Rather than staying in urban areas, many foreign tourists are choosing to spend time in farms and craft villages, where they can take part directly in the daily lives of local residents. The shift reflects a growing demand for authentic, hands-on experiences that offer deeper cultural understanding.

From hands-on experiences ….

In the Dong Hoi An area, rice fields entering the harvest season have become a focal point for so-called “a day as a farmer” activities. Visitors wade into muddy paddies to plough fields, transplant rice seedlings, scoop water and catch fish alongside local farmers. What may appear to be simple rural labour has become a distinctive cultural experience for many first-time visitors.

Adi, a tourist from India, said the appeal lies in the authenticity of the experience. “This is the first time I’ve taken part in an agricultural festival held on real rice fields with the local community,” he said. “We have similar rice fields back home, but celebrations like this are rare. It feels like reconnecting with nature and life itself.”

Beyond farm work, tourists are exposed to the rhythms of Vietnamese village life, from rituals honouring agricultural deities to rustic countryside markets and shared meals served on the edges of rice fields. For many visitors, it is a rare opportunity to understand rice not merely as a consumer product, but as the outcome of labour, nature and cultural tradition.

Lizzy, a visitor from Birmingham in the United Kingdom, said witnessing the full cycle of farmers’ daily activities offered a more genuine connection than conventional tours. “It helps visitors understand the country and its people at a much deeper level,” she said.

A similar trend can be seen at Thanh Ha pottery village, where tourists are encouraged to go beyond observation and engage in the pottery-making process. Visitors learn to shape clay, spin pottery wheels and create simple products under the guidance of local artisans.

Maria, a tourist from Germany, described the experience as both tactile and revealing. “Touching the clay which is cool and soft helps me understand the patience and dedication behind this craft,” she said.

Notably, community-based tourism activities have not altered the traditional livelihood of local residents. Rice fields remain dedicated to farming, and pottery continues to be practiced as it has been for generations. Tourists join existing routines rather than reshaping them, providing supplementary income without disrupting daily life.

Nguyen Ngu, a veteran artisan at Thanh Ha pottery village, said the warmth and sincerity of local residents play a key role in encouraging repeat visits. He added that tourism has helped sustain traditional crafts while creating new opportunities for younger generations.

….. to a broad shift in tourism development 

From a policy perspective, local authorities emphasise that tourism development must go hand in hand with cultural preservation. Bui Van Dung, chairman of Hoi An Tay Ward People’s Committee, noted the recovery and growth of tourism have motivated residents and artisans alike.

Authorities are continuing to support vocational training and knowledge transfer to ensure the long-term vitality of traditional craft villages, Dung said.

Observers say the appeal of Da Nang’s community-based tourism lies not in scale or spectacle, but in the depth and quality of experience. As global tourism trends shift toward sustainability, personalization and slower travel, experiences rooted in local culture increasingly meet visitors’ expectations for meaningful engagement.

By prioritizing community-based and experiential tourism, Da Nang is signaling a broader strategic shift, from focusing on visitor numbers to enhancing destination value. Officials say the goal is to create experiences that encourage longer stays, repeat visits and organic word-of-mouth promotion.

From rice fields and craft villages to shared community spaces, Da Nang’s tourism industry is expanding its development model around cultural depth. The approach not only diversifies tourism offerings but also supports a long-term vision of positioning the city as a high-quality destination where visitors come not just to see, but to understand, connect and return.

Da Nang set to receive over 90,000 MICE tourist arrivals this year

VOV.VN - Da Nang, a famous tourist city in central Vietnam has launched its 2026 MICE tourism programme aiming to welcome nearly 93,000 MICE tourist arrivals, up 12% compared to 2025.