The Ministry of Culture, Sports and Tourism made its first appointment in 2011, and to date, six individuals have held this role. There are two titles, namely “Vietnam Tourism Ambassador” and “Vietnam Tourism Ambassador to a specific country or market.” While the former operates globally without territorial limitation, the latter is assigned to promote Vietnam in designated countries.
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Bobby Chinn in "What to eat in Vietnam" program (Photo: Huffington Post) |
According to the ministry, tourism ambassadors must meet such strict criteria as good personal background; firm political stance; good ethics, a healthy and exemplary lifestyle, credibility; and positive social influence. Initially appointed for one year, the term of office has since been extended from three to five years.
Actress Ly Nha Ky: Vietnam’s first Tourism Ambassador
Actress Ly Nha Ky, whose real name is Tran Thi Thanh Nhan, was appointed as Vietnam’s first Tourism Ambassador, serving from September 2011 to September 2012.
On her first assignment as ambassador in October 2011, she wore an Ao dai (long traditional dress of the Vietnamese) featuring an image of Ha Long Bay. She went to Hong Kong (China) and the Philippines to encourage locals there to vote for the bay in the New7Wonders campaign. According to the Vietnam National Administration of Tourism she also attended many domestic promotional events and sought funding for the campaign.
As a result, Ha Long Bay was officially named one of the New7Wonders of Nature, alongside the Republic of Korea’s Jeju Island, Iguazu Falls (Brazil/Argentina), Table Mountain (South Africa), Puerto Princesa Underground River (the Philippines), Komodo Island (Indonesia), and the Amazon Rainforest (South America).
Former Director of the International Cooperation Department Nguyen Van Tinh noted that the actress had extensive social networks, experience in community engagement, strong foreign language skills, and a willingness to contribute both talent and financial support in her ambassadorial role.
After her term ended, Ly Nha Ky received a certificate of merit from the ministry for her contribution to promoting Vietnam’s image.
Bobby Chinn who brings Vietnamese cuisine to the world
From July, 2014 to July, 2017, celebrity chef Bobby Chinn served as Vietnam’s Tourism Ambassador to Europe.
Born in 1964 in New Zealand, Chinn moved to Vietnam in 1996. He opened his first restaurant in Hanoi in 2001, followed by another one in Ho Chi Minh City in 2011. In 2013, he brought Vietnamese cuisine to London with the opening of “The House of Ho.”
He has hosted several popular culinary shows such as Bobby Chinn Cooks Asia (Discovery Channel, U.S.) and authored Wild, Wild East, chronicling his culinary journey across Asia, including Vietnam.
Former Deputy Minister of Culture, Sports and Tourism Ho Anh Tuan said Chinn’s appointment was widely praised by the media and public. Since taking on the role, he had actively promoted Vietnam through his influence in the U.S., Singapore, and Europe.
Chinn believes that while Vietnam has great tourism potential, its cuisine remains the most effective “key” to attracting international visitors.
Anoa Suzanne Dussol Perran who promotes Vietnamese culture in France
French-Vietnamese Anoa Suzanne Dussol Perran has served as Vietnam’s Tourism Ambassador to France two terms (2015–2018 and 2024–2029).
Perran left Vietnam for France at the age of four. In 1993, she made a historic three-week helicopter journey from Paris to Hanoi, stopping in 22 countries along 41 legs, marking her return to Vietnam after 35 years abroad.
She is known for launching the “Vietnam House in France,” opened in September 2017 in the Hauts-de-Seine region, about one kilometer from Central Paris. The space showcases Vietnamese culture, cuisine, and traditional arts to the overseas Vietnamese community and international friends.
Perran also initiated the “Vietnam Tourism Year in France 2016” and “France Tourism Year in Vietnam 2017” to enhance bilateral tourism and cultural cooperation. She has been lauded for her efforts and significant contributions to Vietnamese tourism.
Hollywood Director Jordan Vogt-Roberts bringing Vietnam to movies
Hollywood director Jordan Vogt-Roberts, best known for Kong: Skull Island, was appointed Vietnam’s Tourism Ambassador to the U.S. and the U.K. in March 2017 for a three-year term.
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Director Jordan Vogt-Roberts (Photo: RSA Films) |
An American filmmaker and producer, Vogt-Roberts fell in love with Vietnam while filming Kong: Skull Island at famous sites like Quang Binh, Ninh Binh, and Ha Long Bay.
At the 90th Oscar Awards in March 2018 in Los Angeles, he appeared in a red suit with a yellow star, symbolizing the Vietnamese flag, to show his role and love for Vietnam. “I want to help bring the image of Vietnam to the world,” he said.
Ly Xuong Can: Royal descendant bridging Vietnam and RoK
Ly Xuong Can, whose Korean name is Lee Chang Kun, born in 1958 and a 31st-generation descendant of King Ly Thai To, was appointed Vietnam’s Tourism Ambassador from December 2017 to December 2020. He was later reappointed as Vietnam’s Tourism Ambassador to RoK for the 2021–2024 and 2024–2029 terms.
In his role, he has actively promoted cultural and tourism cooperation between Vietnam and RoK. One of his key proposals was establishing a Vietnam tourism representative office in RoK. Following its launch, the office undertook several campaigns to promote Vietnam, its culture and people to the Korean public.
Golf legend Greg Norman popularizes Vietnam to the world
On July 18, Deputy Minister of Culture, Sports and Tourism Ho An Phong presented the decision on appointing Australian golf legend and millionaire Gregory John Norman as Vietnam’s Tourism Ambassador for the 2025–2030 term. Norman previously served in the same role from 2018 to 2021.
Expressing his honor at the reappointment, Norman vowed to promote Vietnam not only as a top destination for golfers but also as a land of rich heritage, natural beauty, vibrant culture, and hospitable people.
He plans to boost communications about Vietnam’s golf tourism using his personal platforms with over 175,000 followers. He will also support organizing international golf tournaments in Vietnam, aiming to bring a major global event to the country during his ambassadorship.
According to the ministry, Norman’s reappointment is part of Vietnam’s “golf diplomacy” strategy, an initiative to foster soft power connections between Vietnam and the global business, sports, and tourism communities.
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Australian golf legend Greg Norman (Photo: People) |
Born in 1955 in Queensland, Australia, Greg Norman, nicknamed "The Great White Shark," was the world’s top golfer in the 1980s and 1990s, with over 90 championship titles worldwide. His net worth is currently estimated at USD 350 million.
Source: Vnexpress
Translated by Tran Hoai