Tourism promotion through cinema is a story that has been frequently mentioned in recent years, with many potentials and opportunities. Despite plans, the cooperation between the tourism and cinema sectors has not brought about efficiency, causing the lack of imprints in promoting the image and culture of the nation.

The movie “Toi Thay Hoa Vang Tren Co Xanh” (Yellow Flowers on the Green Grass) has helped identify Phu Yen Province with the brand, “the land of yellow flowers and green grass). (Photo: DPCC)

At an international conference on investment promotion for the development of tourism brands through cinema, which has been in Khanh Hoa Province, both domestic and international experts said Vietnam has a lot of potential to promote tourism through cinema, including its geographical location, rich and favourable climate, a system of attractive relics and unique cultural heritages, many locations and landmarks that can be used as film sets, and advantages of human resources, etc. If the potential is exploited well, cinema will not only be a tourism promotion channel but also have the potential to become an attractive tourism type for visitors.

Reality has proven that in countries such as the Republic of Korea, China, Thailand, New Zealand, the US, the UK and Japan, many destinations have become famous, attracting tourists from around the world, thanks to cinema. The film-based tourism model has affected the public's curiosity through images of destinations (film sets, natural landscapes and relic sites, etc.). Besides, there are other activities to experience and visit, such as the parks built under the theme of movies and films, the locations where filming and photography activities are taking place, and big events.

Some typical examples of promoting tourism through cinema are the tour themed “The Magic of Harry Potter” which helped Universal Studios in Orlando witness an increase of nearly 6 million visitors and the tour “King Kong 3-D”, which helped Hollywood increase 26% of visitors, with more than 5 million.

Thanks to cinema, many destinations have become famous, attracting tourists from around the world. The film-based tourism model has affected the public's curiosity through images of destinations (film sets, natural landscapes and relic sites, etc.).

In Vietnam, the recent film “A Tourist’s Guide to Love”, which was a Netflix publication and filmed according to Hollywood standards, created a “fever”, contributing to tourism stimulation at six localities including Hanoi, Ho Chi Minh City, Da Nang, Hoi An, My Son and Ha Giang.

From the above examples, it can be seen that taking advantage of the influence of cinema has contributed to promoting many tourism activities and services and enriching the choices of tourists. At the same time, it has shown the close cooperation among the units to tilizat the tilization of available resources in the development journey, towards the construction of the film industry and tourism development.

To create effective coordination between cinema and tourism, the experts proposed that in the near future, it is crucial to focus on several key tasks, including conducting studies and research to improve the products’ quality; renovating contents and forms of operation and promotional campaigns; promoting investments with depth and identity suitable to Vietnam's potential and culture and history; increasing the frequency of introducing Vietnamese films on many channels (such as television, cyberspace, and online movie watching applications); and expanding bilateral and multilateral cooperation with regional and international countries, to encourage the export of cinematographic products.

In addition, it is necessary to focus on promoting the application of information technology in film production and tourism promotion, including the promotion of the destinations’ images on LED screens at city gateways, airports and tourist attractions, as well as the application of 3D/360 Technology in promulgation of information.

According to statistics, Ho Chi Minh City has been effectively implementing these forms in combination with the direction of developing a group of tourism products in terms of culture, history, ecology, community and culinary culture, towards becoming a unique destination. Those efforts and initial success are the motivation for other localities and units to have more opportunities to exchange and learn, while promoting the journey of developing tourism brands through cinema to accomplish greater achievements.

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