Dr. Pham Ha – Chairman of LuxGroup: Journalism and Tourism – A Strategic Alliance to Shape National Identity and Soft Power
1. Journalism: The Nation’s Storyteller and a Vital Force in Tourism Development
Tourism is not just a green economy or a cross-sectoral industry—it is a field fueled by emotions, memories, and the human desire to explore. In this context, journalism and media play the pivotal role of “national storytellers”, serving as a powerful bridge between destinations and the hearts of travelers.
In my view, journalism goes far beyond simply reporting facts. It shapes perceptions, inspires curiosity, and guides consumer behavior. A heartfelt article, a compelling photo essay, or a moving documentary can turn an unknown village into a bucket-list destination. The media creates latent demand by helping travelers see value, imagine experiences, and personalize their journeys.
Especially in the post-pandemic era, where safety, authenticity, and meaningful experiences are key criteria, journalism becomes a “spiritual midwife” for the tourism industry. It helps restore traveler confidence, rebrand Vietnam as a country that is not only beautiful—but livable, lovable, and worthy of rediscovery.
Moreover, the press provides a public platform for policy critique and discussion, amplifying models of responsible, community-based, and sustainable tourism. This critical dialogue is essential for Vietnam to build a tourism industry that is both competitive and enduring.
2. The Digital Age: Journalism and Tourism as a Symbiotic Force
We are living in an unprecedented era where digital transformation is not optional—it’s existential. In this landscape, journalism and tourism no longer operate in parallel but as two interwoven forces in the cultural and economic evolution of a nation.
The synergy between digital media and tourism opens up powerful possibilities:
• Co-creation of digital content: Articles, videos, podcasts, blogs, reels, VR tours, and livestreams can bring destinations to life across platforms that global travelers engage with daily.
• Integrated digital campaigns: National tourism promotion efforts should be intertwined with multimedia storytelling—visually rich, highly interactive, and deeply personalized.
• Big data and AI applications: Journalism and tourism operators can use algorithms to suggest itineraries and personalize reader-viewer-traveler experiences, creating a “digital journey” even before the real trip begins.
• Heritage storytelling networks: The media can convene a vibrant community of travel bloggers, filmmakers, journalists, KOLs, and locals—people who tell authentic, inspiring stories that connect emotionally with readers.
I believe this convergence of journalism, technology, and tourism will produce world-class storytelling campaigns that elevate Vietnam’s destination brand on the global stage—with substance, sophistication, and soul.
3. Journalism Must Evolve as a Creative Industry
To be a true partner of tourism, journalism must also evolve—embracing innovation in mindset, tools, and human capital. I see three key shifts:
• Content mindset: from reporting to storytelling. Instead of merely listing prices or itineraries, journalists should craft stories that delve into cultural depth, evoke emotion, spotlight characters, and paint vivid, living contexts—stories that ignite imagination and the desire to travel.
• Digital proficiency: from linear to omnichannel. Journalism today is a multimedia ecosystem. Reporters need to master digital tools, optimize content across social platforms, and even create immersive formats like 360° videos or virtual reality experiences.
• Training hybrid professionals: journalist – traveler – content creator. The future belongs to those who can write compellingly, travel meaningfully, and create engaging digital content. These hybrid storytellers will be the frontliners in shaping the identity of destinations through modern media language.
If journalism can transform along these lines, it will not only accompany tourism—it will lead it.
4. Journalism Must Inspire, Critique, and Deepen Understanding
Drawing from my own experience running LuxGroup—a pioneer in luxury and sustainable travel—I believe the media must go beyond surface-level publicity and adopt three core roles:
• Inspiration: Today’s travelers seek more than beauty or luxury—they want personalized, soulful, culturally rich experiences. Journalism should tell real stories about people, heritage, and lifestyle. These are the elements that shape Vietnam’s tourism identity.
• Policy critique: When we proposed a coastal cruise route from Halong to Saigon, we encountered fragmented regulations between ports and provinces. In such situations, journalism plays a crucial role in voicing practical concerns, pushing for reforms, and driving coherent policymaking.
• Analytical depth: Tourism is a multifaceted economic sector. To serve it well, journalism must go beyond the superficial. It must explain policies, interpret global trends, analyze traveler behavior, and unpack market dynamics. We need journalists who are informed, insightful, and capable of fostering meaningful public discourse.
5. Conclusion: A Strategic Alliance for a New Vietnam
Looking ahead to Vietnam’s 2045 vision of becoming a developed nation, I believe tourism and journalism are twin vanguards in shaping national identity and soft power. A country that knows how to tell its stories, inspire its people, and share its values will be a country loved, remembered, and revisited.
Vietnam must be narrated—by its own people, through vibrant, emotional, and proud stories.
Vietnam – A country worth living in, worth visiting, and worth telling stories about.
