Quang Binh-Quang Tri Tourism: Opening up new horizons - Part 1: Branding problem after merger

According to the policy of merging provinces and cities, Quang Binh will merge with Quang Tri province and take the name Quang Tri. Will this change in administrative name overshadow the appeal of a Quang Binh tourism brand that has affirmed its position on the tourism map of Vietnam and the world ?

Brand building journey

In the years after the province was re-established, Quang Binh tourism was still just a faint trace on the Vietnamese tourism map at that time. It was not until 2003, when Phong Nha-Ke Bang National Park was recognized by UNESCO as a World Natural Heritage, that a new page was opened for local tourism. This was an important milestone, marking the first step for Quang Binh to begin its journey to the world.

Quang Binh leaves a strong impression thanks to the majestic beauty of nature. Photo: QUANG BINH TOURISM PROMOTION CENTER.

Quang Binh's natural tourism products, especially majestic caves such as Son Doong - the world's largest cave, have attracted the attention of domestic and international tourists. The majestic images of Son Doong continuously appear on international media channels such as CNN, BBC, National Geographic, Discovery Channel, bringing the name Quang Binh beyond the borders of Vietnam. Strong media campaigns such as "Quang Binh - Endless Mystery" (2019), along with the appearance of Phong Nha in the blockbuster "Kong: Skull Island" have helped Quang Binh from a little-known locality to a prominent, attractive destination for tourists.

Strongly affected by the marine environmental incident and the Covid-19 pandemic, but after recovery efforts, Quang Binh tourism has gradually regained its position on the tourism map. In 2024, Quang Binh welcomed more than 5.2 million visitors. The strong growth in the number of visitors also reflects the success of building this tourism brand. Over the past two decades, Quang Binh has come a long way to becoming a bright spot on the Vietnamese and international tourism map. With two UNESCO World Natural Heritage recognitions for Phong Nha-Ke Bang National Park, this land has made a strong impression thanks to the majestic beauty of nature and efforts to preserve heritage values. These achievements have proven that Quang Binh has emerged not only from its geographical name but also from the inherent appeal of its nature, culture and hospitality of its people. The Quang Binh tourism brand not only exists on the administrative map but also deeply ingrained in the minds of global tourists.

Lose the brand?

The AHF keyword analysis tool shows that on average, each month, the number of searches for the keyword “Quang Binh tourism” reaches 12,100, the keywords “Son Doong” and “Phong Nha” both reach 22,200, while the keyword “Quang Binh” has 49,500. This data also shows that the search volume for these keywords is always stable throughout the year, peaking during peak tourist seasons. The keyword “Son Doong” recorded a spike in international searches in 2022 and 2024 when major promotional campaigns took place. This shows that tourism products themselves have independent value, less influenced by administrative changes. Geographical names play a certain role, but brand vitality lies in experiential value.

Quang Binh tourism attracts visitors on the occasion of April 30 and May 1, 2025.

Reality at home and abroad has proven that many places have undergone administrative name changes but still maintain their brand value. After 50 years of name change, Ho Chi Minh City is still affectionately called "Saigon" by international tourists when referring to cultural and life values. This is proof that a name associated with emotions and identity will not be easily lost just because of an administrative decision. Administrative names may change according to the reform process, but brand value formed from nature, culture and experience is the core factor that determines longevity. If the locality maintains its own identity and nurtures authentic experiences for tourists, the new administrative name will not dilute the brand it has built. Returning to the story of Quang Binh, in the perception of tourists, Quang Binh is not simply a place name. It is a land of Lao wind, white sand, where there are majestic caves, deep old forests, pristine beaches, where heroic historical stories are kept and where people are rustic and friendly.

Dr. Tran Tu Luc, Head of the Faculty of Economics and Tourism, Quang Binh University, affirmed that if we know how to maintain cultural values, the old identity will still exist in parallel and even add to the new brand. The decisive factor is how the tourism industry responds to this change: how to communicate, how to position the product and how to make the transition process smooth, avoiding losing the emotional flow of tourists.

Mr. Tran Xuan Cuong, Director of Netin Company Limited, affirmed that the process of merging the province will certainly affect Quang Binh tourism when having to redo the entire brand identity associated with the new local name to attract tourists. However, fortunately, sea tourism and Phong Nha-Ke Bang tourism are considered the highlights of Quang Binh tourism with the place names related to the destinations still kept intact. "For a long time, we have been building brands for destinations and building a common brand for Quang Binh tourism, so in general, the tourist destinations will not be affected much," Mr. Cuong added.

It is undeniable that the renaming of the province will create a transition period with many challenges. The confusion of international tourists, the synchronization of information on major tourism platforms such as Booking, TripAdvisor, or Google Maps will be significant challenges. In the short term, the renaming will certainly affect the level of recognition. According to Mr. Nguyen Chau A, General Director of Chua Me Dat Company Limited (Oxalis), from understanding the search habits of tourists on Google Trends, the tourism industry needs to focus on building new tourism products in parallel with building marketing plans suitable for the trend. That needs to be implemented immediately after the province merger takes place.

The policy of merging provinces is the right step in the process of administrative reform and sustainable development. Changing the name does not mean losing the brand. But without a wise strategy, the brand can be eroded. On the contrary, if the existing heritage is well exploited and the approach to tourism is renewed, this land can absolutely continue to shine, with a new look but the core values ​​​​have not changed. Quang Binh tourism brand is the crystallization of majestic nature, heroic history, rich culture and rustic people. Even if the administrative name changes, those values ​​​​must still be preserved and spread. Because, as Ms. Nguyen Phuong Nhung, a tourist from Ho Chi Minh City shared: "What holds me back is not the name on the map, but the beauty and humanity that this land brings".

Dieu Huong

>>> Article 2: Opportunity for a colorful destination

Source: https://baoquangbinh.vn/kinh-te/202505/du-lich-quang-binh-quang-tri-rong-mo-chan-troi-moi-bai-1-bai-toan-thuong-hieu-sau-sap-nhap-2226263/