Over more than 20 years, American architect Bill Bensley has left his mark on Vietnam’s hospitality industry, drawing on the country’s cultural heritage in his designs. From north to south, he draws on each region's distinctive cultural heritage to shape his designs. For Bensley, local culture is central to his work.
Bill Bensley, an American Architect, said: "I visited, gosh, maybe 20 or 30 different Vietnamese temples from the north to the south. You've got so many beautiful, beautiful artists and history of art. And I can honestly tell you, while we've done projects in 35 countries, Vietnam is my favourite place to work.
In Danang, traditional Vietnamese communal-house roofs and other architectural details emerge from the lush forests of the Son Tra Peninsula. Reimagined by a world-renowned architect, these familiar cultural elements have become defining features of a resort, giving it a distinctive identity and adding value to the tourism industry here.
Tran Thi Thu Phuong from InterContinental Danang Sun Peninsula Resort said: "Guests really appreciate these cultural values. They're also surprised to see how well an American can understand Vietnamese culture and incorporate it so naturally and effectively."
Megan Leon, a writer for Travel + Leisure Southeast Asia, said: "I think it's wonderful. It's from the moment you walk in, you have this historic elements of Vietnam, but in such a modern way. The non la, or Vietnamese conical hat, is everywhere you look. It's a very unique and special take on Vietnamese culture and design. Oh, I think Vietnam is on the rise. Everyone wants to be in Vietnam. Experts say that when cultural and historical elements are used creatively, they can give tourism products a distinctive identity."
Dr. Le Quoc Vinh, a communications expert, said: "Using culture is a long-term strategy. If we use culture to enhance a product or brand, we can give it a distinctive identity. And when bringing Vietnamese products to international markets, that cultural identity becomes a key differentiator, giving them a competitive edge over similar products."
Turning cultural identity into a competitive advantage. This is one way to realise Vietnam's ambition to take its tourism industry to new heights. By creatively drawing on its rich cultural heritage,
Vietnam can develop world-class tourism products that generate greater economic value and strengthen its position in the global market.
