Beyond spotlight: Vietnam tourism builds lasting value

Technology is similarly enriching exhibitions at the Vietnam Women’s Museum in Hanoi. Wartime letters, a typewriter and other artefacts linked to former Vice President Nguyen Thi Binh have been digitally integrated with collections held at the War Remnants Museum in Ho Chi Minh City. Through projection mapping, 3D displays and a virtual reality recreation of the Paris Peace Agreement, visitors can engage more deeply with the life and achievements of one of Vietnam’s most prominent diplomats.

As international arrivals surge and global travel trends shift toward safer, culture-focused destinations, Vietnam is positioning itself to move beyond budget tourism and compete through high-value experiences and service quality.

Most Venerable Thich Tri Quang, Supreme Patriarch of the VBS Patronage Council, called on Buddhist dignitaries, monks, nuns, and followers to continue serving society with mindfulness and compassion, uphold the noble traditions of Vietnamese Buddhism, and spread the light of kindness to foster a better life for all.

In recent years, many localities across the Dong Van Karst Plateau have strengthened efforts to integrate traditional culture preservation into schools. "Khen" performances, linen weaving, folk songs and traditional games are gradually becoming more familiar once again to younger generations.

Australian Ambassador to Vietnam Gillian Bird said: “We are thrilled to support this musical collaboration between Australia’s Matthew Ifield and Vietnam’s Mỹ Anh. Creative connections and exchange between young people in Australia and Vietnam will help build cultural understanding between our nations”.

The Vietnam Film Institute in coordination with the Embassy of Sweden will jointly organise the Vietnam–Sweden Children’s Film Week in Hanoi in early June, featuring free screenings of Vietnamese animated films and Swedish children’s classics.

Vietnamese Buddhism has consistently upheld the spirit of “protecting the nation and serving the people” while accompanying the nation in promoting social ethics, strengthening great national unity, and advancing national development.

The Ministry of Culture, Sports and Tourism of the Republic of Korea, in collaboration with the Korean Cultural Center in Vietnam and the Korea Foundation for International Cultural Exchange, has officially launched the “Korea Season 2026” program series in Vietnam.

With a score of 69 out of 100, Hanoi stood out for its remarkable visual diversity, boasting more than 1.8 million unique colours captured across the analysed images.

The growing presence of Vietnam in international music videos is therefore more than a story of beautiful imagery. It is also a test of how the country positions itself within the global cultural landscape.

According to Vu Ngoc Lam, Country Director of Agoda Vietnam, travellers are becoming more selective when choosing accommodation, prioritising properties with strong reviews, quality amenities and distinctive dining options. This trend reflects a growing emphasis on the overall travel experience, alongside peer-based quality assurance.

Hanoi is currently home to the largest number of craft villages in Vietnam, with around 1,350 villages engaged in traditional trades and handicrafts.

With its majestic landscapes, rich ethnic cultures and immersive tourism experiences, Jade Dragon Snow Mountain and the Old Town of Lijiang are becoming increasingly attractive to Vietnamese travellers, while also contributing to stronger tourism and cultural exchanges between Vietnam and China’s Yunnan province.

The increase in flights from Russia, the CIS and Belarus to Da Nang not only helps diversify the city’s international visitor markets but also reflects growing confidence among international travel companies in Da Nang’s attractiveness and tourism capacity.

The Command Cave tour offers domestic and international visitors an opportunity to explore the values of the World Natural Heritage site of Phong Nha-Ke Bang while commemorating the victories and sacrifices of forces operating along the Truong Son route.

The introduction of a 10-year multiple-entry visa policy, together with a series of new tourism promotion programs, is creating fresh momentum for the Vietnam–South Korea tourism market in 2026.

The representative of the Vietnam Cinema Association stated that in the context of today’s fourth Industrial Revolution, the requirement to respect and ensure historical authenticity through cinema has become more important than ever, as digital platforms and cyberspace have enabled the widespread dissemination of cross-border media products.

According to the digital travel platform Agoda, travel searches by Vietnamese users show a clear shift toward lesser-known destinations offering more personalised and immersive experiences, spanning coastal, mountainous and cultural tourism.

PSNews - "We have always affirmed that the greatest strength lies in the people, and the greatest creativity also comes from the people. When millions of positive stories are shared and spread simultaneously, we are not only promoting the image of our country, but also helping to strengthen social trust, enhance consensus, elevate national prestige, and proactively counter false and distorted information about Vietnam in the international arena", said Trinh Thi Thuy - Deputy Minister of Culture, Sports and Tourism, Head of the Organizing Committee of the award.

An expert said that while Vietnam has yet to build globally influential cultural brands like the US' Hollywood or the Republic of Korea’s K-pop wave, folk culture offers a unique advantage thanks to the diversity of its ethnic cultures.