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The collaboration between tourism and film is always expected to open up bright futures, but maintaining and developing this link while creating new brands requires a long-term strategy.
In Vietnam, there are plenty of examples of the connection between cinema and tourism, such as the surge in bookings for tours to Phu Yen, where scenes from the film were shot, after the movie "I See Yellow Flowers on Green Grass" was released.
Following the release of the film "I See Yellow Flowers on Green Grass," the number of tourists booking tours to Phu Yen has surged.
Similarly, the global blockbuster film Kong: Skull Island has contributed significantly to promoting the beautiful scenery of Ninh Binh province. Most recently, the film "Journey of Love," after only 4 days of release, impressively reached the 3rd position among the most-watched English-language films globally with 13.4 million hours of viewing, showcasing iconic Vietnamese landscapes including Hanoi, Ho Chi Minh City, Da Nang, Hoi An, and Ha Giang.
The reciprocal relationship between cinema and tourism is quite clear, but leaders in the Culture, Sports and Tourism sector frankly admit that, despite being a country with diverse natural landscapes and cultural identity, Vietnam has not yet attracted many foreign film crews compared to many countries in the region. The promotion of destinations through film remains limited to a few isolated examples, failing to effectively exploit the existing potential and advantages.
Vietnam's tourism and film industries have considerable potential and opportunities; however, to fully leverage the power of artistic creativity in general, and film in particular, to promote tourism, many obstacles still need to be overcome.
At the 2023 International Conference on Promoting Investment and Developing Tourism Brands Through Film, jointly organized by the Ministry of Culture, Sports and Tourism and Khanh Hoa province, many experts suggested that localities should proactively invite domestic and international filmmakers.
In addition, it is necessary to implement a comprehensive range of incentives regarding taxes, fees, and reductions in accommodation costs and entrance fees to scenic spots; attract investment in the construction of professional film studios; and complete the legal framework so that film crews can have the best working conditions.
To achieve a strong and effective connection between the tourism and film industries, a common voice is essential among businesses, film creators, and local authorities.
