Mr. Nguyen Ngoc Bich

Nguyen Ngoc Bich is the Innovation and Destination Manager at the Swiss Tourism for Sustainable Development (ST4SD) project in Vietnam. In this role, he leads the strategic development of innovative and sustainable tourism models and products tailored to local contexts. He guides destination planning efforts, ensuring initiatives align with international sustainability benchmarks and green tourism certification standards.

His work focuses on fostering creativity in marketing and communication for sustainable tourism businesses, supporting provinces like Quang Nam in updating green tourism criteria, and promoting multi-stakeholder collaboration for lasting impact. Through projects such as community-based tourism development—from Tra Que vegetable village to cultural village experiences—he emphasizes storytelling deeply rooted in local emotions and heritage.