Vietnam tourism authority, CNN expand cooperation to target high-end int’l travelers

Nguyen Trung Khanh, chairman of the Vietnam National Authority of Tourism, met Phil Nelson, executive vice-president of CNN International Commercial, and Jocelyn Kang, regional director for Southeast Asia at CNN International, on Monday to discuss future tourism promotion and media cooperation, according to the authority.

Khanh acknowledged that CNN had supported Vietnam’s tourism promotion through international events and media campaigns highlighting the country’s culture, people, cuisine, and local travel experiences.

Vietnam wanted CNN to continue sharing international tourism trend data to help shape future marketing strategies and support targeted campaigns in key overseas markets, according to Nguyen Quy Phuong, head of international relations and tourism promotion at the authority.

Vietnam’s tourism sector is prioritizing the promotion of Vietnamese cuisine linked to intangible cultural heritage values and hopes to expand that image through CNN Travel.

Phuong proposed cooperation in promoting Vietnam as a destination for international film production, including potential engagement with Hollywood studios, as part of efforts to market the country through cinema.

In response, Nelson recognized that Vietnam had strong potential in cultural tourism, culinary tourism, golf tourism, luxury travel, and film-related destinations.

He suggested that promotional efforts should focus on reaching high-spending travelers with compelling stories about the country.

Nelson said CNN’s production teams could help create cinematic-style promotional content showcasing Vietnam’s landscapes and destinations, praising the Southeast Asian country's efforts to promote its cuisine alongside cooperation with Michelin Guide.

According to him, while Vietnamese dishes such as ‘pho’ (Vietnamese noodle soup with beef or chicken) and ‘banh mi’ (Vietnamese sandwich) were already globally recognized, many other aspects of Vietnamese cuisine could be introduced through new storytelling approaches targeting premium travelers.

Nelson added that Warner Bros. Discovery, CNN’s parent company, also operated Food Network, which could provide additional platforms for promoting Vietnamese cuisine internationally.

CNN is also considering organizing international events in Vietnam through its Global Perspectives program, which brings together policymakers, business leaders, and experts to discuss issues including tourism, artificial intelligence, culture, and the arts.

Khanh said the tourism authority was finalizing a global tourism and culinary promotion strategy for 2026-30 for government approval, including plans to develop networks of ‘authentic’ Vietnamese restaurants in key markets across Europe, the Americas, and East Asia to expand the international reach of Vietnamese cuisine.