Diverse culinary experiences in tourism

Visitors to Chim Islet (Tra Vinh) are often charmed not only by the scenery and local hospitality but also by the rustic, fresh, and delicious food. Dishes here are prepared using ingredients readily available in household gardens and fish ponds. Particularly notable is the countryside-style meal that showcases the islet’s signature produce: coconut-steamed shrimp, ambarella salad, and bottle-gourd-steamed snakehead fish. Each dish on the table has its own story—its origins rooted in local farming methods and daily life.

Shrimp and coconut, for example, are sourced from Bé Thảo Coconut Garden, which operates under the “shrimp embracing rice” model. Trần Như Hạnh, owner of the garden, shared: “I grow coconuts and rice while raising shrimp. Visitors can experience shrimp fishing in the rice paddies and enjoy fresh coconut. These fields also supply ingredients for the local tourism cooperative on Chim Islet.” Nguyễn Bích Vân, head of the Chim Islet community-based tourism cooperative, added: “Every household offers visitors a unique activity, including delicious dishes. At home, I serve herbal tea with homemade jams, while Ms. Ba Sữa offers traditional leaf cakes.” Trần Thị Kim Hằng, a tourist from Ho Chi Minh City, remarked: “What impressed me most at Chim Islet was the warm welcome from the locals. Every stop had something tasty to offer, and I could truly feel the generous and hardworking spirit of the people through their stories and food.”

One of the most popular travel experiences in the Mekong Delta is the “honey-hunting” adventure with forest beekeepers in U Minh Ha Forest, Ca Mau. “Honey-hunting” refers to the local practice of harvesting wild honey, closely tied to the traditional profession of hanging beehives on tree branches. For many travelers, weaving through the forest to collect honeycombs is both thrilling and memorable. A highlight of this journey is sampling dishes made from young honeycombs, a delicacy known only to locals. Phạm Duy Khanh of Mười Ngọt Ecotourism Site, a regular host of honey-hunting tours, said: “We often find young honeycombs when harvesting in the forest. These are incredibly flavorful and nutritious, used in many local dishes.” Young honeycomb—composed of tender bee larvae—is a prized ingredient in dishes such as honeycomb salad, bee larva porridge, honeycomb fish sauce, pancakes with bee larvae, and deep-fried bee larvae. These specialties are exclusive to those participating in the “honey-hunting” experience. Ca Mau offers other interactive culinary activities, including crab fishing, mudskipper catching, and mangrove crab hunting. These hands-on adventures allow tourists to immerse themselves in local life and explore unique cultural traditions.

Likewise, Can Tho has recently launched a series of culinary tours drawing in visitors, such as the “Island Memorial Feast” on Son Islet and cooking workshops at tourist sites in Phong Dien. For example, at Ngân Long Home & Camp on Son Islet, guests can dive into local gastronomy by preparing ingredients, cooking, and enjoying their creations. Through this process, they also gain insight into the cultural practices and customs of the Southern Vietnamese people. In the “Island Memorial Feast” tour, visitors help prepare a traditional feast and learn about the customary rituals observed during memorial ceremonies in the Mekong Delta.

Establishing a culinary brand

Mekong Delta provinces and cities have proactively incorporated culinary value into tourism activities. However, the cultural richness of local cuisine has not yet been fully leveraged. Surveys show that destinations offering exceptional dining experiences tend to leave a lasting impression, increase tourist satisfaction, and encourage more extended stays and higher spending, ultimately boosting local tourism revenue. Despite the region's immense potential, current culinary tourism offerings remain fragmented, underdeveloped, and lacking in professionalism. One major issue is weak promotion—no comprehensive marketing strategies or well-designed campaigns to elevate local cuisine into a recognizable brand. Many provinces boast delicious specialties unknown to broader audiences, especially international tourists.

Nguyễn Thị Hồng Đoan, head chef at Mekong Silt Ecologe (Can Tho), noted: “Local cuisine is a key attraction for international visitors. In the Mekong Delta, dishes are often prepared with fresh ingredients harvested or caught on the same day. This is our strength, but it may also lead some to believe that our culinary culture lacks depth or distinction. That’s why we need to tell the stories behind each dish and elevate their value. At Mekong Silt Ecologe, we hold cooking workshops to engage international tourists and share local customs and traditions.” This approach has been embraced by many high-profile destinations in the region, such as Victoria Can Tho, Vam Xang Rustic, and Mekong Silt Ecologe, who prioritize culinary experiences to enhance guest engagement. Most branded hotels and attractions across the Mekong Delta strive to create memorable culinary encounters for their visitors.

Vietnam’s National Tourism Development Strategy to 2030 identifies culinary tourism as a key product line, contributing to national tourism competitiveness and brand identity. Every locality has the potential to develop its unique culinary heritage, but this requires a well-structured development and promotional strategy. By doing so, provinces and cities can actively build strong culinary brands and increasingly harness the cultural value of cuisine to drive tourism growth.