1. Tourism development situation in Ninh Binh province

Ninh Binh is a land of spiritual land, talented people with a long tradition and cultural history. Located in the South of the Red River Delta, about 90 km from Hanoi, with a favorable geographical location, Ninh Binh has become an important bridge in economic - trade - tourism and cultural exchange between the North and the South. Ninh Binh has a diverse terrain: hills, mountains, rivers, lakes, plains, seas, bearing the full nuances of the terrain of Vietnam in miniature. Ninh Binh has diverse, rich and attractive tourism resources, based on unique landscapes and a long history of human culture (there are many archaeological relics dating from 5,000 to 30,000 years ago) as well as the history of Vietnamese culture. More specifically, in the 10th century, this place played the role of the capital of Dai Co Viet State, with a capital-urban culture that continues to resonate to this day. In particular, when Trang An Scenic Landscape Complex was recognized by UNESCO as a World Cultural and Natural Heritage, Ninh Binh tourism was officially named on the world tourism map, bringing many opportunities for the province's "smokeless industry". These are the advantages and great potentials to develop cultural tourism, eco-tourism combined with culture, creating a unique highlight in Ninh Binh.

The Prime Minister's tourism system planning for the period 2021-2030, with a vision to 2045, identifies Ninh Binh as one of the provinces in the 6 regions and 8 dynamic areas planned to develop the national tourism space, with the highlight being Trang An Scenic Landscape Complex. In particular, on March 4, 2024, the Prime Minister issued Decision No. 218/QD-TTg approving the Planning of Ninh Binh province for the period 2021-2030, with a vision to 2050, accordingly defining the strategic goal of socio-economic development as: "Taking the preservation and promotion of the value of cultural and historical heritage, fine traditions of the people, the land of the Ancient Capital, and the outstanding value of the World Cultural and Natural Heritage Trang An as a resource and driving force for development" and setting the goal by 2035 to become a centrally-governed city with the characteristics of "Millennium Heritage City, Creative City"; one of the major centers with high brand value in tourism, cultural industry, heritage economy of the whole country and Southeast Asia, with Trang An Heritage as the center.

With the consistent strategy of developing green and sustainable tourism; Community-based tourism, respecting natural values, cultural history to the maximum, along with a methodical approach, Ninh Binh is increasingly affirming its position, becoming an unmissable destination for domestic and foreign tourists. The Resolution of the 22nd Provincial Party Congress, term 2020 - 2025 continues to determine: Developing Ninh Binh into a tourism center of the country and the region, aiming to make tourism a spearhead economic sector. On October 29, 2021, the Provincial Party Executive Committee issued Resolution No. 07-NQ/TU on tourism development for the period 2021 - 2030, with a vision to 2045. In particular, the Resolution has shifted the development strategy from "breadth" to "depth". The province strives to become a major tourism center by 2045, among the top 10 tourist destinations in Southeast Asia, with tourism becoming a key economic sector, contributing 10% of GRDP.

To achieve the goal of becoming a major tourism center of the country and the region, with tourism becoming a key economic sector, contributing 10% of GRDP by 2030. Ninh Binh province has been implementing "multi-tasks" and "multi-solutions" with the highest determination and effort. In which: Promoting socialization; mobilizing resources to invest in infrastructure, building new tourism products with high cultural content; having mechanisms and policies to mobilize and encourage economic sectors to participate in tourism development investment. Focusing on attracting investors with large brands to invest in tourism service areas, shopping centers, and entertainment. Organize market research, promotion, advertising - linkage, domestic and international cooperation in tourism development; Organize the application of information technology, digital transformation. Develop tourism human resources according to a reasonable structure, ensuring sufficient quantity and quality, especially the management and operation staff...

In 2023, Ninh Binh province welcomed over 6.5 million tourists, including nearly 500,000 international visitors. In the first 6 months of 2024, the number of visitors to tourist attractions in the province is estimated at over 6.28 million, an increase of 38.47% over the same period last year, reaching 83.76% of the 2024 plan. Tourism revenue in the whole province in the first 6 months is estimated at over 5,937 billion VND, more than 1.5 times higher than the same period last year, reaching 71.96% of the 2024 plan. Ninh Binh province ranks 6th out of 10 provinces and cities with the largest number of visitors in the country.

In particular, with its unique natural beauty, in recent years, Ninh Binh has been ranked high in the voting lists of many prestigious international travel sites by domestic and international organizations. In 2020, Trips to Discover (USA) listed Ninh Binh in the list of 14 most attractive destinations in Asia. In 2022, Travel and Leisure Magazine (USA) ranked Ninh Binh in the list of 12 most beautiful filming locations in Asia. In 2023, Ninh Binh won the Traveler Review Award, being the only representative of Vietnam in the top 10 friendliest destinations in the world. Forbes Magazine (USA) voted Ninh Binh as one of the 23 most worth-visiting destinations in the world. Most recently in 2024, Ninh Binh ranked 4th in the "Top 10 wonders of the world for people who don't like crowds"; top 10 most attractive experiences in the world.

2. Current status of implementing civilized tourism in Ninh Binh province

Culture is an invaluable resource for tourism development. Tourism development today must be based on the principle of sustainable development, contributing to protecting and promoting cultural values ​​and protecting the ecological environment. If tourism wants to become a meeting place for tourists, we must attach importance to building a healthy cultural environment at tourist destinations, taking cultural people as the center of tourism development. In each trip, what tourists want to explore is not only the uniqueness of the destination and tourism services, but also the landscape, environment, food safety and hygiene, and the behavioral culture of the local people. These seemingly minor factors have a significant impact on the satisfaction and whether or not visitors want to return. Therefore, in parallel with investing in improving product quality, the province must pay more attention to building a civilized and friendly tourism image. Implementing the 2024 mass mobilization program, the Provincial Party Committee's Mass Mobilization Committee organized a conference to propagate and mobilize people to practice a civilized tourism lifestyle; civilized weddings, funerals and festivals in Hoa Lu district - a key tourism development area of ​​Ninh Binh province is one of the key and necessary tasks to contribute to making tourism a spearhead economic sector of the province.

First of all, we should understand correctly what Civilization is?

Civilization has a very rich connotation. The Brief Political Dictionary jointly published by the Progress Publishing House (Moscow) and the Truth Publishing House in 1988 recorded: Civilization has 3 understandings as follows: Synonymous with culture; level, stage of development of material and spiritual culture; stage of social development after the barbaric era.

Civilization in the broad sense is the sum of the creative values ​​of humanity, including material civilization, spiritual civilization, political civilization, social civilization, ecological civilization, etc.

Civilization in the narrow sense has content on the spiritual aspect, on ideology, theory, ethics, literature, art, education and science, and social activities of humanity. Ultimately, the criterion of civilization is progress at its peak.

A civilized and attractive tourism environment is one of the leading factors attracting tourists. Therefore, localities with tourist areas and spots in the province pay special attention to implementing a civilized lifestyle, civilized tourism, especially in behavior and communication with tourists.

With the goal of creating a healthy, friendly and attractive tourism environment, in March 2017, the Ministry of Culture, Sports and Tourism issued a Code of Conduct for Civilized Tourism. The Code of Conduct includes normative regulations to guide the behavior, attitudes, habits, and civilized conduct of organizations and individuals participating in tourism activities, communities at tourist destinations, Vietnamese tourists traveling domestically and internationally, and foreigners traveling to Vietnam. In particular, for communities, especially those in key tourist destinations, the rules of conduct are regulated in quite detail. For example, communities need to be polite, friendly, speak well, and have good gestures; enthusiastically guide and help tourists when requested; line up in order, do not jostle or push when using services or participating in public activities; respect, help, give priority and give way to tourists; be aware of and responsible for protecting the landscape and environment; preserve the cultural identity of the community; do not solicit or cling to tourists; No vulgar, uncultured, rude, discriminatory or discriminatory words, gestures or behavior towards tourists; no littering, spitting, defecating in public, smoking in unauthorized places; no selling products from wild animals and plants to tourists...

In addition, the Code of Conduct for Civilized Tourism also sets out specific and clear regulations for entities such as restaurants, accommodation, transportation, travel, shopping, sightseeing and tour guide service establishments... In particular, it emphasizes proper, friendly, responsible and respectful behavior towards tourists. Comply with the law, focus on professionalism, brand and quality in business, in order to provide reputable goods and services, ensuring the correct quantity and quality for tourists. Promote responsible tourism, protect the natural and cultural environment for sustainable tourism. Be open-minded, listen to customer feedback and be sincere in serving customers. Be responsible for tourists, do not let them wait too long when an incident occurs and if there is an incident, "explain", "apologize" and hope for "understanding" from tourists... The Code of Conduct for Civilized Tourism is especially necessary in the current context. The remaining issue is how to actualize those regulations into practice and turn the regulations into a way of behaving, behaving in a way that is both standard and natural. Only then can the problem of "tourism culture" hope to have a fundamental change.

Implementing Resolution No. 07-NQ/TU dated October 29, 2021 of the Ninh Binh Provincial Party Committee on developing Ninh Binh tourism in the period of 2021-2030, with a vision to 2045; Decision No. 1339/QD-UBND dated November 30, 2021 of the Ninh Binh Provincial People's Committee on promulgating the Ninh Binh Tourism Development Project for the period 2021-2030, with a vision to 2045. The Department of Tourism has proactively deployed and effectively coordinated with departments, branches, localities, and organizations of the province to disseminate information to officials, civil servants, public employees, tourism businesses, and related organizations and individuals. Focus on promoting and introducing tourism potential, tourism products, introducing scenic spots, new tourist areas, destinations, tours, and activities to promote the image of Ninh Binh; At the same time, propaganda to raise awareness of the people, especially people in places with tourist areas and spots, have realized the potential strengths of tourism in local economic development in order to develop sustainable tourism, actively respond to participate in propaganda, conservation, preservation, exploitation and promotion of potentials, strengths, protection of Heritage, well implement civilized tourism lifestyle, prioritize the development of high-quality, sustainable tourism in the direction of "green growth" to contribute significantly to promoting socio-economic development, gradually turning tourism into a spearhead economic sector. Departments, branches, localities and organizations of the province regularly disseminate tourism development work to cadres, civil servants, public employees, tourism businesses, relevant organizations and individuals to deeply understand the position and importance of World Heritage, the significance of improving the effectiveness of management, conservation, exploitation and promotion of the value of cultural heritage as well as historical relics, thereby raising awareness and responsibility in preserving and protecting heritage, raising awareness, and implementing a civilized lifestyle in tourism activities. Every year, organize training courses to raise awareness for people, tourism businesses and local communities to voluntarily and actively participate in protecting the landscape and environment, preserving and promoting the value of cultural heritage, and maintaining security and order; Implement a civilized lifestyle, polite and friendly tourist behavior that bears the cultural imprint of the people of the ancient capital of Hoa Lu, creating high consensus to build a dynamic, creative, competitive tourism business ecosystem and a safe and attractive tourism environment.

With the goal of building a cultural and civilized environment in tourism activities, Ninh Binh has recently had many solutions to promote the role of the people in welcoming and serving tourists. Thereby, increasingly affirming the brand of a safe and friendly destination of the heritage land. The Trang An Scenic Landscape Complex is not only famous for its beautiful landscape, but also for its many cultural features of the local people. However, there was a time when some people were soliciting to take photos, competing for customers, and selling goods on the street... which affected the image of the tourist area. In recent times, the campaign to build Tam Coc - Bich Dong into a bright spot in terms of civilization, culture and safety has been widespread. Thousands of households have joined hands to build a destination culture, with changes starting from their attitudes towards tourists.

One of the characteristics of Ninh Binh people is friendliness, gentleness, and elegance in communication and behavior. Therefore, the preservation and promotion of this cultural value is of interest to all levels and sectors. Management regulations in tourist areas, as well as the organization of training and professional development classes, have focused on improving the level of communication and behavior, serving visitors attentively, and creating a friendly landscape. Up to now, the landscape, environment, culture, and civilization at heritage tourist areas and destinations in Ninh Binh province have clearly changed: 100% of tourist areas and destinations have become "civilized, safe, and friendly destinations". In addition, Ninh Binh province has developed, issued, and implemented a project to ensure security and safety in tourism activities and Plan No. 79/KH-UBND dated July 10, 2017 on implementing the Code of Conduct for civilized tourism in the province.

In order to achieve the goal of turning tourism into a spearhead economic sector, in addition to the specialized resolutions on tourism development of the Provincial Party Committee through the periods, the Provincial People's Committee has issued Decision No. 34/2015/QD-UBND on the Regulations on management, protection and promotion of the value of historical-cultural relics and landscapes ranked in Ninh Binh province. In addition to the regulations on protection and management according to the Law on Cultural Heritage, the Regulations also clearly stipulate that relic sites must have the consensus of the people and activities must comply with regulations on cultural and civilized lifestyle. The promotion and introduction of relics need to pay attention to educating traditions and creating impressions to attract tourists to visit the relics.

For the young generation, Ninh Binh province has a plan "Building a culture of behavior in schools for the period 2018 - 2025 in Ninh Binh province". To implement this plan, Ninh Binh province has directed the development of extensive propaganda tasks, creating strong changes in the young generation, the future generation of Ninh Binh in terms of behavioral culture, lifestyle, ethics in schools and public places; in terms of attitudes, behaviors, and standard language to build a behavioral culture for each individual in the community. Implement well the strategy of training, building, and fostering a behavioral culture in public places for students in schools. Encourage students to learn about local historical values, understand more about the cultural traditions of their families, communities, and hometowns of Ninh Binh.

The province has also issued a Code of Conduct for officials, civil servants, public employees, and workers at offices to build cultural, civilized, and professional agencies. Promoting the spirit of serving people and visitors effectively, having standards of conduct in performing public duties, and also setting an example for people in service style and performing tasks. In the Code of Conduct issued by the Provincial People's Committee, there are 6 general rules regulating the working attitude when receiving people with a friendly, enthusiastic, responsible, and dedicated style. The detailed rules for each group of officials in management and service activities have also contributed to the general orientation for people in their behavior in public places. Thus, it can be seen that the province has paid great attention to the culture of public behavior and linked the development of public behavior with tourism development, making tourism a key economic sector and at the same time educating people about public behavior associated with building local brands and images.

In the orientation of tourism development, making tourism a key economic sector of Ninh Binh province, propaganda and education activities on public behavior associated with building local brands and images are very important. Therefore, it is necessary to have a specific strategy to clearly identify the cultural identities of the locality, and to incorporate the values ​​of that cultural identity into the propaganda and education content for the people. In particular, it is necessary to specify each content suitable for each age group, occupational group, and social group. In particular, the content of propaganda on cultural identity and local brands should be combined with training courses for those serving tourists, including tourism businesses, people participating in tourism services, students, etc.

The Provincial Party Committee's Mass Mobilization Committee has guided the People's Committees at the district level to direct the review and supplementation of village conventions and regulations in residential areas and residential groups, including criteria on building cultural life in residential areas, regulations on people participating in tourism activities; environmental protection; and building civilized tourism. 8/8 District-level Mass Mobilization Committees have plans to deploy and organize the implementation of Resolution 07-NQ/TU; register to build and replicate models and typical examples of skillful mass mobilization in mobilizing people to practice civilized tourism lifestyles and preserve and promote heritage values. The Association's branches organized 250 sessions to propagate the province's policies on tourism development, conservation of natural landscapes, historical relics for tourism, "Green tourism" associated with exploitation and conservation of the diversity of natural ecosystems and values, tangible and intangible cultural heritage of the province, attracting over 25,000 members and women to participate. The Provincial Women's Union organized the program "Green Market - Protecting the Rural Environment" at the Tam Coc and Bich Dong boat wharf tourist area. The event with the theme "Joining hands for a cleaner world" raised public awareness of environmental protection, encouraged members, women and communities to build a sustainable lifestyle, friendly to nature; rationally use natural resources, protect biodiversity by sorting waste at the source, limiting the use of plastic bags and disposable plastic products; actively plant trees, afforest, protect forests; Carry out organic waste treatment, encourage the use of environmentally friendly products, form and maintain good habits to contribute to environmental protection, make the world cleaner and the country develop harmoniously and sustainably.

The Tourism Department coordinates with the Provincial Party Committee's Propaganda Department to develop a system of explanatory lectures as tourist guide materials at a number of key tourist areas; Coordinate with the Provincial Party Committee's Mass Mobilization Committee, the Provincial Women's Union, the People's Committees of districts, cities, universities, colleges and enterprises assigned to manage tourist areas and spots to open training courses to improve tourism knowledge and skills, foreign languages ​​and civilized and polite communication style towards tourists for cadres, employees and local communities participating in tourism activities at tourist areas and spots in the province, especially at tourist areas and spots belonging to the Trang An Scenic Landscape Complex: Bai Dinh Pagoda spiritual area, Trang An eco-tourism area, Tam Coc - Bich Dong tourist area, Van Long eco-tourism area...

This is one of the regular activities of the Provincial Party Committee's Mass Mobilization Committee and the Tourism sector to raise awareness and guide the behavior, attitude and civilized manner of organizations and individuals when participating in tourism service activities, contributing to building Ninh Binh tourism into a bright spot in terms of culture, civilization and safety.

In the period of 2018-2024, the tourism industry presided over and coordinated with relevant units to organize 67 training courses for nearly 9,200 students, including: 22 professional training courses on tourism (management of accommodation facilities, reception, rooms, desks, etc.); 25 training courses on tourism civilization, heritage protection, sustainable tourism for local communities in tourist areas and destinations; 20 knowledge update courses for tour guides and people involved in transporting tourists. The People's Committees of districts and cities have organized 14 training courses, including 02 training courses to improve knowledge of sustainable community tourism, 11 classes to teach intangible culture and 01 class to foster tourism skills and expertise associated with exploiting traditional cultural values ​​of the Muong ethnic group (08 classes of Project 6 under the National Target Program on Socio-economic Development of Ethnic Minorities and Mountainous Areas in 2023) for 858 participants.

Hoa Lu University has developed a Tourism Training Program, training programs for majors in Hotel and Restaurant Management, Tourism and Travel Services Management, and Tour Guides to enroll students from 2023.

In particular, the World Cultural and Natural Heritage Trang An Scenic Landscape Complex, since being recognized by UNESCO, has become a brand that attracts a large number of domestic and foreign tourists to Ninh Binh province. The management, conservation and promotion of Heritage values ​​have achieved positive results. The outstanding global values ​​of Heritage are respected and preserved; the coordination between departments, branches, local authorities and businesses operating in the tourism sector in the Heritage area in preserving Heritage associated with sustainable tourism development is increasingly tight; awareness in the community about the role and importance of Heritage has been significantly raised; the quality of human resources in Heritage management meets management requirements; the system of rocky mountains, special-use forests, ecosystems, archaeological relics, historical and cultural relics are well protected; security and order, environmental sanitation, tourism infrastructure are ensured and maintained; tourism culture and civilization have been improved, service and reception of guests have basically become professional; Tourism promotion work has always been focused on, tourist areas and spots in the Heritage area have truly played a role as the nucleus to promote tourism development in the whole province.

Tourism in Ninh Binh province has grown strongly, however, most people still lack knowledge and skills to do modern and sustainable tourism. To overcome the above limitations, the Provincial Party Committee's Mass Mobilization Committee has increased propaganda and dissemination to those working in tourism services about the policies of the Party, the State and the province on tourism development until 2020, with a vision to 2030; the main tasks and solutions of the province on tourism development in 2020 and the following years; regulations on implementing civilized lifestyles in weddings, funerals and festivals in the province.

State management of tourism is constantly being strengthened and innovated, focusing on the management, preservation and promotion of the value of historical and cultural relics, developing eco-tourism, resorts, sightseeing, developing traditional craft villages, traditional products, and products (OCOP); ensuring security and order, traffic safety, environmental sanitation, food safety, tourism civilization, etc.

Tourism development has made significant contributions to the economic and social development of the province, gradually affirming its role as a key economic sector, while promoting the development of many industries and fields. The image and tourism brand of Ninh Binh has been affirmed quite strongly on the tourism map of Vietnam and the region, and for many consecutive years has been voted by international travel magazines and websites as the top attractive destination in Vietnam and Asia.

From the right perception, the implementation of cultural lifestyle, discipline, and civilized communication and behavior in tourism activities has increasingly gone into depth. To achieve that result, the Department of Tourism has coordinated with departments, unions, social organizations; organizations, individuals and businesses to join hands to focus on promoting propaganda to all classes of people about the orientation of sustainable tourism development; regulations on implementing civilized lifestyles in weddings, funerals, festivals; the Code of Conduct for Civilized Tourism of the Ministry of Culture, Sports and Tourism... Thereby, contributing to raising awareness and actions of each person to build the image of the tourist city.

Accommodation and food service establishments all list prices and sell according to the listed prices, tourism develops in a civilized and friendly direction. Up to now, funerals and weddings are organized by people in a compact way, without lavish and prolonged meals like before; the number of restaurants and accommodation establishments is large, meeting the needs from the common to the high-end.

Implementing a civilized lifestyle and civilized tourism in communes with tourist areas and spots is contributing to building the image and brand of the destination, while promoting the good cultural values ​​of people. In the process of implementing the movement "All people unite to build a cultural life", in each locality, cultural families are taken as the core, actively and exemplary in complying with community conventions and regulations, maintaining political security, social order and safety, implementing a cultural lifestyle and civilized tourism.

The system of tourist accommodation establishments in the province has increased sharply, to date there are over 800 tourist accommodation establishments, with over 10,000 rooms, of which over 40 establishments meet 1-5 star standards. Tourist accommodation establishments have been gradually invested in upgrading technical facilities, equipment, and professional training for staff, so the quality of services at accommodation establishments has been increasingly improved, initially bringing satisfaction to tourists.

3. Solutions to implement a civilized tourism lifestyle in the coming time

In order to gradually create positive changes contributing to promoting the movement "All people unite to build a cultural life" and the campaign "All people unite to build new rural areas, civilized urban areas" associated with building new rural areas in implementing a civilized tourism lifestyle in Ninh Binh province, it is necessary to pay attention to implementing the following solutions:

First, continue to promote regular and continuous propaganda activities with diverse, rich, innovative, creative forms, improve quality, practicality, economy, avoid chasing after formalities, imposition, ostentation and waste with the spirit: "Use beauty to eliminate ugliness", "slow and steady wins the race", "water flows and wears away stone" to create sustainability, mobilize people to voluntarily and consciously implement conventions, village covenants, build cultural families, cultural villages, cultural residential groups, typical communes and towns; From there, set the goal of building typical and replicable models.

Second, heads of agencies, units, localities, and educational institutions in the district continue to thoroughly educate cadres, civil servants, public employees, and workers of their agencies, units, and localities to strictly implement regulations on civilized lifestyles in weddings, funerals, and festivals, promote exemplary pioneering and role-setting roles in the implementation process, and mobilize relatives, families, and people to implement them together.

Third, strengthen coordination in inspection, examination, and consultation with the Steering Committee and the District People's Committee to promptly rectify, remind, and take measures to handle organizations and individuals who violate regulations on organizing weddings and funerals, causing public outrage. Publicly announce agencies, organizations, and individuals who organize weddings and funerals that are not healthy, progressive, and civilized.

Fourth, propagate and educate to raise public awareness of tourism development. Organize training, propaganda and education programs to improve communication skills of local communities, businesses and tourists on protecting tourism resources and environment, implementing civilized tourism behavior; training and propaganda programs on protecting the World Cultural and Natural Heritage of Trang An Scenic Landscape Complex.

Fifth, strengthen strict management of tourism, cultural and festival activities, resolutely eliminate tourism products, cultural services, behaviors that negatively affect the cultural values ​​of the Heritage and tourism products that are not suitable for the culture and other conditions in the Heritage area under local management.

Sixth, organize preliminary and final reviews to evaluate the results of implementing civilized lifestyles in weddings, funerals and festivals for applied models to continue to expand in the coming time; Propose to commend and reward groups and individuals with good and typical practices in the implementation and mobilization of people to practice civilized lifestyles in weddings, funerals and festivals; civilized tourism lifestyle in the area.

Civilized tourism must start from the local people doing tourism and from very small but meaningful actions. That is the effort to change bad habits, inappropriate ways of doing things to form good habits, good ways of doing things. Instead of trying to jostle and push in crowded places, line up in order and give way to the elderly, children, women, and the disabled; clean and beautify your home, workplace and beautify your own soul with cultural behavior, gestures, eyes, friendly smiles, honesty, modesty, and openness... Those seemingly small things will gradually bring many benefits and great values. Because polite and friendly behavior not only contributes to beautifying the image of Ninh Binh tourism; but more importantly, it contributes to preserving and promoting the nation's fine customs and cultural traditions, so that each tourist will have a complete experience and look forward to returning to the historic ancient capital./.

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