Movie Industry Promotes Tourism
The film industry is increasingly asserting its significant role in promoting cultural tourism. Popular films, both domestic and international, set against the backdrop of Vietnam’s stunning natural landscapes and rich cultural heritage, not only capture the attention of local audiences but also spark curiosity and a desire to explore the country and its people on a global scale. The picturesque landmarks of Vietnam are appearing more frequently in both local and international cinematic works, effectively promoting the country as a tourism destination. Through every frame, cinema has become a bridge, showcasing the unique beauty and cultural values of Vietnam.
The Beauty of Vietnam’s Nature Through the Lens of Cinema
Before attracting international filmmakers to Vietnam, the country had already made great efforts to showcase its unique and beautiful tourist destinations in Vietnamese films as a means of promoting domestic tourism. Familiar, rustic landscapes not only highlight the pristine nature but also intertwine the local culture and way of life, helping to promote tourism and stimulate regional development.
The film “Chuyện Nhà Pao”, set in Hà Giang, captivated audiences not only with its touching love story but also with the majestic beauty of the local nature, mountains, and the villages of ethnic minorities such as the H’mông and Tày. The film depicted the simplicity and charm of life in this highland region, and now Hà Giang, with its winding roads and breathtaking scenery, has become a prominent destination in Northern Vietnam tours. Particularly, the buckwheat flower season has turned into a major tourism event, attracting thousands of visitors each year. The film not only allowed tourists to visualize the beauty of the land but also encouraged them to explore the unique cultural heritage of the local people.
Vietnamese cinema truly exploded with locations after the release of “Tôi Thấy Hoa Vàng Trên Cỏ Xanh” (I See Yellow Flowers on the Green Grass), adapted from the novel by Nguyễn Nhật Ánh. The film captured hearts with its innocent childhood story and stunning scenes shot in Phú Yên. The beautiful beaches of Bãi Xép, Gành Đá Đĩa, and lush green fields painted a picture of central Vietnam as a fresh and poetic destination. The film helped transform Phú Yên from a lesser-known area to a key destination for beach tourism, especially for those seeking tranquility and natural beauty. The depictions of rural life and the pristine nature of Phú Yên have attracted a large number of visitors who come here to relax, explore local culture, and enjoy the beauty of uncrowded beaches.
International Film and Tourism Promotion
In recent years, Vietnam’s tourism sector has been making great strides to attract international cinema, with numerous promotional activities organized on a global scale. A prime example is the “Vietnam Film Tourism Promotion Program” held in the United States, themed “Vietnam – A New Destination for World Cinema.” This event marked a key milestone in Vietnam’s tourism promotion efforts for 2024, aiming to showcase the country’s unique landscapes, rich culture, and attractive incentives for international film crews. Vietnam is creating ideal conditions to become a new destination for global cinema, contributing to sustainable tourism development.
Vietnam has gradually become a favored destination for Hollywood filmmakers. The simple and rustic images of Vietnam, reinterpreted through the creative lens of international directors, have taken on a fresh and unique appeal.
The Hollywood film “King Kong: Skull Island” brought Vietnamese tourism into the spotlight when it selected the country as the backdrop for stunning action sequences. With its jagged limestone mountains, mysterious caves like the Sơn Đoòng Cave (the world’s largest cave), and pristine forests in Phong Nha-Kẻ Bàng, the awe-inspiring beauty of Ha Long Bay became an attractive destination for nature enthusiasts. The film not only created a grandiose and powerful space but also highlighted the unique natural beauty of filming locations such as Ha Long Bay, Ninh Bình, and Quảng Bình, drawing large numbers of international visitors, particularly those interested in adventure activities like climbing, caving, and trekking.
After the Covid-19 pandemic , “A Tourist’s Guide to Love” became a powerful tool for promoting Vietnam’s tourism globally. The film showcased breathtaking images of famous destinations such as Hanoi, Ho Chi Minh City, Hội An, Mỹ Sơn, Da Nang, and Hà Giang, capturing the unique charm and character of each location. From the bustling, historic streets of Hanoi to the modern energy of Ho Chi Minh City, the romantic atmosphere of Hội An with its lantern-lit streets, to the cultural heritage of Mỹ Sơn and the stunning natural beauty of Hà Giang, the film emphasized Vietnam’s rich cultural, historical, and scenic values. “A Tourist’s Guide to Love” not only piqued the curiosity of international travelers but also conveyed the message of a peaceful, culturally rich, and attractive Vietnam. As a result, the film contributed to the recovery of the tourism industry, positioning Vietnam as an appealing, safe, and inspiring destination after the pandemic.
Films not only leave a lasting impression on viewers but also create significant opportunities for tourism development in the featured regions. The scenes in these films showcase the breathtaking beauty of each location, sparking curiosity and a desire to explore. The destinations featured in these films have unique beauty and are deeply intertwined with cultural values. Thanks to cinema, these areas have become attractive tourism hotspots, drawing millions of visitors each year, while also contributing to sustainable tourism growth and the preservation of nature and culture.
Promoting Film-Themed Tourism
Following the success of films that highlight tourist destinations, the government has partnered with major travel companies such as Vietravel, Saigontourist,… to develop film tourism tours. These tours take visitors to famous filming locations where they can witness the real-life landscapes featured in the films. For example, after the success of “Kong: Skull Island”, tours to locations such as Tràng An (Ninh Bình), Ha Long (Quảng Ninh), and Phong Nha (Quảng Bình) became popular. These tours are not only entertaining but also help visitors learn more about the local culture, way of life, and natural surroundings. Additionally, developing film-themed tours is a notable way to promote cultural tourism. Films set in historical or cultural contexts often highlight significant heritage sites, and combining these tours with visits to these historical landmarks offers tourists an immersive experience while also supporting the preservation of Vietnam’s cultural heritage.
AGD, a luxury travel company, has skillfully leveraged the influence of cinema to promote Vietnamese tourism. By incorporating iconic destinations featured in international films such as King Kong: Skull Island (Quảng Bình), A Tourist’s Guide to Love (Hội An), and Tôi Thấy Hoa Vàng Trên Cỏ Xanh (Phú Yên), AGD has created unique tours that offer customers an experience straight out of the movies. The company not only organizes trips to renowned landmarks but also designs cinematic-style activities that allow tourists to explore the culture, history, and nature of Vietnam through the lens of film. This approach effectively attracts high-end travelers and enhances the global visibility of Vietnam’s image.
Developing tourism through cinema is a creative and effective strategy for powerfully promoting the country’s image. Film is not just a form of entertainment but also a cultural bridge that offers global audiences unique perspectives on Vietnam’s natural beauty and distinctive culture. The combination of cinematic art and smart tourism marketing strategies has opened up great opportunities to attract international visitors while contributing to the sustainable development of Vietnam’s tourism industry and preserving cultural and environmental values. With the support and collaboration between the tourism and film industries, Vietnam has the potential to become one of the world’s top destinations on the global tourism map.
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