Panelists discuss the importance of prestigious awards in tourism promotion at a seminar held in HCM City on August 2. — Photo Hữu Long

HCM CITY — A prestigious award dedicated to tourism in Việt Nam will play a vital role in promoting the image and reputation of Vietnamese tourism to the international community, experts said.

Winning an award helps attract tourists to award-winning destinations and boost the economy of local communities, said Dương Đức Minh, deputy director of the Institute of Tourism and Economy Research Development.

“Tourism awards play a vital role in the tourism value chain, which is all activities focused on creating or adding value to tourism products,” Minh said.

“Important components of tourism products include services and resources,” he said at the seminar entitled “Tourism promotion from prestigious awards: Expert perspectives” held by HCM City Du Lịch (Tourism) Magazine on August 2.

Việt Nam is highly rated in natural tourism resources (ranked 26th out of 119 countries and territories) and in cultural tourism resources (ranked 28th out of 119 countries and territories), according to the World Economic Forum’s report.

Việt Nam’s tourism has been highly ranked internationally and has received many international awards, he said.

It was honoured as Asia’s Leading Destination for 2023 from the World Travel Awards and the World’s Leading Heritage Destination for a fourth time in 2019, 2020, 2022, and 2023, he said.

RMIT Lecturer in Tourism and Hospitality Management Daisy Kanagasapapathy said prestigious tourism awards can help enhance a brand’s reputation, consumer trust, marketing leverage for differentiation and growth, investment attraction, and global reach.

It is essential to weigh the potential benefits against the costs and long-term impact on brand reputation and consumer trust, she said.

Nguyễn Đức Trí, head of the tourism division of the University of Economics HCM City, said winning an award not only boosts businesses’ credibility and builds trust with customers but also enhances marketing advantages and employee morale.

Award-winning businesses see a significant increase in operating income and growth in sales, he said.

To participate in a prestigious award, businesses need to meet strict criteria. In addition to fully complying with legal regulations, businesses must also demonstrate their commitment to sustainable development, he added. 

Experts agreed that besides international recognition, a prestigious domestic award is essential to leverage the quality of tourism products and services, and promote sustainable development in the tourism sector. — VNS