"Redefining" rural values

No longer a place to leave, many rural areas on the outskirts of Da Nang are becoming new startup hubs for young people with community tourism, experiential agriculture, and green economy.

Many young people stay in rural areas to start their careers by developing experiential tourism models. Photo: TRUONG SON

Behind this trend lies a shift in the perception of the value of rural life in modern times.

New opportunities

Dr. Nguyen Hoang Ha, Director of the Institute for Economic and Social Development Research of Da Nang City, believes that the trend of young people returning to or staying in rural areas is a real movement, but it needs to be viewed in a more balanced and realistic way instead of being seen as a "reversal wave of urbanization".

Accordingly, for decades, urbanization has operated according to a dominant logic: young people leave rural areas to seek jobs, education , healthcare, and development opportunities in large cities. This flow is very difficult to completely reverse because cities still possess advantages in terms of economies of scale and connectivity.

However, what is changing is how young people view rural areas. Previously, rural areas were often associated with a lack of opportunities, low income, and limited personal development space. Now, with the digital economy, e-commerce, green living trends, and the demand for a better quality of life, a segment of young people are beginning to see their hometowns as a "new space of opportunity."

They are not returning to traditional agricultural production models but are bringing with them a new economic mindset. According to Mr. Ha, young people are "redefining" the value of rural life.

In the areas surrounding Da Nang, this trend is clearly evident in the formation of many integrated economic models. A rural village no longer just sells agricultural products but also "sells" living experiences, local culture, cuisine, landscapes, and emotions.

According to Mr. Nguyen Hoang Ha, rural areas are gradually shifting from a "purely agricultural production space" to a "multifunctional economic space," where agricultural, tourism, resort, cultural, and ecological values ​​converge.

This movement has also changed the socio-economic structure in rural areas. A new class of rural workers and businesses is emerging, skilled in branding, digital marketing, and market connectivity. People are no longer solely engaged in agriculture but are participating in service chains, tourism, trade, and innovation.

More notably, according to Dr. Nguyen Hoang Ha, the relationship between urban and rural areas is also changing. Rural areas are no longer simply sources of labor and raw materials for urban areas, but are gradually becoming complementary spaces for experiencing the environment and the green economy.

However, Mr. Ha also warned that if development proceeds spontaneously, it could lead to many negative consequences such as the commercialization of indigenous culture, land subdivision, landscape destruction, or uncontrolled "tourism" of rural areas. Therefore, the role of local planning and governance is crucial to maintaining a balance between economic development and community preservation.

Youth's inner strength

Mr. Le Phu Nguyen, Chairman of the Hoa Vang Commune People's Committee, said that the locality is seeing an increasing number of young people interested in development opportunities in their hometown, especially in the fields of tourism, services, and rural agricultural development.

According to him, this is a positive sign, showing a shift in the entrepreneurial mindset of the younger generation as they learn to leverage the advantages of land, natural landscapes, and local culture to build economic models that suit the needs of the digital age market.

However, he also acknowledged that this is not yet a widespread, dramatic shift, but rather a gradual one.

For this trend to develop sustainably, further support is needed in terms of capital, technology, digital transformation, and policies that encourage youth entrepreneurship in rural areas.

According to the Chairman of the People's Committee of Hoa Vang commune, when young people bring knowledge, innovative thinking, and technology into production and business, rural areas will have more impetus for economic development, while contributing to the sustainable modernization of rural areas.

"More importantly, as rural areas offer more job opportunities, improved infrastructure, and a higher quality of life, young people will have more options to establish careers in their hometowns instead of focusing on migrating to cities," Mr. Nguyen affirmed.

Mr. Nguyen Ba Duan, Deputy Secretary of the City Youth Union and President of the Da Nang Youth Federation, believes that the trend of young people staying in or returning to their hometowns to start businesses is a very encouraging sign. This is the "internal strength of youth" in building advanced new rural areas and smart new rural areas.

Beyond entrepreneurship, young people are also directly contributing to changing the face of rural areas. In 2025, Da Nang's youth implemented more than 2,500 volunteer activities; carried out hundreds of youth projects associated with building new rural areas, such as "bright - green - clean - beautiful" roads, planted more than 466,000 trees, repaired nearly 69 km of rural roads, and built solar power projects in the countryside.

According to Mr. Nguyen Ba Duan, to sustainably retain young people in rural areas, income is only a necessary condition. More importantly, it's about creating an environment that is "livable, worth contributing to, and offers a future." "Today's young people not only need jobs but also opportunities for creativity, access to technology, a rich cultural life, and a sense of value being affirmed right in their hometown," Mr. Duan assessed.

The Chairman of the City Youth Union believes that, in this context, the Youth Union and Youth Association organizations are considered important bridges to support skills development, digital transformation, green entrepreneurship, and connect young people with businesses and markets. Furthermore, it's a way for young people to understand that returning to their hometown is not about "falling behind," but can be a pioneering choice for a generation that lives responsibly, creatively, and wants to contribute to building livable rural areas in the future.

Source: https://baodanang.vn/tai-dinh-nghia-gia-tri-nong-thon-3338767.html