Places like Viet Nam’s Mekong Delta are some distance away from the Greater Mekong Subregion’s most visited tourist spots. But its generational rural rhythms offer something many travelers increasingly seek: genuine connection with local culture, nature, and community.
It was this insight that led entrepreneur Bobby Nguyen to establish Mekong Rustic (now part of Rustic Hospitality) in 2014. Years working in the hospitality industry showed Nguyen that a growing segment of international travelers wanted to move beyond quick sightseeing stops, and would pay to fully immerse themselves in authentic local experiences.
Instead of building a conventional resort, he worked with farmers, gardeners, cooks, and artisans to create tourism experiences rooted in the everyday life of the Mekong Delta.
Equally central to Bobby’s vision: ensuring that tourism benefits the communities that host it. Mekong Rustic works closely with local households to ensure fair revenue sharing. During peak seasons, each household participating with Mekong Rustic earns an average of 15 to 20 million VND (about US$570–760) per month.
As Bobby explains: “I believe Viet Nam has great potential to become a leading destination for sustainable tourism — especially if we protect our rural landscapes and empower local communities.”
We spoke with Bobby Nguyen about building community-based tourism in the Mekong Delta, the opportunities for rural and agricultural tourism in Vietnam, and how tourism businesses can balance conservation with local livelihoods.
You founded Mekong Rustic in 2014, long before “community-based tourism” became a buzzword in Viet Nam. What gap did you see in the market – and in rural communities – that pushed you to start this journey?
When I started Mekong Rustic in 2014, the concept of community-based tourism was still relatively new in Viet Nam. However, what I observed in the Mekong Delta was very clear: rural communities possessed beautiful landscapes, rich cultural traditions, and a natural spirit of hospitality, yet most of the economic value generated by tourism did not stay with local people.
Many families were still struggling economically. Some even had to sell their land or homes and migrate to cities to find work. Why were people unable to sustain their lives on the land their ancestors cultivated for generations?
At the same time, international tourists were visiting the Mekong Delta in large numbers, but most of them only stayed for a few hours. They took photos of floating markets or river life and then moved on. This meant little economic benefit returned to the communities themselves.
Tourism, I believed, could be done differently. It could help visitors discover authentic local values, while also strengthening local livelihoods and creating opportunities for younger generations to come back home and build sustainable futures there.
Instead of building a conventional resort, we worked with local farmers, gardeners, cooks, and artisans to create experiences based on their real daily lives — cooking traditional meals, gardening, cycling through villages, visiting local markets, and discovering the river culture of the Mekong Delta.
Mekong Rustic began with a simple philosophy: Tourism should slow people down, reconnect them with local life, and ensure that communities directly benefit from tourism development. Over time, we’ve evolved beyond accommodation to become a platform for community participation and sustainable rural tourism development.
Mekong Rustic operates in Cai Be, Tan Phong Isles, and Phong Dien in the Mekong Delta. What criteria do you use to select a Mekong Rustic location – and how do you develop the properties to make the most of the setting?
When choosing locations for Mekong Rustic, we focus on three main factors.
The first is authentic rural life. The place must still have a living culture — farming activities, traditional cuisine, local crafts, and strong community interaction.
The second is natural landscape and ecological value. The Mekong Delta is defined by its network of canals, fruit orchards, wetlands, and river culture. We choose places where visitors can experience these landscapes in ways that respect and preserve the natural environment.
The third is community readiness. Tourism cannot succeed without local participation. We look for communities where families are open to collaboration, learning new skills, and working together.
Cai Be and Tan Phong Isles in Dong Thap Province offer authentic fruit orchard experiences and traditional river-based lifestyles typical of the Mekong Delta. My Khanh in Can Tho City is known for its beautiful gardens and long-standing agricultural traditions.
Our approach is always small-scale and integrated with nature. Instead of large developments, we design spaces that blend into the local landscape, use local materials, and encourage meaningful interaction between visitors and the community.
What opportunities in rural tourism do you see in Viet Nam – and what should local communities/local tourism stakeholders be doing to take advantage of these opportunities?
Viet Nam has enormous potential for rural tourism – many rural areas still maintain strong agricultural traditions, beautiful landscapes, and vibrant living cultures. These are exactly the experiences many travelers today are seeking. Rural tourism is well positioned to showcase these kinds of experiences for visitors.
However, communities should not rush into tourism development without preparation. Successful rural tourism requires thoughtful planning and community readiness.
Local stakeholders should focus on a few key priorities – starting with protecting cultural identity and maintaining environmental quality. Communities can also strengthen their storytelling and hospitality skills so visitors better understand the culture and way of life. Just as importantly, households need to work together and build local value chains.
Tourism works best when communities collaborate as a collective ecosystem rather than when individual households operate independently.
Agritourism is becoming more popular across Southeast Asia. In Viet Nam’s context, what makes agricultural tourism viable – and what are the risks if it is poorly managed?
Agritourism fits very naturally within Viet Nam’s rural context. The Mekong Delta is one of Southeast Asia’s most productive agricultural regions, which in turn creates many opportunities for immersive tourism experiences.
Visitors can have a wonderful time learning about natural farming practices, directly from local farmers. They can enjoy hands-on activities like harvesting fruit, cooking local dishes with families, and even observe traditional local livelihoods as part of a bike tour through local villages.
However, agritourism also carries risks. If it becomes purely commercialized, farmers may abandon real agricultural production and replace it with staged activities designed only for tourists.
Agritourism should remain rooted in authentic agricultural life. Tourism should support agriculture — not replace it.
You consciously practice a model that fairly shares with local communities – for example, practicing revenue-sharing among participating households, and elevating standards in storytelling, service, and cultural integrity. How do these practices ensure the long-term sustainability of tourism wherever you are, for both the local communities and your business?
For tourism to be sustainable, local communities must see real and long-term benefits. At Mekong Rustic, we work closely with participating households — including farmers, boat operators, cooks, local guides, and artisans, to deliver services and improve how these services are delivered.
Over time, this approach also builds community pride and ownership in tourism development.
We determine fair revenue sharing through open discussions with local families. We also help improve service quality through training and capacity building, and we work together to maintain international hospitality standards and guest satisfaction. All throughout, we show respect for authentic local culture and identity.
Instead of outsourcing services, we encourage visitors to interact directly with the people who grow the food, prepare the meals, and share stories about their land. This creates deeper experiences for travelers while ensuring tourism income stays within the community.
What lessons have you learned so far – given your experience operating in places like Tram Chim National Park and Pu Luong Nature Reserve – about balancing conservation with livelihood generation?
We learned that conservation and livelihoods must go hand in hand. If local communities cannot benefit from conservation efforts, it becomes very difficult to protect nature in the long term.
Responsible tourism can provide alternative income opportunities while helping visitors better understand and appreciate natural ecosystems. However, tourism must be carefully managed. Excessive visitor numbers, uncontrolled development, or inappropriate activities can damage the very environments that attract travelers. Small-scale tourism, guided experiences, and strong community participation are essential.
Your Rustic Ecovillage Project aims to become a “laboratory for sustainability.” What does that look like in practical terms – beyond green buildings and organic farms?
The idea of Rustic Ecovillage is to create a living environment where sustainability principles are practiced in everyday life.
This goes beyond green buildings or organic farming – we explore regenerative and nature-based agriculture, using the area’s natural food culture to create community-based tourism experiences rooted in local culture. The Ecovillage’s ecological design is aligned with natural principles, making it an ideal setting for mindful living practices and proactive health care.
We hope this space can become a place where people learn how to reconnect with nature, food, and community.
As Co-Founder of the Responsible Travel Club of Viet Nam and advisor to organizations like CRED and Mekong Tourism, how do you see Viet Nam’s tourism policy evolving? Is the country moving fast enough on sustainability?
In recent years, we have seen growing interest in community-based and rural tourism, with five Vietnamese villages recognized as Best Tourism Villages by UN Tourism since 2022. Tourists are also drawn to responsible tourism practices, particularly tourism linked to nature regeneration.
However, the biggest challenge remains implementation.
Sustainable tourism requires long-term vision, strong local governance, and close collaboration between governments, businesses, and communities. Through initiatives such as the Responsible Travel Club of Vietnam, and through collaboration with sustainable tourism development programs like ST4SD (Swiss Tourism for Sustainable Development, funded by the Swiss Government), we hope to continue sharing practical field experience from Viet Nam.
Bobby’s experience highlights how rural tourism, when thoughtfully developed, can create meaningful connections between visitors and communities while supporting sustainable livelihoods in the Mekong Delta and beyond.
