coordination with the Department of International Cooperation; Tourism Development Support Fund and related units. This series of events takes place from June 20 to July 2, 2025 with the participation of the Hue City People's Committee, tourism and aviation businesses.

(Vietnam+)

Source: https://www.vietnamplus.vn/ngoai-giao-van-hoa-cay-cau-ket-noi-phat-trien-du-lich-chau-au-viet-nam-post1045978.vnp