The transformative potential of visual arts into experiential tourism products in Vietnam

Abstract

In the context of globalization and the development of the experience economy, art is increasingly recognized as a vital resource for advancing creative tourism. This study examines the potential for transforming the visual arts into innovative tourism products in Vietnam, while comparing it with exemplary international models. The findings indicate that visual arts can enrich tourists’ aesthetic experiences, contribute to the reconfiguration of local cultural spaces, and play a pivotal role in shaping a sustainable destination identity.