Restructuring tourism, preserving cultural identity

Expanded tourism space: Opportunities and challenges

From the case studies of provinces proposed for merger—such as Hai Phong-Hai Duong, Lam Dong-Dak Nong-Binh Thuan, Ha Giang-Tuyen Quang, or Bac Ninh-Bac Giang—it is clear that the potential exists to form new tourism growth poles. As administrative boundaries expand, diverse tourism resources become integrated, enabling the creation of longer, more engaging travel routes in terms of both content and geography.

Previously, domestic tours were typically confined to a “one province–one product” model, often limited by infrastructure connectivity. Now, with the expanded spatial framework, localities are better positioned to develop integrated tourism zones that include coastlines, forests, highlands, heritage sites, spiritual destinations, and community experiences, while also crafting specialised products by sub-region to avoid resource fragmentation.

A prime example is the proposed Hai Phong–Hai Duong merger, which could establish a seamless tourism route linking the Con Son–Kiep Bac heritage complex and the Chu Van An Temple to coastal retreats such as Do Son, Cat Ba, and Lan Ha. Within a single itinerary, visitors can experience a full spectrum of cultural and ecological landscapes.

Similarly, a unified region comprising Lam Dong, Dak Nong, and Binh Thuan could become a new “tourism triangle” of the South Central and Central Highlands, combining highland climate, the turquoise seas and white sands of Mui Ne, and the cultural richness of Central Highlands villages. Such inter-regional products would be unique and compelling for both domestic and international tourists.

The Buon Don Elephant Festival is one of the Central Highlands’ most distinctive celebrations.

Experts agree that the merger process is not just about geographical repositioning, it offers localities the opportunity to restructure their tourism development strategies towards professionalism, modernity, and sustainability. Integrating distinct strengths—ecotourism in Lam Dong, marine tourism in Binh Thuan, and forest and indigenous culture tourism in Dak Nong—requires a strategic vision to allocate resources and develop coherent, non-overlapping product lines.

The expanded spatial scope allows for the planning of larger-scale, better-integrated tourism zones in terms of infrastructure and services, fostering stronger regional linkages. Previously underdeveloped “blank zones” in tourism, disconnected due to administrative boundaries, could now become central connecting hubs.

According to Dr Bui Hoai Son, permanent member of the National Assembly’s Committee on Culture and Society, the merger presents an opportunity for provinces to plan and reorganise their tourism product systems methodically, rather than developing in isolation and fragmentation as in the past. Inter-regional tourism programmes spanning mountains, plains, and coastal areas can now offer more coherent, attractive experiences and a more complete journey for travellers.

Preserving heritage names: Safeguarding memory, protecting brands

One of the greatest concerns following provincial mergers is the risk of diluting historical and cultural values deeply embedded in the community’s collective consciousness. While tourism spaces may expand, the names of heritage sites, monuments, and landmarks must be preserved as inseparable components of local identity.

The Ministry of Culture, Sports and Tourism has issued a directive prohibiting the renaming of recognised cultural and natural world heritage sites, special national sites, national monuments, and provincial-level relics. These names represent not only community memory but also tourism brands cultivated over time, asserting their place on the domestic and international tourism map.

Names such as Con Son–Kiep Bac, Mui Ne–Phan Thiet, Dong Van–Ma Pi Leng, Mu Cang Chai, or Hoi An are more than just administrative labels, they are cultural sediment layers tied to local pride and emotion. Le Phuong Lien, a tourist from Ha Noi, shared: “What makes me remember and return isn’t the province’s name, but the feelings evoked by the customs, cuisine, folk arts… What lingers after a trip is the cultural identity of the people there.”

It is clear that in tourism, experience is the core value, and cultural identity is what makes a destination magnetic. Sustainable tourism development cannot be separated from local communities. Preserving customs, traditions, languages, festivals, attire, and indigenous knowledge is the way to create in-depth, distinctive tourism products that truly resonate with visitors.

The provincial merger is a chance to redefine tourism development. Rather than fragmented, spontaneous growth, the direction should be one of identity, creativity, interconnection, and sustainability. Spatial planning for tourism must be based on sub-regional structures, with each locality clearly defined as a component in the value chain, where identity is the element that sets it apart.

Changing administrative boundaries is an administrative step, but the tourism strategy in this new phase must not erase memory; rather, it should enrich cultural layers so that each region, regardless of its new name, remains a familiar and beloved destination in the hearts of travellers from all over.

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