For a breakthrough in Vietnam's agricultural tourism…
WVR - The global trend of agricultural tourism has found an ideal landing spot in Vietnam, a country with vast agricultural land and a predominantly rural population.
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This is the observation of Dr. Jackie Ong, Senior Head of the Department of Tourism and Hotel Management at RMIT University. She explains that agricultural tourism encompasses activities centered around agriculture, farmers, and rural landscapes. This form of tourism can offer comprehensive, appealing experiences that are both entertaining and educational...
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| Many tea hills in Vietnam are now open to tourists. (Photo: Pexels) |
Driving comprehensive rural development
According to Dr. Jackie Ong, the rich cultural heritage associated with rice cultivation traditions and endless orchards in Vietnam lays a solid foundation for this industry's robust growth in the country.
Vietnam has witnessed a surge in agricultural tourism recently. Local governments, organizations, and individuals have been investing in agriculture to develop tourism products rich in cultural identity, catering to tourists' tastes.
In the North, agricultural tourism tours focus on traditional water rice cultivation and handicrafts, like tours experiencing rice culture or exploring the heritage path in Duong Lam ancient village, Hanoi.
In the Central and Central Highlands regions, tourism products mostly reflect agricultural diversity, such as tours to ethnic minority villages in Nam Giang district, Quang Nam province. The number of tourists interested in high-tech agricultural tourism has also significantly increased in various localities.
Although statistical data are still limited, agricultural tourism is increasingly attracting participants, contributing to higher income and economic development. Furthermore, agricultural tourism plays a crucial role in preserving cultural identity.
By incorporating educational elements into agricultural tourism experiences, tourists gain a deeper understanding of traditions, culture, and the importance of sustainable activities, fostering a more meaningful connection with the destination.
Challenges to overcome
However, Dr. Jackie Ong also points out several challenges hindering the full potential of agricultural tourism in Vietnam.
Despite its rich resources, Vietnam's agricultural tourism sector lacks professionalism. Activities often occur spontaneously on a small scale and lack branding strategy, making it difficult for tourism products to attract tourists' attention.
Agricultural tourism also faces challenges in service quality, particularly the lack of necessary skills among local people to serve tourists professionally.
Dr. Ong identifies connectivity as the third challenge, as the cooperation between tourism businesses and destinations is not yet strong. This hinders the creation of integrated and attractive tourism products for both domestic and international tourists.
Specialty local products or souvenirs associated with agricultural tourism lack branding and attractive packaging, making tourists hesitant about their quality and safety; incomplete introduction and presentation of production processes also diminish tourists' shopping experiences.
Dr. Ong adds, “The lack of skilled labor affects the ability to provide creative and high-quality agricultural tourism experiences. The lack of training in management and operations for agricultural and craft villages further exacerbates these limitations.
Lastly, current promotional and marketing efforts mainly focus on general tourism rather than highlighting the unique appeal of agricultural tourism products.”
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| Beautiful cycling routes amidst stunning rice fields in the North. (Source: Unsplash) |
Fostering success
Sharing her perspective on this issue, Dr. Pham Huong Trang, a lecturer in Tourism and Hotel Management at RMIT University, believes that to ensure effective development, agricultural tourism activities need a structured service space.
This could be a farm, field, fruit orchard, traditional craft village, or rural areas with unique cultural, festival, and local culinary values.
Additionally, the participation of local communities is crucial. As individuals intimately connected with the cultural environment and production methods, locals play an indispensable role in synthesizing and sharing cultural values with tourists. They become conservators and spreaders of agricultural cultural values, contributing to creating a unique tourism experience.
Dr. Pham Huong Trang suggests that future investments in Vietnam's agricultural tourism should focus on providing small-scale yet sophisticated, professional, and friendly services such as homestays and student field trips.
Supplementary products for agricultural tourism should aim to offer services related to health care, medicinal food, natural cosmetics, and spa experiences.
This diversification not only enhances the overall tourism experience and meets the varied tastes of tourists but also helps make Vietnam's agricultural tourism sector more sustainable and appealing.
Dr. Pham Huong Trang emphasizes, "In Vietnam, the initiative to develop agricultural tourism marks a promising step towards rural development, cultural preservation, and sustainable economics. The agricultural landscape and rich cultural traditions of Vietnam provide a favorable foundation for authentic, educational experiences, significantly contributing to the tourism sector as a whole."
She also notes that if Vietnam can overcome its challenges and leverage its unique strengths, it has the potential to position itself as a leader in sustainable agricultural tourism rich in cultural identity.
