In the context of the new recovery of world and regional tourism, Chairman of the Vietnam Tourism Association, Mr. Vu The Binh, said that the whole industry needs to have a flexible promotion mindset, synchronous actions and a clear strategy to take advantage of opportunities and create breakthroughs in quality and efficiency.
And in fact, from 2024 to now, the Vietnamese tourism industry has identified one of the key strategies as promotion through cinema - a way to promote images with a strong ripple effect, after the US will be the Indian market.
Promoting tourism through cinema
According to the representative of the Vietnam Tourism Association, the harmonious combination of traditional and modern promotion is an inevitable direction. Because we cannot just follow technology and ignore direct promotion, nor can we remain "loyal" to the old way of doing things and miss the global digitalization trend.
In particular, to avoid disruptions in promotion activities in the context of many localities implementing administrative mergers, Mr. Vu The Binh suggested that provinces and cities need to re-inventory all tourism resources, evaluate existing products, and from there develop appropriate strategies.
In particular, tourism products must be unique, attractive and different. Because Vietnamese culture is extremely rich and has a rich identity, it needs to be transformed into typical tourism products so that promotional programs can create a strong impression.
In order for Vietnamese tourism to truly reach out to the world, the Chairman of the Vietnam Tourism Association emphasized the need for substantial action with high determination; long-term planning, not just short-term improvisation. And above all, there needs to be synchronous participation, from the central to local levels, from institutions to markets, from people to products.
In fact, from 2024 to present, one of the activities that the Ministry of Culture, Sports and Tourism and the National Tourism Administration have chosen to focus on implementing is the program to promote and advertise tourism through cinema in the US and soon in the Indian market.
To realize that goal, yesterday afternoon (July 15), Director of the Vietnam National Administration of Tourism Nguyen Trung Khanh had a working session with director Rahul Bali - CEO of Innovations India Company, India, the main producer of the first Vietnam-India film cooperation project called "Love in Vietnam."
The Director said that in September 2025, the Department will organize a program to introduce Vietnamese tourism in Bengaluru and Hyderabad, two large, dynamic cities with many film producers in India, with the participation of major Vietnamese airlines and tourism businesses.
Notably, the Namaste Vietnam Festival will be an opportunity for Vietnam to introduce its potential and strengths to Bollywood filmmakers, as well as Indian tourism businesses and airlines.
“Vietnam considers the combination of tourism and cinema to promote the country's image and bring Vietnamese tourism closer to Indian tourists to be very important,” Deputy Minister Ho An Phong emphasized.
Long-term strategy for the Indian market
According to the National Tourism Administration, in 2024, Vietnam will welcome 501,000 Indian visitors (nearly three times higher than in 2019). In the first six months of 2025, Vietnam will welcome 337,500 Indian visitors (up 41% over the same period in 2024). This market is identified as a potential customer segment for Vietnamese tourism.
When the film "Love in Vietnam" was officially released at the 3rd Da Nang Asian Film Festival in early July 2025, it became the "kick-start" for the strategy of exploiting tourism through cinema between Vietnam and Bollywood - one of the largest film production centers in the world.
“Love in Vietnam” not only features a cast of famous actors from both countries (Shantanu Maheshwari, Avneet Kaur, Kha Ngan...) and tells the love story between an Indian man and a Vietnamese girl, but more importantly, the film also takes the audience on a “small screen tour” with beautiful scenes of Da Lat, Lam Dong, Phu Yen, Nha Trang, Da Nang, Hoi An, Ha Long Bay. Thereby, Vietnam tourism has been “given wings” in the film with a budget of 4 million USD.
The Ministry of Culture, Sports and Tourism of Vietnam has identified cinema as a golden door to promote tourism. When the image of Vietnam appears in Bollywood films - which produces hundreds of films each year. That is the most effective way to inspire tourism to hundreds of millions of Indian and international audiences.
With this goal in mind, the Ministry’s leaders pledged to provide maximum support to Indian film crews choosing Vietnam as a setting. Accordingly, the Vietnam National Tourism Administration will connect localities and businesses to accompany film crews in logistics and services; the Cinema Department will inform about preferential policies for international cinema; the International Cooperation Department will facilitate procedures for granting filming permits.
Experts say that Indian audiences tend to visit the locations that have appeared on screen, where their idols have filmed. Therefore, Vietnam, with its unique landscape and rich cultural heritage, has great potential and opportunities to become a top destination for Indian tourists in the coming time.
Cinema, tourism and culture together will open a new chapter for the relationship between the two countries. When Bollywood films set in the S-shaped strip of land are shown on Indian screens, it will also be a moment when the beautiful and vivid destination of Vietnam opens up in the minds of millions of viewers./.
Director Rahul Bali said that filming “Love in Vietnam” has brought him strong inspiration, becoming the motivation for him to continue filming a new film in Vietnam next month called “Silaa.”
This will be the first Indian film to be shot in Son Doong Cave (Quang Tri Province), a natural wonder of the world that has never been featured in a Bollywood film. In addition to Son Doong, the film crew will also choose Ha Long, Ninh Binh, Hoi An, Da Nang... as locations.
Mr. Rahul Bali affirmed that the filming locations in Vietnam are all very typical, easily impressing international audiences.
Source: https://www.vietnamplus.vn/du-lich-viet-nam-song-hanh-dien-anh-an-do-mo-ra-chien-luoc-xuc-tien-dai-hoi-post1049882.vnp
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