As Hue City develops a more defined tourism strategy, the question is no longer “What tourism resources do we have?” but rather “How can the highlands find their own path - one that is distinctive and attractive enough to encourage visitors to stay and return?”
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| The traditional Zeng weaving craft has been skillfully integrated into community-based tourism by the people of A Luoi. Photo: Thi Thi |
There Are Resources, but a Lack of Tourism Products
Two years ago, during a working trip to A Luoi, I met a group of visitors from Hanoi who had come to experience the lifestyle of the Pa Co people in Hong Kim Commune (now A Luoi 1 Commune). In the courtyard of a Pa Co household, visitors joined local residents in pounding rice, making A Quat cakes, and listening to stories about the community’s customs and traditions.
The setting created a warm and welcoming atmosphere. Visitors were delighted by the simplicity and authenticity, as it was their first time directly experiencing such unfamiliar traditions. Yet, beneath that excitement, there was also a slight sense of disappointment. The experiences were limited to a few isolated activities, lacking the connection needed to form a meaningful journey in which each experience naturally flows into the next, creating a coherent narrative throughout the visit.
Ms. To Ly, a visitor in the group, shared that the most appealing aspect of indigenous tourism is its sense of authenticity and unspoiled nature. However, she believes that many destinations have yet to effectively harness this value to create tourism products that truly resonate with visitors on an emotional level. “What visitors want is not simply to watch or try an activity, but to step into the story of the place itself,” Ms. Ly said.
The highland areas of Hue, especially A Luoi and Nam Dong, possess abundant “raw materials” for tourism development. From culture, daily life, folk songs, traditional music and dances, handicrafts, to nature and cuisine, all can serve as storytelling resources for tourism. For a long time, tourism activities have remained spontaneous and small-scale, lacking the investment needed to create distinctive tourism products. As some tourism professionals have metaphorically described it, the highlands have many “excellent ingredients,” but still lack the kind of “memorable dishes” that leave a lasting impression on visitors.
The local cuisine alone is already a fascinating treasure trove. Highland people call it the “taste of the forest” - a flavor shaped by wild vegetables, forest fruits, stream fish, aromatic leaves, and cooking methods closely tied to traditional ways of survival. The highlanders’ philosophy of life is simple and practical: “If birds can eat a fruit, then people can eat it too.” This mindset alone has helped create a rich and diverse ecosystem of local ingredients.
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| Visitors participating in community tourism experiences in A Luoi 1 Commune |
Every trip to gather wild vegetables, forage for mushrooms, or search for seasonal ingredients can become an immersive experience in itself. What is even more appealing is not the final dish, but the story behind it: Why is a particular leaf picked only in the early morning? Why must a certain dish be grilled over charcoal? Or, why do the Pa Co, Ta Oi, and Co Tu people preserve customs and traditions that are unique to their communities? Those are exactly the kinds of experiences that visitors seek.
Mr. Vien Dang Phu, a member of the Ta Oi ethnic group who is pursuing his dream of developing tourism in his hometown of A Roang (A Luoi 4 Commune), believes that the highlands have countless stories to tell, but lack people who can tell those stories in a compelling way.
According to Mr. Phu, tourism development in many places today is still largely based on individual experience, with people doing whatever they know how to do on their own. What is most lacking is a systematic investment strategy to transform local resources into professional tourism products. “I hope there will be greater investment to better develop these resources and create more well-designed tourism products for visitors. When that happens, more tourists will come,” Mr. Phu shared.
This concern is also shared by many highland residents who hope to make a living from tourism. Apart from holidays and weekends, the number of visitors to the highlands remains relatively low. Many promising ideas struggle to move forward due to a lack of funding, limited connections with travel companies, and a shortage of partners with the commitment and the vision needed to support them.
From Strategy to Action
In its tourism development strategy, Hue City is gradually expanding its range of visitor experiences rather than focusing solely on the city center. According to Plan No. 188/KH-UBND on the development of ecotourism and community-based tourism for the 2026–2027 period, the mountainous region—with its streams, waterfalls, and indigenous culture - has been identified as one of the city's four distinctive tourism zones. This is a necessary direction, as Hue’s tourism sector needs new products and experiences to encourage visitors’ longer stays and reduce pressure on the city center during peak travel seasons.
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| Revived traditional festivals in the highlands help both preserve local culture and fostering tourism development |
Ms. Duong Thi Thu Truyen, Deputy Director of the Department of Tourism, believes that if sufficiently attractive tourism products are developed, the Nam Dong highlands could also attract cruise ship passengers as well as international visitors seeking authentic local experiences.
However, there remains a significant gap between strategic planning and practical implementation. Mr. Nguyen Ngoc An, Director of Hue Connection Travel Co., Ltd., who has many years of experience working with highland tourism products, shared that sustainable tourism cannot be developed through short-term approaches or by simply following trends. Tourism products centered on mountains, indigenous culture, or trekking (adventure and long-distance hiking) require extensive research and careful planning. According to Mr. An, those developing such products must truly “live and breathe” the destination - immersing themselves in the local way of life, understanding its customs and culture, and recognizing the unique characteristics that distinguish it from other places. “If it is done superficially, it will end up looking very similar to everywhere else,” Mr. An said.
At present, many highland localities organize festivals, showcase traditional culture, promote local cuisine, and develop homestay services. However, if we simply repeat the same models and experiences, there would be no uniqueness that visitors seek when choosing a destination.
The highlands of Hue need to establish a distinct identity rather than follow well-worn paths. This could take the form of trekking journeys connected to the stories of the Truong Son Mountains, or immersive experiences living alongside the Pa Co, Ta Oi, and Co Tu communities during the farming season. It could also include culinary workshops where visitors venture into the forest to gather ingredients, prepare traditional dishes, and listen to the stories behind each meal. All experiences should come from authentic local life and culture rather than from staged “tourism versions” that lack genuine emotional connection.
Mr. Le Hoang Vu Hai Quang, Vice Chairman of the People's Committee of A Luoi 1 Commune, believes that tourism development is an important strategy for improving livelihoods in highland communities. However, significant challenges remain, including limited investment resources, insufficient collaboration with travel companies, and difficulties in attracting large-scale investors.
For highland tourism to truly take off, strategic plans must be translated into actions. This includes training local residents to engage in tourism more professionally, developing tourism products with greater depth and authenticity, organizing site visits and networking opportunities with businesses, strengthening promotional and marketing efforts, and, most importantly, preserving the originality and cultural identity.