In recent years, many local residents in Vietnam have successfully leveraged social media platforms such as Facebook, TikTok, and Zalo to promote agricultural tourism, not only boosting income and raising the value of local agricultural products, but also introducing the unique cultural beauty of Vietnam to international visitors.

Nguyen Thi Thuy, a resident of District 1 in Ho Chi Minh City, shared her exciting trip to the northern region during the 2025 Lunar New Year (Tet) holiday last month. 

She and her family, along with two friends from the UK, decided to explore Vietnam with the intention of visiting unique destinations.

By chance, Thuy came across a Facebook post from a Red Dao ethnic person in Lao Cai Province, northern Vietnam, promoting rural tourism and local agricultural products. 

Intrigued by a video showing the harvest of cabbage and the preparation of pork for Tet, she followed the Facebook page, which led to a seven-day trip that turned out to be surprisingly enjoyable and affordable.

Their stay at a Red Dao family’s home cost just VND300,000 (US$11.8) per person per night, while a meal for eight people was priced at less than VND2 million ($78.5), Thuy said.

The fee for a guide who took them into the forest to experience harvesting bamboo shoots and picking wild vegetables was VND500,000 ($19.6), with no time limit.

Increasing numbers of young people from Ha Giang, Yen Bai, Lao Cai and Thai Nguyen Provinces and other localities in the northern are using social media to showcase local agricultural products, including green tea, rice noodles, traditional cakes, and wild herbs, often accompanied by videos of tourists enjoying these unique experiences.

Though the quality of these videos is often amateur, the simplicity of the content has captured the attention of viewers. 

For example, a Facebook account, named ‘May Kim Dao Do,’ from Ta Phin Village in Lao Cai has garnered over 200,000 followers. 

The page primarily features content about local scenery, organic farming, Dao ethnic community cultural festivals, and even cooking or farming experiences, drawing more tourists to the village.

Another page posting a video of the process of making traditional peanut candy in Thai Nguyen has attracted nearly 5,000 followers. 

Le Tuan Kiet, who has over 10 years of experience running tours in Sa Pa, a famous tourist town in northern Vietnam, said that many international tourists travel to Sa Pa with a specific request: ‘Take me to the place in the video’ on Facebook.

New trend with both potential and challenges

One homestay owner in Ta Phin Village, Sa Pa shared how social media has benefited her family and farmers.

“Instead of working as an employee, I started creating a channel to promote local tourism and agricultural products," the homestay owner said.

“Now, I post at least one video per week about daily life, and this has brought extra income and employment opportunities to my family."

Nguyen Thi Khanh, president of the Ho Chi Minh City Tourism Association, emphasized the importance of leveraging social media to promote Vietnam’s culture and tourism.

This is an excellent strategy for rural tourism, Khanh said, stressing the need for proper guidance and support for farmers and individuals who create tourism channels.

“Local authorities and relevant departments should provide direction to avoid duplication and encourage creativity,” she said.

Nong Viet Yen, director of the Yen Bai Department of Culture, Sports, and Tourism, highlighted how social media has contributed to the growth of the province’s tourism sector. 

Locals, especially young people, are making the most of platforms like Facebook and Zalo to promote homestays and local agricultural products, resulting in an increase in both domestic and international tourists, as well as a sharp rise in the number of lodging facilities, he noted.

The province is planning to support tourism, raise the value of One Commune One Product (OCOP) products, offer training courses to the owners of firms active in tourism, and teach locals to make an efficient video, Yen said.

Discussing a perspective on the growing trend of locals using social media to promote tourism, a tourism expert based in Ho Chi Minh City said that the approach is distinct from traditional media or official travel publications, with its unique and localized content, often featuring local dialects but effectively attracting tourists. 

The expert emphasized the need for a collaborative effort, integrating local tourism models with support from authorities and businesses -- particularly through digital transformation -- to connect domestic and international tourists via digital platforms.

This cohesive strategy could enhance the success and sustainability of community-driven tourism initiatives.

Social media’s growing influence on travel choices

According to a 2024 survey by Booking.com, 69 percent of respondents said they used platforms like Instagram, TikTok, Facebook, and YouTube to find travel inspiration. 

Also, 67 percent were interested in visiting locations featured in films or TV shows, while 60 percent were eager to experience food and cultural events highlighted on social media.

Don’t let tourists face risks

As a tour managing employee, Kiet emphasized the success of agricultural tourism through social media. He also praised locals for English speaking skills that impress foreigners a lot.

However, he recalled an incident involving a Spanish tourist who, after seeing a Facebook post, visited a local home in Sa Pa. 

The family took the tourist into the forest to experience picking bamboo shoots, but the tourist fell and injured himself. 

The tourist had a blood disorder, and it was a chaotic situation with no immediate medical response, Kiet said.

He suggested that local authorities should collaborate with travel agencies to ensure a safe and professional experience for tourists.

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