The Field Hoi An: sustainable tourism model in Vietnam

Established in 2014, this eco-conscious restaurant is more than a dining destination, it’s a living model of community and environmental responsibility.

At the heart of The Field’s concept is a strong commitment to local, seasonal, and organic ingredients. The restaurant’s signature menu, titled ‘Back to Basics’, reflects a philosophy of returning to nature’s original values.

Ingredients are either harvested from the on-site organic garden or sourced directly from local farmers. No imported produce is used, ensuring a minimal carbon footprint and maximum community benefit.

The Field’s sustainability efforts go far beyond ingredients. Every stage of its operation, from kitchen practices to waste management, is guided by a zero-waste goal, monitored through detailed metrics across departments.

This long-term commitment recently earned The Field Vietnam’s first-ever Platinum Gold Certification for Carbon Emission Reduction from Magnus International.

In addition to food, The Field also hosts cultural events that celebrate rural heritage, such as open-air field dining experiences and village-style tourism markets.

These initiatives create direct economic opportunities for local residents while fostering meaningful connections between visitors and the land they explore.

This approach reflects a broader shift in global travel behavior. According to Booking.com, 83% of travelers want their trips to positively impact destinations.

A growing number now prioritize eco-conscious choices: 41% consider reducing single-use plastics a top priority; 58% value clear recycling policies; 79% want their spending to directly support local communities.

As Zoritsa Urosevic, Executive Director of the UN Tourism Organization, notes: “Tourism must go beyond profit to regenerate ecosystems, preserve cultural identity, and uplift communities.”

In a world where sustainable travel is no longer a trend but a necessity, The Field stands as a thoughtful and inspiring blueprint for the future of tourism, one rooted in nature, authenticity and long-term impact.