On the afternoon of May 22nd, in Quang Tri, within the framework of the Forum "The Role of the Press in Promoting the Tourism Industry in Vietnam in 2026," an in-depth discussion on media and tourism took place. Many managers, media experts, leaders of media organizations, and tourism businesses attended the discussion.
The seminar was chaired and moderated by Ms. Dang Thi Phuong Thao, Deputy Director of the Press Department. Speakers included Mr. Nguyen Trung Khanh, Director of the Vietnam National Tourism Administration; Mr. Phung Cong Suong, Editor-in-Chief of Tien Phong Newspaper; Ms. Nguyen Thi Thanh Binh, Deputy Editor-in-Chief of Banking Times; Mr. Nguyen Quoc Ky, Chairman of the Board of Directors of Vietravel ; and Mr. Le Quoc Vinh, Chairman of the Board of Directors of Le Group Of Companies.
The big story is told through very small things.
Journalist Phung Cong Suong, Editor-in-Chief of Tien Phong Newspaper, shared that this is the first time a specialized forum has been held connecting journalism and tourism , opening up opportunities for media outlets to reflect on their role in the tourism industry. According to Mr. Suong, the power of media lies not in grand slogans but in storytelling.
"It's a big story, but we tell it in small details," Mr. Suong shared about the journey of Tien Phong Newspaper in organizing many national-scale events such as Miss Vietnam with its 38-year history, the Tien Phong National Marathon and Long Distance Championship with its 67-year history, and many national-level golf tournaments...
Based on experience in organizing major events, the Editor-in-Chief of Tien Phong Newspaper believes that each tournament and cultural-sports activity contributes effectively to promoting the destination. Successful host localities owe their success not only to beautiful scenery but also to infrastructure, services, and professional organizational capabilities.
The Editor-in-Chief of Tien Phong Newspaper cited the example of a marathon held in Quang Tri attracting approximately 7,000 athletes, while in Khanh Hoa, the number could reach 12,000 participants and over 100,000 tourists during peak week. This demonstrates the widespread impact of event media on local tourism development.
Tourism and journalism: "One touchpoint, countless trusts" - Mr. Phung Cong Suong delivered this message, receiving agreement from speakers and delegates at the Forum.
The press accompanies tourism.
Speaking at the seminar, Mr. Nguyen Trung Khanh, Director General of the Vietnam National Tourism Administration, highly appreciated the role of the press in the impressive recovery of Vietnam's tourism industry in recent years. According to Mr. Khanh, COVID-19 had "wiped out" the global tourism industry, but Vietnam was well-prepared to reopen and quickly made breakthroughs.
“By 2025, global tourism will only have recovered to about 90% of pre-pandemic levels, while Vietnamese tourism is growing by over 20%. In just the first four months of this year, Vietnam has welcomed more than 8 million international visitors,” Mr. Khanh cited the figures, arguing that this is proof of the attractiveness of Vietnamese tourism as well as the important role of media and press in promoting the country's image.
According to Mr. Khanh, Vietnam has many advantages for tourism development, such as the attention of the Party and Government; an increasingly完善 infrastructure system; and digital transformation and smart tourism effectively supporting promotion and operation. In particular, the image of a safe and friendly destination after the pandemic has further increased its attractiveness to international tourists.
However, the head of the tourism industry also frankly pointed out many challenges: increasingly fierce competition among destinations; growth quality is not truly sustainable; the number of tourists is increasing but revenue is not commensurate; and there is a lack of high-end, unique tourism products. In this context, policy communication and information risk control become urgent requirements.
Not just promoting, but also creating destinations.
From a modern media perspective, Ms. Nguyen Thi Thanh Binh, Deputy Editor-in-Chief of the Banking Times, believes that today's press not only promotes tourism but also plays a role in connecting policies, promoting green tourism, green consumption, and green finance.
According to Ms. Binh, the banking sector is also actively participating in building a smart tourism ecosystem through digital payment platforms, tourist-friendly financial services, and supporting tourism businesses in accessing green credit. "Every journalist is a tourism ambassador," she emphasized.
Meanwhile, Mr. Le Quoc Vinh argues that the world is currently entering a "trust economy," where tourists are not only interested in superficial attention but also in profound, personalized experiences.
"Nowadays, we no longer just promote destinations, but we must create them. What matters is not what the destination has to offer, but what tourists will experience when they come there," Mr. Vinh said.
According to the expert, the press needs to contribute to building a "destination spirit" instead of just reflecting fragmented aspects of the locality. This could be the depth of culture, the identity of the people, or the emotions that tourists feel when they set foot in that land.
Sharing the same view, a representative from Vietravel, a tourism company, stated that customer experience is becoming a decisive factor in the attractiveness of the tourism industry. In particular, culture, cuisine, and local values are emotionally rich "touchpoints" that have not been exploited to their full potential.
Many opinions at the seminar also suggested the need to build a team of journalists specializing in culture and tourism, and to establish media promotion funds with the support of businesses to create long-term, themed promotional campaigns for each destination.
Source: https://tienphong.vn/bao-chi-va-du-lich-mot-diem-cham-van-niem-tin-post1845489.tpo
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