Agritourism finds a ‘fitting home’ in Vietnam

The emerging global phenomenon of agritourism has found a “fitting home” in Vietnam, wrote RMIT Vietnam’s senior program manager for tourism and hospitality management Dr Jackie Ong.

Agritourism, which encompasses tourism activities centred around agriculture, farmers and rural landscapes, can provide a comprehensive, immersive experience that is entertaining and educational.

Vietnam has seen a surge in agricultural tourism of late. Local governments, organizations and individuals have invested in leveraging agricultural elements to develop culturally rich tourism products that meet tourist preferences. Utilizing local food, beverages, handicrafts, and fruits elevates the experience.

In northern Vietnam, tours highlight rice cultivation and traditional crafts, like the cultural rice fields experience and heritage trail at the Duong Lam ancient village in Hanoi. In the central and highlands regions, offerings showcase agricultural diversity, like the ethnic minority village tour in Nam Giang district, Quang Nam Province.

High-tech agricultural tourism has also seen significant growth across different localities as well. Despite limited statistics, reports indicate growing participation in agricultural tourism, fostering income and economic development.

Agritourism can play a pivotal role in preserving cultural identity. By infusing educational elements into agritourism experiences, visitors can gain a deeper understanding of the traditions and culture, as also the importance of sustainable practices, “fostering a more meaningful connection with the destination.”

Moreover, this mutually beneficial interaction creates a sense of community and understanding between farmers and tourists, making agritourism a catalyst for holistic and sustainable rural development.

Lack of professionalism

Despite the recent surge, several challenges impede the realization of agritourism’s full potential in Vietnam.

Despite the country's rich resources, the current landscape of agricultural tourism lacks a professional touch. Activities often emerge on a small, spontaneous scale, lacking a cohesive brand strategy. This has resulted in tourism products that struggle to captivate visitors' interests.

Another challenge is in service quality, with many local farmers lacking the requisite skills for professional hospitality. This deficiency results in “simple and underexploited tourism products, limiting the potential for visitor spending.”

The third challenge is connectivity issues, with constrained collaboration between travel businesses and agricultural destinations. This prevents the creation of integrated and appealing tourism products.

Another “set of challenges” has to do with the shopping experience within agricultural tourism. Products typically lack branding and attractive packaging, making the visitor uncertain about quality and safety.

The fifth challenge is a shortage of skilled human resources, especially in service-oriented roles. This impacts the delivery of high-quality and innovative agricultural tourism experiences. The lack of training in operational management for agricultural destinations and craft villages exacerbates these constraints.

Insufficient and non-specialized promotional and marketing efforts for agricultural tourism present the sixth challenge. Current efforts primarily focus on general tourism promotion, neglecting the distinct appeal of agricultural tourism.