Sunlight streams into the Dinosaur Eye while visitors join the Sơn Đoòng adventure tour. — VNA/VNS Photo

QUẢNG TRỊ — Sơn Đoòng Cave has stepped into the spotlight, with its appearance on the US’s renowned CBS television programme 60 Minutes expected to spark a strong international media impact, boost tourism promotion and elevate Quảng Trị’s profile on the global travel map.

The feature aired at 7am on March 30 (Việt Nam time), or 7pm on March 29 Eastern time in the US, attracting widespread attention from international audiences. The selection of Sơn Đoòng as a filming location by one of the world’s most prestigious television programmes is seen as a major media milestone for Quảng Trị’s tourism sector and for the World Natural Heritage site of Phong Nha – Kả Bàng National Park.

Beyond promoting the destination, the programme provided valuable scientific and documentary material highlighting the area’s ecosystem, geology and conservation efforts. It is expected to enhance global awareness of the heritage site’s outstanding values while encouraging sustainable and responsible tourism development.

The provincial Department of Culture, Sports and Tourism is coordinating with relevant agencies to implement a multi-platform communication campaign targeting key domestic and international markets, aiming to position Quảng Trị as a leading adventure tourism hub in Asia and an attractive destination in Việt Nam.

Lê Minh Tuấn, Director of the provincial Department of Culture, Sports and Tourism, said the broadcast of the Sơn Đoòng feature on 60 Minutes presented a major opportunity to introduce the province’s tourism image to international audiences and attract high-quality international visitors. The province plans to maximise the programme’s media impact to strengthen promotion activities and develop distinctive tourism products linked to natural resource conservation and sustainable growth.

Throughout 2026, Quảng Trị will host a series of cultural, sports and tourism events, beginning with Quảng Trị Culture and Tourism Week from April 24 to May 1, followed by the Festival for Peace running from April to December, alongside preparations for Visit Việt Nam Year – Quảng Trị 2027.

Local tourism authorities expect that the combination of international media exposure and domestic promotional activities will create a breakthrough in visitor numbers, helping bring the image of Sơn Đoòng and Quảng Trị tourism to a wider global audience.

Spectacular and mysterious scenery inside Én (Swallow) Cave. — VNA/VNS Photo

60 Minutes is one of the world’s most influential news and investigative television programmes, attracting more than eight million regular viewers and hundreds of millions of views across global platforms, particularly in North America. Each episode typically generates widespread media attention and can strongly shape public perception and travel trends.

The feature traces the discovery and years-long exploration of Sơn Đoòng Cave by the British Cave Research Association, from initial surveys to in-depth scientific studies. Through a multi-dimensional narrative blending science, history and human stories, the programme offers international audiences a comprehensive portrait of the world’s largest cave.

The CBS film crew shot the feature at Sơn Đoòng Cave from January 14 to 17, in coordination with Oxalis Adventure. The nine-member team included producers Nicole Young and Jonathan Partridge, programme host Scott Pelley, renowned photographer Ryan Deboodt and a professional technical crew. — VNA/VNS