Overview of the workshop - Photo: NAM TRAN
On October 11, Tuoi Tre newspaper organized a workshop: What products for high-end tourists to Vietnam? in Hanoi.
Journalist Cao Huy Tho, deputy director of the Tuoi Tre Newspaper Media Service Center, informed the delegates not to forget to bring home a gift. It was a basket of green rice cakes - made entirely by hand from fresh green rice grains - that the newspaper had prepared.
Talking about products for high-end tourists to Vietnam, delegates spent a considerable amount of time discussing ways to "upgrade" Vietnamese cuisine.
When Mr. Tho revealed that this rice cake handmade by culinary artist Nguyen Thi Tuyet only costs 18,000 VND/piece, businessman Pham Quang Vinh asked: "If I were Ms. Tuyet, I would sell it for 180,000 VND/piece, or even 500,000 VND/piece."
Vietnam tourism is gradually changing from low-cost tourism to high-class, quality destinations. If Vietnam wants to attract high-end tourists, it must focus on developing high-class culinary experiences.
Mr. Liam Cordingly 
Journalist Cao Huy Tho and the traditional green rice cake gift basket in hand - Photo: NAM TRAN
180 thousand/rice cake, expensive?
Mr. Pham Quang Vinh said that his country has many types of delicious wine and food, interesting experiences but the prices are not commensurate.
"Selling for 180,000 or 500,000 VND, high-class tourists may want to eat and buy more. If selling a green rice cake for 180,000 VND, the story will be different immediately," said Mr. Vinh.
He shared his experience when he went out drinking wine with his friends. People sometimes could not distinguish between a $1,000 bottle of wine and a $5,000 bottle, but they were willing to spend money and preferred the more expensive bottle.
The rice cake is completely handmade, only costs 18,000 VND/piece.
Similarly, another time, he and two Canadian guests went to Yen Bai. When they entered a local restaurant, the owner brought out a menu with wine, including sticky rice wine, apple wine, etc.
"We chose apple cider. My friends really liked it, especially the act of scooping small ladles into the bowl. They filmed and took pictures to send to their relatives right away," he continued, "when they found out that a bottle of apple cider cost less than $10, everyone was very surprised."
Mr. Vinh said: "If I were the owner, I would say $100. When drinking, it would feel better to pay $100 for that drink," he added, "as long as it's safe and the experience is unique."
From left to right: chef Do Nguyen Hoang Long, Ms. Pham Anh Tuyet, Ms. Nguyen Thi Tuyet - Photo: NAM TRAN
Good wine needs no bush... old fashioned!
Artisan Nguyen Thi Tuyet said that when she visited Europe, she saw that people there still made cakes by hand in traditional ovens that were hundreds of years old. The cakes were not cheap.
"Why don't we promote the image of traditional cakes, handmade in very small batches so that they understand the value of Vietnamese cuisine?" Ms. Tuyet wondered.
Another culinary artist, Ms. Pham Anh Tuyet, has hosted many heads of state as well as billionaires.
She said, "Vietnamese cuisine is praised by the world, but we do not know how to elevate our cuisine. Meanwhile, other countries do very well, Korean kimchi is an example.
"When serving high-end customers, the most important factors are personalization, service standards and safe preparation so that when customers enjoy the food, they can enjoy it with peace of mind," she said.
According to Ms. Anh Tuyet, for a long time, Vietnamese people have followed the style of "good wine needs no bush" but in the 4.0 era, a deeper strategy is needed in promoting cuisine.
We have to find out what high-end tourists are eating and what they want to eat, and then design a more friendly "interface" for them but still serve "made in Vietnam" dishes.
Do Nguyen Hoang Long 
Mr. Nguyen Quoc Ky, Ms. Nguyen Thi Tuyet and chef Do Nguyen Hoang Long - Photo: NAM TRAN
Solving the "curse of cheap prices" and bringing in high-end tourists
Over the years, Vietnam has consistently been in the top 10 most attractive and cheapest tourist destinations of the year. This year, Vietnam is also in the top 21 cheapest destinations according to Condé Nast Traveler magazine.
Is Vietnamese cuisine "cursed of being cheap and popular" and only for the mid-range tourist segment?
Traditional Tet tray of Hanoi people prepared by artisan Anh Tuyet - Photo: DAU DUNG
What can be done to attract more high-end customers to Vietnam? Runner-up of MasterChef Vietnam 2017 Do Nguyen Hoang Long believes that we should still prepare food in a traditional but more youthful way to reach more customers.
Besides building good, safe raw material areas and developing them in a sustainable direction, food business people must understand the core value of raw materials and at the same time absorb the spirit of international customers.
Mr. Liam Cordingley speaks - Photo: NAM TRAN
Liam Cordingley, chief economist at Oxford Economics, said food and drink were a big driver of destination choice. “Seven out of 10 potential tourists said food and drink were important when choosing a destination, with this proportion rising for higher-income travellers,” he said.
Vietnam tourism is gradually changing from low-cost tourism to high-class, quality destinations. To attract high-end customers, we must focus on developing high-class culinary experiences.
High quality food products with a rich, unique, diverse and personalized menu. Flexible location, easy to find. Serving a variety of premium alcoholic beverages to new cocktails.
Vietnamese cuisine is upgraded - Photo: GIA, NÉN LIGHT
Mr. Liam pays special attention to the safety and reliable origin of cuisine as the core factors that determine the image and reputation of a tourist destination.
Mr. Nguyen Quoc Ky, chairman of Vietravel Holding, noted that a high-end tourism product is essentially what impression it leaves on customers in the end.
"A memorable trip, an unforgettable memory, a surprise and enrichment in perception... is much more important than a 5-star or 6-star hotel," he said. Therefore, service quality is what determines high-end or low-end.
Source: https://tuoitre.vn/chiec-banh-com-180-ngan-dong-lit-ruou-tao-meo-100usd-co-dat-khong-20241012202104814.htm
Comment (0)