Vang Vieng, Lao PDR

From Research to Real-World Impact in Viet Nam’s Tourism: A Conversation with VinUniversity’s Dr. Giang Phi

For Dr. Giang Phi, sustainability goes hand-in-hand with tourism in Viet Nam. Her trailblazing work in tourism and entrepreneurship at VinUniversity follows this mission: Giang’s extensive research focuses on sustainable tourism, community-based initiatives, and social entrepreneurship, aiming to address the challenges of rapid tourism growth in Viet Nam.

Image courtesy of Dr. Giang Phi

As the Founding Director of VinUniversity’s Entrepreneurship Lab, she has transformed it into a hub for social innovation, spearheading initiatives like hackathons and competitions to inspire value-driven, experiential learning.

To date, she’s written four books and received numerous accolades for her research and teaching. And most recently, she was part of a research team that was recently awarded the prestigious £1 million Trinity Challenge x MIT Solve 2024 grant for their Farm2Vet project, an AI-powered app that combats antibiotic resistance in Viet Namese livestock.

We recently had a conversation with Dr. Giang Phi to learn about her work, get her insights on Viet Nam’s tourism evolution, and hear her advice for fostering sustainability and innovation in the tourism sector.

As an academic with a focus on tourism in Viet Nam, what tourism issues or areas of focus does your research cover? What impact do you hope to make in your particular area of tourism research?

Growing up in Viet Nam, I have witnessed firsthand the transformative impacts of rapid tourism development over the last few decades.

While it has brought economic growth and global recognition, it has also raised significant challenges, including environmental degradation and social inequality. These experiences deeply shaped my path as a researcher.

Motivated by a desire to contribute to sustainable solutions, I pursued a PhD in Sustainable Tourism and Social Innovation at Griffith University in 2014. Over the last decade, my work has centered on promoting sustainable tourism development, particularly through community-based tourism (CBT), design thinking, and social entrepreneurship.

Viet Nam has experienced rapid growth in tourism over recent years. In your view, what are some key challenges facing the industry in terms of sustaining this growth and enhancing visitor experiences?

Viet Nam’s rapid tourism growth has created remarkable opportunities, but it also faces significant challenges in ensuring sustainability and improving visitor experiences.

The tourism industry practices marketing without commensurate investment in destination management. Promoting Viet Nam’s image must be matched with strategies to address issues like environmental degradation and uneven development; and initiatives for balancing visitor flows and enhancing infrastructure and services.

Another critical challenge is competition within Southeast Asia; many neighboring countries excel in human resource development and service quality. To compete effectively, Viet Nam must prioritize training and capacity building, particularly in emerging destinations such as mountainous regions.

Additionally, the current reliance on mass tourism needs to evolve. Viet Nam should focus on creating memorable and transformative experiences that not only enhance visitor satisfaction but also educate tourists about Viet Nam’s rich cultural heritage and ecological diversity.

Transformative tourism can also engage visitors as co-creators, involving them in activities like traditional crafts, farming, or conservation projects. This approach fosters a sense of shared responsibility for preserving destinations.

In my book Viet Nam Tourism: Policies and Practices, we stress the importance of equipping stakeholders with destination management expertise and human resource training to meet these challenges. By combining strong policies with a focus on quality experiences and workforce development, Viet Nam’s tourism industry can sustain its growth while competing effectively on a regional and global scale.

From your point of view as an adviser for CBT Travel and Consulting, what CBT projects in Viet Nam are showing the most promise? How healthy is the CBT sector in Viet Nam, and what work needs to be done to sustain it?

Community-based tourism (CBT) in Viet Nam has made remarkable progress, and many of CBT Travel and Consulting’s early projects remain successful today.

Notable examples include Mai Hich CBT in Mai Chau and Nghia Lo CBT in Yen Bai. These projects established key principles of effective CBT, which have since spread across the country. Other prominent CBTs, such as Sin Suoi Ho CBT in Lai Chau and Nam Dam CBT in Ha Giang, reflect this growth and the sector’s potential.

In Ha Giang for example, the province has seen a surge in the number of CBT projects thanks to its stunning landscapes, unique ethnic cultures, and increasing tourist interest.

However, many CBTs still lack diversified tourism offerings and low quality of services to attract and retain visitors. Branding remains underdeveloped, making it difficult for these communities to stand out in a competitive market. Governance structures are often insufficient, risking long-term sustainability.

To ensure the health and sustainability of Viet Nam’s CBT sector several key areas need attention:

  • Product development: Homestays should follow key design principles to ensure comfort and hygines for tourists. Communities must be supported in creating unique, high-quality tourism experiences that go beyond basic homestays – including cultural, culinary, and nature-based activities that highlight the area’s distinctive identity and integrate with daily livelihoods.
  • Branding and marketing: Stakeholders must work harder to build recognizable and authentic brands for CBT destinations. Effective marketing strategies can help connect these communities with the growing demand for meaningful and sustainable travel experiences.
  • Governance and management: To ensure long-term benefits and minimize conflicts, stakeholders must implement clear and inclusive governance structures that balance the interests of community members, local authorities, and tourism operators.
  • Training and capacity building: Continued investment in training programs is essential to equip communities with skills in hospitality, business management, and sustainable tourism practices.

How does the Entrepreneurship Lab at VinUniversity contribute to fostering innovation in Viet Nam’s tourism industry? Are there specific projects or partnerships that stand out for their impact?

The Entrepreneurship Lab (E-Lab) at VinUniversity plays a crucial role in fostering innovation in Viet Nam’s tourism industry by equipping students with entrepreneurial skills and sustainability mindsets. Given my background in social innovation and sustainable development, I have been particularly focused on fostering sustainability-oriented thinking among VinUni students.

One standout initiative was the Circular Economy for Sustainable Tourism in Quang Nam hackathon in 2021. This event, challenged students to develop innovative solutions for sustainable tourism in Quang Nam and Hoi An.

Over the course of the hackathon, 53 creative and actionable ideas were generated, addressing issues such as waste management, cultural preservation, and eco-tourism enhancement.

The Big Idea@VinUni competition focusing on 17 SDGs attracted over 2 million views on TikTok over its runtime.

What role do academic research and teaching play in preparing students to lead innovation initiatives that drive sustainable development in Viet Nam?

This is an excellent question, and one I often reflect on, especially as I teach the course “Leading Innovation Across Diversity.” The focus of this course is to cultivate students’ mindsets and equip them with tools to innovate effectively in diverse and complex contexts.

Contrary to the belief that only a select few are natural leaders or innovators, I firmly believe that all students have the capacity to lead and innovate when nurtured with the right approach.

Innovative teaching pedagogies play a crucial role in this process. Methods such as problem-based learning and flipped classrooms push students out of their comfort zones, encouraging them to think critically, adopt a systems perspective, and develop creative solutions to real-world challenges.

Academic research provides a strong scientific foundation and proven frameworks for sustainable development initiatives. Research helps students understand the complexity of global challenges and equips them with evidence-based strategies to address these issues. When students can connect theoretical insights with practical applications, they are better positioned to lead meaningful and impactful change.

Sustainable tourism often emphasizes preserving cultural and natural heritage. How do you see Viet Nam’s tourism industry evolving to prioritize these elements in the coming years?

Viet Nam’s tourism industry is in a unique position to prioritize the preservation of its rich cultural and natural heritage, which spans over 4,000 years of history.

However, there are ongoing challenges in protecting Viet Nam’s heritage. Waste management issues, the cementization of rural/natural areas, and visual pollution from non-authentic infrastructure are real threats to Viet Nam’s cultural landscapes. These require careful management to avoid degradation of our environment.

That said, there are significant opportunities for Viet Nam’s tourism destinations to integrate sustainability and preservation into their destination branding.

By positioning sustainability as a core pillar, Viet Nam can differentiate itself as a leader in responsible tourism. This can attract tourists who are increasingly looking for authentic, meaningful experiences that contribute to the conservation of cultural and natural sites.

Moreover, the rise of digital technology presents exciting possibilities for heritage preservation. For example, the Hanoi Night Tour project and the Son Dong Cave virtual tour are excellent examples of how digital tools can enhance visitor experiences while preserving the integrity of natural and cultural heritage.

In the coming years, I believe Viet Nam’s tourism industry will increasingly focus on sustainability and preservation, integrating these values into its tourism models and digital strategies.

From your perspective as an academic teaching tourism in Viet Nam,, which tourism developments or trends are you most excited by?

I am particularly excited by the growing emphasis on ESG (Environmental, Social, and Governance) principles and sustainability in tourism, which is gaining traction from both tourists and tourism suppliers.

More travelers are seeking destinations and experiences that align with their values of sustainability, and tourism businesses are responding by adopting more responsible practices. This shift is not only driven by consumer demand but is also being supported by the government, further encouraging the industry to align with these principles.

Another trend I find particularly promising is the growing focus on quality experiences rather than sheer volume of tourists. There’s a clear shift toward the transformative power of travel—experiences that go beyond mere consumption of tourism products and services. This is evident in the rise of slow tourism, where travelers seek deeper, more meaningful engagements with destinations, spending more time and immersing themselves in local culture and nature.

This trend is also pushing for stronger engagement with local communities, ensuring that tourism contributes to the well-being of residents while providing enriching experiences for visitors.

These developments signal a positive direction for Viet Nam’s tourism industry, where both tourists and suppliers are becoming more conscious of their impact. As a professor, I am excited to see how these trends continue to evolve, particularly in the context of educating the next generation of tourism professionals who will help shape a more sustainable and enriching tourism sector for the future.

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