Telling travel stories through movies

During a September meeting in Los Angeles as part of the Vietnam Film and Tourism Promotion Programme in the US, Ho An Phong, Deputy Minister of Culture, Sports and Tourism, proposed that Los Angeles increase cooperation with Vietnam in culture and tourism, with a particular focus on movies.

King Kong Skull Island movie warrior ship view in Trang An complex in Ninh Binh province, Photo: Shutterstock

According to Deputy Minister Phong, Los Angeles has already built cooperative relationships with several localities in Vietnam, and he hopes that the city will continue to share its extensive experience in developing the cultural and film economy. A key area of support is helping Ho Chi Minh City prepare its dossier to become a UNESCO-designated creative city in film in 2025.

“In 2025, we hope to welcome Hollywood film studios to explore filming locations and tourism services in Vietnam. Films shot here will inspire international tourists to visit the country,” Phong said.

Using films to stimulate tourism has become a widespread promotional method in many countries. The 2023 Travel Trends report from Expedia highlighted that two-thirds of global travellers have considered travel destinations based on films, and 39 per cent have booked trips inspired by stories from the screen. This data shows how films not only serve to promote a country’s natural beauty but also as a bridge for audiences to quickly understand its culture, traditions, and lifestyle.

For example, Kualoa Ranch in Oahu, Hawaii – a nature reserve that covers 1,600ha – earned over $1 billion in 2022 thanks to its role as a filming location for blockbuster movies like Jurassic Park and Jurassic World. Similarly, Thailand’s tourism sector earned nearly $18 million in a single month following the filming of Jurassic World 4 in Krabi and Trang provinces earlier this year.

Driver of tourism

Vietnam is also capitalising on this strategy, and well-known locations have benefited from their appearances in international films.

For instance, the Netflix movie A Tourist’s Guide to Love was filmed in various iconic locations across the country, including Hanoi, Ho Chi Minh City, Danang, Hoi An, Quang Nam, and Ha Giang. Released in April last year, it ranked third in Netflix’s top 10 English-language films and appeared in the top 10 most-watched films in nearly 80 markets worldwide.

Ninh Binh, in particular, has witnessed tremendous growth in tourism thanks to its exposure in films. Following the global success of Kong: Skull Island, the province saw a dramatic increase in visitor numbers, from 1.4 million in 2016 to 6.5 million in 2023. Before that, the 1992 Oscar-winning movie Indochine also featured scenes filmed in Ninh Binh, particularly in Tam Coc-Bich Dong. This film increased international awareness of the region, especially among French tourists, who now account for about 80 per cent of visitors to this area.

Bui Van Manh, director of the Ninh Binh Department of Tourism said, “Ninh Binh continues to work closely with film crews, providing support to engage more international film projects to the locality.”

Similarly, Quang Binh has benefited from its role as a filming location for Planet Earth III, a BBC documentary series. The episode filmed in Son Doong Cave in 2022 sparked renewed interest in the province, with visitor numbers increasing from just 31,000 international tourists in 2022 to 100,000 last year.

Nguyen Ngoc Quy, director of the Quang Binh Department of Tourism, noted that Quang Binh received 3.5 million visitors in 2023, a significant rise compared to previous years. The province has developed a unique brand identity, and tourists visiting the region can explore the locations used as backdrops in Hollywood films, such as Tu Lan, Va Cave, Thien Duong Cave, and Moc Brook.

In addition to Son Doong Cave, Quang Binh’s En Cave has gained international recognition after appearing in Pan and the Land of Neverland, a film produced by Warner Bros. The Tu Lan Cave system was also prominently featured in Kong: Skull Island, further boosting the area’s global profile.

Encouraging foreign crews

Many countries have implemented policies to pull in foreign film crews, recognising the role films play in promoting tourism. For instance, Australia offers financial incentives to reduce costs for film crews, and Thailand has introduced tax breaks and built infrastructure to entice international productions. Vietnam is also taking steps to draw in film crews to its shores.

Jared Dougherty, vice president and director of Asia-Pacific for Public Policy and External Affairs at Sony Pictures Entertainment, said, “Vietnam and Thailand share similar natural landscapes that are perfect for Hollywood films. If Vietnam wants to promote its image and attract tourism through films, it must introduce policies that engage film crews.”

Vietnam enacted its Film Law in 2006 and amended it in 2022 to simplify administrative procedures and provide tax incentives. The number of administrative procedures in the film sector has been reduced from 11 in the 2006-2009 period to just five today. Filming permits no longer require a full script, only a summary and a detailed outline of scenes shot in Vietnam. The processing time has also been reduced to 20 days.

Do Quoc Viet, deputy director of the Vietnam Cinema Department, suggested that the country should introduce more financial incentives. “These could include tax reductions for foreign film projects and visa support for international film crews. Reducing taxes on imported equipment used in filmmaking could also help pull in more film productions to the country,” Viet said.

Developing the cultural industry, particularly through films, is a key component of Vietnam’s strategy for sustainable growth. The country has set an ambitious goal for the cultural sector to contribute 7 per cent of GDP by 2030, with the film industry alone accounting for $250 million.

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