For over a decade, Vietnam has strategically appointed Tourism Ambassadors to serve as bridges between the nation’s hidden gems and the international community. These individuals, ranging from artists and chefs to sports legends, leverage their global influence to promote Vietnam’s landscapes, culture, and potential. Since the first appointment in 2011, these six figures have played pivotal roles in elevating Vietnam’s status on the global travel map, focusing on diverse sectors such as cinema, gastronomy, and high-end sports.
The Pioneers: Lý Nhã Kỳ and Bobby Chinn
The program launched with a bold vision, entrusting its first mission to the dynamic actress Lý Nhã Kỳ. In 2011, she spearheaded an aggressive campaign to place Ha Long Bay on the New7Wonders of Nature list. By traveling to Hong Kong and the Philippines, she utilized her personal network and financial resources to rally global support for Vietnam’s iconic seascape. Her dedication was instrumental in securing the bay’s historic status as a natural wonder, establishing a precedent where tourism promotion required both star power and tangible commitment.
Just four years later, the focus shifted from landscape preservation to culinary allure with Bobby Chinn. As Vietnam’s first ambassador for Europe, the renowned chef recognized that food was the most effective passport to the nation. Leveraging his television fame and authorship of “Wild, Wild East,” Chinn actively engaged European and American media to showcase Vietnamese gastronomy. He successfully argued that authentic cuisine served as a unique gateway, transforming restaurants in London into cultural hubs that drew international travelers directly to Vietnam’s diverse culinary heartland.
Cultural and Cinematic Bridges: Anoa Perran and Jordan Vogt-Roberts
Cultural storytelling has long been a potent tool for Vietnam’s global outreach, exemplified by the work of Anoa Perran in France. As a French-Vietnamese diplomat and entrepreneur, she established the “Vietnam House” in Paris, creating an immersive space that showcases traditional arts and cuisine to international visitors. Her initiatives successfully fostered bilateral tourism exchanges through reciprocal national years, embedding Vietnamese heritage into the fabric of French society. This cultural diplomacy paved the way for more high-profile endorsements, notably from Hollywood director Jordan Vogt-Roberts following the filming of *Kong: Skull Island*. His decision to shoot in Quang Binh and Ninh Bình brought Vietnam’s dramatic karst landscapes onto a global blockbuster screen. Despite personal challenges, Vogt-Roberts wore his ambassadorial role with pride at the Oscars, using cinema as a powerful lens to highlight the nation’s natural beauty and cinematic potential to worldwide audiences.
Strategic Partnerships: Lý Xương Căn and Greg Norman
The modern era of Vietnam’s tourism strategy relies heavily on targeted international partnerships, specifically those with South Korea and the high-end golf market. Lý Xương Căn, a distinguished descendant of the Ly Dynasty kings, serves as the critical bridge to Seoul. Leveraging his royal lineage and diplomatic acumen, he has successfully advocated for the establishment of a dedicated Vietnam Tourism Office in South Korea. This institutional presence ensures sustained promotion of Vietnamese heritage to millions of Korean travelers, transforming cultural affinity into concrete visitation numbers.
Simultaneously, global business travelers are being drawn through the lens of Greg Norman. Referred to as the “Great White Shark,” this Australian legend spearheads the nation’s golf diplomacy. His influence extends beyond mere celebrity endorsement; he actively promotes Vietnam as a premier destination for elite tournaments and luxury stays. By targeting high-net-worth individuals in the sporting community, Norman elevates Vietnam from a standard holiday spot to a world-class hub for business and exclusive leisure travel, securing a vital niche in the global economy.
Final thoughts
The diverse backgrounds of Vietnam’s Tourism Ambassadors—from the culinary arts and cinema to professional sports—reflect a multi-faceted approach to national branding. As figures like Greg Norman and Lý Xương Căn continue their missions into the late 2020s, Vietnam’s tourism sector looks forward to deeper international integration and a more vibrant global presence. Their dedication proves that passion for a country can indeed transcend borders, turning local heritage into a global attraction.Article gathered from multiple sources