(TITC) – On 8 July, in Ha Noi, Chairman of the Viet Nam National Authority of Tourism (VNAT) Nguyen Trung Khanh received a Bhutanese tourism delegation led by Damcho Rinzin, Director of the Department of Tourism of Bhutan.
Welcoming the delegation, Chairman Nguyen Trung Khanh introduced the functions and responsibilities of the Viet Nam National Authority of Tourism, as well as the recent achievements of Viet Nam‘s tourism sector. As the national tourism administration under the Ministry of Culture, Sports and Tourism, VNAT is responsible for formulating tourism policies and development strategies, while leading destination marketing and tourism promotion activities to enhance Viet Nam’s competitiveness in the global tourism market.
Chairman Nguyen Trung Khanh noted that Viet Nam’s tourism industry continues to sustain strong growth and is steadily reinforcing its position as one of Asia’s leading travel destinations. Entering a new stage of development, the sector is shifting its focus from quantitative expansion to quality-driven growth, with sustainability serving as the guiding principle. Priority is being given to developing high-value tourism products built upon the country’s rich cultural heritage, natural assets and distinctive local identities, with the aim of extending visitors’ length of stay, increasing tourism spending and delivering more meaningful travel experiences.
Highlighting Viet Nam’s tourism potential, the Chairman emphasized that the country possesses abundant and diverse tourism resources, including more than 3,200 kilometres of coastline, spectacular landscapes, and a wealth of cultural and natural heritage of outstanding value. Building on these strengths, Viet Nam’s Tourism Development Strategy identifies four flagship tourism product groups: marine and island tourism, cultural tourism, ecotourism, and urban tourism.
Commending Bhutan’s tourism development model, Chairman Nguyen Trung Khanh said Bhutan has successfully positioned itself as a high-value, sustainable destination while preserving its unique cultural traditions and pristine natural environment. He noted that this development approach closely aligns with Viet Nam’s vision of improving tourism quality through sustainable growth and responsible destination management.
The Chairman also underlined the considerable potential for tourism cooperation between Viet Nam and Bhutan. Both countries possess rich cultural traditions shaped by Buddhist heritage, providing a solid foundation for developing cultural and spiritual tourism products. In addition, their shared strengths in agriculture and community-based tourism present valuable opportunities for cooperation in promoting sustainable rural tourism. Viet Nam currently has five villages recognised by UN Tourism as “Best Tourism Villages”, demonstrating the country’s commitment to tourism development that safeguards cultural heritage while creating sustainable livelihoods for local communities.
To strengthen bilateral tourism exchanges, Chairman Nguyen Trung Khanh proposed that the two sides explore the possibility of signing a Memorandum of Understanding on tourism cooperation, increase exchanges of familiarisation trips and media trips, share tourism management experience, and enhance joint destination marketing and promotional activities. He also suggested that both sides work with the relevant authorities to study the feasibility of establishing direct air services when conditions permit, thereby facilitating travel and stimulating two-way tourism.
For his part, Director of the Department of Tourism of Bhutan Damcho Rinzin expressed his admiration for Viet Nam’s impressive tourism achievements, particularly its strong recovery and sustained growth in recent years. He noted that the number of Vietnamese visitors to Bhutan remains relatively modest, at around 2,000 annually, with most travelling for spiritual tourism. Bhutan looks forward to strengthening tourism cooperation with Viet Nam to promote greater two-way visitor exchanges and fully supports the cooperation initiatives proposed by Chairman Nguyen Trung Khanh.
During their visit, the Bhutanese delegation will tour several signature destinations across Viet Nam, including Lo Lo Chai Village in Tuyen Quang Province, one of UN Tourism’s Best Tourism Villages. The visit will provide an opportunity to learn from Viet Nam’s experience in developing community-based tourism that promotes cultural preservation while advancing sustainable development.
Tourism Information Tehnology Center
