On the afternoon of May 22, in Dong Hoi Ward, Quang Tri Province, the Ministry of Culture, Sports and Tourism, in coordination with the People’s Committee of Quang Tri Province, organized the forum “The Role of Journalism in Promoting Vietnam’s Tourism Economy in 2026.”

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Delegates attend the forum. Photo: Pham Tien

The forum aimed to reaffirm the role of journalism in promoting the image of Vietnam and its people, contributing to the development of tourism as a key economic sector. It also served as a platform connecting state management agencies, media organizations, tourism businesses and digital platforms to share experiences and propose solutions for sustainable tourism development in the new era.

The event attracted around 300 delegates, including leaders from ministries, agencies, media organizations, experts and tourism businesses nationwide.

Speaking at the opening ceremony, Ho An Phong, Deputy Minister of Culture, Sports and Tourism, said that in the digital age, journalism is not only a communication channel but also a force that shapes social awareness, leads trends, spreads cultural values and drives economic development.

According to him, for the tourism sector, journalism acts as a “soft bridge” connecting destinations with travelers, cultural values with the market and the national image with the international community.

However, the deputy minister also acknowledged several shortcomings in tourism communication, including inconsistent promotional content, destination storytelling that lacks distinction, limited in-depth cooperation between media agencies, businesses and local authorities, and insufficient application of digital technology and big data despite strong potential.

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VietNamNet was among 14 media organizations honored by the Ministry of Culture, Sports and Tourism for contributions to promoting Vietnamese tourism. Photo: D.T

At the forum, Hoang Xuan Tan, vice chairman of the Quang Tri People’s Committee, said that after administrative restructuring, Quang Tri now possesses a vast tourism development space with rich natural, cultural and historical resources.

The province is currently positioned as Asia’s cave exploration tourism center and one of Vietnam’s most attractive experiential destinations. In 2025, Quang Tri welcomed nearly 9.6 million visitors, up 16.9 percent year-on-year. International arrivals reached around 450,000, while total tourism revenue exceeded VND11 trillion ($423 million).

The province aims to welcome 10.5 million visitors in 2026 and between 13 and 15 million visitors by 2030, with tourism expected to become a key economic sector.

According to Quang Tri authorities, communication plays a particularly important role in positioning the province’s tourism brand on the global tourism map. In recent years, the province has intensified promotion through journalism, digital platforms, international films and virtual reality technology at famous tourist destinations.

Delegates at the forum also noted that amid rapid digital transformation and increasingly fierce competition among destinations, journalism is no longer limited to communication alone but also helps shape travel trends, inspire tourists and spread the image of Vietnamese destinations worldwide.

The forum was also supported by VietinBank and is expected to create additional momentum for tourism communication efforts, strengthen cooperation among media organizations, businesses and local authorities, and further promote Vietnam’s tourism image in the new development phase.

At the event, VietNamNet was among 14 media organizations awarded certificates of merit by the Minister of Culture, Sports and Tourism for their contributions to promoting Vietnam’s tourism industry.

Hai Sam