Sustainable tourism associated with the community

When businesses and consumers share the same “priority”, sustainability is no longer a slogan or a choice but becomes a central driving force in shaping the future of tourism.

Tourists explore the organic vegetable garden at The Field restaurant. Photo: EMIC Hospitality

The enduring journey of the “pioneers”

Located in the middle of Cam Thanh rice fields, next to the gentle Do River, The Field Restaurant & Bar Hoi An is one of the sustainable tourism models that businesses in the Central region are striving to build.

With the orientation of developing environmentally friendly local cuisine , The Field offers the “Back to Bacsis” menu - returning to the original values of nature. Ingredients are sourced from the restaurant’s organic garden or purchased directly from Hoi An farmers, absolutely no imported ingredients are used.

Food is processed according to the principle of optimizing ingredients to minimize waste and prioritize seasonal ingredients.

The Field’s commitment to sustainability extends beyond ingredients to the entire operation. The restaurant is closely monitored through a specific measurement system in each department, aiming for zero emissions.

“When we first introduced The Field in 2014, we were not simply launching a restaurant but building and operating a model that is associated with community and environmental responsibility. And that principle still follows us today,” said Mr. Phan Xuan Thanh, Director of EMIC Hospitality (the owner and operator of The Field).

In addition to culinary activities, The Field also organizes cultural events recreating traditional activities, integrating agricultural culture such as "Culinary experience in the fields", "Countryside tourism fair" with the participation of local people.

Thereby, sharing benefits, increasing income for the community, and at the same time inspiring tourism development based on nature and indigenous identity.

With a 10-year journey of persistently pursuing green values, The Field became the first restaurant in Vietnam to receive the Platinum Gold Certification for Carbon Emission Reduction awarded by Magnus International - a worthy recognition for a responsible tourism model operated with dedication and long-term strategy.

To the shift in tourist perception

Along with business awareness, consumer behavior is also clearly shifting towards a more sustainable direction.

Organic waste treatment model at The Field restaurant. Photo: EMIC Hospitality

Travelers today are not just looking for scenic views or amenities, they are also concerned about how businesses operate: 41% of respondents consider reducing single-use plastics a top priority; 58% value establishments with clear recycling policies; 79% want their spending to support local communities.

Notably, 83% of surveyed travelers said they want their destination to become better after each trip.

The above figures are clear evidence of the shift in tourists' travel mindset from "personal enjoyment" to creating "positive impact".

Since then, consumer behavior has gradually changed: not stopping at passive sightseeing but moving towards participating, sharing and leaving a lasting positive impression at the destination.

Sustainable tourism, therefore, is no longer an individual choice but is becoming a norm that is pushing the smokeless industry into a comprehensive reshaping phase, proactively leading the change towards a greener and more sustainable future.

In an interview with Booking.com, Ms. Zoritsa Urosevic, Executive Director of the United Nations Tourism Agency, said that the tourism industry in 2025 is shifting strongly, going beyond economic goals to prioritize environmental restoration and cultural preservation.

“The way people approach travel is changing profoundly. Travelers are increasingly considering their destinations, their means of transportation, and the impact their journeys have on the world. They are drawn to authentic and meaningful experiences, to slow travel, to deeply immerse themselves in local culture, and to make a positive contribution to the destination,” said Zoritsa Urosevic.

According to her, the tourism industry needs to move beyond business-as-usual and adopt regenerative measures that help restore ecosystems, reduce carbon emissions, preserve cultural identity and empower communities.

The goal is not only to minimize harm, but also to create positive value for visitors as well as local communities.

Source: https://baodanang.vn/du-lich-ben-vung-gan-voi-cong-dong-3297329.html