In recent years, the investment in research, restoration and preservation of cultural values ​​associated with tourism development has always received special attention and focus from Ninh Binh province. From the results of archaeological excavation research, it is shown that 30 thousand years ago, people lived, exploited and adapted to drastic changes in the environment, climate and natural landscape. During that process, tangible and intangible cultural values ​​were created, preserved, passed down and developed by residents through many generations such as: Wet rice culture, village culture with the connection and building of community spirit, festivals and beliefs, folk art forms; architectural works, typically the Hoa Lu Ancient Capital - the place that laid the foundation for the first fully centralized feudal state, the World Cultural and Natural Heritage Trang An Scenic Landscape Complex, ... These are invaluable resources and resources for Ninh Binh to develop tourism, becoming a leading tourist destination in Vietnam. For many years, Ninh Binh has always been in the top 15 destinations, the 10 provinces attracting the highest number of visitors in the country and is highly appreciated by many prestigious international travel sites. In 2023, Ninh Binh was voted by Forbes Magazine as one of the 23 most wonderful tourist destinations in the world, the 11th annual Traveler Review Awards voted Ninh Binh 7th in the top 10 friendliest destinations in the world; In 2024, Ninh Binh ranked 4th in the "Top 10 new wonders of the world for people who don't like crowds".
The number of visitors to Ninh Binh has increased year by year, many tourism products have been put into operation, and the Ninh Binh tourism brand has been affirmed on the world tourism map. In 2023, the whole province welcomed over 6.5 million visitors, with revenue reaching over 6,500 billion VND; an increase of 77% in total visitors and 103.7% in revenue compared to 2022. In the first 6 months of 2024, it welcomed over 6.26 million visitors, an increase of 38.02% over the same period in 2023; including over 700,000 international visitors, with estimated revenue reaching over 5,900 billion VND.
For Ninh Binh tourism to develop effectively and sustainably in association with preserving and promoting heritage values, we would like to report clarify some lessons learned, which can be considered as the reasons for achieving the above results:
First, the correct and accurate policies along with perseverance and steadfastness in implementing the orientation of tourism development associated with heritage conservation: The province has issued many specific and breakthrough policies and strategies on developing Ninh Binh culture and people, resolutions on tourism development associated with preserving and promoting heritage values ​​(Resolution No. 10-NQ/TU on building and developing Ninh Binh culture and people by 2020, with a vision to 2030 to meet the requirements of sustainable development integration; Resolution No. 02-NQ/TU on preserving and promoting the values ​​of the World Cultural and Natural Heritage of Trang An Scenic Landscape Complex in tourism development in the period 2016-2020; Resolution No. 07-NQ/TU dated October 29, 2021 of the Ninh Binh Provincial Party Committee on tourism development in Ninh Binh province for the period 2021-2030, with a vision to 2045...). These are important guidelines to mobilize resources, the participation of the entire political system and local communities to participate in tourism development associated with heritage conservation.
Secondly, the conservation and promotion of heritage values ​​must be associated with tourism development, environmental conservation and heritage space, living space and ensuring sustainable livelihoods for local people. Tourism development must be carefully considered, focused, and key, not damaging cultural heritage but on the contrary enriching cultural values, through forms of practice, performance... This requires a sustainable management plan, including environmental and social impact assessment.
Third, promoting cultural traditions, good cultural values, farming and production practices associated with the awareness of protecting and preserving the landscape, constantly enriching and enriching the cultural heritage of the community. It can be said that the tradition of protecting the landscape and preserving the heritage of our ancestors has entered the subconscious of each community and local people. For example, the stele engraved on the stone mountain in Chi Phong village, Truong Yen commune, warning people to break rocks and encouraging environmental protection is a clear demonstration of the tradition of protecting the heritage of the people of the Ancient Capital.

Fourth, enhance the role and position of the community in managing, exploiting and promoting the value of heritage tourism, thereby improving the quality of tourism products and creating momentum for local economic development. The local community is always considered the center and key factor in conservation and sustainable development. People need to benefit directly from tourism activities and have a role in managing and protecting heritage. The Provincial People's Council has issued Resolution 105 stipulating a number of policies to support tourism development, including supporting people in heritage areas to preserve traditional houses, build houses in traditional architectural styles, and build homestays. Thereby promoting the policy of "living in heritage, protecting heritage and benefiting from heritage". Fifth, develop tourism products with high cultural content, bearing the unique characteristics of the ancient capital and Trang An world heritage, such as: Experiencing prehistoric cultural space at Khe Coc Island, Trang An; source tours in Gia Vien..., agricultural experience programs in Tam Coc, types of homestay tourism associated with agriculture, farmers and rural areas, experiencing Muong cultural space, practical forms: cheo, xam... Sixth, promote public-private and international cooperation, including the four most important partners in the "Public-Private Partnership" model on tourism development associated with cultural heritage conservation: (State, Enterprises, People and Scientists play a consulting role, connecting the two public and private partners. The success story being applied in Trang An Scenic Landscape Complex is a vivid proof that has been recognized and highly appreciated by the Director General of UNESCO, the President of the UNESCO General Assembly, and the Director of the World Heritage Center.

In addition to the achievements, in recent times, tourism development associated with the protection and promotion of the province's heritage values ​​has raised issues that need to be addressed at both the central and local levels, specifically:
- The lack of policy mechanisms regulating the management of mixed world heritage, land management, construction; decentralization of management of national and special national relics, etc.
- The issue of resolving conflicts between conservation and development, balancing interests, avoiding conflicts of interest. In some places, there is still a situation of encroachment and distortion of heritage; the issue of exploiting cultural values ​​and socio-economic development while still preserving the identity and cultural traditions of the nation and locality is still facing difficulties; the state of excessive commercialization, losing the original value of heritage, relics..
- The issue of developing culture and people commensurate with the requirements of tourism development and cultural preservation tasks such as building culture and civilization in tourism activities, from the behavior of people (friendly and hospitable) to ethical business, ensuring the quality of services and products provided to customers, improving professionalism in serving and welcoming tourists or building the brand and reputation of tourist destinations through service quality, friendly and enthusiastic service attitude of workers and local communities, how to make each person a cultural ambassador of the locality.
Faced with such issues, we would like to propose some solutions and recommendations to develop tourism effectively, associated with the sustainable preservation of cultural heritage values, especially the fine cultural traditions of the nation, of the ancient capital of Hoa Lu, specifically as follows:
Firstly, continue to review and improve heritage management mechanisms to facilitate the protection and promotion of heritage values. Promote promotional activities, information and propaganda, education, raise awareness of all levels, sectors, people and businesses about the role, importance and benefits of heritage, preserve and promote cultural identity, turn heritage into assets; diversify information and propaganda activities, build propaganda forms suitable to people's awareness so that there are appropriate actions to protect and promote heritage values ​​associated with sustainable tourism development, building a civilized and friendly tourism environment. Secondly, increase the attraction of social resources to invest in developing tourism infrastructure and technical facilities. In which, allocate appropriate resources from the state budget to invest in forming dynamic areas for tourism development, national tourist areas, completing technical infrastructure in key tourist areas; building works bearing the historical and cultural imprints of Hoa Lu Ancient Capital, Trang An Scenic Landscape Complex.
Third, strengthen the promotion, advertising and development of tourism brands associated with historical and cultural values, heritage. Develop and implement a long-term, professional and effective tourism promotion and advertising strategy; ensure synchronization from market research, product development to building brand identity, organizing programs and activities to promote and advertise tourist destination brands.
Fourth, develop a long-term strategy for training human resources to serve tourism development and preserve and promote heritage values, focusing on in-depth training for staff working in tourism research and development; Training professional skills and communication skills for staff and employees who directly interact with tourists; attracting skilled workers, management level, meeting requirements on professional qualifications, vocational skills, foreign languages, awareness, professional ethics, communication culture. Heritage and tourism have a close relationship and connection. Tourism not only relies on heritage for development but also through tourism activities honors, promotes and introduces heritage values. Monuments, scenic spots, cultural heritages that are identified, preserved, conserved, restored and embellished, becoming provincial, national and international heritages will become invaluable assets, important resources for tourism development. On the other hand, tourism development has created many favorable conditions and resources in terms of both human and material resources to reinvest in the work of preserving, maintaining, honoring and promoting the value of heritage as well as promoting socio-economic development, ensuring livelihoods and improving the quality of life for local communities./.
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