The Department of Culture, Sports and Tourism of Tuyen Quang Province has firmly stated that the traditional attire of Vietnam’s ethnic minorities is not a prop for entertainment and must not be misused for insensitive humor or social media engagement.

Amid growing controversy over foreign male tourists wearing traditional Hmong women’s dresses for photos and videos deemed offensive, Nguyen Thu Hoai, Deputy Director of the Tuyen Quang Department of Culture, Sports and Tourism, said: “This behavior is culturally inappropriate, undermines community values, and runs counter to the province’s goal of fostering civilized and sustainable tourism.”

“Traditional ethnic attire is not a costume for entertainment, nor should it be exploited to provoke laughter or gain views on social media platforms,” she emphasized in a statement to VietNamNet.

“Our tourism sector does not encourage or tolerate any form of distortion or degradation of cultural heritage under the guise of ‘experiential tourism.’ We want visitors to engage with ethnic culture in ways that respect and preserve its authenticity,” Hoai added.

Immediately after the incident surfaced, the department coordinated with relevant agencies to review the responsibilities of involved individuals and organizations and took corrective steps accordingly.
Images of foreign male tourists wearing traditional Vietnamese ethnic dresses have gone viral on social media.

Hoai also referenced that in the past, Ha Giang Province proactively developed a Code of Conduct for Civilized Tourism under Decision No. 2728/QD-UBND dated December 11, 2018. The code has since been widely promoted across local tourism entities, community-based tourism destinations, accommodation facilities, tour guides, and local residents.

Following the administrative merger, the current Tuyen Quang Province continues to implement and expand this code.

Looking ahead, the Department will increase efforts to raise public awareness, strengthen monitoring of the Code of Conduct at tourist sites, and promote respectful, culturally sensitive behavior among visitors and the community. The goal is to preserve Tuyen Quang’s image as a friendly, professional, civilized, and sustainable tourism destination.

Previously, VietNamNet reported that several short videos circulating online captured male foreign tourists wearing the traditional dresses of Hmong women. In some clips, tourists wrapped the garments around their necks like scarves and danced at tourism sites in Ha Giang (now part of Tuyen Quang). Shockingly, some Vietnamese guides and locals were seen encouraging or jokingly praising the acts as humorous and fun.

From the perspective of sustainable tourism, Dr. Trinh Le Anh, Head of the Event Management Department at the Faculty of Tourism Studies, University of Social Sciences and Humanities, Vietnam National University, Hanoi, explained: “Traditional costumes are not ‘just for fun’ outfits. They are part of rituals and serve as a bridge into the spiritual world of the local community - one that must be entered with respect.”

He emphasized the importance of better training for guides and tour operators to help them understand and convey cultural values appropriately. “Tourism is not just about fun. It is about understanding, appreciating, and protecting cultural heritage together,” he concluded.

Linh Trang