ASEAN countries cooperate to promote regional festival tourism
The Vietnam National Authority of Tourism (VNAT) under the Ministry of Culture, Sports and Tourism on December 26 organised a workshop on ASEAN festival tourism.
Delegates discuss at the workshop on ASEAN festival tourism. (Photo: Nhandan.vn)
Hanoi (VNA) – The Vietnam National Authority of Touris꧟m (VNAT) under theMinistry of Culture, Sports and Tourism on December 26 organised a workshoꦉp onASEAN festival tourism.
At theworkshop, experts and policymakers from ASEAN countries exchangedinformation and experiences to develop festival tourism and connectdestinations in the region. It wasreported at the event that in 2022, ASEAN countries received 43 millioninternational visitors, accounting for only 30% of the post-pandemic level in2019. Thus,ASEAN has been strengthening cooperation in tourism for post-pandemicsustainable development and recovery. In thepast two years, ASEAN issued new policies such as the ASEAN Tourism MarketingStrategy for the 2021-2025 period, the Post-COVID-19 Recovery Plan for ASEANTourism, and the ASEAN Framework on Sustainable Tourism Development in thePost-COVID-19 Era. Buildingtourism products to improve ASEAN destination competitiveness is an importantcontent to promote post-pandemic recovery. Particularly, a project ondeveloping ASEAN festival tourism was launched to help diversify tourismproducts in the region and promote intra-bloc destination connectivity. As acoordinator of the project, the VNAT proposed solutions to effectively developfestival tourism for ASEAN, including Vietnam. Accordingto a report by the VNAT, ASEAN is considered a land of festivals that take place year round, throughout the region and with their own distinctive nuances.
Festivaltourism provides opportunities for tourists to explore local culture, andtraditional cuisine and especially experience unique entertainment activities.Today, many festivals in Southeast Asia have become famous all around theworld, attracting many tourists, including Cambodia’s New Year festival, theThai Songkran water festival, and lantern festival or boat racing festival inLaos, the Bali art festival in Indonesia, and the Mid-Autumn festival in Vietnam.
At theworkshop, participants agreed that it is necessary to promote ASEAN to become afestival d💖estination which is capable of connecting destinations in the region,diversifying tours, and creating a unique a🐲ttraction.
Theyalso discussed international experiences and new trends for festival tourism.Recommendations were suggested for relevant parties toeffectively manage and exploit festival tourism, ensuring tourism developmentin line with preserving and promoting cultural and heritage values./.
Cultural tourism is a priority in Vietnam’s tourism development strategy and planning until 2020 with a vision to 2030 as it aims to attract more foreign visitors who are interested in exploring the local culture.
The south-central coastal province of Khanh Hoa has seen a significant increase in the number of visitors during the summer months, with a 60% surge compared to the same period in 2019 before the pandemic hit.
The robust development of Vietnam-Japan cooperation has contributed significantly to promoting partnership between ASEAN and Japan, Japanese scholars and businesspeople said following Vietnamese Prime Minister Pham Minh Chinh's trip to Japan for the Commemorative Summit for the 50th Year of ASEAN-Japan Friendship and Cooperation in Tokyo.
The Vietnamese Government always attaches importance to the Mekong - Lancang Cooperation (MLC) and will continue joining hands with China and other Mekong countries to promote the strong, effective, and sustainable development of this cooperation mechanism, said Prime Minister Pham Minh Chinh.
The first and only direct service connecting the two countries at the moment is set to operate three times per week using the modern wide-body Boeing 787-9 Dreamliner aircraft.
Mu Cang Chai is home to nearly 83,000 hectares of forest, including almost 60,000 hectares of unspoiled natural woodland. Recognising this potential, local authorities have embraced a holistic strategy that protects biodiversity while promoting tourism.
Phu Quoc ranks among the top 10 leading tourist islands in Asia. As the largest island in Vietnam, it boasts stunning natural beauty, with expansive coral reefs resting beneath the sea and a number of beautiful, poetic beaches such as Sao, Truong, and Khem, known for their fine white sand and crystal-clear waters.
Vietnam's national flag carrier Vietnam Airlines and Vietjet are among the exhibitors, promoting key destinations such as Ho Chi Minh City, Hanoi, and Phu Quoc, as well as distinctive tourism products.
Alexander Musikhin, Vice President of ATOR and CEO of the Intourist travel agency, highlighted Vietnam as a top destination offering a unique blend of beach holidays and cultural excursions.
According to Seoul’s Tourism Industry Department, approximately 20,000 Vietnamese visitors travel to the city each year for medical treatment. Vietnam consistently ranks among the top 10 countries with the highest number of medical tourists to Seoul.
An analysis of accommodation search data based on check-in dates for June and July revealed that Nha Trang surpassed all other destinations in popularity among Korean users.
The programme is organised by the Khanh Hoa provincial Youth Union and the “Khanh Hoa people speak English” Project, and aims to promote the culture, history, cuisine and other tourism products of Nha Trang – Khanh Hoa to international visitors.
VNAT Director General Nguyen Trung Khanh called visa a golden ticket to pulling in crowds, but he is clear that it needs coordinated efforts across multiple sectors to keep the momentum going in this fast-moving global travel scene.
As a tourism hub, Hanoi is now actively developing strategies to attract Muslim travellers. In recent years, the city has seen a notable uptick in visitors from countries with large Muslim populations.
When tourists witness firsthand the passion and care of farmers, they’re willing to pay higher prices because they see the genuine worth behind every product.
During the first five months, China continued to be Vietnam's largest source market of tourists, followed by the RoK, China’s Taiwan, the US, and Japan.
After more than three months of operation, the popularity of the free tours in Bac Ninh province shows no signs of cooling down. Many tourists return every week in hopes of experiencing all the tours and visiting every destination.
Typical products of Phu Tho are being showcased at the Lao Cai International Travel Mart 2025, held in the northern mountainous province of Lao Cai from June 5-8.
Featuring 130 stalls and delegations from 120 travel agencies representing more than ten countries and territories, the event is expected to provide a platform for establishing partnerships and attracting more visitors to Lao Cai in the future.
Kicking off the festival on the evening of June 7 will be the grand music concert titled “Nha Trang Say Hi”, featuring popular artists from the trending show “Anh Trai Say Hi”. The event will be broadcast live nationwide and conclude with a fireworks display over Nha Trang Bay.
Data from Booking.com reveals that during the peak summer vacation in June and July, beach trips continue to be a top priority for Vietnamese travellers.
The northern midland province of Phu Tho has carried out all-round measures to improve tourism infrastructure, services, and offerings, elevating visitor experience and reinforcing the province’s unique cultural identity.
Hanoi has directed lodging providers and tourist destinations to bolster preparations in staffing, service quality, security, and sanitation. Community-based lodging platforms such as Airbnb are also being promoted strongly to expand housing supply during the holiday period.
Delegates discuss at the workshop on ASEAN festival tourism. (Photo: Nhandan.vn) 
