Destinations: In Focus – Vietnam’s Rise as a Film Tourism Hub

Vietnam’s cultural heritage and breathtaking landscapes have long drawn travelers from around the world. In recent years, the country has embraced its cinematic appeal, using films as a powerful medium to promote tourism. According to Travel and Tour World, Vietnam’s Ministry of Culture, Sports, and Tourism (MOCST) has actively positioned the country as a premier filming destination, leveraging the international appeal of cinema to enhance its profile among global audiences.

Deputy Minister of Culture, Sports, and Tourism, Ho An Phong, highlighted the importance of film in shaping perceptions of Vietnam during a workshop in Ho Chi Minh City in April 2024. He stated, “Films are a window to our culture and natural beauty, helping us reach audiences worldwide” (Travel and Tour World). This approach underscores the government’s commitment to harnessing cinema’s power to drive tourism.

Key Film Productions That Boosted Tourism

Vietnam’s landscapes have been featured in numerous international films, with several productions significantly boosting its reputation as a filming destination:

• “Kong: Skull Island” (2017): This Hollywood blockbuster showcased the dramatic beauty of Ha Long Bay, Ninh Binh, and Quang Binh. According to Heritage Line, a luxury travel company specialising in Southeast Asia, the film sparked a wave of tourism to these locations, particularly from international travelers.
• “The Quiet American” (2002): Adapted from Graham Greene’s novel, this film highlighted both Ho Chi Minh City and Ninh Binh, bringing global attention to the country’s mix of urban charm and rural beauty, as noted by Vietnam News.
• “A Tourist’s Guide to Love” (2023): This Netflix production featured several iconic Vietnamese destinations, including Hanoi, Ho Chi Minh City, and Ha Giang. As reported by Vietnam.vn, the film ranked among the top-streamed titles in 78 countries shortly after release, highlighting Vietnam’s appeal to global audiences.

Showcasing Potential at Nha Trang’s Cinema-Tourism Conference

In June 2023, Nha Trang City hosted the International Conference on Investment Promotion for the Development of Tourism Brand through Cinema. Organised by MOCST in collaboration with the Khanh Hoa Provincial People’s Committee, the event demonstrated how cinema can strategically promote Vietnam’s tourism.

Deputy Minister Tạ Quang Đông described cinema as “the most powerful method to promote Vietnam’s brands, including tourism ones,” adding that it offers a global stage to showcase the country’s landscapes and culture, as reported by Vietnam News.

The conference featured several activities designed to highlight Vietnam’s cinematic and tourism potential:

• Photo Exhibitions: Over 300 images from films shot in 12 provinces were displayed, showcasing the diversity of Vietnam’s landscapes. Iconic films such as “Kong: Skull Island” and “The Quiet American” were included, according to Heritage Line.
• Film Screenings: A curated selection of feature films and animations filmed in Khanh Hoa Province, including “The Lover” (1992) and “The Vertical Ray of the Sun” (2000), showcased the province’s cinematic appeal, noted by Maika Tours.
• Forums and Policy Discussions: Discussions explored strategies to make Vietnam more film-friendly, with policy recommendations to attract more international filmmakers. These sessions were designed to strengthen ties between the tourism and film industries, as detailed by Vietnam.vn.

Nguyễn Tấn Tuân, Chairman of the Khanh Hoa Provincial People’s Committee, remarked, “Khanh Hoa province always respects, welcomes, and commits to facilitating all domestic filmmakers in particular and around the world,” reflecting the region’s commitment to supporting international productions, according to Nha Trang Travel.

Spotlight on the Vietnam Tourism-Cinema Promotion Programme

A pivotal element of Vietnam’s strategy to merge cinema and tourism is the Vietnam Tourism-Cinema Promotion Programme. Launched by MOCST in 2023, this initiative aims to elevate Vietnam’s profile as a global filming destination. The programme reached a key milestone with promotional events held in San Francisco and Los Angeles, California, from September 23 to 25, 2024. Themed “Vietnam – New Destination of World Cinema,” the events sought to showcase Vietnam’s breathtaking landscapes and rich cultural heritage to Hollywood’s filmmaking elite.

According to the Vietnam Investment Review, the campaign positions Vietnam as “a new destination of world cinema,” capitalising on its unique natural beauty and diverse filming locations to attract international filmmakers.

The programme has already yielded significant results by fostering collaborations between Vietnam’s tourism and film industries. It has laid the groundwork for attracting high-profile productions and further solidifying Vietnam’s status as a cinematic hotspot. Vietnam’s recent participation in international conferences and the attention garnered by productions such as “Kong: Skull Island” and “A Tourist’s Guide to Love” exemplify the success of this approach.

Vietnam’s Focus on the US Market

The United States is a key target for Vietnam’s tourism strategy. It ranks among the top five international markets for the country, with a growth rate of approximately 11.5% annually. In 2023, Vietnam welcomed 717,000 visitors from the US—recovering to 96% of pre-pandemic levels seen in 2019.

In the first eight months of 2024 alone, the country saw 529,000 US visitor arrivals, reflecting an 8% increase over the same period in 2023. US visitors are particularly valued for their longer stays and higher spending patterns, making them an essential focus for Vietnam’s film tourism efforts.

By strengthening ties with Hollywood through initiatives like the Vietnam Tourism-Cinema Promotion Programme, Vietnam aims to further tap into this lucrative market, encouraging more visitors to explore the destinations that have been immortalised on screen.

Vietnam’s Strategic Vision for Film Tourism

Looking ahead, Vietnam’s proactive efforts to combine cinema and tourism are redefining its position in the global market. Through strategic initiatives, international collaborations, and government-backed programmes, the country is poised to become a leader in film-induced tourism.