Ms. Huynh Thi Bich Tuyen, owner of Mekong Silt Ecolodge, stated, "Our three key concepts are Mekong Silt, indigenous resources, and connection. Mekong Silt refers to the alluvial flow of the Mekong River, representing the culture associated with rivers. The houses by the river, the floating markets, the seasonal flooding, and related customs are all intricately connected to water and rivers. These elements are fundamental to creating unique experiences for tourists. When it comes to indigenous culture, no one understands it better than the locals, which is why we emphasize the need for connection. To engage in sustainable tourism, we must preserve and learn how to leverage indigenous cultural values while enhancing the value of our resources. From these seemingly ordinary aspects, we can develop valuable tourism products."

The experiential offerings at Mekong Silt Ecolodge resonate with the Southwest's culture while retaining its unique characteristics. Elements such as the gardens, ponds, and rustic products from the region can all be transformed into valuable experiences. For instance, wildflowers can be used to create delicious dishes for guests, and passion fruit can serve as an ingredient for cooking workshops or for making enzymes and soaps.

This approach provides visitors at Mekong Silt Ecolodge with various experiences that connect them with local communities and immerse them in customs and practices. Tour guide Nguyen Thi Kim Xuan, a staff member at Mekong Silt Ecolodge, shared: “When guests stay here, we offer a variety of activities. For example, we organize cycling tours that allow visitors to learn about the lives of the Phong Dien people and boat tours to explore the rivers, canals, and floating markets. During these journeys, I always highlight the unique aspects of local culture, including the development of riverside villages, floating markets, and the types of boats used in the canals. My goal is to convey as much information as possible about the culture and customs of the local people.”

Ms. Le Thi To Quyen, Vam Xang fruit garden representative, shared her thoughts on attracting tourists: "To draw visitors and encourage them to return, we need unique tourism products, and only indigenous culture can provide that distinction. People often envision rice fields when they think of Vietnam, particularly the Mekong Delta. We have boldly created products from rice fields and other agricultural areas, including straw mushrooms. With its intricate system of rivers and canals, Can Tho offers picturesque locations, especially in Phong Dien, where beautiful canals like the Vinh Canal (My Khanh commune) feature stunning nipa palms and lush mangroves. These waterways serve as critical routes for tourists to explore the rice fields and countryside using bicycles and boats. These experiences are prevalent among visitors.

Additionally, we adapt our offerings based on the season, allowing tourists to immerse themselves in the lifestyle of the local people. Visitors can participate in activities such as sowing, cutting, harvesting straw mushrooms, or picking corn. Here, they can meet real farmers who guide them, engage in conversation, and enjoy local agricultural products."

Utilizing indigenous cultural values as tourism products is a complex and lengthy process. Cultural products require a deep understanding and creative flexibility for adaptation. Every locality, destination, historical site, festival, or traditional dish has a unique story tied to different cultural values. Tourism workers must learn how to convey these stories with appeal effectively.

For instance, at the Mekong Silt Ecolodge, a narrative about sustainable, circular tourism focuses on enhancing the value of agricultural products. Meanwhile, at the Vam Xang fruit garden, the story revolves around traditional agriculture and the daily lives of farmers.

Ms. Nguyen Thi Ngoc Suong, General Director of Hai Au Can Tho Restaurant, Hotel, and Tourism Company Limited, shared, “Having a deep understanding of local culture allows you to recognize tourism opportunities everywhere. These products come to life when tourists engage with individuals who preserve traditional knowledge, such as Uncle Chin Cua, who makes rice vermicelli; Uncle Hai Hien, who crafts baskets; and Mrs. Hai, who weaves Dong leaves baskets. To achieve this, we immerse ourselves in the community, connect with residents, and learn about the unique cultural features of each area. Based on this foundation, we develop a basic product framework that includes experience programs and craft village workshops. We then tailor specific products to each market.”

In Can Tho, our company offers a product line focused on riverside heritage. This includes journeys that explore the floating market and meet artisans from traditional craft villages along the river, such as Yen Ha Basket Village and Thuong Thanh Mat Village, as well as local markets. During these experiences, visitors are not just passive observers; they also leverage technology to help promote the destination.

According to statistics from the World Tourism Organization, culture contributes 37% to global tourism and is projected to increase by 15% each year. This indicates that tourism development centered around cultural values is receiving growing interest and attention. In response, the Ministry of Culture, Sports, and Tourism has launched a project to establish a national brand for cultural tourism. The goal is to create a cohesive lineup of products that aims for cultural tourism to represent 15-20% of the total $40 billion in revenue generated by tourists by 2030. Additionally, it is essential to develop and promote the brand of each locality and the country itself, grounded in cultural heritage.