Cooperation and investment: key to effective tourism promotion in Vietnam

Vietnam's tourism industry needs to establish close links between localities and travel companies to attract more foreign tourists and develop a comprehensive promotion and advertising strategy. Local experts and businesses shared their views on this issue with the Hanoimoi newspaper.

Deputy Director General of the Vietnam National Authority of Tourism, Ha Van Sieu: boosting the application of digital technology

Ha Van Sieu, Deputy Director General of the Vietnam National Authority of Tourism. Photo: VNAT

One of the key tasks for the tourism industry is to execute the Vietnam Tourism Marketing Strategy until 2030.

This strategy aims to position Vietnam as the "Leading Attractive Tourism Destination in Southeast Asia" and consolidate the country's tourism brand and competitiveness.

The strategy offers a number of key solutions, such as promoting the use of digital technology and using diverse and flexible marketing communication methods tailored to the objectives and needs of each market and stage. It also focuses on the mobilization and efficient use of resources at the service of tourism marketing.

To put the strategy into action, the tourism industry has developed a series of action programs and organized promotional and advertising activities for the coming period. Among them, the Vietnam National Administration of Tourism is implementing tourism marketing campaigns in Northeast Asia, Southeast Asia, Western Europe, Northern Europe, North America, and Australia on tourism products that have strengths and potential.

Promotion will focus on high-end and quality products such as golf tourism, medical tourism, eco-tourism, MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism.

Localities and units are encouraged to leverage technology and conduct promotions and advertising on digital platforms. Digital transformation in tourism activities, especially in promotion and advertising, is one of the key tasks for sustainable tourism, attracting  international visitors of all categories, and enhancing the tourist experience.

Deputy Director of Hanoi Tourism Department, Nguyen Hong Minh: Strengthening local links:

Nguyen Hong Minh, Deputy Director of the Hanoi Department of Tourism. Photo: VIR

Currently, tourism promotion and advertising receive attention and investment from localities, but they are fragmented, resulting in piecemeal and limit ed effectiveness in promoting Vietnam's tourism. In tourism, cooperation and collaboration are crucial for success.

I hope that the Vietnam National Authority of Tourism, as the "conductor," can orchestrate joint promotional and advertising plans with the participation of many localities.

Hanoi is eager to participate and contribute to this joint campaign, such as coordinating with provinces and cities to cooperate with international TV channels such as CNN and BBC.

At present, we do not have tourism promotion offices abroad, but we can certainly cooperate with Vietnamese foreign missions to carry out cultural and tourism promotion activities.

Hanoi uses all available resources and opportunities to enhance promotion and advertising in various fields. The Department of Information and Communication is in charge of communication and promotion of tourism in the city.

In addition, central and local agencies, departments and organizations in the city have their own promotion programs, such as introducing craft villages, One Commune One Product (OCOP), and promoting the cultural heritage of Ao Dai (traditional Vietnamese dress).

Every year, we cooperate with embassies and diplomatic missions to organize many high-profile promotional events. Many beautiful images and attractive destinations in Hanoi have been shared on social media and embassy fan pages, contributing greatly to spreading the image of Hanoi's culture and tourism to international friends.

CEO of Oxalis Adventure Company, Nguyen Chau A: Tourism promotion and advertising through cinema

Nguyen Chau A, CEO of Oxalis Adventure Company. Photo: VNA

The examples of South Korea, China, Thailand, New Zealand, the United States, the United Kingdom, Japan, and others show that many destinations have become famous thanks to cinema.

In Vietnam, the Netflix movie "A Tourist's Guide to Love" has recently created a sensation and helped boost tourism in six key locations, including three major cities of Hanoi, Ho Chi Minh City and Danang, and Hoi An, My Son and Ha Giang.

The Hollywood movie "Kong: Skull Island", directed by Vogt-Roberts, with its stunning scenes filmed at famous tourist destinations in the northern provinces of Quang Ninh, Ninh Binh and the central province of Quang Binh, has also attracted considerable interest from visitors to Vietnam.

We have beautiful landscapes with cave systems, rivers, long coastlines, and many places that still retain their pristine beauty. The important thing is to attract the attention of international producers and film studios.  

Government mechanisms and regulations should be effective enough to encourage major domestic companies to invest and cooperate with renowned international film producers to scout locations and make films.

It's also important to have in-depth promotional campaigns and investments. These should showcase Vietnam's unique characteristics, potential and cultural history.

In September 2024, the Vietnam National Authority of Tourism, in cooperation with Indochina Productions and Oxalis Adventure, will organize a tourism promotion and film event (Vietnam Expo in Hollywood) in Los Angeles, US, to showcase Vietnam's impressive and diverse landscapes to a global audience.