National communication strategy to promote “Vietnam: The Healing Land”

National communication strategy to promote “Vietnam: The Healing Land”

Amid the growing global demand for healing tourism, Vietnam is presented with a historic opportunity to position its national image and leverage soft power through wellness tourism.

Wellness tourism: A foundation for building Vietnam’s image as a healing destination

After the pandemic, the global demand for physical and mental recovery, along with the trend of reconnecting with nature, has surged dramatically. Many Southeast Asian countries have leveraged wellness tourism as a driver for economic growth. According to the Global Wellness Institute (2023), Thailand ranked among the top in the region, with its wellness tourism market valued at $40.5 billion in 2023, accounting for about 25% of the country’s tourism GDP. International visitors flock to Thailand for spa, yoga and detox experiences, spending significantly more than traditional tourists. Indonesia reports annual growth of over 13.5% in this sector, with Bali emerging as a renowned yoga and retreat hub, contributing billions of dollars and creating tens of thousands of new jobs. Malaysia has also seen strong development, making wellness tourism a key industry, reaching $7 billion in 2022.

Alt Text is not present for this image, Taking dc:title 'wellness-tourism-news-2' With its rich natural and cultural assets, Vietnam has a unique chance to lead in wellness tourism, and now is the time to seize it. (Photo: Pexels)

Despite possessing a diverse ecosystem and a rich therapeutic culture, Vietnam’s wellness tourism sector remains fragmented and lacks integration. In this context, now is the golden time to transform the economic potential of wellness tourism into a distinctive element of Vietnam’s national soft power on the global stage.

Developing wellness tourism in Vietnam will generate high-quality jobs, increase income, help preserve traditional values, and improve living environments. However, sustainable management is crucial to avoid risks such as cultural commercialisation, community imbalance and pressure on existing resources.

Strategic plan to position Vietnam as a leading wellness destination

To create a consistent image for wellness tourism, a brand identity should include symbols such as the lotus leaf, water droplet, green and earthy yellow tones, along with the slogan “Vietnam: The Healing Land of the East”, positioning Vietnam as a standout healing destination in the region.

The product development strategy should focus on areas with distinctive therapeutic values for detox and meditation, such as Con Dao with its secluded spiritual retreat model on the island, Quang Binh with its extensive cave systems and hot mineral springs, and the Central Highlands with traditional music and medicinal herbs.

Each wellness journey should emphasise authentic experiences and slow living, combining mineral baths, yoga, macrobiotic cuisine, meditation, and community activities, enabling visitors to deeply feel the healing power of nature and Vietnamese culture.

Building on that foundation, communication efforts can start by focusing on telling vivid stories that highlight the unique identity of Vietnam’s wellness tourism, where pristine landscapes blend harmoniously with distinctive local healing traditions.

Alt Text is not present for this image, Taking dc:title 'wellness-tourism-news-1' (L-R) Associate Professor Giannina Warren, Senior Program Manager, and Dr Liem Bui, Lecturer, Bachelor of Professional Communication, RMIT Vietnam

The communication campaign should be implemented in a synchronised manner across multiple platforms to create an international impact. In the digital space, it is essential to build an official website, develop a YouTube channel called ‘Vietnam Wellness’, produce immersive experience videos, and launch interactive social media campaigns featuring health, meditation, and green lifestyle experts and KOLs. Additionally, partnerships with major international media outlets such as CNN, BBC, and National Geographic should be strengthened to promote unique experiences. Practical activities like press tours and international wellness conferences should also be organised regularly to authentically showcase Vietnam as a destination.

To ensure communication effectiveness, a comprehensive measurement system should be established to track the number of wellness tourism visitors, revenue, brand awareness on digital platforms, as well as feedback from customers and communities. Updated data will help adjust content, manage risks, and ensure the sustainable development of wellness tourism.

Cross-sector collaboration and expanding the influence of soft power

Wellness tourism should be integrated with organic agriculture (tea, indigenous herbs), natural cosmetics, handicrafts, therapeutic music, and folk art, enabling Vietnam to export not only services but also a philosophy of life. From there, ‘Vietnam Wellness’ can reach the global stage in terms of products, experiences, and a holistic wellness lifestyle.

Increasing the frequency of wellness events in major cities such as Paris, Tokyo, and New York, in collaboration with embassies, cultural institutes, UNESCO, and through international exhibitions and training programs, will enhance brand recognition and create widespread influence, contributing to Vietnam’s soft power on the global stage.

In summary, well-structured and creative communication, rooted in cultural identity and supported by continuous measurement and optimisation, is the key for Vietnam’s wellness brand to shine and achieve sustainable growth in the global tourism flow.

Story: Dr Liem Bui, Lecturer, and Associate Professor Giannina Warren, Senior Program Manager of Professional Communication program at RMIT Vietnam

Thumbnail image: Nguyen Ngoc Tien - www.pexels.com

20 January 2026

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