Deputy Minister of Culture, Sports and Tourism Phan Tam was speaking during his reception in Hanoi on May 25 for Phil Nelson, Executive Vice President of CNN International Commercial (CNNIC).

Tam highly appreciated the more than 15 years of cooperation between the ministry and CNN in promoting Vietnam’s image to the world. According to him, CNN is one of the world’s most influential international news networks, renowned for its professionalism and high-quality journalism, with broadcasts reaching more than 200 million households in over 200 countries and territories worldwide.

As Vietnam intensifies efforts to promote its national image, the ministry hopes to hear CNN’s proposals on communication strategies and more effective models of cooperation in the coming period, said the Deputy Minister.

For his part, Nelson said he has visited Vietnam many times and explored destinations such as Hoi An, Hue, Da Nang and Da Lat, adding that he was particularly impressed by the country’s cultural diversity, cuisine, landscapes and dynamic business environment.

He noted that his experiences in Hanoi and other localities revealed many compelling stories about the Vietnamese people that deserve wider international exposure.

Nelson pointed out that CNN is shifting its communications approach beyond destination promotion toward deeper, emotionally driven storytelling aimed at creating stronger audience engagement. He noted that this direction aligns well with future cooperation between CNN and Vietnam.

CNN places strong emphasis on identifying the right target audiences and developing communications strategies based on measurable indicators, he stressed. The network is currently applying AI technologies to aggregate and analyze data, as well as conduct global-scale surveys to assess public interest and audience sentiment toward promotional campaigns. Based on these insights, CNN can propose tailored strategies that ensure communications effectiveness and maximise investment value for partners.

At the working session, Tam reaffirmed the ministry’s desire to strengthen cooperation with CNN to share distinctive stories about Vietnam with international audiences, from culture, cuisine and people to the country’s journey toward innovation and green development.

“CNN is a master storyteller when it comes to portraying countries and people, with tremendous global influence,” the Deputy Minister stressed, while proposing that the two sides develop more practical, long-term, and effective cooperation programmes.

He expressed hope that CNN would support the training of Vietnamese reporters and editors in storytelling skills, content production, and multi-platform communication according to international standards, while promoting co-production projects and professional journalism exchanges between the two sides.

According to Deputy Minister Phan Tam, communications today must adopt an integrated multi-platform approach, combining television, digital platforms and social media to diversify audience engagement. The ministry, he said, remains ready to work openly with CNN to build practical, effective and long-term cooperation programs.

Meanwhile, Nelson suggested that Vietnam adopt more targeted approaches to attract high-value tourists. Rather than merely promoting destinations, he said, communications strategies should focus on telling stories about premium, distinctive and emotionally engaging experiences tailored to specific customer groups. CNN, he added, has the expertise and capability to craft narratives that effectively reach such audiences on a global scale.

The CNN representative proposed that both sides soon organise thematic workshops to further discuss cooperation goals, communication strategies, and target audiences, thereby developing suitable campaigns to enhance Vietnam’s national brand image on the international stage.

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