The Essence of Vietnam

 

 

Leader representatives of the Departments of Culture, Sports and Tourism and tourism associations of three provinces signed a memorandum of understanding on the use of the destination brand - The Essence of Vietnam - in the presence of ESRT Programme representatives as observers.

 

The concept of the new destination brand for three provinces was proposed by a group of ESRT international experts, reflecting the full convergence of the distinctive tourism products of the tourism industry in the region, including cultural history, heritage, nature, sea, islands and cities. The new tourism destination brand of three central coastal provinces was also fully consistent with the national tourism brand “Vietnam - Timeless Charm.”

 

The ESRT Programme or the Environmentally and Socially Responsible Tourism Capacity Development Programme funded by the European Union (EU) will continue to coordinate and consult marketing working groups of three localities to finalise the logo and slogan of the brand, consult application methodologies of the destination brand for marketing activities as well as complete a website to promote the destination of central coastal region with the new brand.

 

In the opinion of Florian Sengstschmid, an international branding expert from the ESRT Programme, the brand “The Essence of Vietnam” should be used for inbound markets, specifically bringing foreign tourists to Vietnam. The new logo and slogan are just the first steps in a continuous and long-term marketing campaign to deliver the brand to potential customers.

 

The brand “The Essence of Vietnam” is the result of the long-term support and consultation of the ESRT Programme through consultation workshops, meetings with marketing working groups of three central coastal provinces as well as missions of international experts. The development process for the brand was actively participated in by all stakeholders in the tourism industry, thus enhancing ownership and long-term sustainability.

 

With the support of the Vietnam National Administration of Tourism (VNAT) and the Destination of Central Coastal Region in brand positioning development for regional destinations, the ESRT Programme assisted VNAT and members of Marketing Working Group in strengthening their capacity on marketing, especially in brand development and implementation process.