With its strengths in unique landscapes, special cultural-historical values and sustainable development vision, Ninh Binh tourism is affirming its position as a leading destination in Vietnam and the region.
In recent years, the province's tourism industry has continuously made breakthroughs, making its mark on the international tourism map with impressive growth in the number of visitors, high revenue, synchronously upgraded services and special attention to heritage conservation.
In order to clarify the outstanding achievements, strategic orientations as well as adaptive solutions in the context of digital transformation, Nhan Dan Newspaper reporters had an interview with Dr. Bui Van Manh, Provincial Party Committee member, Director of Ninh Binh Provincial Department of Tourism.
Over the past years, Ninh Binh tourism has made significant progress. Could you share with us the outstanding achievements that the province’s tourism industry has achieved, especially in terms of tourist arrivals and revenue?
In recent years, Ninh Binh tourism has developed strongly, becoming a bright spot on the Vietnamese tourism map. Ninh Binh tourism brand is increasingly affirmed, not only domestically but also internationally .
In 2024, Ninh Binh tourism will continue to maintain impressive growth momentum, reaching more than 8.7 million visitors, an increase of more than 30% compared to 2023. Of which, domestic visitors will account for 7.2 million and international visitors will reach 1.5 million. Tourism revenue is estimated at VND 9,100 billion, an increase of 40% over the previous year. Ninh Binh has been continuously ranked highly by international organizations, such as being listed by "Trips to Discover" (USA) in the 14 most attractive destinations in Asia, or Travel and Leisure Magazine (USA) in the top 12 most beautiful filming locations in Asia. Ninh Binh also won the World Travel Award, being selected as the only representative of Vietnam in the top 10 friendliest destinations in the world. In particular, Ninh Binh is honored to be listed by Forbes in the list of the most worth-visiting destinations in the world.
In the first three months of 2025, the whole province welcomed more than 4.4 million visitors, an increase of 13.4% over the same period last year, including 535 thousand international visitors, an increase of 40.8% over the same period in 2024; revenue reached nearly 4,700 billion VND, an increase of 29.3% over the same period last year.
In particular, during the Lunar New Year of At Ty in 2025 (from January 25 to February 2, 2025), the whole province welcomed 700,490 arrivals (an increase of 17% compared to 2024), including 130,723 international arrivals. Tourism revenue is estimated at nearly 1,100 billion VND, an increase of nearly 29% compared to the Lunar New Year 2024, the average room occupancy rate is 80-85%; Ninh Binh is in the top 8 provinces with the highest revenue in the country (after Hanoi, Ho Chi Minh City, Quang Ninh, Da Nang, Kien Giang, Khanh Hoa, Lao Cai).
To achieve the above results, what strategies and policies has Ninh Binh tourism industry implemented to attract tourists and improve service quality?
To achieve the above outstanding and impressive results, Ninh Binh tourism industry has synchronously implemented tourism development solutions, built strategies and policies to attract tourists and improve service quality, specifically:
Firstly, investing in tourism infrastructure : Ninh Binh has focused on developing a synchronous infrastructure system, especially traffic routes connecting tourist destinations, making it more convenient for tourists to travel.
Second, strengthen tourism promotion : The tourism industry has organized participation in many domestic and international tourism fairs, while promoting on mass media, digital media platforms, and tourism websites.
Besides the growth in the number of visitors, Ninh Binh focuses on improving the quality of services.
Third, focus on tourism quality : In addition to increasing the number of visitors, Ninh Binh focuses on improving service quality and professionalism in welcoming and serving tourists; developing sustainable tourism, associated with heritage conservation and environmental protection. This especially attracts international visitors who love nature and local culture.
Fourth, training and developing human resources : Ninh Binh focuses on training tourism human resources, from tour guides to hotel and restaurant staff, helping to improve service quality.
Fifth, digital transformation in tourism : The province promotes the application of technology, builds smart tourism applications, helps improve the experience of tourists and improve the management of the industry.
By 2045 , Ninh Binh will become a major tourist center, in the top 10 tourist destinations in Vietnam and Southeast Asia.
Resolution No. 07-NQ/TU dated October 29, 2021 set out the goals for Ninh Binh tourism development in the 2021-2030 period, with a vision to 2045. Could you share the specific goals and action plans of the provincial tourism industry to implement this resolution?
Resolution No. 07-NQ/TU dated October 29, 2021 sets the goal that by 2030, tourism will basically become the province's spearhead economic sector, making a great contribution to socio-economic development. By 2030, Ninh Binh province aims to welcome over 12 million visitors, including 2.5-3 million international visitors and 10 million domestic visitors. By 2045, Ninh Binh will become a major tourist center, ranked in the top 10 tourist destinations in Vietnam and Southeast Asia.
The industry has been implementing “multi-tasks” and “multi-solutions” with the highest determination and effort, including: Promoting socialization; mobilizing resources for infrastructure investment, building new tourism products, having mechanisms and policies to mobilize and encourage economic sectors to participate in tourism development investment. Focusing on attracting investors with big brands to invest in tourism service areas, shopping centers, and entertainment.
Researching the market to promote, advertise, link and cooperate domestically and internationally in tourism development; Focusing on applying information technology and digital transformation. Developing tourism human resources with a reasonable structure, ensuring sufficient quantity and quality, especially the management and operation staff.
Implement digital transformation and innovation in management, promotion, and tourism business activities, contributing to increasing tourist attraction and tourism revenue.
In the context of digital transformation, what digital technologies and solutions has Ninh Binh tourism industry been applying to improve tourist experience and management efficiency?
Ninh Binh has deployed many solutions to apply Information Technology and build digital information systems to improve tourist experience and effectively manage tourism, including:
First, mobile apps for visitors : Destinations have developed mobile apps that provide detailed information about attractions, services, and online booking and payment features, making planning more convenient for visitors.
Ninh Binh has deployed many solutions to apply Information Technology and build digital information systems to improve tourist experience.
Second, virtual reality (VR) and augmented reality (AR) technology : The province has applied VR and AR technology at some tourist destinations such as Trang An and Tam Coc-Bich Dong, helping visitors explore destinations vividly before arriving.
Third, digital information system and data management : The Department of Tourism has built a digital information system, deployed an online tourist support hotline and installed tourist support stations at major tourist areas of the province.
Fourth, virtual tour guide and AI Chatbot: Ninh Binh deploys virtual tour guide software and AI Chatbot to support tourists in finding information quickly and effectively.
Fifth, digital promotion and marketing: Ninh Binh actively promotes on digital platforms, helping to reach a wide and diverse customer base such as Website: sodulich.ninhbinh.gov.vn – dulichninhbinh.com.vn; Travel App: Ninhbinhtourism.infor; Ninh Binh Tourism Impression Channel on Facebook and Youtube.
Preserving and promoting the value of cultural and natural heritage is one of the important factors in sustainable tourism development. Could you tell us about the province's efforts in this regard and how to combine conservation and tourism development?
The preservation and promotion of cultural and natural heritage values have always been identified as key factors in sustainable tourism development. Therefore, since 2009, the Provincial Party Executive Committee (19th tenure) issued Resolution No. 15-NQ/TU on tourism development to 2020, with a vision to 2030. Immediately after that, the Provincial People's Committee deployed Plan No. 07, dated July 17, 2009, to implement this Resolution, and at the same time directed departments, branches, sectors, unions, districts and cities to effectively implement it.
The planning of tourism development is focused, tourism infrastructure and technical facilities serving tourism are invested and upgraded, increasingly perfecting the connection with tourist areas and attractions in the province and national highways. Tourism and service activities are gradually organized and managed in a professional and sustainable manner, ensuring security, order and environmental sanitation.
Regarding the efforts of Ninh Binh province in preserving and promoting the value of cultural and natural heritage, in recent years, Ninh Binh province has paid special attention to the research and preservation of cultural and natural values associated with tourism development. Archaeological studies have shown that more than 30,000 years ago, people lived, exploited and adapted to harsh environmental and climatic changes.
The cultural and natural values of Ninh Binh, such as wet rice culture, village culture, festivals, beliefs, folk arts, and historical architectural works such as Hoa Lu Ancient Capital, Trang An Scenic Landscape Complex, Kenh Ga-Van Trinh Tourist Area, Van Long Ecological Area, and Cuc Phuong National Park, have been preserved and promoted through generations.
Ninh Binh province has focused on building and completing tourism infrastructure, upgrading tourist attractions such as roads, public toilets, and checking and evaluating the quality of the environment and landscape. The protection of tourism resources, special-use forests and wildlife is always closely monitored. Tourist attractions also focus on improving the quality of existing tours and routes and developing new and unique tourism products. At the same time, the province promotes and attracts tourists through cultural, musical and festival activities such as Hoa Lu Festival, Trang An Festival, "Tam Coc-Trang An Golden Color" Tourism Week, and the concert "Brilliant Horizon" by singer Ha Anh Tuan, etc.
The province has also implemented many projects to preserve and promote heritage values, such as the Project "Preserving and promoting the historical and cultural values of Hoa Lu Ancient Capital" for the period 2021-2030, or archaeological research at important relic sites. At the same time, the province has attracted investment and mobilized resources to preserve and sustainably promote relics, thanks to the coordination between the provincial budget, all levels and socialized capital.
The province also implements many projects to preserve and promote heritage values.
At the same time, the way to combine conservation and tourism development such as:
Firstly, the policy of tourism development associated with the conservation of cultural and natural heritage is clearly defined by Ninh Binh province in resolutions and long-term plans. These policies not only encourage the participation of functional agencies but also mobilize the participation of local communities. Some important resolutions such as Resolution No. 02-NQ/TU on the conservation of Trang An Scenic Landscape Complex in tourism development and Resolution No. 07-NQ/TU on tourism development in Ninh Binh province to 2030 are evidence of the province's strong commitment.
Second, the conservation of cultural and natural heritage is always combined with sustainable tourism development. Tourism development is associated with the protection of heritage spaces, environmental conservation, and at the same time ensuring sustainable livelihoods for local communities. Tourism development is always carefully calculated to ensure that it does not affect the value of heritage.
Third, the promotion of traditional cultural values, such as farming practices, daily activities and festivals, is always linked to the protection of natural landscapes. The tradition of protecting and preserving heritage is deeply ingrained in the subconscious of the community and is an important factor in protecting these values.
Fourth, Ninh Binh province pays special attention to enhancing the role of the community in managing and protecting heritage. Local people benefit directly from tourism activities, while also participating in heritage conservation and development, creating a driving force for economic development.
Fifth, the province also focuses on developing unique tourism products associated with local culture, such as tours to experience prehistoric cultural spaces, agricultural tourism in Tam Coc, or homestay tourism combined with agricultural production and community activities.
Tourism development is always carefully calculated to ensure that it does not affect the value of heritage.
Sixth, Ninh Binh province focuses on public-private partnership and international cooperation to develop sustainable tourism. Important partners in this model include the State, businesses, people and scientists. The success in preserving and developing Trang An Scenic Landscape Complex is a testament to the effective cooperation between the parties, recognized and highly appreciated by UNESCO and international organizations.
To enhance the role of local communities in tourism development, what support programs and policies does the province have to encourage people to participate in and benefit from tourism activities?
To enhance the role of local communities in tourism development, Ninh Binh province has issued: Resolution No. 07-NQ/TU on tourism development for the period 2021-2030, with a vision to 2045; Resolution No. 02-NQ/TU dated August 17, 2016 of the Provincial Party Committee on preserving and promoting the values of the World Cultural and Natural Heritage of Trang An Scenic Landscape Complex in tourism development; Resolution No. 105/2023/NQ-HDND dated July 12, 2023 of the Provincial People's Council on promulgating a number of policies to support tourism development in the province for the period 2023-2030.
These resolutions have been effectively implemented, initially providing timely support to organizations and individuals doing tourism business, encouraging units to participate in promoting tourism at home and abroad, contributing to improving the promotion and promotion of Ninh Binh tourism. At the same time, units have also organized training courses and fostered tourism skills for officers and employees according to the Resolution's policies.
Since Resolution No. 105/2023/NQ-HDND dated July 12, 2023 of the Provincial People's Council on promulgating a number of policies to support tourism development in the province for the period 2023 = 2030 was issued, the Provincial People's Committee has supported a total budget of more than 623 million VND for 63 individuals and organizations.
In addition, the Department of Tourism also regularly organizes professional training courses for officers and employees at tourism service businesses and local communities, thereby contributing to improving the quality of tourism human resources in the province.
Can you share about the challenges that Ninh Binh tourism industry is facing and the expected solutions to overcome those challenges in the coming time?
Ninh Binh tourism industry, although has made strong progress in recent years, is still facing many challenges that need to be resolved to maintain and develop sustainably, specifically the potential of cultural and historical tourism has not been fully exploited. Although Ninh Binh has many historical and cultural relics, the values have not been exploited to develop tourism products with cultural depth.
Ninh Binh province tourism develops in the context of great pressure on the responsibility of preserving heritage values and tourism environmental resources.
Ninh Binh province's tourism is developing in a context of great pressure on the responsibility of preserving heritage values and tourism environmental resources. The tourism environment in Ninh Binh province is at risk of being affected and polluted by people's activities, socio-economic development and tourism activities. There is a lack of human resources with proper and specialized training in skills and professions (both university, college and vocational training)...
Some solutions:
- It is necessary to develop unique cultural and historical tourism products, combined with educational and experiential activities to attract tourists interested in local history and culture. Create festivals and cultural events to enhance the presence of Ninh Binh on the international tourism map.
- Diversify tourism products, especially develop tourism products associated with preserving heritage and cultural values.
- Develop policies and mechanisms to attract high-quality tourism human resources to work in the province; regularly organize training courses and foster tourism skills to improve quality; organize tourism competitions.
- Building research and development centers in the field of tourism services, startup space, and innovation.
In the future, what new tourism products does Ninh Binh province plan to develop to diversify visitor experiences and enhance local competitiveness?
In addition to tourism products of visiting scenic spots, historical sites, natural and cultural heritages, in the future, Ninh Binh province is building and developing a number of new tourism products to diversify the experience for visitors and enhance the competitiveness of the locality. Below are some outstanding tourism development plans:
Ecotourism combined with nature conservation : The province will develop tourism products associated with nature conservation, especially conservation areas such as Cuc Phuong National Park, Van Long Ecological Area, and Trang An Scenic Landscape Complex. Tourists will have the opportunity to participate in activities such as trekking, wildlife exploration, environmental tourism, or learning activities about protecting and sustainably developing ecosystems.
High-end resort tourism : The province also aims to develop high-end resorts and resort tourism services, combined with health care and spas. These projects will focus on building luxury resorts on the banks of lakes, streams, and areas with beautiful natural landscapes to attract high-end tourists and international visitors.
Community tourism and craft village tourism : Ninh Binh province will develop community tourism products, where visitors can directly participate in traditional activities of local people such as weaving, pottery making, or participate in the daily work of craft villages. This not only helps preserve traditional crafts but also gives visitors authentic and profound experiences of local culture.
Tourism combined with events and festivals : Festivals and events will be upgraded and developed to attract tourists, such as Hoa Lu Festival, Trang An Festival, and sports, music, or culinary events. Ninh Binh province also plans to organize more cultural activities, fairs, and international conferences to enhance its presence on the international tourism map.
Finally, what message do you want to send to domestic and foreign tourists about Ninh Binh tourism in the coming time?
Ninh Binh - The land of heritage, where culture, nature and people blend together to create unique and unforgettable experiences. We always welcome you to explore the wild and mysterious beauty of Trang An Scenic Complex, Hoa Lu Ancient Capital, Cuc Phuong National Park and other special places. Each mountain, river, traditional festival or friendly smile of the local people will bring you wonderful emotions.
With a consistent strategic orientation of sustainable development and a focus on heritage conservation, Ninh Binh tourism is committed to always bringing you experiences that are not only memorable but also meaningful, connecting you with the authentic cultural and natural values of this land.
In the coming time, Ninh Binh will continue to improve service quality, preserve and promote heritage values, and develop sustainable tourism. We look forward to domestic and foreign tourists coming to explore, experience, and join hands to preserve the natural and cultural beauty of this land. Come and experience "Ninh Binh - the beauty of the ancient capital"
Reporter: Thank you, comrade!
Source: https://special.nhandan.vn/NinhBinh-vedeptuchieusaudisan/index.html
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