The Ministry of Culture, Sports and Tourism has just issued a plan to implement the Strategy for promoting the image of Vietnam abroad for the period 2026-2030, with a vision to 2045. This is considered a strategic direction for building the brand of the region through promotion and communication.
The effect of KOLs
In recent years, travelers' choices for each destination—from where to go, where to stay, what to eat—have been increasingly influenced by social media, short-form video platforms, and online reviews. According to research, a 30-second video on TikTok or a series of experience photos on Instagram can create a much stronger viral effect than traditional advertising campaigns lasting for months.
In this context, digital media is no longer just a supporting tool, but has become the "face" of the urban image. Localities are also striving to tell their stories in the digital space, with KOLs – influencers – being the main catalysts for these efforts. They both promote destinations and contribute to shaping the public's perceptions, feelings, and expectations of each destination.
In March of this year, Da Nang hosted a delegation of KOLs/Content Creators from Manila (Philippines) for a visit, experience, and content creation in the locality. This activity took place after Da Nang launched a direct flight to Manila, contributing to increased connectivity, promoting the destination to the Philippine market, and spreading the tourism message "Da Nang - Touching the Authentic."
The KOLs embarked on a journey exploring Da Nang, designed around five "touchpoints": Identity, Serenity, Pristine Beauty, Moments, and Taste, to engage with the local community. Through this program, the KOLs will share their experiences on digital platforms, contributing to promoting the image of a dynamic and culturally rich Da Nang to tourists from the Philippines and the region.
Experience from many countries shows that an effective KOL (Key Opinion Leader) campaign goes beyond simply "checking in" or creating promotional videos. The key is to create stories with depth, from cultural experiences and explorations of local cuisine to interactions with the local community.
KOL Le Thuy Yen Ngoc (admin of the "House with Two People" channel) said that it is the stories of experiences and interactions with the local community, along with details of everyday life, that make KOLs so appealing. These are also the things viewers expect when KOLs introduce and promote destinations.
Vietnam Story Bank
According to the Da Nang Tourism Promotion Center, Da Nang welcomes an average of 50 KOLs (Key Opinion Leaders) annually and organizes events featuring them. Leveraging the influence of KOLs and the advantages of social media has yielded quite positive results. In recent years, the city has strongly implemented a strategy to attract international KOLs through various activities.
However, marketing must be linked to the experience. When a KOL promotes a beautiful beach, tourists must easily find information on booking, transportation, and accompanying services. When a video showcasing local cuisine goes viral, restaurant chains and eateries need to be ready to welcome a new stream of customers.
This requires Da Nang to develop a synchronized digital ecosystem, from a multilingual tourism portal and digital maps to integrated service booking platforms. User data needs to be analyzed to understand the preferences of each market, thereby adjusting communication content and tourism products accordingly.
Integrating multiple platforms, leveraging digital resources; spreading the identity and brand of the region through KOLs; promoting cultural values through communication campaigns; and building a national brand image... these are the requirements set by the Ministry of Culture, Sports and Tourism in its plan for the Strategy to Promote Vietnam's Image Abroad for the period 2026-2030, with a vision to 2045. Accordingly, the Ministry will develop a national brand image and a common communication toolkit for ministries, sectors, and localities to ensure consistency in promoting Vietnam's image to the world.
National media campaigns will be organized to promote Vietnamese cultural values, products and services of the cultural, tourism and heritage industries. Much content and images from traditional cultural events will also be digitized for wider dissemination on digital platforms. Simultaneously, the Ministry of Culture, Sports and Tourism will strengthen cooperation with reputable international press agencies and media channels; expand cooperation with foreign media partners, international experts, the Vietnamese diaspora, and international KOLs to diversify promotional channels and enhance the effectiveness of information dissemination.
Source: https://baodanang.vn/dung-thuong-hieu-tu-chien-luoc-truyen-thong-3335701.html
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