Each contestant becomes a "tourism ambassador" bringing the image of Son La and Vietnam closer to international friends.

Ms. Dam Huong Thuy, Head of the Organizing Committee, spoke at the Miss Vietnam Ethnic Tourism Contest 2025

For generations, Vietnam has been known as a country of 54 ethnic groups – 54 cultural colors blending into a unified and diverse harmony. Each garment, each dance, each custom, festival… contains the soul of the nation. And those cultural values – when properly disseminated – will become an invaluable resource for tourism, a soft power to promote the image of Vietnam to the world .

From that idea, the Miss Vietnam Ethnic Tourism contest was born, not only to honor beauty, but more importantly - to honor the intelligence, national pride and integration spirit of Vietnamese women in the new era.

During the journey over the past months, the Organizing Committee had the opportunity to accompany Son La province - the land known as "the green pearl of the Northwest", where there is majestic nature, fresh climate and a colorful cultural picture.

We would like to express our deep gratitude to the leaders of the Provincial Party Committee, the People's Committee of Son La province, along with the departments, branches and authorities of the wards: Moc Chau, Moc Son, Van Son, Thao Nguyen, who have always accompanied, shared and wholeheartedly supported so that the contest could be organized professionally, solemnly and effectively.

The local support is not only support for an event, but also a joint effort for a larger goal: Promoting the image of Son La as a destination of identity - of beauty - of integration. And opening up opportunities for cultural tourism - community tourism - green agricultural tourism here to spread more strongly in the eyes of domestic and international tourists.

The most proud thing is not only the scale or the stage lighting, but also the humanistic values that the contest aims for, which is the journey to find faces representing the beauty of Vietnamese women - gentle but brave, traditional but modern; is an opportunity for contestants to experience, learn, and understand more deeply about the culture, people and identity of their homeland. And more importantly, it is a bridge between culture and tourism, so that each contestant becomes a "tourism ambassador" - bringing the image of Son La and Vietnam closer to international friends.

To have a sparkling and complete Final Night today, the Organizing Committee would like to send our sincere thanks to the leaders of Son La province - those who have trusted, accompanied, guided and created all favorable conditions for us to carry out this mission; Accompanying units, sponsors, local businesses - those who have contributed to embellishing the meaningful journey with enthusiasm and responsibility;
The contestants, young people full of energy, bravely stepped out to shine with knowledge, heart and national pride.

Tonight, we not only witness the coronation of a new Miss, but also spread a message together: True beauty is when it is associated with values – with culture – and with the sustainable development of the community.

We believe that, from this beautiful land of Moc Chau, Miss Ethnic Tourism Vietnam 2025 will become a bridge between heritage and modernity, between culture and tourism, between Vietnam and the world. So that Son La - Northwest will always be a land of colors, of hospitality and of soaring dreams!

Source: https://baosonla.vn/van-hoa-xa-hoi/moi-thi-sinh-tro-thanh-dai-su-du-lich-mang-hinh-anh-son-la-va-viet-nam-den-gan-hon-voi-ban-be-quoc-te-XQZm84mvg.html