Enriching values in national tourism brand positioning

Photo caption — Deputy Minister of Culture, Sports and Tourism Ho An Phong spoke at the conference.

The conference aims to contribute to improving the effectiveness of promotion and enhancing the competitiveness of Vietnamese destinations; at the same time, promoting synchronous coordination between management agencies, localities and enterprises; expanding socialization in promotion activities; promoting the cultural - heritage - culinary - natural values of Vietnam in positioning the national tourism brand.

Deputy Minister of Culture, Sports and Tourism Ho An Phong said: The conference affirmed the need to strongly innovate promotion methods, apply digital technology , strengthen multi-platform communication and improve the effectiveness of focused and key promotional campaigns; the importance of public-private and regional linkages in promotion activities; close coordination between the State - localities - enterprises is the core factor to create a combined strength in promotion work in the international market. At the same time, the conference proposed many new cooperation models, international fairs and joint promotion programs; strongly promote cultural values, especially Vietnamese cuisine in positioning the national tourism brand; prioritize building an identity system and a national culinary promotion campaign. The conference also helps to perfect mechanisms and policies to create more favorable conditions for tourism businesses; improve the effectiveness of coordination between ministries, branches and localities; increase the mobilization of social resources in promotion; better exploit the role of associations, businesses and strategic partners.

To effectively implement the tasks in the coming time, Deputy Minister Ho An Phong assigned the Vietnam National Administration of Tourism to preside over advising on the development and completion of the 2026 Tourism Promotion Plan; innovate the content and methods of promotion in a modern and professional direction, focusing on key communication campaigns; strengthen digital promotion and international cooperation; fully synthesize the conference results to advise on the completion of related mechanisms and policies.

Localities proactively develop promotion plans in line with the potential and advantages of each locality; actively participate in general promotion activities; focus on developing unique, high-quality, and experience-rich tourism products; and at the same time create favorable conditions for businesses to implement tourism activities. The business community and associations continue to promote creativity, proactively develop new products; accompany management agencies in promotion; strengthen links between businesses and businesses, businesses and localities; effectively exploit market opportunities and shifting trends of international tourist flows.

At the conference, Vice Chairwoman of Ninh Binh Provincial People's Committee Ha Thi Lan Anh affirmed: With its central location in the Hanoi - Hai Phong - Quang Ninh tourism triangle, and convenient connections to the Northwest, North Central and Red River Delta, Ninh Binh plays the role of a gateway and strategic transit point in many national linkage programs. The province has effectively coordinated in common tourism routes such as "Journey through heritage sites", "Journey to discover the ancient capital of Vietnam", and regional ecological - agricultural products.

In international cooperation, Ninh Binh and other localities participated in promoting at many major events such as the Korean Tourism Fair; JATA Japan; ITB Germany and the Vietnam Tourism - Cinema Promotion Program in the United States. Sharing market data, unifying promotional messages, and appearing together on international forums have contributed to enhancing the image of a unified Vietnam destination, rich in identity, with diverse products, expanding the market and optimizing resources.

2026 is a pivotal year in the implementation of the Vietnam Tourism Development Strategy to 2030, vision 2045. The task for the tourism industry is to innovate stronger promotion work; coordinate more deeply and take more drastic actions. Ninh Binh wishes to continue to strengthen cooperation with localities in building inter-regional products on the themes of heritage; ecology; agriculture; culture - spirituality; MICE tourism and cultural industry.

The province proposed to promote data sharing to serve market promotion; coordinate the implementation of the national digital tourism map, in which data connection between provinces becomes a mandatory requirement. The application of new technologies such as artificial intelligence; tourist behavior analysis; international digital communication requires the cooperation of localities, gradually making promotion activities more professional, focused, key and measurable in effectiveness; there needs to be a clearer inter-provincial coordination mechanism.

Ninh Binh is ready to play a central role in professional cooperation groups on heritage tourism, ecotourism, community tourism; at the same time, continue to coordinate with Hanoi and provinces in the Northern tourism cluster to expand the international market; share experiences; jointly organize events, fairs, etc. The province also hopes that central ministries and branches will support the development of mechanisms so that localities can coordinate to concentrate resources, avoid dispersion, and improve the effectiveness of promotion at regional and inter-regional scales.

Ms. Ha Thi Lan Anh emphasized: The development of each locality cannot be separated from the open space for cooperation. In the context of increasingly global and fiercely competitive tourism, no province or destination can develop sustainably if standing alone; tourism can only make a breakthrough when localities join together, support each other, share resources, information, markets and experiences, thereby forming a unified and synchronous tourism value chain. In that spirit, Ninh Binh commits to be proactive, positive and responsible in all cooperation activities; accompanying localities in the region and the whole country to join hands in building a linked - smart - sustainable tourism ecosystem, in line with the country's development orientation in the new period.

According to the Vietnam National Administration of Tourism, in the first 10 months of 2025, Vietnam welcomed over 17.2 million international visitors, an increase of 21.5% over the same period in 2024; being one of the two countries leading the world in international visitor growth in the first half of the year (achieving and exceeding the target). The brand and positioning of Vietnam as an attractive destination on the world tourism map are increasingly consolidated and highlighted; especially the identity of "Vietnam - Endless Beauty", "Live Fully in Vietnam" after the pandemic is also gradually taking shape more clearly. Vietnam's tourist destinations have received many awards, votes, and high rankings from prestigious international tourism and media organizations. Vietnam is also always in the group of destinations with the highest growth in Google searches by tourists.

Source: https://baotintuc.vn/du-lich/lam-giau-cac-gia-tri-trong-dinh-vi-thuong-hieu-du-lich-quoc-gia-20251119201026491.htm