In recent years, the trend of experiential tourism linked with agriculture—commonly referred to as “agritourism”—has been increasingly embraced by both domestic and international travelers. Tourists today are no longer content with just sightseeing, eating, or relaxing; they seek deeper and more hands-on experiences: picking fruit in orchards, making traditional cakes, cooking with local ingredients, or learning how fish sauce, coconut candy, or silk is made. This represents a tremendous opportunity for local specialty products to directly connect with consumers in the most engaging way. And to elevate that experience, technology is playing a pivotal role in enhancing impact and adding value to those products.

One of the most effective technological applications is Virtual Reality (VR) and Augmented Reality (AR). With VR, tourists can tour a traditional Phu Quoc fish sauce factory or a cacao farm in Ben Tre right from a hotel or tourist center. They can watch 360-degree videos, interact with different stages of the production process, and hear the stories of skilled artisans through audio headsets. With AR, at an exhibition booth, simply scanning a product with a phone reveals detailed information, images, videos, or even interactive games—creating curiosity and engagement far beyond what conventional brochures can offer.

Additionally, many localities have begun to digitize agritourism experiences through digital mapping systems and mobile apps that integrate itineraries, tour bookings, and sightseeing suggestions. Instead of relying on guides, visitors can customize their journey, choose experiences based on interests, and know in advance what activities they will take part in, what dishes they will try, and what souvenirs they can buy. This allows specialty products such as rose myrtle wine, bánh tét lá cẩm, Hoi An lanterns, or wild honey to become an integral and lively part of the tourist experience from the very beginning—not just an afterthought at the end.

Notably, integrated traceability technology is also being widely used in agritourism. When visiting a dragon fruit farm or a traditional rice flake facility, tourists can scan QR codes on the products to learn about the cultivation area, production methods, and even watch interviews with the farmers. This transparency not only builds trust but also encourages on-site purchases, helping to boost immediate sales of specialty products.

From a marketing perspective, digital media technology—especially social networks, short videos, and livestreams—has become indispensable. When a vlogger shares their experience of making banana candy in Tien Giang, or a foreign tourist posts a video of drinking herbal tea in Lam Dong, such content spreads instantly to thousands or even millions of followers. Many small producers, even without advertising budgets, can reach broad markets through creative communications and the viral power of digital technology.

Cashless payment and e-commerce technologies further bridge the gap between experience and purchase. After enjoying a hands-on activity, tourists can buy specialty products on the spot using QR codes, e-wallets, or links to local e-commerce platforms. They can even reorder the products once they return home—opening up a sustainable sales channel for goods that are typically seasonal or locally limited.

However, realizing this potential requires serious preparation from both tourism operators and producers. Specialty products must meet quality standards, have attractive packaging, clear storytelling, and be ready to be “told” through technology. Many destinations still operate with a superficial “look but don’t touch” model—offering shallow experiences, makeshift product displays, and goods that lack traceability or emotional appeal. For sustainable growth, producers and tourism sites must work closely together—treating each product as a vibrant cultural ambassador.

Technology cannot replace real-life experiences, but it can enrich and extend them. A jar of honey, a bag of tea, or a pack of traditional cakes—if merely physical goods—will soon be forgotten. But when tied to a vivid experience, a memorable story, or a journey of discovery—and can continue to connect with the buyer even after the trip—it becomes a part of their memory, a natural marketing channel, and a source of long-term consumption. That is the future of agritourism combined with technology—a smart, engaging way to bring local specialty products closer to consumers.