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 — in 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 Binh stressed that while embracing technology is essential, direct promotion should not be overlooked, and outdated approaches must be adapted to align with global digital trends.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.
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.
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.
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.
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./.
