On 19 October 2023, Tân Hoá village in Quang Binh province, Viet Nam was recognized by the United Nations World Tourism Organization (UNWTO) as one of the world’s best tourism villages.
The award capped over a decade of efforts by local stakeholders and Oxalis Adventure to transform an isolated village into what Oxalis Adventure CEO Nguyen Chau A calls “a sustainable and well-managed tourist destination”.
Image courtesy of Oxalis Adventure
In our recent conversation, Mr. Nguyen explained that developing Tân Hoá village was a surprising bonus of their efforts: “Initially, our focus was not on the development of the village but on the exploration of Tu Lan Cave system in Tân Hóa village,” he tells us.
Tân Hoá village’s location, in a large, flat valley bisected by the Rao Nan River and surrounded by limestone mountains, creates a problem for the villagers: the area experiences floods annually in October and November, reaching a high water mark of 12m. And yet it enjoys undeniable beauty, aside from its location near the Tu Lan Cave System: its gorgeous landscapes have made the area a popular shooting location for TV shows and movies.
Mr. Nguyen is optimistic about the results from collaboration between Oxalis Adventure and Tân Hoá village stakeholders: “Tân Hóa is poised to become a paradigm of a thriving Public-Private Partnership (PPP) in tourism,” he marvels. Mr. Nguyen hopes that Oxalis Adventure’s experiences can help “influence and enable other locales within Quang Binh and further afield to embark on their own journeys towards sustainable tourism practices.”
Our interview with Mr. Nguyen follows below; the answers have been edited for length and clarity,
Image courtesy of Oxalis Adventure
Tân Hoá village is the “seasonal flooded zone” of Quang Binh province and also, long ago, one of the poorest villages there. How did Oxalis Adventure’s involvement in Tân Hóa village begin, back in 2011?
The journey of Oxalis Adventure began with a passion for spelunking. In 2011, Oxalis was granted a license to conduct adventure tours within the Tu Lan Cave System.
As Tân Hóa village serves as the portal to these subterranean marvels, it organically evolved into the launchpad for their expeditions. This proximity to Tân Hóa inevitably fostered a connection with the local inhabitants, intertwining their destinies.
Image courtesy of Oxalis Adventure
How did Oxalis Adventure work with the local community to build Tân Hóa village as a tourist attraction – eventually winning UNWTO Best Tourism Village this year?
Our journey organically evolved into a collaborative effort with the Tân Hóa community.
- Oxalis initially employed local residents as tour guides, porters, and support staff. Today, the company proudly employs over 100 local men in tourism roles and collaborates with 20 families who offer authentic home dining experiences and homestays. This initiative has not only provided a stable income for the locals but also introduced them to the tourism industry.
- We also invested in comprehensive training programs, designed to equip villagers with essential skills in hospitality, safety protocols, and basic English, and enhancing their capabilities to serve the growing tourism sector.
- In partnership with the community, Oxalis has facilitated the construction of vital tourism infrastructure, including homestays, dining establishments, and improved village roadways, laying the foundation for a thriving tourism ecosystem.
- Our collaborative efforts with the villagers have led to the preservation and promotion of local traditions, cuisine, and culture. These initiatives encourage cultural exchange and instill a sense of pride and ownership within the community.
We’re committed to implementing eco-friendly practices to safeguard the natural beauty of the caves and their surroundings. We may also establish profit-sharing models or community development projects, ensuring that the benefits of tourism are distributed throughout the village.
Their dedication to community engagement and cultural conservation has been instrumental in securing the UNWTO Best Tourism Village award, a testament to their enduring commitment to responsible tourism.
What challenges did you have to overcome along the way?
Despite the prevalence of floating houses designed to withstand flooding, the community continues to adapt and coexist harmoniously with nature’s challenges, by achieving the following:
- Shift in Perspective: Transitioning from a traditional farming lifestyle to a tourism-centric mindset is a gradual process, requiring patience and persistent effort from the Tân Hóa community.
- Tourism Management: Regulating the flow of tourists to prevent overcrowding and environmental degradation remains a critical challenge.
- Cultural Integrity: Maintaining the village’s cultural authenticity while meeting tourist expectations demands strategic foresight and planning.
- Investment in Progress: The initial outlay for infrastructure and training represents a significant investment in the community’s future.
By surmounting these obstacles and championing a spirit of cooperation, Oxalis Adventure has played a pivotal role in transforming Tân Hóa into a sustainable and well-managed tourist destination.
In what ways do the floating homestays in Tân Hóa village contribute to the local economy, and how are the profits distributed among the villagers?
In 2023, Oxalis Adventure collaborated with Tân Hóa village authorities to transform 10 selected floating homes into weather-adaptive homestays. Their families received a $7,000 investment per household to renovate their homes, without the obligation of repayment.
Under the partnership, Oxalis assumes responsibility for marketing, sales, and operational management of the homestays, in addition to offering buffet breakfasts at Tu Lan Lodge, an Oxalis-owned facility. Meanwhile, the homeowners are in charge of housekeeping and attending to guests during their stay.
The average room rate is set at $50 per night, with homeowners earning 60% and Oxalis receiving 40% of the revenue.
Each month, Oxalis brings approximately 1,000 tourists to the village, enabling homestay owners to secure between 15 to 20 room nights monthly, translating to an income of $400 to $600. This initiative not only boosts local tourism but also contributes to the village’s economic development.
Image courtesy of Oxalis Adventure
How have public-private partnerships influenced the community-based tourism model in Tân Hóa village? Is Tân Hóa village an example of a successful public-private partnership?
The successful tourism model in Tân Hóa is a tripartite partnership among local authorities, the community, and businesses. It transcends the traditional community-based approach by fostering a collaborative environment where the community actively participates in, manages, and reaps the benefits of the tourism sector.
When Oxalis Adventure first ventured into Tân Hóa in 2011, the concept of trekking through caves and jungles as a form of tourism was foreign to many local authorities and residents. Initially, introducing foreign tourists to the area met with resistance, and integrating local participation in tourism proved challenging.
Over time, through persistent dialogue with local authorities and residents, Oxalis helped demystify the tourism industry. Joint efforts with the government were made to curtail illegal logging and hunting, gradually persuading former hunters and loggers to become stewards of the forest.
Recognizing the limitations of a community-based tourism model in the early stages—given that villagers were predominantly farmers and unfamiliar with tourism management—Oxalis opted for a Community Involvement approach.
This entailed integrating locals into tourism operations, employing many as porters, chefs, guides, and safety assistants.
As familiarity with tourism grew, the model evolved into Community Ownership, empowering locals to own and manage services like homestays, dining, and local product sales.
Image courtesy of Oxalis Adventure
What are the strategies employed by Tân Hóa village to preserve its unique culture and traditions while opening up to tourists?
Tourism can sometimes alter the cultural fabric and daily lives of communities. Tân Hóa seeks a harmonious balance between economic benefits from tourism and the preservation of its cultural identity.
Thus, Oxalis Adventure and local authorities in Tân Hóa work to ensure that tourism creates positive community impacts, and fosters a rural economic cycle without causing inflation, overcrowding, or environmental harm.
Annually, Oxalis plans to bring 10,000 to 13,000 tourists to the area on guided tours, adhering to itineraries that respect both the jungle and village life. To accommodate growth, we collaborate with local authorities to assess and plan for the village’s capacity.
Our activities promote mindful engagement and cultural presentation. Organized events present local traditions respectfully, ensuring their authenticity is maintained. Some traditions may be gently adapted for visitors, but the core values and practices remain intact.
Visitors are guided to dress modestly in sacred areas, showing respect for local customs. Specific zones are allocated for tourist activities, allowing traditional village life to flourish undisturbed.
Tourists are encouraged to engage with the local culture through activities like traditional dance, cooking with native ingredients, and learning village crafts, enhancing their appreciation for Tân Hóa’s heritage. Local guides, steeped in knowledge of Tân Hóa’s history and traditions, enrich the visitor experience with their narratives.
Staying with local families offers tourists an authentic insight into village life, fostering meaningful connections beyond the typical tourist path. Hosts are trained to share cultural practices with guests informatively and respectfully.
We also encourage the local community to engage in the tourism development process. The community’s voice is essential in directing tourism development, safeguarding traditional lifestyles. Visitor numbers are carefully managed, and homestays are built sustainably to preserve Tân Hóa’s environment.
Through these strategies, Tân Hóa aims to develop sustainable tourism that not only benefits the community economically but also honors and preserves its unique cultural identity.
Image courtesy of Oxalis Adventure
How do the authorities, community leaders in Tân Hóa village, and Oxalis Adventure plan for the long-term sustainability of the village’s tourism sector?
We rely on local authorities fulfill roles related to infrastructure enhancement, regulatory frameworks, and strategic promotion. Community leaders contribute skill development initiatives, cultural stewardship and inclusive decision making.
Finally, we at Oxalis Adventure commit to engaging in eco-conscious operations, ethical tourism advocacy and collaborative progress. Through a collaborative approach, Tân Hóa’s stakeholders aim to address the complexities of tourism development, aspiring to create a sustainable and culturally vibrant destination that benefits all.
All three groups are responsible for Tân Hóa Village’s Unified Strategy for Growth:
- Controlled visitor flow to prevent over-tourism and its associated environmental and social stresses;
- Broad-based prosperity through a fair distribution model that ensures tourism’s economic uplift extends throughout the village, improving the overall quality of life; and
- Commitment to sustainability – maintaining eco-friendly practices, waste management, and cultural conservation to retain Tân Hóa’s appeal for future generations.
What are Oxalis Adventure’s plans for the next few years – regarding Tân Hóa village, and other tourist activities around Quang Binh province?
We are embarking on an exciting journey to fortify Tân Hóa’s local economy through the development of a circular tourism supply chain.
Our strategy is to integrate more local households into our tour operations as providers of fresh, homegrown produce, including vegetables, meats, and other culinary essentials.
By becoming food suppliers for our tours, local families will access a steady income stream, funneling an estimated $200,000 USD back into Tân Hóa’s economy each year. On our part, by sourcing ingredients locally, we significantly cut down on our ecological impact while ensuring our guests enjoy the freshest fare.
For more on this picturesque village in Quang Binh, visit the official Tan Hoa village website; the official Oxalis Adventure website; and Oxalis Adventure’s social media: Facebook, Instagram, Twitter.
