Vietnam taps into Bollywood power to promote tourism through film
Since 2024, Vietnam's tourism sector has identified film as one of its key promotion strategies — a powerful method of showcasing destinations to wider audiences. After the US, India is set to be the next major market targeted.
Hanoi (VNA) - When Bollywood films shot in Vietnam appear on Indian cinema screens, it marks a vivid moment where Vietnam unveils itself — stunning and alive — inꦅ the minds of millions of viewers.
As global and regional tourism enters a new recovery phase, Vu The Binh, Chairman of the Vietnam Tourism Association, believes Vietnam’s sector must adopt a flexible promotional mindset, take unified action, and outline a clear strategy to seize the moment and achieve quality and effectiveness breakthroughs.
Since 2024, Vietnam's tourism sector has identified film as one of its key promotion strategies — a powerful method of showcasing destinations to wider audiences. After the US, India is set to be the next major market targeted.
Cinema-driven tourism promotion
According to the representative from the Vietnam Tourism Association, a balance between traditional and modern promotional approaches is essential. Binh stressed that while embracing technology is essential, direct promotion should not be overlooked, and outdated approaches must be adapted to align with global digital trends.
To ensure that promotional efforts remain consistent while many localities are merging, Binh called on them to review resources and assess current offerings to develop appropriate strategies.
Above all, tourism products must be distinctive and captivating. Vietnam’s rich and diverse culture, he said, should be transformed into signature tourism experiences that leave a lasting impression.
Quang Binh’s extraordinary cave system has already served as a location for many film crews. (Photo: VietnamPlus)
To truly bring Vietnam’s tourism to the global stage, Binh stressed the need for long-term planning and a synchronised approach involving central and local authorities, institutional frameworks and markets, as well as people and products.
To realise this strategy, on July 15, Director of the Vietnam National Authority of Tourism (VNAT) Nguyen Trung Khanh met with Indian film director Rahul Bali, CEO of Innovations India and lead producer of “Love in Vietnam” — the first Vietnam – India joint film project.
Khanh revealed that in September 2025, VNAT will host tourism promotional events in Bengaluru and Hyderabad — two major and dynamic cities in India home to many film producers. Vietnamese airlines and major travel companies are expected to participate.
A highlight will be the Namaste Vietnam Festival — a chance for Vietnam to showcase its potential and strengths to Bollywood producers, Indian travel businesses, and airlines.
Deputy Minister of Culture, Sports and Tourism Ho An Phong said the combination of tourism and film is viewed as an important way to popularise Vietnam’s image and attract more Indian visitors.
Indian tourists visit the Independence Palace in Ho Chi Minh City. (Photo: VietnamPlus)
Long-term strategy needed for Indian market
According to the VNAT, Vietnam welcomed 501,000 Indian visitors in 2024 — nearly three times more than in 2019. In the first half of 2025 alone, 337,500 Indian tourists arrived, up 41% year-on-year. India is fast emerging as one of Vietnam’s most promising source markets.
When “Love in Vietnam” premiered at the 3rd Da Nang Asian Film Festival in early July 2025, the 4-million-USD film served as a boost for Vietnam's film-tourism promotion strategy aimed at Bollywood — one of the world’s largest film production hub.
Starring Indian actors Shantanu Maheshwari and Avneet Kaur alongside Vietnamese actress Kha Ngan, “Love in Vietnam” tells a cross-cultural love story between an Indian man and a Vietnamese woman. But more importantly, it takes viewers on a cinematic journey through stunning locations such as Da Lat, Lam Dong, Phu Yen, Nha Trang, Da Nang, Hoi An, and Ha Long Bay.
An overview of Samten Hills Dalat – a spiritual and cultural space of Buddhism and the main filming location for “ Love in Vietnam”.
The Ministry of Culture, Sports and Tourism considers cinema a "golden gateway" to promoting tourism. With hundreds of films produced annually, Bollywood offers a uniquely powerful platform to inspire travel among hundreds of millions of Indian and global viewers.
To this end, the ministry has pledged full support for Indian film crews choosing Vietnam as a backdrop for their films. The VNAT will connect producers with local authorities and businesses to coordinate logistics and services; the ministry’s Department of Cinema will provide information on incentives for international productions; and the Department of International Cooperation will facilitate filming permits.
Experts note that Indian audiences often seek out real-life locations where their favourite stars have been filmed. With its spectacular landscapes and rich cultural heritage, Vietnam holds enormous potential to become a leading destination for Indian travellers.
Hoi An serves as one of the filming locations for “Love in Vietnam”. (Photo: VietnamPlus)
Director Rahul Bali said that filming “Love in Vietnam” was a powerful source of inspiration for him, motivating him to begin work on a new project titled “Silaa” in Vietnam next month.
Silaa will be the first Indian film to be shot inside Son Doong Cave in Quang Tri province—a natural wonder of the world that has never before appeared in a Bollywood production.
In addition to Son Doong, the film crew is also planning to shoot in Ha Long, Ninh Binh, Hoi An, and Da Nang.
According to Bali, the chosen locations in Vietnam are all iconic and have the potential to make a strong impression on international audiences./.
Looking ahead, experts predicted that 2025 will be AR’s breakout year, akin to the ubiquity of QR codes. With AI cooking up personalised trips and lightweight, user-friendly gadgets, Vietnam’s tourism industry is ready to explode.
Vietnam MICE EXPO 2025, the country’s largest event in the MICE sector, will be held on September 26 in Hanoi under the theme “Heritage & Technology in the New Era,” expecting over 800 businesses and 1,500 delegates.
According to data released by the Ministry of Culture, Sports and Tourism, Vietnam welcomed nearly 10.7 million international visitors in the first half of 2025, up 20.7% from the same period in 2024, achieving 48.6% of the full-year target of 22–23 million.
Deputy Prime Minister Mai Van Chinh has instructed the Ministry of Culture, Sports and Tourism (MoCST) to coordinate with other ministries, agencies and localities to effectively implement policies and directives from the Party, Government, and Prime Minister on tourism development.
Da Nang's appeal stems from its numerous outstanding tourist attractions, particularly My Khe Beach, Sun World Ba Na Hills resort, and the ancient town of Hoi An. Additionally, Da Nang tourism is renowned for its affordability, especially attractive to young travellers and couples, according to Chosun Ilbo.
With new direct flights from major Indian cities like Hyderabad and Bengaluru, Vietnam is becoming an increasingly compelling destination for Indian tourists seeking a quick, emotionally rich four-day escape that blends luxury, culture, and natural wonder.
By source market, China continued to lead with 3.1 million visitors, equivalent to 25.5% of all foreign arrivals. The Republic of Korea followed with 2.5 million, or 20.7%. Other major markets included Taiwan (China) with 737,000, the US with 522,000, and Japan with 380,000.
Khanh Hoa has welcomed 16 international cruises so far this year, with more than 19,000 tourists disembarking to explore the province’s scenic landscapes and renowned cultural, religious, and artistic landmarks, as well as to enjoy local cuisine and sightseeing tours.
According to local plans, fireworks shows will be held at multiple locations, with Ha Long Bay as the focal point. More than mere entertainment, these displays are part of a strategic cultural tourism product aimed at strengthening the region’s brand.
Chatbot and virtual assistants support itinerary consultation and tour bookings, and provide around-the-clock response across multiple platforms while AI advertising applications have been used to optimise budgets and target the right customers. AI has been also employed to analyse customer data, enabling the delivery of personalised tour recommendations.
Many Vietnamese regions possess favourable conditions, including natural landscapes, climate, and rich cultural identities, to host sport events that integrate with cultural and tourism experiences.
Dubbed the “land of ancient towers”, Khanh Hoa boasts a rich Cham legacy through architectural masterpieces like the Po Nagar, Hoa Lai, Po Klong Garai, and Po Rome towers.
Vietnam’s e-visa system is now seen as one of the most efficient, convenient, and transparent in the region. Fully online registration, no paperwork or interviews, and fast and flexible processing time have improved foreigners’ entry experience, creating a competitive advantage over countries clinging to complicated and costly visa procedures.
Sunset Town unfolded like a living fairytale. Every street and hidden corner recalls iconic European landmarks – from Venice’s San Marco Bell Tower and Paris’s Arc de Triomphe to Almafi-style squares and cobblestone paths reminiscent of southern Italy.
Its natural advantages have made Mui Ne a magnet for enthusiasts of kitesurfing, windsurfing, surfing, and stand-up paddle boarding (SUP). These activities not only diversify the local tourism offerings but also contribute to the area’s long-term development strategy focused on sustainability.
In July alone, the city welcomed 695,930 international arrivals, surging 75.3% year-on-year. For the seven-month period, international visitors totalled 4.5 million, up 48% year-on-year.
Welcoming the crew on the morning of July 30, Dang Dong Ha, Deputy Director of the provincial Department of Culture, Sports and Tourism, emphasised that the film offers a valuable opportunity to promote Quang Tri’s tourism potential, particularly to Indian visitors, but also to a broader global audience.
With a proactive and creative approach, Hanoi is positioning itself as one of Southeast Asia’s most compelling destinations where tradition meets innovation, and every visit offers a blend of the familiar and the new.
Fostering linkage among regional localities and restructuring the tourism sector towards professionalism are among measures to boost the “smokeless industry” of the Mekong Delta.
