Saturday, September 21, 2024 Vietnam is set to harness the power of cinema as a strategic tool to enhance its international tourism appeal. Speaking at a seminar focused on attracting global filmmakers, Vietnam’s Minister of Culture, Sports, and Tourism emphasized the significant role that cinema can play in promoting the country’s diverse attractions. With its breathtaking landscapes, rich cultural heritage, and warm hospitality, Vietnam is uniquely positioned to become a prominent global filmmaking hub, which, in turn, could drive tourism growth.
“The power of cinema extends beyond its artistic value. It influences culture and tourism. If Vietnam can effectively integrate cinema with tourism, it will significantly enhance the country’s appeal to international visitors,” said the minister during the event.
Vietnam boasts a wealth of natural and cultural assets, which have the potential to captivate both filmmakers and global travelers. From the stunning limestone karsts of Halong Bay to the historical charm of Hoi An and the unique biodiversity of its national parks, the country offers a diverse range of filming locations that could serve as backdrops for international productions. Nguyen Trung Khanh, Director of the Vietnam National Authority of Tourism, underscored the potential for cinema to drive tourism growth by citing international case studies.
“After the release of The Lord of the Rings in 2001, tourism in New Zealand surged by 50% . Similarly, the Harry Potter films led to a 230% increase in visitor numbers to filming locations in the UK between 2011 and 2014,” Khanh noted. He also pointed to Vietnam’s success with films like Kong: Skull Island , which showcased the country’s natural beauty to a global audience.
Partly filmed in Halong Bay and the northern province of Ninh Binh , Kong: Skull Island demonstrated Vietnam’s potential as a world-class filming location. The film’s success also translated into tangible tourism growth for the country, particularly in areas featured in the movie. One of the standout examples of cinema’s positive impact on Vietnam’s tourism industry is Ninh Binh , a northern province that has gained international recognition due to its appearances in several films.
According to Bui Van Manh , Director of Ninh Binh’s Tourism Department, films have played a critical role in attracting international tourists to the region. “In 1992, the film Indochine featured scenes shot at the Tam Coc tourism area , and after its release, the location gained widespread recognition, particularly among French tourists. Today, visitors from France and the rest of Europe account for 80% of the tourist population in the area,” Manh explained.
Building on this success, the Ministry of Culture, Sports, and Tourism is preparing to launch a cinema-tourism promotion campaign targeting international filmmakers. To further boost Vietnam’s visibility in the global filmmaking industry, the Ministry of Culture, Sports, and Tourism is planning a cinema-tourism promotion campaign in the United States, aimed at Hollywood filmmakers. The campaign will showcase Vietnam’s unique potential as a prime filming location, offering a blend of spectacular landscapes, cultural heritage, and untapped locations that can cater to a wide variety of film genres.
“We will showcase Vietnam’s unique potential as a filming location to attract major filmmakers. In return, these films will serve as powerful global marketing tools for Vietnam’s tourism,” said the minister. By targeting the international film industry, Vietnam aims to create a ripple effect, where major films shot in the country can attract global audiences who may then be inspired to visit the filming locations.
Despite the opportunities, Vietnam still faces several challenges in attracting international filmmakers. Cao Tri Dung , Chairman of the Vietnam Association of Travel Agents, noted that the country lacks a comprehensive national and local strategy to attract film crews. “We need clear policies to support filmmakers, and the Ministry of Culture, Sports, and Tourism should lead by coordinating efforts with local authorities and businesses,” Dung emphasized.
He also pointed out that Vietnam has been slow in actively inviting and supporting international film crews. Currently, promotion efforts remain a significant obstacle. For instance, Thailand welcomes 100-200 film crews annually, while Vietnam hosts fewer than 10, according to Ngo Phuong Lan , Chairwoman of the Vietnam Association for the Promotion and Development of Cinema.
Lan added that Vietnam needs to offer competitive incentives to filmmakers to remain competitive with neighboring countries like Thailand and the Philippines. “If we don’t offer competitive incentives, film crews will opt for countries with similar landscapes, like Thailand or the Philippines. Vietnam is missing out on valuable opportunities,” Lan warned.
Another critical issue is the need for better infrastructure and professional support to accommodate large-scale international film projects. Nguyen Chau A , CEO of Oxalis Adventure, highlighted that filmmakers are often drawn to Vietnam for its diversity but face difficulties in obtaining permits, securing on-site support, and navigating complex regulations. He pointed out that Vietnam lacks the skilled production crews necessary to support large international film projects, which is a significant barrier to attracting major productions.
“Vietnam’s shortage of professional film crews and production support is a major obstacle for large-scale projects,” he added. To address these challenges, there is a need for greater investment in building a robust support infrastructure for international filmmakers, including better security during filming, tax incentives, and transparent regulations. To overcome these challenges and fully leverage the potential of cinema in boosting tourism, collaboration between the Ministry of Culture, Sports, and Tourism, local authorities, and businesses is crucial.
Establishing a unified national strategy with clear incentives and streamlined processes will be key to attracting international film productions. Furthermore, investing in local film industry talent and production infrastructure will help Vietnam position itself as a leading filmmaking destination in Southeast Asia. Vietnam’s unique cultural and natural assets, combined with a strategic approach to integrating cinema and tourism, present a powerful opportunity to boost its international appeal.
With proactive measures, Vietnam can attract global filmmakers, transform its tourism landscape, and solidify its position as a premier destination for both filmmakers and travelers alike. The integration of cinema and tourism offers a promising avenue for Vietnam to showcase its natural beauty and cultural heritage to the world. By addressing the current challenges in attracting international filmmakers and implementing a strategic national policy, Vietnam can leverage its film industry to boost tourism and attract millions of visitors globally.
With successful campaigns, such as the upcoming promotion in the United States, Vietnam’s cinema-tourism synergy has the potential to reshape the country’s tourism industry and enhance its global profile as a top travel and filmmaking destination..
