Vietnam’s rich culinary diversity is a significant attraction for tourists, reflecting its unique landscapes and cultural heritage.
In 2023, the partnership successfully promoted Vietnamese cuisine through the project 'Variation of thousands of ingredients, cooking millions of Vietnamese dishes,' which included online campaigns, tech-supported promotions and culinary festivals. One highlight is a community-driven online map of Vietnamese dishes recognised by VietKings.
This year, the programme will shift focus from well-known dishes to 'rough gems' - unique local ingredients that are often overlooked. The upgraded online culinary map will feature a fresh interface and dynamic updates on local ingredients and recipes, encouraging user engagement and appreciation for Vietnam’s culinary diversity.
In 2024, the programme will include hands-on experiences with local ingredients and signature dishes, featuring influential key opinion leaders to enhance Vietnam's culinary tourism brand.
Tran Duy Vu, Director of Food Industry at Nestlé Vietnam, said: "The MAGGI brand not only complements every Vietnamese meal but also aims to enhance the experience of Vietnamese culinary tourism, spreading positive values through our rich local dishes. The initial phase of our project, 'Variation of thousands of ingredients, cooking millions of Vietnamese dishes', in collaboration with the Tourism Information Centre, yielded excellent results. We look forward to continuing our strategic partnership in 2024, focusing on the theme 'Exploring golden ingredients: making Vietnamese cuisine famous.'
"This year's activities will be creatively designed to enrich the online culinary map and promote Vietnam's culinary identity both domestically and internationally, positioning Vietnam as a vibrant and unique destination on the global culinary and tourism map."
Hoang Quoc Hoa, Director of the Tourism Information Centre, said: "Leveraging technology and digital transformation in tourism promotion is a key priority for our industry. As the lead agency for communication and promotion, the Tourism Information Centre will continue to collaborate closely with industry partners to advance these efforts. Building on the successful cooperation with the MAGGI brand, we will introduce new initiatives in 2024 that utilise digital technology to effectively promote the cultural and culinary richness of Vietnam, enhancing tourism through engaging culinary experiences."
