Vietnam is ready to unleash the power of cinema to draw in tourists from around the world. The country’s Minister of Culture, Sports, and Tourism, speaking at a seminar aimed at attracting international filmmakers, emphasized cinema’s vital role in promoting Vietnam’s diverse attractions.
With breathtaking landscapes, rich cultural heritage, and a warm welcome, Vietnam has the potential to become a major player in the global filmmaking scene. This, in turn, could significantly boost tourism growth. The minister explained, “Cinema’s impact goes beyond art; it shapes culture and tourism. By strategically integrating cinema with tourism, Vietnam can attract more international visitors.”
Vietnam boasts an abundance of natural and cultural gems that could captivate both filmmakers and travelers. From the stunning limestone formations of Halong Bay to the historic charm of Hoi An and the unique biodiversity of its national parks, Vietnam offers a diverse range of filming locations that could be backdrops for international productions.
Nguyen Trung Khanh, Director of the Vietnam National Authority of Tourism, emphasized the potential of cinema to drive tourism growth by citing international success stories. “After the release of The Lord of the Rings in 2001, New Zealand saw a 50% surge in tourism. Similarly, the Harry Potter films led to a 230% increase in visitor numbers to UK filming locations between 2011 and 2014,” Khanh pointed out. He also highlighted the success of films like Kong: Skull Island, which showcased Vietnam’s natural beauty to a global audience.
Partially 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 shining example 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 been instrumental 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 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.
The minister stated, “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.” 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.
