Promoting national image in the multi-platform media era

The move comes as Vietnam deepens international integration and faces growing competition in national branding on the global stage.

The plan is designed in line with tasks assigned by the Prime Minister and follows the “six clear principles”: clear responsibilities, clear tasks, clear accountability, clear authority, clear timelines, and clear outcomes. This framework aims to strengthen discipline, proactiveness, and coordination across central and local levels.

A key objective is to ensure alignment in both awareness and action among ministries, local authorities, businesses, and overseas Vietnamese communities in building and promoting the national brand. The strategy also seeks to leverage the combined strength of the political system and social resources, linking communication efforts with cultural values and national soft power to enhance Vietnam’s global standing and reputation.

Building a digital media ecosystem and a national narrative

As part of implementation, the ministry highlights the need to reform external communication thinking and expand dissemination of the strategy through conferences, workshops, and training activities for media agencies, businesses, and localities.

A major focus is the development of a unified national messaging system built around core values, namely a rich cultural heritage, a friendly and creative people, and a stable, dynamic, and globally integrated economy.

The plan also prioritises the creation of a “Vietnam Story Bank” - a digitised repository of narratives to support long-term communication efforts. At the same time, it emphasises the application of digital technologies and artificial intelligence in content production and distribution.

A multilingual digital media ecosystem across cross-border platforms will be developed, alongside national communication campaigns promoting culture, tourism, and Vietnam’s cultural industries.

The power of multi-channel communication

Alongside the new strategic direction, Vietnam’s image promotion efforts over the past two decades have evolved significantly toward a multi-channel approach, ranging from traditional tourism fairs to digital media and international cinema.

In tourism promotion, Vietnam has regularly participated in major global events such as the International Tourism Exchange Berlin (ITB Berlin), World Travel Market London (WTM London), and International Tourism Trade Fair (FITUR Spain), while organising national booths like the Vietnam Pavilion to showcase destinations and connect with global travel partners. Domestically, events such as the Vietnam International Travel Mart (VITM Hanoi) and International Travel Expo Ho Chi Minh City (ITE Ho Chi Minh City) attract tens of thousands of visitors and international businesses each year.

Tourism roadshows in key markets have also contributed to strengthening bilateral cooperation and directly promoting Vietnam as a destination.

On the global media front, partnerships with international outlets such as CNN, BBC, and National Geographic have enhanced the country’s visibility, while films like Kong: Skull Island have generated strong tourism spillover effects. The 2017 Hollywood blockbuster Kong: Skull Island for instance featured several Vietnamese locations on the global screen, including the Trang An Scenic Landscape Complex, Ha Long Bay, and Phong Nha–Ke Bang National Park.

More recently, digital media, social platforms, and international influencers have further expanded Vietnam’s reach, particularly among younger global audiences. Campaigns like “Vietnam Timeless Charm” and “#VietnamNOW” have been launched in multiple languages, alongside collaborations with international Key Opinion Leaders (KOLs) and travel bloggers who experience Vietnam firsthand. This approach has helped Vietnam’s image spread more rapidly, particularly among younger audiences and social media–active international markets.

Toward a comprehensive national brand

Experts note that current promotion trends are shifting from fragmented activities to a comprehensive national branding approach, integrating international media, cinema, digital platforms, and global cultural-tourism events.

This approach goes beyond destination marketing to position Vietnam as a culturally rich, dynamic, and deeply integrated nation.

In this context, the newly issued plan is expected to help synchronise external communication efforts, harness the power of digital technology and multi-platform media trends, and enhance the effectiveness of promoting Vietnam’s image globally in the years ahead.

Da Nang ranks second among Asia’s best summer destinations: Lonely Planet

VOV.VN - World-renowned travel guide Lonely Planet has placed Da Nang city in central Vietnam second on its list of the nine best places in Asia to visit during June, July and August.