Con Cuong promotes the development of OCOP products in conjunction with tourism.

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Con Cuong is a mountainous district in the western highlands of Nghe An province, blessed with stunning natural scenery and picturesque landscapes. In addition, Con Cuong is home to many ancient Thai villages that preserve their traditional cultural identities. In these villages, many fascinating traditional crafts such as brocade weaving, rattan and bamboo weaving, and the production of fermented rice wine, glutinous rice wine, and traditional rice wine are still maintained.

Con Cuong boasts stunning scenery, with picturesque mountains and rivers. Photo: Thanh Cuong

With its scenic beauty and unique cultural and historical values, Con Cuong has been actively developing since 2012.tourismEcotourism, community-based tourism, and agro-tourism have helped the locality attract a considerable number of domestic and international tourists for sightseeing and relaxation (attracting 30-40 thousand tourists annually). Con Cuong is also gradually becoming a prominent destination on the tourism map of Nghe An and the North Central region.

Despite its achievements, Con Cuong's tourism sector still faces several limitations. One of these is the relatively low economic efficiency and value generated by tourism. The district boasts many unique traditional agricultural and non-agricultural products such as brocade weaving, bamboo handicrafts, rattan and bamboo weaving, herbal rice wine, rice wine, oranges, orange jam, fresh fruits and vegetables, and local cuisine, as well as local markets and community tourism. However, these products have not yet become popular tourist souvenirs and are not widely purchased or used by visitors.

The people of Con Cuong preserve their traditional weaving craft. Photo: Canh Hung

Recently, the Prime Minister issued Decision No. 490/QD-TTg approving the One Commune One Product Program for the period 2018-2020 (hereinafter referred to as the OCOP Program). This program serves as a foundation for the formation and enhancement of the quality and value of advantageous agricultural, non-agricultural, and service products in each locality, including products serving tourism.

Recognizing that policies supporting the development of OCOP products will create favorable conditions for localities to standardize production processes and improve the quality of traditional products, transforming them into marketable goods and tourism products. Developing OCOP products will contribute to preserving national cultural identity, boosting tourism, creating jobs and sustainable income, and improving people's lives. Conversely, tourism products perfected into OCOP products will promote and attract tourists to the locality.

Celebrating the gong festival in Nua village, Yen Khe commune. Photo: Archival material.

Based on this understanding, Con Cuong district has proactively developed the product.OCOPAssociated with the "non-polluting industry" (tourism), the district has coordinated with relevant levels, sectors, and units to guide and support communes/towns, businesses, cooperatives, and individuals in the area to develop OCOP products based on improving existing tourism products. Key areas of support include raising awareness among production and service businesses; providing training to improve knowledge and skills; supporting resources as stipulated; and assisting in the completion of relevant legal documents.

To develop OCOP tourism products, Con Cuong district focuses on selecting key products based on criteria such as product consumption potential, sustainability in market operation, product dissemination, and contribution to the community. The district has set out a specific plan and roadmap for product development, avoiding mass production and ensuring quality in each project. During this process, the government will support OCOP producers in certain areas, especially in product promotion.

Traditional brocade weaving in Xieng village, Mon Son commune. Photo: Canh Hung

The development, standardization, and improvement of tourism products into One Commune One Product (OCOP) tourism products have yielded positive results. For example, the community-based tourism product of Xieng village (Mon Son commune), established in 2012, operates as a service group. When the OCOP program was implemented, the Mon Son Community-Based Agricultural and Tourism Cooperative was established to manage, operate, and provide community tourism services in Xieng village. Mr. Vi Van Tu, the director of the cooperative, shared: "When the cooperative takes the lead in coordinating, tourism activities here become more systematic and professional, and tour services and routes are more interconnected."

The cooperative has implemented service packages including culinary experiences (traditional dishes of the Thai ethnic group); accommodation (overnight stay in stilt houses); boat trips on the Giang River; brocade weaving; cultural exchanges; and drinking traditional rice wine. These services are organized based on traditional cultural elements combined with responsible and creative tourism. The quality of service for tourists has improved, so community tourism in Xieng village has attracted 1,000-2,000 visitors annually. This has created jobs and increased income for many households in the village.

OCOP helps tourism take off.

Community-based tourism model in Khe Ran village, Bong Khe commune. Photo: Thanh Cuong

According to information from the People's Committee of Con Cuong District: Over the past 5 years, the district has diligently developed 7 OCOP products that have been ranked 4 stars, including: Community tourism model in Khe Ran village, Bong Khe commune; Community tourism model in Nua village, Yen Khe commune; Gymnema sylvestre and Silybum marianum products of Pu Mat Medicinal Herbs Joint Stock Company; Le Dong herbal wine; Chau Lien herbal wine; Thao My glutinous rice wine… and 16 products that have achieved 3 stars.

It is noteworthy that all OCOP products associated with tourism development in Con Cuong, once completed, have been promoted and introduced; accepted by customers and consumed in considerable quantities. Ms. Vi Thi Tham - Director of the Tay Nghe Tourism Coordination Center commented: OCOP products are widely displayed and introduced throughout the district, as well as at accommodation points and tourist areas. At each location, there are sales staff who understand and are ready to provide detailed information about local OCOP products. Con Cuong district actively participates in product exhibitions and introductions. Officials and people in Con Cuong trust, use, and participate in promoting OCOP products associated with local tourism development. Businesses and individuals themselves are actively and proactively promoting and developing markets for their products.

The store showcasing OCOP products and local specialties of the Cay Con Chi Khe Cooperative was built with support from the Provincial and Con Cuong District Cooperative Unions. Photo: Dinh Tuyen

However, it must be said that, like many OCOP products in Nghe An, the development of OCOP products in conjunction with tourism development in Con Cuong also faces many limitations and difficulties, namely: small-scale production, mainly manual production, outdated technology, lack of investment capital; insufficient attention to design, packaging, and certification; few products registered with trademarks and intellectual property rights; and intense competition in the market.

For OCOP products and tourism in Con Cuong to develop and take off together, OCOP product producers in Con Cuong need to continuously improve product quality by modernizing and promoting the application of science and technology in all stages to improve and increase productivity. They should "breathe life" into their products with the unique cultural and spiritual values ​​of the locality. They should integrate products into the experiential value chain; focus on methods of promotion, introduction, and incentives. They should also list their products on e-commerce platforms and strengthen joint ventures and linkages with tourism businesses.

Products made from Gymnema sylvestre and Solanum torvum by Pù Mát Medicinal Herbs Joint Stock Company. Photo: Thu Huyền.

Having clearly identified the strengths and weaknesses of OCOP products linked to local tourism development, Con Cuong district has created favorable conditions for OCOP product owners to promote and market their products at tourist destinations within the district. Simultaneously, Con Cuong district has surveyed the support needs of registered product owners and is focusing on assisting them in improving and developing their products to obtain certifications. To support product quality improvement, Con Cuong has collaborated with relevant departments to support the improvement of production methods using science and technology. Furthermore, Con Cuong actively works alongside OCOP product owners linked to tourism development to find markets for their products.

Mr. Luong Dinh Viet, Standing Vice Chairman of the People's Committee of Con Cuong District, affirmed: Although Con Cuong is a mountainous district facing many difficulties, with the high determination of the District Party Committee, the District People's Committee, and OCOP (One Commune One Product) entities, significant breakthroughs have been made in the economic restructuring process. This has gradually changed mindsets, transforming the potential and advantages of the mountains and forests into marketable products, creating jobs for workers, increasing income for entities and workers, and contributing to accelerating the implementation of the National Target Program for building new rural areas in the district. In the future, Con Cuong will continue to promote tourism development associated with OCOP products to enhance value, fully exploit potential, and help people get rich right in their own villages.