The COVID-19 "storm" has influenced tourism severely. In the period of 2021 - 2025, this "smokeless industry" needs to pave the way for the creative industry to make a breakthrough in tourism.

In order for tourism to recover quickly after the pandemic, it is necessary to build cultural tourism products with core values, the unique identity of each locality and especially high creativity.

It requires a lot of effort to help tourism recover from the effects of COVID-19

Indigenous culture is the core foundation

The story of building a complete and innovative tourism product system to meet market needs is always present in tourism businesses and individuals. However, only when the industry faces a harsh situation do they all realize that they have to immediately implement a "creative revolution" to revive this smokeless industry.

As a long-time expert in the green economy, Mr. Phung Quang Thang, the Vice Chairman of Vietnam Travel Association and Director of Hanoitourist Travel Company, said that in order to develop tourism economy, Vietnam needs a system that is suitable for market demand and creative to stimulate demand in order to achieve economic efficiency in accordance with the role of tourism, as a general economic sector and for local export.

To develop tourism economy, Vietnam needs a complete system

“In the tourism product system at each certain stage of development, it is necessary to evaluate and identify key products to create a push, create competitive advantages, tourism brands, economic efficiency and promote the development of other types of tourism products", Mr. Thang emphasized.

According to Mr. Thang, with the strengths in natural resources and other resources, marine, island and cultural tourism products are the mainstays for tourism development in the coming period. Vietnam's seas and islands have the advantage of creating many attractions such as being very close to cultural and ecological tourist attractions, agricultural tourism, golf courses, etc. Moreover, most of the current sea tourist areas are invested with large amounts of money on many services to extend the stay of guests.

Many tourism experts also believe that in order for tourism to recover quickly after the pandemic, it is necessary to build cultural tourism products with core values, which are the unique identity of each locality and especially high creativity.

Looking at neighboring countries, it can be seen that Zhang Yimou's monumental art shows are like a "magnet" attracting visitors in China over the years. The Queen's Banquet Show, Ba Silla, Pang Show, Jump Show in Korea; Show Cookin Nanta, Bangkok Siam Niramit, Show Calypso Cabaret Bangkok, Show Muay in Thailand are always full of foreign guests, creating a great source of revenue for tourism. 

The “creative industries” sector is a major contributor to GDP growth, with annual net sales accounting for about 7% of the Japanese economy's revenue and employing 5% of the country's workforce. In China, the added value of China's "cultural industry" was 2,723.5 billion yuan (2015), an increase of 11% over the same period in 2014, accounting for 3.97% of GDP.

Unfortunately, in Vietnam, tourism products associated with cultural and artistic performances are not many, on a small scale such as Thang Long Water Puppet, Hoi An Impression, The Essence of the North, Hue Royal Dance, etc. Perhaps, one of the reasons leading to this situation is the lack of a "conductor", the lack of a close and harmonious combination between cultural, art and tourism units.

“Creative industry” leads the way 

According to Dr. Ha Van Sieu, Deputy General Director of Vietnam National Administration of Tourism, developing the "cultural industry" and "creative industry" will lead the way for new opportunities, products and services, and promote tourism development in particular, and the green economy in general after COVID-19.

However, investing in the "cultural industry" must consume "lots of money" but earn "changing money" for a long time, so investors are not very interested. 

Therefore, Mr. Sieu said that in order to attract investments in the cultural industry, it is necessary to first focus on developing infrastructure, urban embellishment, and works serving people's livelihoods to facilitate the development of cultural tourism.

Investing in the cultural industry must consume lots of money

“The Government needs to issue specific policies, develop planning schemes, arrange land funds, invest in projects to develop public spaces, cultural attractions, entertainment, and performing arts. At the same time, they need to develop preferential policies, promote propaganda, promote investment and develop creative industries with advantages and potentials. It is necessary to call on domestic and foreign enterprises to invest in cultural creative activities, production of cultural products and services; develop business networks, in which form a number of large corporations in the cultural industry in the fields of strength", said Mr. Sieu.

In the development roadmap, it is certainly indispensable to diversify investment models, especially public-private partnership (PPP), and encourage the formation and development of investment funds, support funds and award funds in the field of culture. 

Tourism experts also said that it is necessary to have a strategy to train the successor team with high professional qualifications, knowledge of the cultural industry and the application of science and technology; at the same time promote innovation. In particular, the tourism industry needs to build and develop programs to promote Vietnamese product and business brands at international events.

Recently, during a working session with the Ministry of Culture, Sports and Tourism, Prime Minister Pham Minh Chinh suggested that the Ministry must strongly renew its thinking, considering cultural and historical traditions as important resources. Investment in culture is investment in development.

Tags: Vietnam tourism, Vietnam tourism development, Vietnam cultural tourism, international tourists to Vietnam, Vietnam travel, Vietnam traditional tourism, Vietnam custom values, infrastructure investment for tourism