The logo of Vietnam’s tourism industry is a lotus with 5 petals. Many people know this but not everyone knows that this logo has a difference compared to the tourism logos of Thailand, Malaysia or Singapore, the top destinations in Southeast Asia. It is the only logo that permanently represents Vietnam’s tourism resources, through the colors of the 5 lotus petals.
Golden Bridge at Sun World Ba Na Hills Tourist Area, Da Nang
From the story of 5 lotus petals
In 2008, a cable car project to Ba Na Mountain was under construction in Da Nang. At that time, the tourism development strategy of the South Central Coast region focused on the sea and culture. No one could have imagined the impact this project would have on the city’s tourism.
At the same time, the Japan International Cooperation Agency (JICA) conducted a series of large-scale and in-depth studies on Da Nang tourism. The report titled "Strategy for Integrated Development of Tourism in Da Nang and Neighboring Areas" by JICA carried many "prophecies" for the future 15 years later.
Specifically: The average length of stay of tourists to Da Nang is only 2 days, while the national average has been up to 2.5 days. "This implies that Da Nang only functions as a transit station for tourists to neighboring provinces, where there are world cultural heritages and coastal resorts," the report said.
JICA also surveyed travel agencies in all three provinces of Da Nang, Thua Thien-Hue and Quang Nam. What is considered the most lacking in tourism infrastructure in this region? The common answer between Da Nang and Quang Nam: entertainment services and nightlife.
If we only consider the raw resources of the available natural and cultural heritages, Da Nang will find it difficult to compete with Thua Thien Hue - home to the Nguyen Dynasty relic complex - and with Quang Nam - home to the My Son Sanctuary and Hoi An ancient town. During that period and until recently, the approach of Vietnam tourism was still towards the deep exploitation of the available natural, cultural and historical resources. That viewpoint is reflected in the planning documents, strategies and on the industry's logo.
The lotus flower in the "Endless Beauty" identity that Vietnam has used since 2011 has 5 colors, in which, blue represents sea and island tourism; green symbolizes eco-tourism, nature; orange-yellow symbolizes cultural and historical tourism; purple symbolizes discovery and adventure tourism; pink symbolizes the dynamism and hospitality of Vietnamese people.
If those 5 lotus petals were the 5 criteria of a destination, comparing forests, seas and relics, then Da Nang would "lose" to Quang Nam by a few "goals". In fact, history has shown that. They are just a transit point. Luckily, the limitations of exploiting raw resources were recognized very early, by private enterprises and the government. That is the reason why projects like Ba Na Hills were formed.
To the thousand-petal lotus
The Sun World Ba Na Hills entertainment complex is now welcoming several million visitors each year. More than a successful business project, it has become a symbol of a new approach to the lotus flower of Vietnam tourism. It is not just the 5 petals with the sea, forests, history, majestic mountains or rich traditional culture anymore. It can be any value, any product that serves and meets the needs of tourists.
The logo of Thailand tourism, with a stylized smile symbol, has only two traditional colors of this country: purple and yellow. Purple symbolizes happiness, yellow symbolizes prosperity. They attach the emoticon of tourists, not a specific tourism product - because the product will certainly change, with human creativity.
The Singapore logo is the shape of the island nation and is a dynamic logo. The Singapore media can attach any tourism activity or product to this logo, as long as it is arranged correctly with the shape of the country.
Quang Hanh's precious mineral water source is elevated to the art of Japanese-standard mineral baths at Yoko Onsen
The creativity of tourism products is endless. The lotus flower of Vietnam tourism actually has thousands of petals. That is also what pioneering enterprises such as Sun Group realize in their journey to pursue the mission of beautifying the lands. More than a decade since its inauguration, new products have been continuously added to Ba Na Hills. After the success of the French village, there are the Golden Bridge, the Sun God Waterfall, the Moon Castle, festivals and shows... These are all carefully designed products, aiming to create new experiences for tourists.
No matter how beautiful a destination is, on a world scale like Ha Long and Bai Tu Long; no matter how rich in tradition a community is, if it only stops at experiencing the available resources, it will become boring very quickly for tourists. Studies from Croatia and Montenegro - two famous tourist countries on the Mediterranean coast - confirm that what attracts international tourists is no longer the destination, but must be a distinctive tourism product.
On the shore of Bai Tu Long Bay, Yoko Onsen Quang Hanh resort is becoming a new gem of Quang Ninh tourism. The mineral water resource located under Quang Hanh mountain was discovered, researched and proven to have health benefits more than half a century ago, but exploitation only stopped at a small resort. A high-class resort - a health care tourism product - is what enhances the value of natural heritage.
In the south of Phu Quoc, a large entertainment center with a series of international-class products is taking shape in Sunset Town. The southwest slopes of the island were once truly a "hidden beauty". On the cliff is the sunset beach - a place where it is almost impossible to build small hotels for local people because of the terrain and sunlight direction. This place can only be enjoyed by adventurous tourists for half an hour before returning to the center of the island. Therefore, shopping streets, an art exhibition center, a giant technology show made of fire, water and light, an iconic bridge designed by the world's leading architects... are promising a new destination of the world.
A lotus blossoming with all its creativity, one petal after another.
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