(TITC) – On 25 May, at the headquarters of the Ministry of Culture, Sports and Tourism (MOCST), Deputy Minister Phan Tam held a meeting with a senior delegation from CNN International led by Mr. Phil Nelson, Executive Vice President of CNN International Commercial (CNNIC).

MOCST’s Deputy Minister Phan Tam meeting up with Mr. Phil Nelson, Executive Vice President of CNN International Commercial (CNNIC) (Photo: TITC)

The meeting marked the beginning of a new phase of cooperation between the two sides, centred on an integrated communications strategy, digital transformation and the optimization of resources to promote Vietnam’s national image.

MOCST’s Deputy Minister Phan Tam warmly welcomed the senior CNN International delegation and reaffirmed that CNN has been a trusted strategic international media partner, accompanying Vietnam’s tourism promotion efforts over recent years.

VNAT’s Vice Chairwoman Nguyen Thi Hoa Mai attended the meeting (Photo: TITC)

As Vietnam’s tourism industry continues on a strong growth trajectory, with international arrivals steadily increasing, the MOCST’s Deputy Minister expressed hope that both sides would establish a more proactive, practical and clearly defined cooperation framework to strengthen the promotion of Vietnam’s people, culture and destinations to global audiences.

Overview of the meeting (Photo: TITC)

Expressing his pleasure at returning to Vietnam, Mr. Phil Nelson said he had been deeply impressed by the country’s rich history, vibrant culture and renowned destinations such as Hoi An, Da Nang, Da Lat and Ha Noi. He praised Vietnam’s immense potential, noting that each destination possesses compelling stories deserving of far wider international recognition. The senior CNN executive also voiced a strong desire to continue working closely with the MOCST to present Vietnam’s story in ways that are engaging, fresh and distinctive.

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Commending CNN’s capabilities as a media organisation often described as a “master storyteller”, MOCST’s Deputy Minister Phan Tam stressed that programmes showcasing Vietnam’s cultural experiences, cuisine, people, innovation journey and green development ambitions would deliver broader and faster impact than traditional advertising formats.

To turn shared ambitions into practical outcomes, MOCST’s Deputy Minister Phan Tam outlined three core proposals for future cooperation:

First, establishing a unified measurement framework and KPI system. He proposed that CNN work jointly with the ministry to develop a standardised set of KPIs, including reach, engagement, national brand awareness and travel intent. This would provide a scientific basis for accurately assessing campaign performance across target markets and strategic adjustments at different stages.

Second, supporting training and talent exchange. CNN was invited to assist in organising professional training programmes on destination communications, nation storytelling and multi-platform content production for Vietnamese media professionals, while also encouraging exchanges between reporters and editors from both sides.

Third, developing an integrated multi-stakeholder communications model. Under the proposal, the MOCST would play a coordinating role, CNN would contribute platforms and expertise, while local authorities and tourism businesses would provide resources and content. Such a model, the MOCST’s Deputy Minister noted, would optimise shared resources, minimise duplication and ensure consistency in Vietnam’s national brand messaging.

Echoing MOCST’s Deputy Minister Phan Tam’s views, Mr. Phil Nelson affirmed that standardising KPIs would enable both parties to identify and target audiences with greater precision. CNN, he said, is committed to providing technical support for content development across fast-growing digital platforms such as TikTok, Instagram and Facebook, each of which requires tailored storytelling approaches.

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Beyond culture, sports and tourism, Mr. Nelson also proposed expanding cooperation into investment promotion through phased planning. CNN would apply its advanced data analytics capabilities to identify audience demand across specific market segments, enabling the creation of highly tailored, market-specific content designed to maximise the effectiveness of Vietnam’s national branding and communications strategy.

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