The Ministry of Culture, Sports, and Tourism (MCST) first appointed a tourism ambassador in 2011. Over 24 years, there have been 6 ambassadors. There are two ambassador titles: tourism ambassador of Vietnam and tourism ambassador of Vietnam to a specific country or tourism market. Tourism ambassadors of Vietnam undertake promotional activities without limitations. Tourism ambassadors to specific countries are responsible for promotion in their designated countries.
According to the MCST, the criteria for a Vietnam tourism ambassador include: a clean personal record, strong political stance, good moral character, healthy, honest, and exemplary lifestyle, responsibility, prestige, and positive social influence. The ministry stipulates a term of one year, which has since been extended to 3-5 years.
Here is the list of ambassadors appointed throughout the years.
Actress Ly Nha Ky: Vietnam's first tourism ambassador
Actress Tran Thi Thanh Nhan, known professionally as Ly Nha Ky, was appointed Vietnam's first tourism ambassador, serving from 9/2011 to 9/2012.
On her first mission as ambassador in 10/2011, Ly Nha Ky brought a shirt featuring Ha Long Bay to Hong Kong and the Philippines to encourage people to vote for the bay in the New7Wonders of Nature, according to the Vietnam National Administration of Tourism. She also participated in several other campaigns within Vietnam and sought sponsorships to support the voting campaign.
Ha Long Bay is now recognized as one of the New 7 Wonders of Nature, alongside Jeju Island (South Korea), Iguazu Falls (Brazil and Argentina), Table Mountain (South Africa), Puerto Princesa Subterranean River (Philippines), Komodo Island (Indonesia), and the Amazon rainforest (South America).
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Businesswoman and actress Ly Nha Ky in her latest photoshoot before her 43rd birthday. Photo: Ngoisao |
Businesswoman and actress Ly Nha Ky in her latest photoshoot before her 43rd birthday. Photo: Ngoisao
Former Director General of International Cooperation Nguyen Van Tinh noted the actress's extensive network, experience in social activities, and strong language skills. Additionally, Ly Nha Ky was "willing to contribute both talent and finances" in her role as ambassador.
After her term, the MCST awarded her a certificate of merit for her contributions to promoting Vietnam's image.
Bobby Chinn: Tourism ambassador bringing Vietnamese cuisine to the world
From 7/2014 to 7/2017, chef Bobby Chinn served as Vietnam's tourism ambassador to Europe.
Born in 1964 in New Zealand, Bobby Chinn moved to Vietnam in 1996. He opened his first restaurant in Hanoi in 2001, followed by one in Ho Chi Minh City in 2011. In 2013, he brought Vietnamese cuisine to London with The House of Ho.
Bobby Chinn has hosted popular television programs like Bobby Chinn Cooks Asia (Discovery Channel, USA). He is also the author of "Wild, Wild East," documenting his culinary journey through Asia, including Vietnam.
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Bobby Chinn in the program What to Eat in Vietnam. Photo: Huffington Post |
Bobby Chinn in the program What to Eat in Vietnam. Photo: Huffington Post
Former Deputy Minister Ho Anh Tuan stated that the appointment was "highly regarded" by the public and media. Since his appointment, Bobby Chinn has proactively promoted Vietnamese tourism in the USA, Singapore, and European countries, according to the MCST.
According to Chinn, while Vietnam has great potential for tourism development, cuisine remains the most effective "key" to attracting international tourists.
Anoa Suzanne Dussol Perran: Tourism ambassador promoting Vietnamese culture in France
French-Vietnamese Anoa Suzanne Dussol Perran served as Vietnam's tourism ambassador to France from 2015-2018 and 2024-2029.
Perran left Vietnam for France at the age of 4. In 1993, she undertook a three-week helicopter journey from Paris to Hanoi, traversing 22 countries with 41 stops, marking her return to Vietnam after 35 years.
Anoa Suzanne has left her mark with projects like the "Vietnamese House in France," launched in 9/2017 in Hauts-de-Seine, about one kilometer from central Paris. This space was created to introduce Vietnamese culture, cuisine, and traditional arts to the Vietnamese community and international friends, according to the Vietnam National Administration of Tourism.
She also initiated the "Vietnam Tourism Year in France 2016" and "France Tourism Year in Vietnam 2017" programs to strengthen cooperation and tourist exchanges between the two countries. She is recognized for her "significant efforts and contributions to the Vietnamese tourism industry," according to the MCST.
Jordan Vogt-Roberts: Hollywood director bringing Vietnam to the international screen
Director of Kong: Skull Island, Jordan Vogt-Roberts, was appointed Vietnam's tourism ambassador to the UK and USA in 3/2017 for a three-year term.
An American film director and producer, Jordan connected with Vietnam while filming Kong: Skull Island at famous locations like Quang Binh, Ninh Binh, and Ha Long.
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Director Jordan Vogt-Roberts. Photo: rsafilms |
Director Jordan Vogt-Roberts. Photo: rsafilms
Despite being assaulted at a Ho Chi Minh City bar in 9/2017, which disrupted some promotional activities in Japan, the American director affirmed his unchanged affection for Vietnam.
At the 90th Academy Awards in Los Angeles in 3/2018, Jordan Vogt-Roberts garnered attention by wearing a red tuxedo with a gold star – a symbol of the Vietnamese flag – as a way to express his love and responsibility as tourism ambassador. "I want to help bring Vietnam's image to the world," he shared.
Ly Xuong Can: Descendant of the Ly Dynasty and a bridge for Vietnam-Korea tourism
Ly Xuong Can (Korean name: Lee Chang Kun), born in 1958, a 31st-generation descendant of King Ly Thai To, was appointed Vietnam's tourism ambassador from 12/2017 to 12/2020. He was also appointed tourism ambassador of Vietnam to South Korea from 2021-2024 and 2024-2029.
As tourism ambassador, he has actively promoted cultural and tourism cooperation between the two countries. One of his notable proposals was the establishment of a Vietnam tourism representative office in South Korea. Since its establishment, the office has implemented numerous activities to enhance communication and promote Vietnam's country, culture, and people to South Koreans, according to the MCST.
Greg Norman: Golf legend brings Vietnam's image to the world
On the morning of 18/7, Deputy Minister of Culture, Sports, and Tourism Ho An Phong presented the decision to appoint Gregory John Norman, an Australian millionaire and world golf legend, as Vietnam's tourism ambassador for the 2025-2030 term. He previously held this position from 2018-2021.
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Famous Australian golfer Greg Norman. Photo: People |
Famous Australian golfer Greg Norman. Photo: People
Greg Norman expressed his honor in continuing to work with Vietnam. He affirmed his commitment to promoting the country not only as an ideal golf destination but also as a place of rich heritage, natural beauty, unique culture, and friendly people.
He plans to enhance communication about Vietnamese golf tourism through his personal platforms with over 175,000 followers. Greg Norman will promote international golf tournaments in Vietnam, aiming to bring a prestigious tournament to the country during his ambassadorship.
The MCST stated that Greg Norman's reappointment is part of the "golf diplomacy" development strategy, a form of soft power connecting Vietnam with the global business, sports, and tourism community.
Born in 1955 in Queensland, Australia, Greg Norman was the world's number one golfer in the 1980s and 1990s, nicknamed the Great White Shark. He holds over 90 international championship titles and currently has an estimated net worth of around 350 million USD, according to Wealthiest.
Phuong Anh
