‘Blueprints’ for developing rural tourism with culture and a green environment

Retaining the Central Highlands spirit within every ecological tourism-cultural model

Sharing insights at the national forum, Dang Thi Thuy Kieu, Director of Lang Ho Tourist One Member Co., Ltd., stated that after five years of effort, she has established a tourism ecosystem tied to the indigenous culture of the Central Highlands. This model is a place where people, architecture, and nature "breathe" in sync.

According to Ms. Kieu, the philosophy of “thuan thien” (following nature), which means living in harmony with the forest, streams, and vegetation, is the foundation for all activities at Lang Ho Tourist. From building materials to spatial design, everything is based on the architectural heritage of traditional Rong houses and stilt houses. Thatch roofs, earth walls, and bamboo not only save materials and protect the environment but also create a balanced energy space, offering guests a feeling of ease and relaxation.

In addition to accommodation, Lang Ho Tourist develops cultural experience models for students, youth, and international visitors, allowing them to "touch" the local life: harvesting rice, making com lam (rice cooked in bamboo tubes), weaving baskets, brewing ruou can (fermented rice wine), and participating in fire festivals. These activities help young people better understand the life and philosophy of the Central Highlands ethnic communities.

Furthermore, the company has a team that consults on ecotourism design and guides local communities in developing tourism based on cultural heritage, contributing to the replication of the "breathing house" model, a symbol of green, harmonious, and sustainable living.

Combining heritage and wellness

Vo Minh Trung, Director of the Riverside Hotel, argued that developing sustainable urban tourism must be linked to heritage preservation and mental healthcare for tourists. In the global context, where tourism is shifting from simple relaxation to "recovery and energy regeneration," visitors are increasingly seeking peaceful, serene, and humane spaces.

Following this trend, Riverside is pioneering a new direction with the "hotel - urban heritage - wellness" model. Here, heritage is not just preserved in its original state but is "reborn" through experiences such as meditation, yoga, morning reflection, and the use of essential oils and native medicinal herbs.

According to Mr. Trung, the sustainable development of heritage hotels requires three key factors: environmental protection, social responsibility, and the preservation of cultural identity. Specifically, this means conserving energy, reducing plastic waste, and increasing recycling; creating jobs, cooperating with craft villages, and using local products; and preserving architecture while organizing activities that allow guests to "live with the heritage."

"Developing heritage tourism is not just about keeping the past; it is about regenerating the value of life for modern people. Every brick in the hotel is a connection between humanity, culture, and nature, contributing to a sustainable and deeply humane urban tourism sector," said Mr. Trung.

Challenges remain in developing Tay Ninh agricultural tourism

According to Ngo Tran Ngoc Quoc, Chairman of the Tay Ninh Tourism Association, while the theoretical framework, regulations, and documents for developing rural and community tourism are quite comprehensive, implementation remains challenging, especially for businesses and farmers.

The majority of locals have limited education, whereas tourism requires a methodical strategy and clear criteria. Given that each region has distinct cultures and customs, for example, the Khmer, Hoa, or Viet people in Tay Ninh, applying standardized criteria is not straightforward.

Tay Ninh strives for high standards in developing tourism products, yet tourists often seek natural experiences that truly reflect the daily lives of residents. This creates contradictions between standards and reality that need careful consideration. To resolve this, tight coordination is required among researchers, local authorities, and indigenous people to ensure products are practical and feasible.

Regarding community tourism, Tay Ninh boasts about 16 intangible cultural heritage assets. For instance, the Khmer drum dance requires subtle technique, utilizing various parts of the body. However, maintaining the team of artisans is difficult; they must farm, build their lives, and businesses lack the resources for long-term support. Therefore, governmental support, state agencies, and strong tour-route linkages are necessary to preserve and develop these cultural values.

Another real-world example is the Ba Den Mountain custard apple, a specialty of Tay Ninh. When implementing agricultural tourism, the area faces many challenges, including farming techniques, ensuring clean, pest-free fruit, and guaranteeing visitor safety. Tree care is meticulous, from bagging fruit and preventing larvae to managing plant protection chemicals; a lack of caution can affect product quality and customer experience. Furthermore, since farmers must earn a daily living, maintaining organic standards for tourism is a major challenge.

Based on these experiences, the Chairman of the Tay Ninh Tourism Association emphasized three crucial factors for successful agricultural tourism: the resolve and support of local authorities, the consensus and effort of businesses, and effective communication and product promotion. When these three factors align, agricultural tourism can develop sustainably, preserving cultural values while creating livelihoods for the local population.

"Tourism professionals must clearly recognize their role and responsibility, balancing the value of the experience for guests with the practical benefits for the community, ensuring products are both high-quality and sustainable," Mr. Ngo Tran Ngoc Quoc stated.

Incentive mechanisms

Associate Professor Dr. Pham Trung Luong, former Deputy Minister of the Viet Nam Institute for Tourism Development Research, asserted that sustainable rural tourism requires clear incentive mechanisms that place local residents at the center. He suggested innovating the approach to rural planning, especially in areas rich in culture and landscape, to ensure tourism is closely tied to indigenous values and does not distort the image of the countryside.

He proposed developing a set of standards for rural tourism products and services focused on authentic experiences, where guests interact directly with local people, traditional trades, and the natural environment. Concurrently, it is essential to enhance destination management capacity, invest in rural infrastructure adapted to climate change, aggressively develop green and eco-tourism models, apply smart technology, and provide systematic tourism human resource training.

"This will be the foundation for Vietnamese rural tourism to go the distance, simultaneously creating livelihoods for people, spreading a green lifestyle, and promoting the image of a friendly, identity-rich Viet Nam," said Assoc. Prof. Dr. Pham Trung Luong.

Starting from community needs

Dr. Tran Minh Hai, Deputy Minister of the School of Public Policy and Rural Development, suggested that rural tourism should begin by addressing local needs, serving local residents, especially students, before expanding to external visitors. Starting small and simple first will help cooperatives and tourism sites learn how to organize, serve, charge fees, and ensure safety before truly welcoming tourists.

He proposed that student experience programs are an excellent "input." The Ministry of Education and Training has regulations mandating experiential activities for students, assessing their completion, and providing compensation for supervising teachers. If tourism sites and cooperatives proactively collaborate with school principals to build agricultural, craft village, and environmental experience models, they will secure a stable customer base with modest initial investment costs.

He cited an example in Kon Tum: when students visit for experiential learning, the community prepares everyday activities that are appealing to children, such as observing the harvest of vegetables, watermelons, and corn; feeding goats and chickens; gathering eggs; making lemonade; and eating sticky rice. Each activity can be reasonably priced (30,000 - 100,000 VND/child, around 1.14 - 3.8 USD) while maintaining an educational and intimate nature. If children enjoy it, they will naturally "advertise" it to their families, creating the most organic communication channel.

From these small activities, the locality gains organizational experience, learns what guests need, and understands how to ensure safety, which then informs decisions to upgrade services, welcome weekend tourists, open markets, and sell specialties. According to Dr. Le Minh Hai, starting simply and adhering to the actual needs of the community is the most viable way to develop rural tourism and build a green living environment.

Local culture

Nguyen Thi Kim Thanh, Chairwoman of the Viet Nam Coconut Association, argued that agriculture and the rural area are organically linked concepts: "Without the rural area, there would be no agriculture." Therefore, developing tourism within the rural space is not just about exploiting the landscape or livelihoods, but also about preserving and honoring the indigenous culture, where people, professions, farming practices, and lifestyle create a unique identity.

She believes the concept of "ecological civilization" is relatively new but essential, as it broadens the view of "green", not merely trees or the natural environment, but a green living ecosystem where humans live in harmony with nature, achieving sustainable development both materially and spiritually.

Referring to the tourism model in Kon Tum, Ms. Thanh stressed that to attract tourists, products need to delve deeper into local cultural values, expressing the indigenous spirit in every activity, product, cuisine, and architecture. "Tourism is not just about going for entertainment; it is about going to understand, love, and take pride in that region," Ms. Thanh stated.

According to Ms. Thanh, when each destination knows how to tell its own story, based on local brand and culture, Viet Nam's rural tourism will develop sustainably, creating a distinct impression instead of repeating generic models.

Rural Tourism is an integrated economic sector that connects agriculture, ecology, culture, and community. It is a global trend that helps diversify livelihoods, improve residents' quality of life, and preserve regional cultural identity.

Viet Nam has over 62.7% of its population living in rural areas, possesses abundant agricultural resources, and has biodiversity ranking among the top 16 countries globally, creating a superior advantage for rural tourism development.

In commemoration of the 80th anniversary of the Agriculture and Environment Sector and the First Patriotic Emulation Congress, the Ministry of Agriculture and Environment is organizing a series of events from July to December 2025. The centerpiece is the Ceremony marking the 80th Anniversary of the Agriculture and Environment Sector and the First Patriotic Emulation Congress, scheduled for the morning of November 12, 2025, at the National Convention Center (Hanoi), with over 1,200 delegates attending. VAN News will broadcast this event live.