Vietnam has not yet to
set up a national tourism trademark. Even the current slogan
“Vietnam-The Hidden Charm" is not powerful enough to attract visitors.
Professor, Doctor L K
Jago, director of the research centre of tourism and hotel of the
Victoria University in Australia held that such a slogan is not clear
and transparent so it would fail to attract international visitors.
He took the example of
other countries with more attractive slogan such as "Malaysia - Truly
Asia" , "Uniquely Singapore" or "Incredible India".
Ms Ton Nu Thi Ninh,
former vice chairwoman of the National Assembly’s Committee for External
Affairs, shared the same view with Doctor Jago “the current slogan of
tourism sector is not a clear message and doesn’t feature Vietnamese
characteristics.
Images using for advertising the land and people of Vietnam is not impressive while souvenirs selling at shops are not unique.
It’s reported that the
sector will spend around VND 16 billion (US $ 1milllion) in late months
of the year on advertising tourism on international media. This is not
the first time the sector has spent such an amount for the
advertisement. However, the amount is unable to ensure the efficiency of
advertisement.
Last October the image
of Vietnam was broadcast on CNN for three months with a 30 second long
clip. This cost US $30,000. However, it did not bring a high result as
Vietnam’s potential tourists from the Republic of Korea, Japan and China
did not see this English channel. While European audiences could not
access the information as the it was broadcast on CNN for Asia.
Patrick Gaveau,
marketing director of Focus Asia tourism company held that Vietnam
tourism is still week in advertisement. “Strengthening image abroad is
an active movement to attract international guests,” he said.
In the coming time,
Vietnam will host many international events such as the ASEAN tourism
forum 2009. This will be a good chance to advertise Vietnam image to
international friends.