Success and lessons
Among the 12 cultural industry sectors approved by the Government, cinema has emerged as a key industry, providing an important driving force to promote socio-economic development.
As a bridge between art and economy, the film industry not only creates cultural value but also opens up opportunities for tourism and trade development.
In that context, the recent announcement of the Production Attraction Index (PAI) by the Vietnam Film Promotion and Development Association (VFDA) as a tool to assess the attractiveness of localities to film crews has created a remarkable turning point.
The PAI index was first launched in November 2023, with five main components including finance, information, field, legal and infrastructure.
This is not simply a ranking list but a comprehensive analytical framework that helps localities understand their potential and limitations in attracting film crews.
In the first year of implementation, this index received participation from 37 provinces and cities, nearly four times higher than the initial number.
Notably, Phu Yen – a locality once known through the film "I see yellow flowers on green grass" – continues to lead the rankings thanks to strong financial and infrastructure support.
The remaining localities in the top 10 include Quang Ninh, Nghe An, Da Nang, Ho Chi Minh City, Thua Thien Hue, Thanh Hoa, Ha Tinh, Tuyen Quang and Ninh Binh. These are all areas with thorough preparations, from promoting destinations to providing transparent information and prompt legal support for film crews.
The localities in the top 10 have demonstrated effective coordination between the government, the film industry and local businesses. For example, Phu Yen and Thanh Hoa stand out with practical financial support policies, while Ninh Binh and Da Nang impress with modern infrastructure and transparency in legal procedures.
These results not only help to enhance the image of localities on the map of Vietnamese cinema but also attract the attention of international filmmakers. As Dr. Ngo Phuong Lan, President of VFDA, likened the PAI Index to a "five-pointed star" guiding film crews to unexplored lands.
Bridge between cinema and local
While the top 10 list recognizes commendable efforts, it also raises the question: Why are other localities, despite their great potential, still missing from the rankings? Da Nang – a tourism and economic hub in the Central region; or Quang Nam with Hoi An ancient town and rich natural landscapes – absent from the list?
It can be seen that the biggest challenge lies in the lack of synchronization in development strategy. Some localities do not have clear financial policies, have not invested enough in infrastructure for film production, or have not built a specialized team to support film crews.
In addition, complicated legal procedures are also a major barrier that makes filmmakers hesitant to choose these localities as destinations.
From an economic perspective, PAI is not only an evaluation tool but also acts as a bridge between film and local development. Participating localities not only expect growth in the film industry but also aim to develop tourism and create jobs.
However, PAI is also a reality check, requiring provinces and cities to continuously improve to catch up with international standards.
Currently, only 37 out of 63 provinces and cities are applying this index. That means there are still many localities that have not realized the potential of the film industry in boosting the economy and promoting culture. This is something that needs to change if Vietnam wants to become an attractive destination on the world cinema map.
Dr. Ngo Phuong Lan emphasized that PAI is "a journey to perfection, not perfection from the beginning". With the goal of having 63 provinces and cities participating by 2025, localities need to focus more on infrastructure investment, improving administrative procedures and strengthening international cooperation.
In particular, the launch of the Vietnamfilmproduction.vn platform has opened up a comprehensive support tool for film crews. From detailed information about filming locations to support policies, this platform promises to become a bridge between filmmakers and localities.
This is also a big step forward to help the Vietnamese film industry improve its professionalism and create attractiveness to international partners.
The success of the PAI Index in its first year of implementation shows the great potential of the film industry in promoting socio-economic development.
However, to fully exploit this potential, there needs to be coordinated efforts from the government, businesses and film organizations. Localities that have not yet made it to the rankings need to learn from the experiences of the top 10 localities and find their own path that suits their strengths.
As a "guiding star," PAI not only helps filmmakers discover potential locations but also motivates localities to improve themselves, contributing to making Vietnam a prominent destination on the international cinema map.
(Article from the Central Highlands - Central Spring Labor publication 2025)
