Golden opportunity to promote culture and tourism

(Baonghean) - An event that truly impressed millions of television viewers around the world was the Travel - Culture - Cuisine program "Anthony Bourdain: Parts Unknown" broadcast on CNN in the US on the night of September 25, when the main character of the program was expected: US President Barack Obama ate a popular bun cha dish in Hanoi.

It is not simply a matter of dining for a head of state, but also a golden opportunity to promote culture and tourism to international friends.

US President eats bun cha in Hanoi, broadcast on CNN - photo: Internet.

Actually, it wasn't until CNN aired this program that the image of the US President eating bun cha and drinking Hanoi beer on the evening of May 23, 2016 "burned" the emotions of many Vietnamese people.

They found it strange that the President of a powerful country could appear so simply at a humble restaurant in the middle of Hanoi. They were happier and more proud when bun cha - a rustic dish of Hanoi people - convinced the most powerful man in the world to sit down and eat like any other ordinary diners, while drinking Hanoi beer in a very ordinary way.

That image was truly moving, conveying a valuable message about a close, peaceful but very attractive Vietnam.

The audience was fascinated by Mr. Obama's simple but meaningful way of speaking while eating noodles: "There is a basic truth. That is, people, no matter where they are, are pretty much the same. They have the same dreams and hopes."

Mr. Obama’s optimistic and confident remarks, carrying a diplomatic message, were delivered from a humble noodle shop in the heart of Hanoi. Not everyone can do that. It further affirms the positive meaning of previous trips by American politicians such as John Kerry and John McCain, when they returned to Vietnam to “reconcile” with the past in which they had once been here and were involved.

Cua Lo Beach (Photo: Xuan Nhuong).

CNN once voted Hanoi as one of the 10 most attractive street food destinations in Asia. Broadcasting a program with the image of world-famous culinary expert Anthony Bourdain wandering around the streets of Hanoi to enjoy rustic dishes, making films about cuisine, shows that the quintessence of Vietnamese culinary culture and tourism is increasingly being promoted to international friends. Especially when the person promoting the characteristics of Vietnamese cuisine is the owner of the White House - President Obama, and it is broadcast on a famous TV channel like CNN.

In recent years, in addition to participating in annual international tourism fairs, we have begun to promote Vietnamese tourism on world media channels, such as promoting Trang An (Ninh Binh) on CNN; or the clip "Welcome to Vietnam" made at the end of last year to promote on over 300 British TV channels... bringing positive effects in attracting tourists to Vietnam.

However, compared to the requirements, promoting our culture and tourism to the world still does not have a clear strategy. Therefore, the image of the US President eating bun cha in Hanoi is considered by experts to be a special event, opening up golden opportunities to enhance the value of Vietnamese cuisine and tourism.

In fact, after this event, Huong Lien Bun Cha restaurant suddenly became famous, the restaurant was always overloaded because tourists coming to Hanoi all wanted to try sitting on the "Obama table and chairs" to enjoy "Obama Bun Cha". The owner of the restaurant did not forget to hang on the wall a new menu with the "Obama Bun Cha combo", the TV screen continuously showed a picture of the US President eating Bun Cha and taking a picture with the restaurant owner... Some restaurants abroad also enjoyed "a lot of luck" when serving the exact Bun Cha dish that "Obama loves", the number of this type of meal was sold more and the price was also higher.

Tourism experts believe that Mr. Obama eating popular bun cha with expert Bourdain is an unexpected event, and a golden opportunity for promoting Vietnamese tourism and cuisine to the world. This story evokes many ideas for promoting the country's cultural and tourism values ​​to friends around the world, especially when we have so much potential to develop tourism with a series of natural heritages, world cultural heritages, famous landscapes and beautiful beaches from North to South; friendly and hospitable Vietnamese people, Vietnamese cuisine with rich identity... The problem is how the tourism industry and localities will take advantage of these opportunities in the process of marketing their images.

Ngu Hai fish sauce, a specialty of Cua Lo. Photo: SM

Looking at others makes us think of ourselves. In addition to the scenic spots, historical and cultural relics, national and international celebrities, the peaceful blue sea of ​​Cua Lo, the attractive Western region of Nghe An, will the specialties of Nghe An such as Xa Doai oranges, eel porridge, wet cakes, grilled Cua Lo squid, Giang river cool fish, fried mussel rice noodles, Nam Dan veal rolls... be well-known to domestic and foreign tourists?

It all depends on the dynamism, daring to think, daring to do of the tourism industry and local authorities in setting out specific action programs. With its favorable location, in the near future, Nghe An can develop into a major tourist center of the North Central region.

Van Thieng