Positioning the Trang An world heritage brand

International research, along with the determination of Ninh Binh province, is opening up opportunities to realize the goal of building a “millennium heritage city” in the future.

This is the first World Cultural and Natural Heritage of Vietnam and the only one in Southeast Asia with “dual heritage” value. The complex of more than 6,000 hectares includes Hoa Lu ancient capital, Trang An eco-tourism area, Tam Coc-Bich Dong, Hoa Lu special-use forest. Here, rare geology, geomorphology, archaeology, ecology, culture and history converge.

Unique value and global stature of Trang An

Mr. Jonathan Baker, Chief Representative of UNESCO in Vietnam, commented: Trang An has outstanding biodiversity and archaeological value, and is a living testament to the harmonious relationship between humans and nature. But Ninh Binh also faces challenges: It must preserve the value of this global heritage while exploiting the economy reasonably for the long-term benefit of the community and future generations.

Every year, Trang An welcomes more than 6 million visitors, making a major contribution to the GRDP growth of Ninh Binh province. This “precious gem” contributes to promoting tourism, creating tens of thousands of jobs and improving livelihoods for the community. Images of people rowing boats, developing homestays, and tourism services have become a unique cultural feature here.

Ms. Tran Thi Hoa (Nam Hoa Lu ward) shared: Since participating in rowing to serve guests, my family has had more income and life has improved significantly. We both make a living and contribute to preserving the landscape of Trang An.

Chairman of the People’s Committee of Ninh Binh province Pham Quang Ngoc said that in the coming time, Ninh Binh tourism will steadfastly develop a “green-creative-sustainable-international integration” orientation, with the goal of welcoming 30 million visitors by 2030, of which 4 to 5 million international visitors; The tourism-cultural industry contributes about 15% of GRDP.

By 2050, the province strives to become Asia’s leading cultural-tourism-creative ecosystem, a global creative city recognized by UNESCO, a convergence of international events and an “outdoor studio” for world cinema.

To achieve the set goals, the Provincial Party Committee, People’s Council, and People’s Committee are interested in directing the implementation of many key solutions such as: Strategic infrastructure development, of which the focus is on investment in airports, international tourist seaports, convention centers, heritage and creative parks; promote digital transformation, build a smart tourism ecosystem; forming creative centers, international film studios, and annual cultural and artistic events of regional and global scope; training high quality human resources, linking training with market needs and international integration.

Quantifying tourism value and attraction

A collaborative study between Vietnam, Italy, and Germany has quantified the total economic and brand value of Trang An up to 213 billion USD. Of which, about 20 billion USD is the buffer zone land value increased thanks to the impact of heritage. This number shows that Trang An is not only a natural-cultural treasure, but also a “global brand asset” with strong attraction.

Director of Ninh Binh Department of Tourism Bui Van Manh shared: This is an important scientific and practical basis for Ninh Binh to affirm its position on the international tourism map, attracting investment resources, cooperation and global communication. The evaluation results clearly show that Trang An has 10 outstanding value groups, including: Entertainment, karst, biodiversity, archaeology, special-use forests, temple and pagoda culture, festivals, folk arts, land value in the core and buffer zones. This confirms that the urban model based on heritage is completely feasible, in which heritage becomes the pillar for urban planning, cultural landscape and community livelihoods.

Regarding long-term strategy, this economic value is an important basis for policy planning: From planning heritage urban space, sustainable real estate development, to improving governance capacity, adapting to climate change and international integration. Trang An can become a global model for heritage-based development, contributing to enhancing the position of Ninh Binh and Vietnam on the world tourism map.

In particular, the results of evaluation research have been announced and acknowledged at international conferences, in association with many prestigious partners around the world. This opens up opportunities for Trang An, and more broadly Ninh Binh, to become a center for exchange, cooperation and international knowledge sharing on heritage conservation and development.

Thereby, it not only enhances the position of the province, but also helps us access resources, technology, and advanced management experience, making the “Millennium Heritage City” a model of deep integration in the era of globalization. The Trang An brand is positioned based on a development model associated with conservation. Governments, businesses and communities work closely to both preserve heritage and exploit it effectively.

After merging with Ha Nam and Nam Dinh, Ninh Binh province (new) became the gateway to the south of the Red River Delta, converging strong resources in infrastructure, economy and population. In this development structure, Trang An continues to play a nuclear role, a symbol of the “Millennium Heritage Urban” that the province is aiming for.

With strategic vision, synchronous participation of the entire political system, community and businesses, along with unique heritage values, Trang An will continue to spread a strong message: Green, sustainable and harmonious development, for a rich, beautiful, civilized, modern Ninh Binh, reaching international standards.