VietNamNet Bridge – To describe American tourism in short words, travelers would say “quality”, for Japanese tourism, it will be “respect, meticulous”, for Italy it will be “longing, romantic and luxury”. What words could be used to describe Vietnam’s tourism?

Chua Cau (Pagoda Bridge), an icon of Hoi An ancient town, Vietnam.

This was the question of Mr. Le Tuan Anh, Deputy Director of the International Cooperation Department of the Vietnam National Administration of Tourism (VNAT) at a seminar held at the Hanoi International Tourism Fair 2016.

"Vietnam’s tourism has never been able to touch the human heart like Thailand," said Le Quoc Vinh, CEO of Le Bros media group.

Citing a clip advertising Thai tourism in the modern style, entitled ihatethailand (I hate Thailand), which attracted millions of views on the social network, Vinh said that it is important to "find the brand soul" rather than just focusing on developing the brand reputation and brand communication.

Vietnam’s tourism promotional activities have only advertised landscapes while ignoring the core, the highest element of the brand – emotion, Vinh said.

In the strategic project on development of tourism products of Vietnam to 2025 and the vision to 2030, the logo and slogan of Vietnam’s tourism remained unchanged.

"The matter is not in the logo or the slogan because they do not create the value. We have to convey the brand's values," said Le Tuan Anh.

"Eco-tourism is developed everywhere, but visitors do not think it is eco-tourism. This affects the image of Vietnam’s tourism," said Ms. Do Thi Thanh Hoa, Deputy Director of the Institute of Tourism Development.

Vietnam's tourism brand to 2020, according to Hoa, must be marine and island tourism. The subject of the Hanoi International Tourism Fair 2016 is also "Vietnam, the paradise of marine and island tourism".

"Compared with other countries with marine brand in the region, Vietnam still has many advantages thanks to the system of beautiful beaches, crystal sea water and smooth sand," said Hoa.

Nevertheless, representatives of some travel firms said all coastal provinces wanted to develop marine tourism but many beaches were still flooded by rubbish.

City tourism in Vietnam is not mentioned much, because Vietnam cannot compete with Malaysia, Singapore, and Indonesia, with big cities and developed shopping tourism. However, this is still seen as one of four typical products of the country's tourism in the future.

"The most important factor is the nuance, which makes Hanoi, Ho Chi Minh City, and Da Nang always the top three most attractive cities to foreign visitors in Vietnam," said Le Tuan Anh.

Many suggested that international visitors highly appreciate the culture, cuisine, friendly people, and daily life experience in Vietnam. Street food of Vietnam like pho (noodles), nem ran (spring rolls), and banh mi have become famous worldwide.

Many world leading travel magazines also praised Vietnam’s food, even used the word "superpower". Madame Ton Nu Thi Ninh once said "it is very bad if we do not promote Vietnam cuisine."

Colin Pine, CEO of Ho Tram Resort, a member of the Tourism Advisory Council, said it was necessary to research and clarify further the tourism brand of Vietnam.

"Vietnam has many special things. The difference in climate and culture of the three regions is also an advantage to attract foreign travellers. I personally have lived in Vietnam for more than 20 years because of the friendly people," he said.

Pha Le