Vietnam Witness its Creative Tourism Growth Transforms Cultural Heritage into Immersive Experiences, Boosting Sustainable Tourism and Destination Appeal

Published on February 23, 2026

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Vietnam, with its abundant natural resources and rich cultural heritage, is also witnessing a dramatic increase in creative tourism. This new and innovative way of tourism is developing from the conventional sightseeing concept to provide a participatory experience that enables tourists to take part in the local culture. The concept of creative tourism is also gaining popularity as a new trend and a tool for the development of tourism in Vietnam. The country is thus positioning itself as a leader in the global creative tourism industry.

Creative Tourism: From Sightseeing to Meaningful Participation

Creative tourism is redefining the way visitors experience destinations. Rather than just observing cultural landmarks, tourists are now encouraged to engage in creative activities that connect them to the local community. This active participation aligns with modern travelers’ demand for personalized and meaningful experiences. It’s not just about visiting a place but becoming part of its story, crafting a deeper connection with the destination’s culture.

For Vietnam, the rich variety of tangible and intangible heritage, from traditional crafts and performing arts to local cuisine and music, offers an ideal foundation for creative tourism. Over recent years, Vietnam has tapped into these resources to create immersive tourism products, allowing visitors to actively participate in everything from lacquerware making to pottery crafting and incense production.

Success Stories in Vietnam’s Creative Tourism Growth

Several Vietnamese destinations have already embraced creative tourism and reaped the rewards of this growing trend. Duong Lam Village, an ancient village in Hanoi, has successfully transitioned from a historical site for passive visits to an interactive destination. Tourists can now engage in traditional activities such as making lacquerware, creating straw figures, and experiencing farm life. These hands-on activities not only attract more tourists but also allow them to leave with a deeper appreciation for the village’s cultural heritage.

Similarly, Bat Trang Pottery Village and Quang Phu Cau Incense Village in Hanoi are examples of destinations that have extended visitors’ stays by offering immersive experiences like pottery-making and incense production. These experiences create longer-lasting connections with the local culture and significantly enhance the visitor experience, contributing to the growth of creative tourism in the region.

Hoi An in Da Nang is another standout example, successfully transforming its craft villages and folk arts into creative tourism experiences. From tailoring garments to participating in lantern-making workshops, Hoi An has set the bar for creative tourism by offering immersive experiences that are in line with the city’s rich cultural identity.

Creative Tourism Products Driving Growth and Visitor Engagement

Vietnam has also developed a range of innovative creative tourism products that enhance its destination appeal and provide tourists with unique, hands-on experiences. For example, Cu Chi Tunnels near Ho Chi Minh City now offer tourists the opportunity to step into the role of wartime soldiers, engaging them in an immersive historical experience. Another new offering, Sac hoa Tuong Phieu, invites visitors to stroll through vibrant flower fields, learn about local craft villages, and try their hand at gardening, further contributing to Vietnam’s creative tourism growth.

By turning traditional tourist attractions into engaging creative experiences, these destinations are meeting the demand for experiential tourism and playing a crucial role in enhancing Vietnam’s global appeal as a creative tourism hub.

Growing the Creative Tourism Ecosystem in Vietnam

The Vietnam Tourism Development Strategy to 2030 identifies cultural tourism as a priority area, which is essential for the continued growth of the tourism sector. The government’s focus on creative tourism supports sustainable tourism by integrating heritage preservation with tourism development. The strategy aims to create distinctive cultural tourism products that not only attract visitors but also preserve and promote Vietnam’s cultural identity.

However, despite these efforts, Vietnam still lacks a comprehensive national strategy for creative tourism development, which has hindered the full potential of creative tourism products. Experts have highlighted that without a clear framework and dedicated resources, it has been difficult to scale up creative tourism initiatives. Intellectual property issues also remain a concern, as the lack of protections for creative products has led to widespread copying, undermining the uniqueness of original tourism experiences.

Overcoming Challenges to Strengthen Creative Tourism

Experts, including Dr. Do Cam Tho from the Vietnam National Authority of Tourism, emphasize that the primary challenge to developing creative tourism lies in the lack of a national legal framework. The absence of clear criteria for recognizing creative tourism destinations, support for creative tourism startups, and financial incentives has slowed the industry’s potential.

A dedicated policy framework that supports creative tourism would help establish clearer guidelines, incentivize investment, and protect intellectual property, fostering a more sustainable and successful creative tourism industry. As creative tourism continues to grow globally, Vietnam needs to align its tourism development policies with best practices in creative and sustainable tourism to ensure its long-term competitiveness.

The Future of Creative Tourism in Vietnam

The potential for creative tourism in Vietnam is vast, and with the right approach, Vietnam can be at the forefront of the tourism industry in the world. By creating more meaningful interactions between tourists and the communities they visit, and by focusing on experiential tourism that celebrates the cultural experiences of the destination, Vietnam can continue to attract a new wave of tourists.

As part of the development of the creative tourism industry in the country, Vietnam can also develop tourism growth that is balanced between economic and cultural considerations. This is where sustainable creativity in the tourism industry will be critical in ensuring that the growth of tourism benefits the local communities, while also maintaining the cultural identity that makes Vietnam such a unique destination in the world.