As global tourism continues to diversify, agricultural tourism has emerged as a promising avenue, fostering rural economic growth, preserving indigenous cultures, and encouraging environmental conservation.

Recognising the potential of sustainable tourism, a delegation of Swiss ambassadors and senior representatives from Switzerland’s development cooperation agencies in Southeast Asia visited the Swiss Tourism for Sustainable Development in Vietnam initiative on February 18 in Hoi An.

Farming meets tourism

Funded by the Swiss State Secretariat for Economic Affairs, the initiative aims to develop Vietnam’s tourism industry in a more sustainable and inclusive manner. The venture, running to 2027, is co-implemented by Helvetas Vietnam and CRED Tourism and Agriculture Solution Consulting.

During the visit, the delegation explored Tra Que vegetable village, recognised by the United Nations Tourism as the Best Tourism Village 2024. The village, with a history spanning over 300 years, has become a model for sustainable agro-tourism. Local farmers adhere to eco-friendly practices, avoiding chemical fertilisers and pesticides to ensure both environmental and consumer health.

Nguyen Thanh Hong, director of the Quang Nam Department of Culture, Sports, and Tourism, highlighted that the award reflects the province’s innovative and dedicated approach to rural tourism.

“The recognition of Tra Que as a best tourism village underscores the local community’s commitment to preserving cultural heritage, traditional handicrafts, and the long-standing rural lifestyle,” he stated at the first international conference on rural tourism organised by the United Nations Tourism in Quang Nam in December.

Farmers in Tra Que have also witnessed the growing appeal of agro-tourism firsthand. Nguyen Len, a 59-year-old vegetable farmer, noted a sharp rise in international visitors seeking immersive farming experiences.

“Over the past two years, more travellers – especially from Western countries, have come with their families to participate in farming activities. They till the soil, plant vegetables, and use traditional watering cans. Parents and children alike enjoy capturing these moments, creating cherished memories,” he told VIR.

Beyond Hoi An, other regions in Vietnam are capitalising on their agricultural strengths to encourage tourism.

Moc Chau, a highland district in Son La province, is emerging as a key destination where agro-tourism is driving economic development. Nguyen Hoa, vice chairwoman of Moc Chau People’s Committee, emphasised that the district’s sustainable tourism strategy is built around two pillars: agriculture and cultural heritage.

“Our vision for tourism development is anchored in agriculture and culture. With 12 ethnic communities living in harmony, we have a unique opportunity to both preserve and celebrate our rich heritage while crafting distinctive tourism experiences,” Hoa stated at a tourism promotion conference last year.

The district is actively supporting farmers, businesses, and cooperatives in developing agro-tourism services. Among the standout destinations is Mocha Hill, a tea plantation that seamlessly integrates tourism with organic tea production.

“By blending agriculture with tourism, we offer visitors a unique opportunity to connect with nature and the tea culture of Moc Chau. Since mid-2024, we have expanded into organic tea production under the Mocha Tea brand,” Ngo Huy Viet, director of Mocha Hill, told VIR.

“Visitors can harvest tea leaves, learn about processing techniques, and enjoy freshly brewed tea in a serene natural setting. This initiative enhances visitor experiences and helps promote the province’s tea products to a wider audience.”

In Hanoi, the push towards agro-tourism is gaining momentum, with local authorities mapping out 17 craft villages to integrate with tourism. These efforts have attracted investment and yielded promising results, showcasing how urban-adjacent areas can also embrace sustainable tourism models.

One standout initiative is the Giang Bien Agricultural Tourism Experience in Long Bien district, offering three immersive programmes: a day as a farmer, the agricultural semester, and green and healthy living. Meanwhile, Hanoi’s suburban districts are leveraging their rural landscapes and long-standing agricultural traditions to create distinctive tourism offerings.

For example, Me Linh’s rose farms, Dong Du’s vegetable and guava orchards, and Hoai Duc’s diverse fruit farms, producing guavas, grapes, apples, pomelos, and oranges, are increasingly drawing visitors eager for farm-to-table experiences.

According to a global market report published last month by the Business Research Company, the global agro-tourism market has grown significantly, reaching an estimated $66.29 billion in 2024 and projected to rise to $70.43 billion in 2025, reflecting a compound annual growth rate of 6.2 per cent.

“The market’s growth in recent years has been driven by rural economic diversification, rising consumer interest in farm life, cultural preservation, environmental education, and seasonal events and festivals,” the report noted.

The market is expected to expand to $94.7 billion by 2029, with a projected compound annual growth rate of 7.7 per cent. Key trends shaping the future of agro-tourism include agri-education experiences, farm-to-table offerings, adventure-based rural activities, cultural immersion, and specialised packages tailored to niche audiences, the report added.