Representatives from Việt Nam's Ministry of Foreign Affairs and the APEC Secretariat at the capacity building workshop on communication skills for APEC Vietnam 2027. — VNS Photo Khánh Dương

HÀ NỘI — Việt Nam envisions an Asia-Pacific Economic Cooperation (APEC) communication approach that is strategic, professional, innovative and inclusive, said Deputy Minister of Foreign Affairs Lê Thị Thu Hằng at a capacity building workshop on communication skills for APEC Việt Nam 2027.

The workshop was held on Thursday in Hà Nội and co-organised by the Vietnamese Ministry of Foreign Affairs and the APEC Secretariat.

Hằng emphasised that the communication strategies need to reach not only policy makers and experts, but also businesses, people, provincial authorities and the wider public in the region and across the globe. 

She said since Việt Nam last hosted APEC in 2017, the world has changed profoundly amid growing uncertainty and rapid transformation. APEC remains the premier economic forum in the Asia Pacific, fostering growth, innovation, connectivity and prosperity in the region.

Hosting APEC in 2027 is both a significant responsibility and a unique opportunity for Việt Nam, as noted by Party General Secretary and President Tô Lâm.

Through APEC 2006 and 2017, Việt Nam presented to the world an image of a country that is open, dynamic and increasingly integrated into the regional and global economy, Hằng said. 

She noted that effective communications play a vital role in projecting that image to international audiences and in highlighting Việt Nam’s culture, people and development achievements today. 

“APEC 2027 offers opportunities, not only to contribute to shaping the future of regional economic cooperation, but also to showcase a dynamic and forward-looking Việt Nam while bringing APEC closer to our people, businesses and provinces,” Hằng said.

“We do think and we hope that effective communication will help tell the people three interconnected stories: the story of APEC, the story of Việt Nam and the story of cooperation, partnership and friendship. We need to help the public better understand APEC and its contribution to growth, resilience and possibility." 

The deputy minister added: “We need to present a modern Việt Nam that increases innovation, digital transformation, green growth and international cooperation, while showcasing the richness of our culture, the beauty of our land and the aspiration of our people."

At the workshop, media experts, local journalists and other participants explored the key aspects of APEC communication, from strategic messaging and public engagement to digital communications, media management, funding and preparation for major APEC meetings. 

Experts from the APEC Secretariat equipped the participants with APEC communication priorities, among other topics of discussion.

Phạm Hoàng Tùng, a member of the APEC 2027 Information and Culture Sub-committee, said experience from previous APEC host years shows that communications should be launched early and continuously sustained and focused throughout the preparation and organisation process. 

By early 2027, efforts will be intensified to raise awareness of APEC, Việt Nam’s participation in and contributions to the forum, and preparations for APEC 2027.

This also presents an opportunity to promote the host localities and showcase Việt Nam’s strengths in sustainable economic development, culture, tourism and innovation to the international community, Tùng said.

During APEC 2027, communications activities will be carried out at different levels corresponding to the significance of each event. Milestones such as the announcement of the theme, logo, official website and the APEC 2027 Economic Leaders’ Week in Phú Quốc will serve as key highlights attracting broad attention from domestic and international audiences. 

“Strengthening international communications and leveraging digital technologies will be key to the success of APEC 2027,” Tùng said.

He added that efforts should be made to develop thematic promotion programmes on Việt Nam, organise field trips for international journalists, facilitate exchanges with expert speakers and produce multilingual communications products. — VNS