Tra Que, from the boost of the best tourism village.

Tra Que vegetable village viewed from above. Photo: HS

Find yourself again.

It wasn't until the United Nations World Tourism Organization (UN Tourism) recognized it as the "best tourist village" at the end of 2024 that Tra Que vegetable village "came into the spotlight." This vegetable village can be considered the first agricultural and rural tourism destination in the province at the beginning of the 21st century.

The "a day as a farmer" tour in Tra Que vegetable village at that time was an innovative rural tourism product that was extremely popular with international tourists. As a result, Tra Que vegetable village is often cited as a prime example of rural tourism development nationwide.

However, after more than a decade, this destination began to enter a period of decline. According to Associate Professor Pham Trung Luong, former Deputy Director of the Institute for Tourism Development Research and Vice President of the Vietnam Tourism Training Association, the reason is that any tourism product has a life cycle, and without innovation, it will inevitably become saturated and decline.

During the period from 2015 to 2019, although most destinations in Hoi An experienced impressive growth, there were times when the number of visitors to Tra Que reached its lowest point. Recognizing the risk of falling behind, in September 2019, the Hoi An City People's Committee approved the "Community Tourism Development Plan for Tra Que Vegetable Village" to strengthen and improve the destination.

Since the beginning of 2020, the vegetable village tourist attraction has officially opened with an entrance fee of 35,000 VND, offering many more unique experiential activities. Positive developments are gradually returning.

In 2023, Tra Que vegetable village welcomed over 25,000 visitors and is projected to reach over 30,000 in 2024. Vice Chairman of the Provincial People's Committee, Ho Quang Buu, stated that while welcoming 25,000-30,000 visitors annually is already quite a significant number, it is within the destination's capacity for sustainable development. What Tra Que needs is to identify a suitable target market to enhance the economic value for the community and the destination.

Receiving the title of "Best Tourist Village" from UN Tourism can be seen as a well-deserved reward for Tra Que's efforts to adapt and revitalize the destination.

Foundation for the future

According to Deputy Minister of Culture, Sports and Tourism Ho An Phong, the selection process for the "best tourist village in the world" by UN Tourism is very rigorous. Therefore, the recognition of Tra Que vegetable village as the best tourist village will bring many positive effects to this destination.

Tra Que vegetable village currently attracts around 25,000 to 30,000 visitors each year. Photo: HS

"However, being recognized as the best tourist village does not mean that Tra Que is already a perfect tourist village. Being included in the network of best tourist villages will give Tra Que more references to continue improving and developing sustainably according to world standards," said Mr. Ho An Phong.

Mr. Dang Xuan Son, a product and destination marketing expert for the "Swiss Tourism for Sustainable Development in Vietnam" (ST4SD) project, believes that having become one of the "best tourist villages," Tra Que vegetable village in particular, and Cam Ha area tourism in general, should continue to position itself as an authentic destination – a place with pristine and peaceful beauty. This beauty reflects both traditional values ​​and a foundation for long-term sustainable development.

“Around Tra Que vegetable village, some products have initially been established and well-received by tourists. However, it is necessary to supplement the network of sports tourism products on Tra Que lagoon, open agricultural markets, develop indigenous medicinal herbs, enhance agricultural experiences, create spaces for meditation activities, encourage the development of traditional homestays… and the concrete paving of this destination must be stopped immediately,” Mr. Dang Xuan Son commented.

The project "Swiss Tourism for Sustainable Development in Vietnam" also selected Tra Que as a destination to support the development of agricultural tourism products and innovative initiatives. This provides Cam Ha in general and Tra Que vegetable village in particular with a foundation for sustainable development.

A natural and social "ecosystem" in this area is gradually forming a unique tourism value chain offering visitors experiences such as cultural activities, agriculture, traditional crafts, accommodation, and cuisine.

The impact of UN Tourism's "best tourism village" designation for Tra Que goes beyond a mere title. It will inspire other rural tourism destinations in Quang Nam to take action and will motivate Tra Que to improve itself for the next stage.

Tra Que is just the beginning. It would be wonderful if, in the future, Quang Nam becomes an attractive destination with a network of unique tourist villages, leaving a lasting impression on visitors…

Mr. Le Van Nha, 63 years old (Tra Que village, Cam Ha commune), said that the honor of Tra Que vegetable village being named "best tourist village" is a joy for the villagers. "Besides the title, what Tra Que village also really needs from the authorities is support in preserving and developing the village's internal strengths so that this traditional craft village can survive."

Among the issues, environmental protection, specifically preserving the purity of the groundwater, is of great concern. Local authorities need to implement strict management measures regarding wastewater discharge from social and daily life activities, especially from restaurants surrounding the village. The groundwater is the source of the distinctive flavor that has become a trademark of Tra Que vegetables.

"The authorities also need to study and provide support, arranging a suitable space for the people of Tra Que village to sell vegetables around the Hoi An market area. This will both help people boost agricultural product consumption and create a unique cultural feature," said Mr. Le Van Nha.

Source: https://baoquangnam.vn/tra-que-tu-cu-hich-lang-du-lich-tot-nhat-3147128.html