From coastal village to 3-star OCOP tourism product

Located along the Tam Giang Lagoon - the largest brackish lagoon system in Southeast Asia - Ngu My Thanh Village (Dan Dien Ward, Hue City) is endowed with distinctive natural scenery and a rich ecosystem.

In the past, local livelihoods depended largely on fishing and aquaculture, often yielding unstable incomes. In recent years, however, the community has boldly shifted toward tapping its rural tourism potential. As a result, this once-quiet fishing village has been revitalized, emerging as a standout destination in Hue’s community-based tourism landscape and attracting a growing number of visitors.

About five years ago, the Tam Giang Quang Loi Community Tourism Cooperative was established with around 30 members to harness and promote the lagoon’s inherent advantages.

Phan Van Ty, head of Ngu My Thanh Village and deputy director of the cooperative, recalled that in earlier days, visitor numbers were sparse and tourism activities largely spontaneous. A few fishermen would occasionally use their small boats to take visitors on short lagoon tours. A turning point came in 2018, when mangrove forests planted along the lagoon began to flourish, creating vibrant green expanses across the water. The improved landscape quickly became more appealing, drawing increasing numbers of visitors from both within and beyond the region.

“The mangrove forests not only help restore the ecological environment but also provide practical livelihoods for local people. As the ecosystem recovers, shrimp, crabs, and fish return in greater numbers, improving fishing yields. During storm seasons, the forests also serve as safe anchorage for boats. Most importantly, these lush mangrove areas have become a defining feature that drives the growth of community tourism in Ngu My Thanh,” Ty said.

Since the cooperative’s establishment, members have collaborated to organize tours that take visitors to mural villages, vegetable-growing areas, bamboo and rattan craft villages, historical sites, and scenic attractions across the former Quang Dien District. Experiential tourism offerings have also been developed, including rice planting and harvesting, crop cultivation, net casting, trap setting, shellfish catching, and stand-up paddleboarding (SUP) across the lagoon, allowing visitors to better understand local livelihoods, culture, and daily life.

The opportunity for visitors to immerse themselves in a rustic rural setting and explore the distinctive culture of the lagoon region has created a unique appeal. Ngu My Thanh has gradually secured a place on the rural tourism map and has been officially recognized as a three-star OCOP tourism product by the city.

Among those contributing to this transformation is Luong Thi Hien, originally from Thanh Hoa Province, who became an outstanding local guide after marrying into the village. She shared that she and other women in the community were initially involved in planting mangrove forests. As the forests matured, they began transitioning into community tourism.

“At first, there were only small huts on the water where visitors could stop to eat. Later, we expanded our services to include hands-on experiences such as catching crabs, fishing, harvesting shellfish, and leisurely SUP rides through the mangroves. During the summer, each person can earn an additional 300,000 to 500,000 VND per day. I feel proud to have contributed to both forest restoration and tourism development here,” Hien said.

Ngu My Thanh has also pioneered a community tourism model linked to environmental protection, particularly through reducing plastic use in tourism services. On boats transporting visitors, single-use plastic bottles are gradually being replaced with glass containers. At homestays, plastic bags are substituted with paper bags and bamboo straws. Seafood meals served at local restaurants minimize disposable plastic items, often presented on traditional bamboo trays, reducing waste while enhancing the local experience.

In October 2025, with support from WWF-Viet Nam, the Cu Lac - Ngu My Thanh mural route was launched, featuring 10 vivid artworks along the roadway. These murals depict the lives of lagoon fishermen, the unique ecosystem of Tam Giang Lagoon, and messages promoting environmental protection and reducing plastic waste.

Nguyen Ngoc Tien, Chairman of the Dan Dien Ward People’s Committee, said the recognition of Ngu My Thanh as a three-star OCOP tourism product reflects coordinated efforts by both authorities and residents to harness local potential while protecting the ecological environment. The designation not only acknowledges the quality of the tourism offering but also provides momentum to further improve infrastructure, enhance service standards, and build a friendly, sustainable destination image.

“Tourism development in Ngu My Thanh has always been closely tied to preserving the lagoon ecosystem and maintaining local cultural identity. Residents are encouraged to participate directly in tourism activities, serving as both beneficiaries and custodians of the village’s heritage. Moving forward, we will continue to collaborate with partners to diversify tourism products, focusing on experiential models rooted in local culture and the Tam Giang ecosystem. At the same time, we will strengthen promotion efforts and provide training to improve service capacity, gradually building a distinctive community tourism brand for the lagoon region,” Tien said.

Ngu My Thanh’s transformation is clearly underway. The three-star OCOP designation is not an endpoint, but rather the beginning of a longer journey toward building a sustainable community-based tourism destination, one that balances economic development with the preservation of the lagoon’s cultural soul.