New livelihoods from indigenous heritage

Experiential tourism attracts visitors

Located along the peaceful De Vong River, Tra Que Vegetable Village (Hoi An Tay Ward, Da Nang City), a famous vegetable-growing area with more than 400 years of history, is changing day by day as local farmers share Vietnamese rural culture with international visitors.

Generations of Tra Que residents have preserved traditional organic farming methods. From soil preparation, seed sowing, cultivation, to harvesting, every step is done manually, without machinery or chemicals. In particular, villagers use seaweed collected from rivers and ponds around the village as organic fertilizer, the secret behind the distinctive aroma and flavor of Tra Que vegetables. What was once simply a livelihood has gradually become a “living cultural asset,” creating a unique attraction for international tourists.

On his first visit to Tra Que, Mr. Phil Handley (62, from Wales) was quickly captivated by the fresh atmosphere and the fragrance spreading from the lush green vegetable beds. Guided by local residents, he picked a small vegetable sprig, brought it to his nose and exclaimed: “What a wonderful fragrance, the scent from this tiny leaf!”

Beyond sightseeing, visitors to Tra Que can also become farmers themselves by taking part in activities such as tilling the soil, sowing seeds, watering vegetables with bamboo shoulder poles, applying organic fertilizer and harvesting crops. Each experience helps them better understand the working life and farming culture of local farmers.

Mr. Bui Van Dung, Chairman of the People’s Committee of Hoi An Tay Ward, said that Tra Que Vegetable Village currently has more than 200 households farming across about 18 hectares. In addition to clean agricultural production, local residents have expanded their livelihoods through community tourism, directly introducing indigenous culture to visitors.

In December 2024, Tra Que Vegetable Village was recognized by UN Tourism as one of the “Best Tourism Villages in the World.” The title not only acknowledges the local community’s efforts to preserve traditional farming practices but also encourages residents to continue safeguarding the indigenous values of the centuries-old village.

Bringing village culture to the world

As indigenous culture becomes a tourism asset, many rural and mountainous communities have found new pathways to improve livelihoods and transform local landscapes, much like Bho Hoong Village (Song Kon Commune), which is gradually changing amid the mountains and forests.

Mr. Bling Bloo’ (70) recalled that local residents once depended mainly on slash-and-burn farming, living unstable lives tied to nature and forest harvests. In the early days of encouraging villagers to engage in tourism, most were hesitant because they never imagined that their local culture could become a source of income.

Only when the first groups of visitors arrived, sitting by the fire listening to gong performances, drinking ta vat wine and immersing themselves in indigenous life, did residents realize that what they considered ordinary was exactly what tourists were seeking.

Contributing to this transformation are young people returning to their hometowns, including Mrs. Dinh Thi Thin, a member of the Co Tu ethnic group. Starting as a volunteer in a community tourism development project, she taught herself tour organization and interpretation skills, opened English classes for children and guided adults in communication skills so villagers could confidently welcome international visitors.

In 2023, she opened Acu Homestay, the first private homestay in Bho Hoong. In 2025, she established Co Tu Cultural Journey Travel Co., Ltd. to organize tours for both domestic and international tourists.

Currently, Bho Hoong receives around 150 visitors per month, of whom nearly 90% are international tourists. Though the figure is not large, it has created visible changes in the lives of local residents.

Paving the way for indigenous tourism to thrive

According to statistics, Da Nang currently has more than 150 agricultural, rural, ecological and community tourism resources, forming an important foundation for tourism products associated with rural areas, nature and indigenous lifestyles.

Mr. Van Ba Son, Deputy Director of the Da Nang Department of Culture, Sports and Tourism, said the city has identified community tourism, ecotourism and rural agricultural tourism as key development directions to effectively utilize indigenous resources, preserve traditional culture and improve sustainable livelihoods for local residents.

The department is currently advising the city government on projects to develop community-based and ecological tourism across the city. The focus is a project on community, agricultural, and rural tourism development for the 2026-2030 period, with a vision to 2035, aiming to create distinctive tourism products linked to rural spaces, ecological zones, and community cultural life.

The city has also proposed establishing a startup support fund to facilitate investment by organizations and individuals in ecotourism, community tourism and rural agricultural tourism destinations.

In 2025, tourism activities associated with agriculture and rural areas in Da Nang attracted more than 4,000 households, creating jobs for approximately 4,500 direct workers and over 10,000 indirect workers. Total revenue from the sector was estimated at more than VND 300 billion.

$1 = VND 26,379 (Source: Vietcombank).