Enhancing national brand through cultural and tourism attraction

In the context of a volatile global economy, building and developing a national brand has become a top priority for every country. For Vietnam - a country rich in cultural traditions and possessing beautiful natural landscapes, combining national cultural and tourism promotion (VHDL) with trade promotion (XTTM) is a top priority. Recently, the Prime Minister issued Directive 18/CT-TTg, dated June 18, 2025, on the implementation of domestic and foreign trade promotion tasks and solutions, once again affirming the importance of this strategy.

Create a vibrant cultural and culinary experience space

Economic and trade "leverage"

According to the General Statistics Office, in the first 5 months of 2025, the number of international visitors to Vietnam reached more than 9.2 million, an increase of 21.3% over the same period in 2024. In May 2025 alone, the number of international visitors to our country reached 1.53 million, an increase of 10.5% over the same period in 2024. Notably, the Chinese and Korean markets led with 2.36 million and 1.9 million visitors, respectively, contributing nearly half of the total number of international visitors.

According to the Department of Culture, Sports and Tourism (DOCST), in the first 6 months of 2025, An Giang is estimated to welcome about 7.1 million visitors (equivalent to the same period in 2024, estimated to reach 71% of the 2025 plan). Of which, international visitors are estimated to reach 17,000 (up 21% over the same period in 2024). Revenue from tourism activities is estimated to reach VND 8,200 billion (up 2.5% over the same period in 2024, estimated to reach 76% of the 2025 plan).

The above figures show the great potential when VHDL is promoted. The increase in international visitors not only brings direct revenue to the service and accommodation industry but also opens the door for local products to reach tourists. When they experience culinary culture, buy souvenirs or typical products, it is the most effective channel for trade promotion. Therefore, the Prime Minister's issuance of Directive 18/CT-TTg is a profound strategic orientation, demonstrating the Government's long-term vision in making the most of the country's soft advantages.

The key tasks set out include: Promoting trade promotion activities for export, increasing the market share of Vietnamese goods in traditional markets and markets with FTA/CEPA. At the same time, expanding and diversifying export markets, reducing dependence on some high-risk markets. The highlight of the directive is to assign the Ministry of Culture, Sports and Tourism the task of promoting national cultural and tourism activities combined with trade promotion through international cultural, culinary and tourism events. This is a creative step, turning the unique cultural and culinary values of Vietnam into a solid bridge to bring Vietnamese products to the world.

Exploiting local identity

The Directive also emphasizes supporting localities and enterprises to exploit cultural factors and local identities to build export product brands, such as: OCOP products (One Commune One Product Program) and handicrafts. This is a strategic vision, placing traditional and indigenous values as the foundation for modern economic development. In fact, the Vietnamese handicraft industry has great potential, with Vietnamese rattan and bamboo products present in 163 countries and territories. Integrating these products into international VHDL events will open up unprecedented opportunities, helping products with national spirit find a worthy position in the global market.

In An Giang, a province with a rich culture and rich products, the provincial leaders have clearly recognized this. Chairman of the An Giang Provincial People's Committee Ho Van Mung shared: “An Giang is proud of many products imbued with the identity of the Mekong Delta region, such as palm sugar, linh fish sauce, and especially Tan Chau silk. To bring these products further, the province actively coordinates with the Ministry of Culture, Sports and Tourism, the Ministry of Industry and Trade and proactively participates in international fairs, introducing local culture and cuisine. The combination of cultural performances, culinary enjoyment and product introduction aims to create a positive effect, helping the province's products easily reach customers and build trust and brand.”

The future is wide open

To realize the goals, the Prime Minister's directive requires close and synchronous coordination between ministries, branches, localities and industry associations. The Ministry of Culture, Sports and Tourism is assigned to direct and guide tourism businesses to carry out promotional activities, promote tourism, improve service quality to meet the needs of domestic tourists and attract international visitors. In particular, strengthening cooperation with the Ministry of Industry and Trade and the Ministry of Foreign Affairs to organize "Vietnamese Goods Week" associated with cultural festivals in key markets is a breakthrough initiative. This activity both introduces products and creates a space for experiencing vibrant culture and cuisine, helping international consumers better understand the origin and story behind each Vietnamese product. This will strengthen trust and promote purchasing decisions.

The Prime Minister requested the People's Committees of provinces and centrally run cities to proactively coordinate with ministries, branches and associations to carry out trade promotion activities, develop markets, attract and expand investment in production and business. The goal is to create new production capacity, ensuring the supply of high-quality goods to meet both export and domestic markets. In addition, the Ministry of Industry and Trade closely coordinates with relevant agencies to implement trade promotion programs, proactively propose promotion contents suitable to the characteristics of each industry to integrate into national programs. Proactively participate in and promote digital transformation in trade promotion activities to help businesses reach customers more effectively in the digital age.

Directive 18/CT-TTg of the Prime Minister is not only an action plan but also a guideline for the sustainable development of the Vietnamese economy. By identifying and maximizing the value of culture, cuisine, and tourism as invaluable assets, combined with modern trade promotion solutions, Vietnam is opening a new path to affirm its position in the international arena. It is a path in which each delicious dish, each traditional dance, each scenic spot is not only a source of national pride but also a silent "ambassador", spreading the quintessence of Vietnam and promoting economic prosperity, bringing Vietnamese products and culture further on the world map.

THU THAO

Source: https://baoangiang.com.vn/nang-tam-thuong-hieu-quoc-gia-bang-suc-hut-van-hoa-va-du-lich-a422946.html