Tourism Ambassador Ly Xuong Can and his journey to promote Vietnam in Korea

This morning, July 25, Deputy Minister Ho An Phong awarded the Certificate of Merit from the Minister of Culture, Sports and Tourism to Vietnam's Tourism Ambassador to Korea, Mr. Ly Xuong Can, in recognition of his outstanding, persistent and pioneering contributions in promoting tourism and promoting the image of Vietnam to the people of Korea - a leading market sending visitors to Vietnam.

The tireless journey of connection

Mr. Ly Xuong Can is the 31st generation descendant of King Ly Thai To, first appointed as Vietnam Tourism Ambassador to Korea in 2017, and continued his second term in 2021.

In 2019, he established the Vietnam Tourism Ambassador Office in Korea, which is operated entirely from socialized resources. Every year, he organizes two major promotional events with the message "Closer, friendlier" for Vietnam in Korea.

Mr. Ly Xuong Can shared with him that the royal blood flowing in his body is a living symbol of the historical exchange between Vietnam and Korea, and a modern symbol of connection through culture and tourism.

Since his first appointment in 2017, he has served three consecutive terms, becoming the first Tourism Ambassador to hold this position for the longest and most continuous time. The Tourism Ambassador's Office was established to promote Vietnamese tourism in Korea with a team of professional staff to communicate, organize roadshows, support local delegations to connect with businesses and local authorities. His footprints have been imprinted in all areas related to promoting Vietnamese tourism.

Deputy Minister Ho An Phong presented the Certificate of Merit from the Minister of Culture, Sports and Tourism to Vietnam's Tourism Ambassador to Korea, Mr. Ly Xuong Can, in recognition of his contributions. (Photo: CTV/Vietnam+)

At the same time, he also organized and coordinated famtrip, presstrip, television promotion, and connecting travel businesses, and directly supported dozens of Vietnamese localities to promote destinations in the Korean market, especially provinces and cities such as Nha Trang, Da Lat, Quang Nam , Binh Thuan, and Khanh Hoa.

Notably, Mr. Ly Xuong Can is also a pioneer in implementing digital tourism promotion models with projects such as tax refund cooperation with KICC, developing an international QR payment system, digitizing promotional materials in Korean and personalizing content according to each target customer group.

Thanks to these efforts, communication activities not only stop at widespread promotion but also meet needs and tastes, contributing to significantly increasing the number of Korean visitors to key tourist destinations in Vietnam.

In 2024, despite the competitive post-pandemic context, he contributed significantly to attracting Korean tourists to Vietnam - a leading market sending visitors to Vietnam; connecting major TV stations such as MBN, SBS, EBS to coordinate the production of creative promotional programs with specialized content according to Korean tastes. Thereby, the image of a beautiful and hospitable Vietnam was spread through each frame, each news line, each broadcast on Korean national television.

Not stopping at promoting communication, Mr. Ly Xuong Can is also a pioneer in proposing long-term strategic initiatives, such as the proposal to establish a Vietnamese Cultural Center in Korea, to create a fulcrum for sustainable exchanges in culture, tourism and investment.

Scene of the meeting. (Photo: CTV/Vietnam+)

Another notable milestone is his initiation of the film production project “The Legend of the Forgotten Prince” – connecting the roots of the Vietnamese Ly Dynasty with the overseas Vietnamese community and Korean friends, contributing to arousing pride and the desire to return to one’s roots in millions of hearts.

From strategic thinking to action, he has been contributing to bringing the image of Vietnam not only closer to the Korean people, but also deeper and more lasting in the minds of international friends.

New Action Plan

During his new term from now until 2029, Mr. Ly Xuong Can committed to effectively operate the office of the Ambassador of Tourism Promotion of the Vietnam National Administration of Tourism in Korea (two focal points in Seoul and Hanoi); implement activities of information consultation, tourist support, partner connection, handling feedback and organizing two-way tourism promotion between Vietnam and Korea.

He also organizes annual Vietnam Tourism Roadshow programs in major cities of Korea, and supports provinces/cities in promoting tourism, investment, and trade products in the Korean market; enhances digital promotion and localized content in Korean, including designing documents, videos, websites, and Vietnam tourism guide maps; manages social networks and official digital platforms (SNS, landing pages), aiming to improve the accessibility experience for Korean tourists.

In addition, Mr. Ly Xuong Can said that he will connect and invite KOLs, influencers, and Korean press to Vietnam to survey potential destinations through famtrip/presstrip programs, contributing to positioning products such as golf tourism, luxury resorts, health tourism, heritage tourism, MICE tourism, etc.

People participate in the "Vietnam-Korea Friendship Cultural Festival 2024." (Photo: Organizing Committee)

In particular, he said he would speed up the production of the film “The Legend of the Forgotten Prince,” which tells the historical story of Prince Ly Long Tuong (his ancestor) to connect the community of more than 5 million overseas Vietnamese and their descendants with the roots of Vietnamese culture.

In addition, he also proposed establishing a Vietnamese Cultural Center in Korea to become a place to introduce Vietnamese culture, cuisine, language and tourism products, playing the role of a long-term bridge in culture, education, tourism and investment between the two countries; expanding the cooperation network with Korean associations, local authorities, businesses and organizations in the fields of technology, health, communications and education./.

In recognition of the persistent efforts of the Vietnamese Tourism Ambassador to Korea, Mr. Ly Xuong Can, the Ministry of Culture, Sports and Tourism awarded him a Certificate of Merit for his outstanding achievements in tourism promotion, contributing to promoting tourism, cultural and economic exchanges between Vietnam and Korea in the period of 2017-2024.

(Vietnam+)

Source: https://www.vietnamplus.vn/dai-su-du-lich-ly-xuong-can-va-hanh-trinh-quang-ba-viet-nam-tai-han-quoc-post1051800.vnp