The appeal of safety and friendliness

Public opinion has repeatedly expressed outrage at the situation of solicitation, fraud, and "rip-offs" that affect the business environment and the image of Vietnam's tourism. Besides some cases of "one bad apple spoiling the barrel", there are still many good actions and kind deeds that are contributing to building the image of a safe, friendly, and hospitable Vietnam.

International tourists visit a relic site in Hue .

In early September 2025, a Korean tourist was returned lost property by the An Hai Ward Police ( Da Nang ). It was a bag containing more than 31 million VND and 104 USD (equivalent to more than 2.7 million VND), which was accidentally discovered by two locals and brought to the authorities. Receiving the lost item intact, the tourist was deeply moved and affirmed that this was an unforgettable memory of the honesty and kindness of the Vietnamese people.

At the end of July 2025, after receiving from the people a yellow leather wallet containing 3 million Vietnamese Dong, 130,000 Riel (Cambodian currency) and some personal documents of an American female tourist, the Hoan Kiem Ward Police ( Hanoi ) immediately verified the information and contacted the tourist to return it. Touched by the kindness of the people of Hanoi and the dedication of the local police force, the female tourist wrote a thank you letter, expressing her memorable impression of a beautiful and safe Vietnam.

Similarly, in early March 2025, a cyclo driver in Hue, upon picking up a black leather wallet containing cash and personal documents of a New Zealand tourist, handed it over to the authorities to return it to the owner... These beautiful gestures not only show the solidarity and effective coordination between the people and the police force, but also demonstrate the common efforts in building a civilized and healthy tourism environment.

Notably, in addition to the act of picking up lost items and returning them to their owners, Vietnamese people and authorities are always ready to provide timely support when tourists encounter difficulties. Last August, after receiving information that an Australian tourist had dropped his engagement ring at Cua Dai beach, two staff members of the Sea Tourism Order Management Team (Management Board of Son Tra Peninsula and Da Nang Tourist Beaches) proactively used a specialized metal detector to search for it. The male tourist immediately burst into tears with emotion when he received his precious keepsake back.

Further, on the occasion of Lunar New Year 2024, two British and Canadian tourists who unfortunately had an accident while traveling to Quang Tri were also helped by the provincial traffic police and invited to a New Year's Eve dinner... It is not uncommon for foreign tourists to share stories about the help they received when traveling to Vietnam. And the owners of those humane and responsible behaviors, whether they are police officers, port staff or ordinary people, are all playing the role of tourism ambassadors.

The way Vietnamese people help them overcome the unexpected - with warm and sincere affection - has created invaluable experiences for international tourists. Obviously, along with unique products formed from the beauty and richness of natural resources and culture, Vietnam also possesses a special tourism product crystallized from kindness, care, and sincere sharing for tourists. And the attractiveness of this product needs to be communicated strategically to enhance the competitiveness as well as the position and image of Vietnam as a destination.

This is a more effective and sustainable communication direction than any other promotional campaign. However, the good deeds that Vietnamese people have done for tourists have only appeared sporadically through articles and stories spread on social networks without forming a systematic strategy.

Remember, many years ago, Thailand was very successful when launching the campaign "I Hate Thailand", with a video telling the story of an international tourist who lost his bag on his first trip to this country and the help of the people... The campaign received a "shower" of awards in the field of advertising and communication in the region, and at the same time contributed significantly to regaining the growth momentum of international visitors to Thailand's tourism.

Perhaps we also need to mobilize creative, unique, and new ideas built on the material of kind and humane actions in the tourism environment, so that a warm and friendly Vietnam can touch the hearts of friends around the world.

TRANG ANH

Source: https://nhandan.vn/suc-hap-dan-tu-su-an-toan-than-thien-post907964.html