ROYAL AGARWOOD HONOURED AT THE VITA AWARDS 2026
Sharing the Cultural Heritage of Vietnamese Agarwood with the World
On July 9, 2026, the VITA Awards 2026 Ceremony was held in Ninh Binh Province by the Vietnam Tourism Association, in coordination with the Vietnam National Authority of Tourism and the People’s Committee of Ninh Binh Province, under the theme:
“Honouring Values – Promoting Brands – Connecting for Development”
Taking place on the occasion of the 66th anniversary of Vietnam’s tourism sector, the event also marked the inaugural edition of the VITA Awards under its 2026–2030 development programme.
As a nationwide professional tourism award, the VITA Awards recognises outstanding localities, organisations, businesses, destinations and tourism models that have made meaningful contributions to the development of Vietnam’s tourism industry.
At its inaugural edition, the Organising Committee presented 106 awards across nine categories to outstanding localities, organisations and businesses from 20 provinces and cities.
The award categories covered a broad range of areas within the tourism ecosystem, including destination management, community-based tourism villages, tour operations, accommodation, transportation, tourism products and services, digital transformation, green tourism and digital communications.
Beyond business performance, the VITA Awards places particular emphasis on service quality, cultural identity, innovation, environmental responsibility, community development and social contribution.
Through this broader vision, the awards encourage Vietnam’s tourism industry to move from growth based primarily on scale towards deeper and more sustainable development—from the exploitation of available resources towards the creation of distinctive, meaningful and enduring visitor experiences.
A Significant Recognition for Royal Agarwood
Among the distinguished recipients at the VITA Awards 2026, the Royal Agarwood Cultural Conservation Site in Nha Trang, Khanh Hoa Province, was honoured in the category:
“Leading Tourism Destination for Outstanding Image and Communication Value”
The award recognises Royal Agarwood’s sustained efforts to preserve, promote and share the cultural heritage of Vietnamese agarwood through compelling imagery, meaningful storytelling and authentic visitor experiences.
More than a place for displaying agarwood products, Hoang Tram has been developed as a living cultural space, where visitors can discover the Aquilaria tree, understand the natural formation of agarwood and explore the history of the agarwood tradition.
The destination also presents the cultural, spiritual and symbolic values that have been closely associated with Vietnamese agarwood throughout history.
Visitors can encounter rare and valuable agarwood specimens, discover the art of appreciating agarwood and traditional tea, and experience the serenity, contemplation and sense of inner balance long associated with this precious natural heritage.
By interpreting local culture through space, imagery, emotion and direct experience, Royal Agarwood reflects the growing development of cultural tourism, experiential travel and wellness-oriented tourism.
The recognition also contributes to enriching the tourism identity of Nha Trang and Khanh Hoa Province.
Alongside their renowned coastal scenery and resort experiences, Nha Trang and Khanh Hoa are increasingly being recognised as destinations with a rich history, distinctive local culture and profound spiritual heritage—of which agarwood remains one of the region’s most significant symbols.
For Royal Agarwood, the award represents not only a source of pride but also a continuing responsibility: to enhance the quality of visitor experiences, preserve the cultural depth of Khanh Hoa agarwood and introduce the heritage of Vietnamese agarwood to a wider domestic and international audience.
Media Coverage of the VITA Awards 2026 and Royal Agarwood
1. Voice of Vietnam – VOV1
The article provides a comprehensive account of Royal Agarwood’s recognition at the VITA Awards 2026, highlighting its journey in preserving, promoting and sharing Vietnamese agarwood culture through a destination rich in identity and heritage.
https://vov1.vov.vn/xa-hoi/tin-do-song-xa-hoi/vita-awards-2026-tram-huong-hoang-tram-duoc-vinh-danh-lan-toa-gia-tri-tram-huong-viet-131979.vov
2. Việt Nam News
The English-language article reports on the nationwide scale of the VITA Awards 2026 and introduces Royal Agarwood as a destination where visitors can explore the history, origins and cultural and spiritual significance of Khanh Hoa agarwood.
https://vietnamnews.vn/life-style/1785178/vita-awards-2026-honours-national-best-tourism-related-localities-businesses.html
3. Văn Hóa Newspaper
The article discusses the significance of the inaugural VITA Awards and presents Royal Agarwood as a representative model of experiential cultural tourism, wellness travel and the exploration of local identity.
https://baovanhoa.vn/du-lich/ton-vinh-va-lan-toa-nhung-thuong-hieu-du-lich-tieu-bieu-cua-viet-nam-244522.html
4. Tiếp Thị & Gia Đình
The article focuses on Royal Agarwood’s contribution to cultural tourism in Khanh Hoa and its role in expanding the image of Nha Trang–Khanh Hoa beyond coastal tourism towards cultural and spiritual experiences.
https://tiepthigiadinh.vn/tram-huong-hoang-tram-duoc-vinh-danh-tai-vita-awards-2026-them-dau-an-cho-du-lich-van-hoa-khanh-hoa-d33928.html
5. Vietnam News Agency – Vietnam Media
The video provides an overview of the VITA Awards 2026 ceremony, held in celebration of the 66th anniversary of Vietnam’s tourism sector and marking the launch of the VITA Awards programme for the 2026–2030 period.
https://vietnammedia.vnanet.vn/video/vita-awards-2026-ton-vinh-nhung-thuong-hieu-du-lich-xuat-sac-194215.htm