The Role of Cultural Heritage in Shaping Vietnam’s National Tourism Brand

Cultural heritage is a distinctive tourism resource that plays a crucial role in shaping national identity and elevating a country’s position on the global tourism map. Vietnam, endowed with a rich repository of both tangible and intangible heritage, holds significant potential for advancing cultural tourism in alignment with the national branding strategy “Vietnam - Timeless Charm.” This study examines the contribution of cultural heritage to Vietnamese tourism brand positioning, identifies key challenges in heritage protection and tourism development, and proposes strategic solutions to enhance the effective utilization, preservation, and promotion of heritage values. The findings underscore the importance of integrating heritage conservation with sustainable tourism practices to strengthen Vietnam’s competitiveness and long-term brand value in the international tourism market.