Vietnam tourism brand to benefit from the development of more world-class cultural festivals – Brand-info – Vietnam News | Politics, Business, Economy, Society, Life, Sports


Carnival in Rio de Janeiro, Mardi Gras in New Orleans, Oktoberfest in Munich, cherry blossom season in Japan, King’s Day in Amsterdam, Song kran in Bangkok. It’s no coincidence that many of the world’s most popular destinations are home to some of the most beloved festivals. So how can Vietnam develop its own rich cultural traditions and turn them into world-class festivals?

Successful international formula

According to the Japan Tourism Agency in Vietnam, the number of Vietnamese tourists traveling to Japan has increased sixfold in the past five years. From 55,000 in 2012 to 308,900 in 2017, this is an annual growth rate of 41.4%. In the first three months of 2018, Japan welcomed 86,300 Vietnamese tourist arrivals, an increase of 16.3% compared to the same period in 2017. This exceeds the number of visitors from European markets, such as England and France.

In fact, since 2016, Japan has been the top overseas destination for Vietnamese tourists – so why do Vietnamese love Japan so much? Experts and tourism management authorities believe that Japan’s natural beauty, rich cultural heritage, pleasant climate and thriving commodity industry attract all Vietnamese tourists. But they also say that the country’s distinctive traditional festivals add huge appeal.

Throughout the year, dozens of festivals are held in Japan. While Head (Lunar New Year), tourists visiting Japan will experience O-Shogatsu (New Year Celebration) and have the chance to eat toshikoshi-soba (longevity noodles). Between late March and early May, the Hanami (Cherry Blossom) Festival attracts millions of international visitors from all over the world.

Besides national celebrations such as Tanabata (Festival of Stars) and Obon Festival, Japan hosts thousands of local festivals every year, including summer festivals, fall festivals, and agricultural festivals, all accessible and welcoming for visitors, who can savor a festive atmosphere, taste traditional dishes, play traditional games and attend cultural performances.

Cultural and traditional festivals have often played a vital role in making tourist destinations more attractive to tourists, not only in Japan, but in many other Asian countries, as well as in America and Europe. It is an effective way for countries to promote their image and their tourism brand. You might see cultural festivals as an “asset” that flashes destinations on the world travel map.

Vietnam’s booming festival scene

On the night of April 28, 2018, the Carnival of the Sun Square in the center of Bai Chay, Ha Long City exploded to the cheers and applause of thousands of people attending the 2018 Ha Long Carnival. An epic spectacle lasting over four hours featured thousands of local artists with many international artists joining them on stage. This cultural extravaganza, which merged traditional and contemporary art forms, ended with a spectacular fireworks display and a memorable DJ performance, delighting large audiences all night long.

Co-organized by Sun Group and Quang Ninh provincial authorities, this was Halong’s very first carnival, but it was clear from the crowd’s reaction that it had great potential to become a cultural event. important to Northeastern Vietnam – home to the UNESCO Protected Heritage of Halong Bay.

There is no denying the abundance of natural beauty to be found throughout Vietnam – Halong Bay is truly one of the natural wonders of the world. But the 2018 Halong Carnival showed how an innovative and exciting cultural event can add even more appeal to a destination, attracting many more visitors.

Industry watchers believe the carnival greatly contributed to Quang Ninh’s impressive tourism growth in the first half of 2018, when the coastal province welcomed 7.5 million visitors, an increase of 26%, generating revenue. tourism by more than 12 trillion VND, up 31% over the same period in 2017.

Building on this success, Sun Group and Quang Ninh authorities organized the Halong Carnival to once again coincide with Reunification Day and National Labor Day, which this year meant a five-day holiday from the April 27 to May 1, 2019.

During this period, Quang Ninh province received 600,000 tourists, an increase of 18% compared to the same period last year. For the second year in a row, the Halong Carnival Parade exploded with vibrant energy throughout the streets of Bai Chay Beach.

Light up central Vietnam

As the economic and tourist capital of central Vietnam, Danang has benefited greatly from its hugely successful fireworks festival, which was first organized as a fireworks competition. of two nights in 2008. Over the years the event has grown into a much longer festival and has been organized under the Sun Group organization since 2017. The festival, which has grown for more than a decade and will last five weeks in 2019, has undoubtedly made the city a more lively and vibrant destination for visitors.

According to Mr. Tran Chi Cuong, deputy director of Da Nang Tourism Department: “During the two months of the Danang International Fireworks Festival (DIFF) 2018, the number of tourist arrivals in Danang reached 1,581,558 visitors, an increase of 25.54% compared to the same period in 2017. Due to the considerable increase in the number of tourists, the accommodation occupancy rate reached 70 to 90% during the festival despite an increase of 7,355 rooms compared to the same period in 2017. ”

With the aim of making DIFF a world-class festival, Sun Group has spearheaded its production development in association with private companies and local authorities. As a result, the fireworks have become more and more spectacular. With eight of the world’s best pyrotechnics joined by thousands of artists, dancers and performers, and many other cultural events – street carnivals, food festivals and more – held across the city, the festival continues to impress the audience every year, featuring Danang and attracting more visitors to central Vietnam.

According to a local tourism insider: “Since Sun Group first launched the Fireworks Festival, DIFF has gradually grown into a truly spectacular city-wide festival that creates a huge buzz that not only generates huge income for the city, but I also think it inspires everyone to make Danang an even more vibrant and attractive destination. Each festival makes a stronger impression than the last.

The long-term success of DIFF, now in its second decade, and the recent success of the Halong Carnival, both show how Vietnam can thrive through well-developed cultural festivals. Developing these festivals requires a shared vision of all the associated players as well as a major strategic investment. But it is clear that there are great rewards to be had when a spectacular event makes a destination appear on the global tourism map.


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