When cinema becomes the messenger of tourism
In recent years, from independent filmmakers to international cooperation projects have chosen Vietnam as a filming location. The reach of cinema does not stop at artistic emotions, but also opens up journeys of real-life discovery, where the audience wants to touch the lands that have once been present in the frame.
Recently, the presence of Vietnam's tourism and film industry at the 78th Cannes Film Festival in France (May 13 - 24, 2025) is not only an effort to promote the national image through seventh art, but also a testament to the innovative thinking in destination promotion - when cinema becomes a bridge between Vietnam and the world.
At the Vietnam Cinema Night event within the framework of the Cannes Film Festival, Mr. Nguyen Trung Khanh - Director of the Vietnam National Administration of Tourism - affirmed that Vietnam is a country rich in cultural traditions, possessing majestic natural landscapes, diverse ecosystems and especially humane and open people. Those values are valuable materials for cinema - an art form with special influence of spreading and connecting.
According to Mr. Khanh, every land of Vietnam contains a unique story, and cinema is an effective means of storytelling, helping to convey emotions and images in a realistic and impressive way. Cinema can turn a small street, a rural market, a look, a sea breeze ... into a memory, an impression, a destination in the heart of the global audience.
We are striving to build a more favorable environment for film production activities, supporting foreign film crews to the maximum, and at the same time expanding partnerships in promotional activities, promoting destinations through cinema and digital media, said Director Nguyen Trung Khanh.
Vietnam's double potential
Vietnam is both a developing film market and an inspiring destination for international film projects.
Ms. Ngo Phuong Lan - President of the Vietnam Cinema Development Promotion Association (VFDA) - commented that Vietnam is entering a potential period of the film industry. Vietnam is gradually becoming an attractive and competitive destination in the Asian film industry, with beautiful natural landscapes, a team of professional human resources, increasingly complete infrastructure and active support from the Government.
According to Mr. Nguyen Trung Khanh, Vietnam has a rich "landscape library", from the Northwest mountains and forests, the central coast to the ancient city, the countryside or the dynamic city. In addition, the rich cultural values of the 54 ethnic groups living together are an endless source of documentary for multidimensional cinematic stories.
Moreover, Vietnam has a dynamic local human resource team, with young, enthusiastic filmmakers and well-trained in many positions such as assistant director, filming, lighting, art design, production management, on-site translators...
The cooperation between local human resources and international filmmakers helps optimize costs while also providing in-depth understanding of culture, language and effective working methods in the locality.
Director Luong Dinh Dung shared with Lao Dong: World cinema used to have footage filmed on set in Vietnam, bringing beautiful scenes of Vietnam to the international community, but for me it was not enough, I wanted to bring more special images and life that had never been brought to the world screen. For me, Vietnam is like a beautiful and beautiful poem.
The Vietnam National Administration of Tourism is focusing on implementing the Strategy for connecting tourism and cinema in the future with key orientations: Creating a legal corridor and a favorable policy environment; Improving the capacity of the ecosystem to support film production and develop tourism products; Strengthening public-private cooperation and international cooperation; Promoting and promoting the integration of tourism - cinema.
