For generations, this place has not only been a famous vegetable farm in Quang but also a symbol of the harmony between traditional agriculture and community tourism.
Tra Que vegetable village, in Cam Ha commune, Hoi An city (Quang Nam), has existed for more than 400 years, famous for its typical herbs such as basil, perilla, green onions... grown using traditional organic farming methods. The special thing is that the only fertilizer used is the seaweed taken from the De Vong River flowing through the village. This creates a unique and unique flavor that cannot be mixed with Tra Que vegetables.
However, the real turning point came when the people here decided to do tourism in their own way. Without high-rise snails or luxury restaurants, Tra Que chose a path to develop community tourism, where each farmer is both a vegetable grower, a tour guide, and a local cultural ambassador.
Ms. Nguyen Thi Huong, one of the pioneers opening homestays in the village, shared: In the past, my whole life I could only put my face in the vegetable bed. But when I saw foreign tourists enjoying what I did every day, I suddenly thought: Why not turn that simple thing into a tourism product?".
From that thought, Ms. Huong and many households started to open their doors to welcome guests, instruct them on how to make soil, sow seeds, water with traditional bamboo sticks, and even teach them how to cook rustic dishes such as: vegetable soup for exercise, braised snakehead fish. Each experience is filled with friendliness and rusticity, making visitors feel like returning to a peaceful memory land.
Michael, a tourist from the UK, could not hide his emotions after the tour: I have been to many big cities, but Tra Que gives me a completely different feeling. Here, I get to touch the soil, sow each seed and see life slow down. The fresh Spring roll from fresh vegetables is the best meal in my journey to explore Vietnam.
Not only international visitors but many young domestic people also come to Tra Que as a way to balance behind the chaos. On social networks, the image of lush green vegetable beds, the bright smiles of farmers, or the moment tourists work hard to make dirt, have become a symbol of a sustainable and connected lifestyle.
From 2018 to present, the number of tourists to Tra Que has increased by an average of 15% per year. In 2024 alone, the village welcomed nearly 60,000 visitors, of which more than 65% were international visitors. According to statistics from the Hoi An Culture - Sports and Television Center, revenue from community tourism activities in Tra Que brings stable income to more than 200 households, with average income double that of simple agriculture.
The Hoi An City government recognizes the potential of this model and has actively supported the community. Mr. Nguyen Van Son, Chairman of Hoi An City People's Committee, said: "We clearly identify; developing tourism does not mean concreting. Que tea is a vivid proof that cultural preservation and economic development can go hand in hand. The city has supported training in communication skills and foreign languages for people, while connecting with international organizations to promote the image of vegetable villages to the world.
Along with that, Quang Nam province is also promoting the green tourism development strategy for the period 2021 - 2025, with a vision to 2030. According to the Department of Culture, Sports and Tourism of Quang Nam, the locality aims to have at least 50% of tourist attractions meeting green criteria according to national standards by 2025. Tra Que is one of the pioneering models, clearly demonstrating community membership, environmental friendliness and preserving indigenous cultural values.
With perseverance and continuous innovation, Tra Que has been honored by the World Tourism Organization (UN Tourism) as "Best Tourism Villages 2024". Mr. Zurab Pololikashvili, UN Secretary General, commented: Tra Que is an ideal model for sustainable tourism development. The local community has proven that traditional values, when properly preserved, can become invaluable assets.
Tra Que's success did not come overnight. That is the result of a process of efforts from the community - those who dared to step out of the dead end to light up new hope for their homeland. The harmonious coordination between people, governments and international organizations creates a circle of sustainable development.
Tra Que is now not only a place to supply vegetables to Hoi An or Da Nang, but also a green tourist destination, where foreign tourists are brilliant with wearing conical hats and cloves, but their eyes are full of excitement when being instructed on how to make soil and grow vegetables with local people. The bustling yet peaceful atmosphere, as if time had slowed down here, gave way to the connection between people and land and nature.
