The Soul of the East: How Vietnam is Redefining Global Travel through Authentic Heritage and Community Synergy

The global tourism landscape is currently being reshaped by a remarkable resurgence in Southeast Asia, with Vietnam emerging as a key driver of regional expansion. According to the most recent data from the United Nations World Tourism Organisation (UNWTO), Vietnam has posted a staggering growth rate of approximately 21% for the year 2025. This figure is especially significant when compared to the global average growth of 5% and the Asia-Pacific regional average of 8%. This trajectory indicates that the country has not only recovered from the upheavals of 2020-2025 but has also surpassed its previous benchmarks.

By the end of 2025, international arrivals are expected to reach 22 million, while domestic travel is expected to reach 140 million. This surge is expected to result in total tourism revenue exceeding VND 1 quadrillion (roughly $38.5 billion). Such success can be attributed to the decisive involvement of government ministries and the business community, which have collectively guided the industry towards a robust and long-term recovery following the initial effects of the COVID-19 pandemic.

Global Recognition and the Preservation of Identity

The excellence of the Vietnamese travel sector was prominently highlighted at the 2025 World Travel Awards (WTA) held in Bahrain. During this prestigious event, the nation was honoured in 16 global categories. Notably, the title of “World’s Leading Heritage Destination” was secured for the sixth time, serving as a testament to the consistent efforts made in promoting heritage values.

The current appeal of the destination is deeply rooted in products that are inextricably linked to local identity. Despite existing limitations in regional connectivity and physical infrastructure, the quality of visitor experiences has been enhanced by the unique advantages of Vietnamese culture, nature, and cuisine. The narrative of Vietnamese tourism is no longer just about mass-market appeal; it is now defined by the meticulous preservation of indigenous values that resonate with a global audience seeking depth and authenticity.

The Rise of the “Best Tourism Villages”

A pivotal shift in the national strategy has been the focus on community-based tourism, which has received significant international validation. Five specific locations have been officially recognized by the UNWTO as “Best Tourism Villages in the World”. These include:

• Tan Hoa Village (Quang Tri Province)
• Thai Hai Village (Thai Nguyen Province)
• Tra Que Vegetable Village (Da Nang City)
• Lo Chai Village (Tuyen Quang Province)
• Quynh Son Community Village (Lang Son Province)

These villages are celebrated for their ability to blend pristine natural spaces with rich indigenous cultures. In these models, the local residents are empowered to act as the central figures who build, manage, and benefit from the tourism activities. This approach is increasingly viewed as a vital solution for poverty reduction, particularly in the remote and mountainous regions of the country where economic opportunities were previously scarce.

Deep Dives into Ethnic Heritage: The Thai Hai Example

One of the most successful implementations of this model can be observed in the Thai Hai Reserve Area of Ecological Houses-on-Stilts. This village is home to more than 160 residents from multiple generations who reside in 30 traditional stilt houses, some of which are over a century old. The cultural identity of the Tay ethnic group is meticulously preserved here through community activities and traditional practices.

A distinctive zoning plan has been implemented in Thai Hai to ensure that different aspects of village life—including traditional herbal medicine, indigenous cuisine, and educational programmes—are presented in an organized yet authentic manner. The village’s accommodation model has been recognized with the ASEAN Homestay Award, and its cultural tourism offerings have been certified as a 5-star national “One Commune, One Product” (OCOP) initiative. Such accolades underscore the potential of ethnic minority areas to provide world-class experiences without sacrificing their cultural integrity.

Strategic Planning and Sustainable Livelihoods

The success of community tourism in regions inhabited by the Thai, Tay, Dao, and Hmong people is dependent upon selective planning rather than mass development. It is emphasized by industry experts that tourism products must be tailored to meet the specific needs of different visitor segments while ensuring that local traditions are not merely “sold” but shared meaningfully.

Following the pandemic, a strong shift has been observed in traveller behaviour. Crowded, commercialized destinations are being bypassed in favour of peaceful, authentic spaces where deep connections with nature can be established. In Vietnam, the development of community tourism is being utilized as a strategic tool to create sustainable livelihoods for ethnic minorities. By leveraging available resources—such as traditional handicrafts, local festivals, and ancestral stilt houses—new economic value is created, allowing residents to increase their earnings within their own homelands.

Overcoming Challenges for a Spearhead Economy

While growth continues to be positive, it is acknowledged that community-based tourism’s full potential has yet to be realised. Infrastructure in some sectors remains underdeveloped, and a greater diversity of human resources is recognised as necessary to meet the demands of long-term sustainable growth. There is a concerted effort to avoid “trend-driven” models that make offerings indistinguishable from one province to the next. Instead, a well-planned and research-based approach is being promoted to ensure that each region’s distinct tourism resources are effectively leveraged.

The Vietnamese government’s determination, combined with the proactive participation of the business community, has laid a strong foundation for the future. Tourism is being groomed to become a “spearhead economic sector”, which will elevate the country’s global position. As the industry progresses, the emphasis remains on empowering local communities. When the community takes ownership and receives fair benefits, the authentic spirit of Vietnam is able to truly take flight, providing travellers with a glimpse into a world where heritage and modernity coexist seamlessly.

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