In the context of Vietnam’s tourism industry gradually recovering and transforming strongly after the pandemic, creating a clear, distinctive and competitive tourism image has become extremely urgent. With rich potential from nature, culture and people, Ho Chi Minh City and the Mekong Delta are considered to be areas with outstanding strengths to develop regional tourism. However, to maximize that advantage, there needs to be a unified and professional tourism brand identity, contributing to affirming the position and attraction of the entire region on the domestic and international tourism map.
Photo 1. Logo image of a symbol introducing tourism in Ho Chi Minh City and the Mekong Delta region.
With this goal, the QTV – Research & Development Expert Council in collaboration with the University of Economics and Law (VNU-HCMC), with the support of the Mekong Delta Tourism Association, the Ho Chi Minh City Department of Tourism and the Department of Culture – Sports – Tourism of 13 provinces and cities in the Mekong Delta, has implemented a project to build a regional tourism brand identity.
Photo 2. Conference to summarize the tourism development cooperation program between Ho Chi Minh City and 13 cities in the Mekong Delta in 2022
The Mekong Delta is a land rich in identity with images of gentle rivers, bustling floating markets, fruit-laden orchards, and a unique river culture. Meanwhile, Ho Chi Minh City is a modern, dynamic urban area – the gateway for international trade and connection of the whole region. The mutual complementarity between the central urban area and the rural provinces along the river has created a unique tourist symphony that is hard to find anywhere else.
Based on that, the project has identified four core values of Ho Chi Minh City – Mekong Delta tourism including: River culture, Garden ecology, Local cuisine, and Friendly community. These factors are chosen as the foundation to build a brand identity with a distinct identity but still comprehensive and regionally connected.
The tourism brand identity is designed in a modern direction but still retains traditional features and indigenous cultural elements. The brand identity will become meaningless if it is not effectively disseminated. Therefore, one of the focuses of the project is the regional communication strategy. Specific activities include: building a website and regional tourism application, launching promotional campaigns on social networks, participating in international tourism fairs under a common brand, etc.
Through that, the image of a dynamic, unique and experience-filled tourist area will gradually appear clearly in the minds of domestic and foreign tourists.
Building a regional brand identity between Ho Chi Minh City and the Mekong Delta is a strategic step to reposition the image of regional tourism in the global tourism market. More importantly, this is the premise for a sustainable cooperation process, not only between localities but also between governments, businesses, schools and communities.
In a world moving towards sustainable, humane and culturally rich tourism, images imbued with regional identity, friendly and full of experiences – will certainly be attractive destinations of the future.
