In the journey to seek authentic experiences, today’s travelers are not only interested in scenic landscapes or heritage sites, but also wish to touch the real life of each destination. From this spirit, the “Green Market of Quang Land” model was created as a bridge connecting local produce, rural stories, and the livelihoods of local communities.
Initiated by the Quang Land Destinations Club – Preserving Local Values, the “Green Market of Quang Land” is more than simply a marketplace for agricultural products. It is envisioned as a community space where local produce, regional specialties, and experiential services are introduced to visitors in the most genuine and approachable way.
As Da Nang’s tourism landscape enters a new phase of development, the story of sustainable tourism based on heritage preservation and the promotion of local values has become increasingly clear. Rural and mountainous areas—where many traditional values are preserved—are gradually emerging as new touchpoints for experiential travel. In these spaces, agricultural products, traditional crafts, local cuisine, and the everyday stories of residents become “living heritage,” contributing to the unique identity of each destination.
Local values are the soul of every land. They are the crystallization of soil, people, culture, customs, lifestyles, and landscapes shaped through generations. As tourism shifts toward regeneration and sustainability, visitors no longer simply want to “see”—they want to understand. Travelers are searching for real experiences: real people, authentic culture, and stories rooted in everyday life. When visitors connect with local values, they not only enjoy the products or scenery but also feel the cultural depth of the place, forming lasting memories and meaningful connections with the destination.
From this perspective, the “Green Market of Quang Land” is developed as an ecosystem connecting local residents, cooperatives, community-based tourism destinations, and travel agencies or tourism enterprises in urban areas. Agricultural produce, regional specialties, and OCOP products are collected from rural and mountainous communes and distributed through shops, supermarkets, or retail points in urban centers such as Da Nang, Hoi An, and Tam Ky. At the same time, these retail spaces also serve as platforms to promote destinations, introduce travel routes, and showcase distinctive cultural and agricultural experiences from each locality.
Beyond product distribution, the model also opens up experiential journeys where visitors can travel directly to rural villages, meet local farmers, learn about production processes, and experience local life from a different perspective. A morning may begin with a walk through lush gardens, harvesting seasonal produce alongside residents while listening to stories about the land and seeds preserved through generations. In the tranquil countryside, visitors can enjoy simple meals prepared from local ingredients, savoring both the flavors of the land and the sincerity of Quang people.
It is at such moments that the journey of “touching local identity” becomes clearer—when visitors do not merely observe but truly step into community life. Activities such as tending gardens, learning to cook traditional dishes, or chatting with farmers on a village porch bring a sense of closeness and authenticity. In open natural landscapes—amid fields, rivers, or mountainous villages—travelers may also encounter moments of quiet reflection, where the slower rhythm of life offers a chance to step away from the noise of urban life and restore inner balance.
In these moments, nature and community offer a gentle sense of healing. It may be the calm of breathing fresh countryside air, the simple joy of caring for a small garden with local residents, or the peaceful feeling of watching the sunset over expansive fields. These seemingly simple experiences often become the most memorable, allowing travelers to discover the true value of journeys connected with nature and community.
The “Green Market of Quang Land” operates on a non-profit basis, with the Quang Land Destinations Club providing a platform that connects sellers, agents, and communities. The ecosystem mobilizes participation from various stakeholders including local authorities, businesses, universities, green-living communities, cooperatives, and farmers, all working together to build a sustainable consumption network that respects the environment and spreads community values.
In the coming development phase, the Quang Land Destinations Club is expected to merge with the Da Nang Green Tourism Club to establish the Da Nang Green Destinations Association. This step is considered important for expanding operational scale, strengthening connections between rural and mountainous destinations and the tourism business network, gradually completing the regional tourism map and developing travel products based on the unique characteristics of each locality.
When tourism creates livelihoods for local people, empowers communities, and helps preserve heritage and the environment, each journey becomes more than just a visit. It becomes a journey of emotion, connection, and renewal—where travelers can touch the authentic values of the land and people of Quang Land, and carry with them lasting memories of a destination rich in identity.
DA NANG TOURISM PROMOTION CENTER
