Industry officials said advances in sci-tech, innovation and digital transformation are already wrenching tourism away from a bulk-volume model toward one built on data, customised experiences and smart governance. Deeper global integration is further widening market access, tightening value chain links and sharpening Vietnam’s destination brand.

The family’s ancestral home now features 600 woodblocks, some dating to the late 19th and early 20th centuries, plus thousands of paintings spanning just about every genre.

With majestic mountains, vibrant ethnic cultures and award-winning community tourism models, Lai Châu is positioning cultural heritage at the heart of its sustainable tourism strategy, turning remote villages into destinations that celebrate identity, community and long-term growth.

Considered a force that “keeps the cultural and artistic flame alive”, many artists, especially those working in traditional theatre, dance and circus arts, still struggle to make a living beyond the stage lights.

The Cửu Long (Mekong) Delta city of Cần Thơ is seeking ways to keep tourists coming back to the Cái Răng Floating Market, one of the region's unique and attractive destinations.