Vietnam launches Culinary Tourism Program with Maggi and TITC

In Ha Noi, Tourism Information Technology Center (TITC) (under Vietnam National Authority of Tourism – VNAT) and Maggi brand, Nestlé Vietnam Co., Ltd organised the Launching Ceremony of Cooperation programme 2024 “Unzip golden ingredients, fill the world with Vietnamese cuisine”.

2023 marks the important milestone in the cooperation strategy between TITC (VNAT) and Maggi brand, Nestlé Vietnam Co., Ltd with the implementation of Project “Variety of raw materials, cooking million Vietnamese dishes”.

Many activities have been implemented within the framework of the project to promote Vietnamese tourism – cuisine – culture, including: Promote culinary tourism communication on online platforms, apply technology to support culinary tourism promotion, along with events, culinary festivals… Noticeably, the launching and receiving of a Vietnam Record and awarded the Book of Records from the Vietnam Record Association for “The online map with the largest number of Vietnamese dishes contributed by the community”.

Inclusive in the Project “Variety of raw materials, cooking million Vietnamese dishes”, this year’s theme is “Unzip golden ingredients, fill the world with Vietnamese cuisine”. While 2023 is a journey to discover famous dishes on the Vietnamese culinary map, in 2024, the programme focuses on discovering “crude gems” which are unique local ingredients that are not yet known to many people. Thereby, honouring the diversity in Vietnamese culinary culture, developing tourism through new experiences from variations of local ingredients.

The MoU Signing Ceremony of the 2024 strategic partnership between TITC and Maggi, Nestlé Vietnam (Photo: TITC)

Mr. Hoang Quoc Hoa, Director of TITC (VNAT) declared: “Increasing the application of technology and digital transformation in tourism communication and promotion activities is one of the key orientations of the tourism industry… TITC and Maggi will implement new additional activities to promote the application of digital technology and online communication activities to strongly promote Vietnamese cultural and culinary values ​​to the public in 2024”.

Mr. Tran Duy Vu, Director of Food Industry Nestlé Vietnam, said: “Maggi brand not only accompanies every Vietnamese meal but also wishes to contribute to enhancing the experience of Vietnamese culinary tourism, spreading positive values ​​through rich local dishes and ingredients. The early stage of “Variety of raw materials, cooking million Vietnamese dishes” cooperating with TITC (VNAT) has brought great success. This year’s programme “Unzip golden ingredients, fill the world with Vietnamese cuisine” will together promote culinary tourism and enrich the online culinary map. Bringing Vietnamese culinary identity to people across the country and the world, promoting the tourism potential of provinces and cities, positioning Vietnam as a colourful and unique destination on the world tourism and culinary map”.

Addressing the event, Mr. Nguyen Le Phuc, Vice Chairman of Vietnam National Authority of Tourism (VNAT) said, Vietnam is a country with rich potential for tourism development with unique values ​​in natural landscape, culture, and people, of which cuisine is one of the most outstanding values.

Cuisine is one of the main points to be introduced and mentioned during the abroad promotional programmes, bilateral meetings and workings. Last June, the world-famous culinary guide Michelin Guide held its second ceremony to honour culinary destinations worth experiencing in Vietnam. Along with that is the frequency of updating news on world’s best rated Vietnamese dishes by travel magazines and international media. Vietnamese cuisine has proven its appeal and influence globally, loved and honoured by many international tourists and friends through many prestigious awards and titles, making the quintessence of Vietnamese cuisine fills the world.

The cooperation between TITC and Maggi has contributed to spread widely the value of Vietnamese cuisine to citizens and tourists worldwide.

The 2024 programme “Unzip golden ingredients, fill the world with Vietnamese cuisine” promises to bring up experiences of local ingredients and signature dishes through a series of activities in collaboration with culinary content creators to promote Vietnam’s rich cuisine to tourists, contributing to strengthening Vietnam’s unique culinary tourism brand.

Upgraded online culinary map platform version 2.0 with new interface and many new features will be out, promising to become a culinary database continuously updated with quantity and information about ingredients and recipes contributed by local people. By participating and experiencing this new version of the online map, the public not only contributes to promoting unique local ingredients and recipes, but also has the opportunity to learn about and experience regional specialties across the country, thereby understanding and appreciating the value of diversity and richness in Vietnamese cuisine.

Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor’s degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.