Since 2011, Vietnam has made remarkable strides in tourism, thanks to the efforts of global ambassadors who have tirelessly promoted the country’s rich culture, natural beauty, and culinary delights. These ambassadors, drawn from various industries like entertainment, food, film, and sports, have played a crucial role in boosting iconic destinations such as Ha Long Bay, Hoi An, and Trang An, elevating Vietnam’s status as a must-visit locale on the global tourism map.
One of the trailblazers in this initiative was Ly Nha Ky, Vietnam’s first Tourism Ambassador, appointed in 2011. Her advocacy, particularly for Ha Long Bay, led to its recognition as one of the New Seven Natural Wonders of the World, a significant achievement that put Vietnam on the tourism radar. Through her work, she shed light on Vietnam’s diverse landscapes, captivating travelers with the allure of places like Hoi An and Phong Nha-Kẻ Bàng.
Another influential figure in Vietnam’s tourism narrative was Bobby Chinn, a renowned celebrity chef, who took on the role of ambassador between 2014 and 2017. By showcasing Vietnam’s culinary treasures to a global audience, Chinn helped position Vietnamese cuisine as a universal language of flavor, drawing food enthusiasts to explore the culinary delights of Hoi An, Hanoi, and Ho Chi Minh City.
The intersection of Hollywood and tourism also played a pivotal role in Vietnam’s promotional efforts, notably with the release of Kong: Skull Island in 2017, directed by Jordan Vogt-Roberts. The film showcased Vietnam’s picturesque landscapes, including Trang An and Ha Long Bay, sparking a surge in tourist interest as visitors sought to experience the real-life settings depicted on the silver screen.
Building on this momentum, Ly Xuong Can, also known as Lee Chang Kun, was appointed as the Tourism Ambassador to South Korea in 2017, leveraging his deep ties to both Vietnam and Korean culture to enhance tourism relations between the two countries. Through a series of successful initiatives, he not only increased visitor numbers from South Korea but also facilitated cross-cultural exchanges, showcasing Vietnam’s heritage to Korean audiences through various campaigns and events.
In the digital age, social media and user-generated content have played a significant role in amplifying Vietnam’s tourism growth. Platforms like Instagram, YouTube, and TikTok have empowered tourists and locals to share their travel experiences, creating a grassroots movement that showcases Vietnam’s beauty and culture to a global audience.
Looking ahead, Vietnam is focused on nurturing the next generation of ambassadors who will continue to shape the country’s international image. By embracing digital experiences and collaborating with influencers across various sectors, Vietnam aims to expand its reach and appeal to a broader demographic of travelers, ensuring sustainable growth in the tourism industry.
With a strong emphasis on authenticity, inclusivity, and cultural heritage, Vietnam’s tourism sector is poised for a bright future, driven by the collaborative efforts of ambassadors, digital influencers, and local communities. As the country continues to evolve as a sought-after travel destination, visitors can look forward to exploring Vietnam’s diverse landscapes, vibrant cities, and rich cultural tapestry, all while being part of a global movement to uncover the essence of this Southeast Asian gem.
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