Brian Jeffrey
Impact of Film on Tourism in Vietnam
The popularity of certain countries as travel spots has greatly increased, especially due to the influence of major films, as stated by Nguyen Trung Khanh, head of the Vietnam National Authority of Tourism (VNAT).
Specific regions in Vietnam, such as Quang Binh, Ninh Binh, Hoi An, and Ha Long, have gained international recognition after hosting film shoots, showcasing these locations in movies that are viewed worldwide.
Bui Van Manh, director of the Ninh Binh Tourism Department, shared that after the film “Indochina” debuted in 1992, the Tam Coc – Bich Dong area became well-known to international tourists, especially from France.
Today, travelers from France and Europe constitute about 80% of the visitors to Tam Coc – Bich Dong, a marked increase compared to before the film was released.
Experience from Vietravel’s Ngo Minh Quan highlights how Scotland’s Wallace Monument saw a 300% increase in visitors after the release of “Braveheart” in 1995.
Recently, the shooting of “Mission Impossible” in Sydney in 2023 led to a 200% increase in tourism to Australia in the same year.
Nguyen Chau A, CEO of Oxalis, spoke about collaborating with filmmakers to promote Quang Binh’s Son Doong Cave, emphasizing Vietnam’s attractive and diverse scenery that appeals to foreign directors.
Nevertheless, there’s a request for better licensing processes, maintenance of security, and support during filming from overseas filmmakers, who also look for tax incentives, particularly regarding VAT and personal income tax. Hollywood seeks improvements in Vietnam’s production and logistical capabilities to meet international standards, A noted.
Film and Tourism Cooperation
Ngo Phuong Lan, president of the Vietnam Cinema Promotion and Development Association, referenced Minister Nguyen Van Hung, highlighting two films—‘Yellow Flowers on Green Grass’ (2015) and ‘Kong: Skull Island’ (2016)—as prime examples of the synergy between film and tourism.
Lan advocates for incorporating tourism elements in films, arguing that high-quality content can indeed promote local attractions effectively. “If we fail to do this, both film success and tourism promotion will suffer,” she said.
To draw more film projects, including foreign crews, Lan suggested Vietnam adopt favorable policies and tax incentives to increase appeal for filmmakers, stating that compared to Thailand’s ability to attract numerous crews, Vietnam’s numbers are significantly lower.
Lan warned that without attractive incentives, Vietnam risks losing potential clients to countries that actively welcome filmmakers.
Deputy Minister Ho An Phong emphasized the need for Vietnam to learn from countries with robust film industries. He suggested not only connecting with major film hubs but also hosting promotional events to understand filmmakers’ desires better.
Minister Hung reaffirmed the ministry’s commitment to merging tourism promotion with film, announcing plans for joint promotional programs and events.
This includes a Hollywood tourism promotion event scheduled for September 21-28, presenting a valuable opportunity for Vietnam to showcase its landscapes and culture.
Five contracts are anticipated to be signed, ensuring local authorities will support visiting US film crews.
