CNN partnership set to give Vietnam tourism a global media boost
DNO - Vietnam’s tourism industry is set to deepen cooperation with CNN International to promote domestic cuisine, cultural heritage and attractive destinations to international audiences.
Promoting cuisine through cultural heritage
According to the Vietnam National Authority of Tourism (VNAT), in recent times, CNN International has effectively partnered with Vietnam’s tourism industry through various promotional and communication activities, especially in introducing the country’s culture, people, cuisine, and unique experiences at international forums and events.
Specifically, CNN has regularly honored Vietnamese cuisine on the global culinary map. Popular and traditional dishes such as “pho”, “banh mi”, “bun cha Ha Noi” and Vietnamese iced coffee have repeatedly earned places on prestigious international rankings thanks to their distinctive flavors and rich cultural roots.
In addition, street food and regional specialties such as spring rolls, Hue-style beef noodle soup, orange cake, tapioca dumplings, and Hoi An's Cao Lau have been featured numerous times by CNN, reflecting the diversity of Vietnam’s culinary culture from north to south.
Widely regarded as a “master storyteller”, CNN has the capacity to create stronger and more immediate impacts than conventional advertising methods.
As a result, programs highlighting Vietnam’s cultural experiences, cuisine, people and journey of green development have reached wider global audiences and left lasting impressions.
A new phase of promotional strategy
During a recent meeting in Ha Noi between Mr. Phan Tam, Deputy Minister of Culture, Sports and Tourism and Mr. Phil Nelson, Executive Vice President of CNN International Commercial, both sides agreed to continue cooperation under a new promotional strategy.
Mr. Phil Nelson said he was deeply impressed by Vietnam’s rich historical depth, unique cultural identity and well-known destinations such as Hoi An, Da Nang, Da Lat and Ha Noi. He emphasized that every destination in Vietnam possessed remarkable stories that deserve broader international recognition.
Therefore, the CNN executive expressed his desire to strengthen cooperation with the Ministry of Culture, Sports and Tourism to convey the story of Vietnam in an attractive, fresh, and unique way.
He also informed that CNN is currently expanding its international events portfolio through its Global Perspectives series, which has been launched in several countries. The series gathers policymakers, business leaders and international experts to discuss major topics such as tourism, artificial intelligence, culture and the arts.
In the near future, CNN plans to organize similar activities in Vietnam or collaborate in bringing international speakers, content, and standards to events hosted by the country.
Beyond culture, sports, and tourism, Mr. Phil Nelson also proposed expanding cooperation into investment promotion, with tailored strategies developed for different phases.
CNN will utilize its advanced data analytics capabilities to analyze the preferences of customer segments in target markets and create exclusive content that could maximize the effectiveness of Vietnam’s national branding strategy.
CNN International, one of the world’s most recognized and trusted international news networks, is owned by Warner Bros. Discovery (the USA).
Broadcasting 24/7 in English across over 200 countries and territories, CNN reaches more than 400 million households globally.
CNN International Commercial is responsible for managing all of CNN's business operations, advertising, strategic partnerships, and branded content production worldwide.