Leveraging Cuisine to Elevate Vietnam's Tourism Brand

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Cuisine is not only a part of cultural life but also an important factor in enhancing the destination’s appeal. In the context of the cultural and local experience tourism is trending, exploring cuisine values effectively is considered a potential way to strengthen the country's tourism competitiveness.

Speaking at the seminar, Deputy Director of the Vietnam Institute of Culture, Arts, Sports and Tourism, Dr. Hoang Thi Binh said that Vietnam possesses a rich culinary culture formed and built up over thousands of years. Each region has distinctive dishes, ingredients, and techniques, reflecting its natural environment, history and cultural identity. This is a unique resource that can become an advantage in tourism development if exploited in a systematic and sustainable way.

“Cuisine and the development of Vietnam’s tourism” Seminar. (Photo: Tin Tuc Newspaper)

Delegates noted that to make cuisine a distinctive tourism product, there must be a synchronized development strategy from preservation, standardization, branding, and promotion to connection to other tourism types. Besides honoring traditional values, tourism also needs to encourage innovative approaches, improve service quality, and create distinctive culinary experiences for domestic and international visitors.

According to the experts, many countries were successful in making cuisine the “cultural ambassador”, contributing to promoting the country's image and attracting visitors. Vietnam possesses several favorable conditions to capitalize on thanks to the diverse cuisine, abundant ingredients and culinary culture linked to community life. However, to exploit more effectively, connections between management and local authorities, businesses, and local communities need to be strengthened to develop tourism products, expand culinary tourism routes and destinations, and promote marketing and promotion in the global market.

The seminar was also a forum for scientists, experts, and businesses to exchange experiences, share models for culinary tourism development, and propose solutions to preserve and promote Vietnam's culinary culture value linked to sustainable tourism. Opinions at the seminar will contribute to completing scientific foundations and practices for making policies and tourism development strategies in the new period, bringing cuisine into one of the most important pillars of Vietnam’s tourism brand.

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