It can be said that Vietnamese media agencies have demonstrated "soft power" through positive contributions to the rapid and sustainable recovery and development of the country's tourism in recent times.
“In recent times, the press has made important contributions to the development of tourism. The Party and State's policies on tourism development, along with many programs to promote, advertise, build new products, and link tours, have all been strongly conveyed by the press, increasing the attraction of tourists to the destination,” said Pham Van Thuy, Deputy Director of the Vietnam National Administration of Tourism, at the conference “Press Accompanying Vietnam Tourism” organized by the Vietnam Tourism Association on January 15 in Hanoi.
Industry leaders affirmed that the participation and cooperation of press agencies have contributed to the country's tourism quickly recovering from the impact of the COVID-19 pandemic and having strong growth, achieving expected results and set goals.
Building quality tourism products
Always working closely with the activities of the National Tourism Administration, in 2024, the Vietnam Tourism Journalists Club organized timely and effective communication for the Vietnam International Tourism Fair (VITM) 2024; MICE Expo 2024; implemented the Prime Minister's Directive on comprehensive, fast and sustainable tourism development in the coming time; organized many propaganda articles to summarize Resolution 08/NQ-TW and the Tourism Law; Dien Bien National Tourism Year...
According to Mr. Pham Van Thuy, in recent times, the Party and State's policies on tourism development, along with many programs to promote, advertise, build new products, and link tours, have all been strongly conveyed by the press, increasing the attraction of tourists to the destination.
The Deputy Director of the Vietnam National Administration of Tourism informed that in 2024, the Vietnamese tourism industry welcomed more than 17.5 million international visitors and 110 million domestic visitors. The goal in 2025 is that the tourism industry expects to welcome 22-23 million international visitors.
To achieve this result, industry leaders believe that units need to invest more to build quality tourism products and promote tourism brands. In particular, it is necessary to focus on propaganda work.
Looking back at 2024, Chairman of the Vietnam Tourism Association Vu The Binh said that since the COVID-19 pandemic, the Vietnamese tourism industry has been growing strongly. However, in reality, the industry still has some targets that have not been achieved as expected.
Recognizing that the process of tourism recovery is not easy, according to Mr. Vu The Binh, units, departments and localities must join hands to coordinate implementation; in which, communication work needs to be given the most attention.
“Tourism development requires the cooperation and connection of sectors and localities. In propaganda work, it is necessary to do a good job of updating information on the world map, while actively promoting the position and brand of Vietnamese tourism globally,” Mr. Vu The Binh emphasized.
A representative of the Vietnam Tourism Association said that in 2025, the Association will focus on a number of tasks: Making recommendations to competent state agencies at the central and local levels to resolve difficulties and obstacles of tourism businesses; focusing on preparing and organizing events, promotional activities, and tourism promotion; researching and developing new tourism products; innovating and improving the quality of tourism services; promoting the development of green tourism and green destinations; international cooperation activities and other activities...
The “soft power” of press communication with tourism
Recognizing the power and particularly important role of the media and press in the development of Vietnam tourism, since 2016, the Vietnam Tourism Association has established the Travel Journalists Club. This “playground” aims to provide objective and multi-dimensional information, enhance the promotion of the country’s tourism image to contribute to enhancing the attractiveness and competitiveness of the entire industry.
Accordingly, the Club members are journalists, reporters and those working in the tourism information sector. In the early days of its launch, the Club had 22 members. Over the past time, with the attention, support, guidance and companionship of the Vietnam Tourism Association, the Club has been active, constantly developing and expanding its scale nationwide.
In 2024, the Club was renamed the Vietnam Travel Journalists Club. Currently, the Club has 65 official members in Hanoi and 3 groups operating nationwide, including 38 members in Ho Chi Minh City, 48 members in Da Nang and 33 members in Nha Trang city.
It can be said that the Vietnam Tourism Journalists Club in particular and press agencies in general have shown positive contributions and the power of press media to the rapid and sustainable development of the country's tourism.
Those contributions include publishing news articles to propagate and popularize the viewpoints, guidelines and policies of the Party and the State on tourism development; communicating destinations, outstanding, distinctive, highly competitive tourism products, carrying national brands, tourism promotion activities; propagating and spreading experiences in forming and putting into operation models, typical successes in tourism development and many other communication activities...
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