A Different Orient is a no-go
After much public backlash and heated debate among high ranking officials, the Ministry of Culture, Sports and Tourism has decided to turn down the newly-selected slogan and logo for Vietnam tourism industry in the period of 2011 to 2015.
After considerable public feedback and significant discussions among senior officials, the Ministry of Culture, Sports and Tourism has decided to reject the previously selected slogan and logo for Vietnam's tourism sector for the years 2021 to 2025.
The initial slogan, which proclaimed "A Different Orient," was selected through a competitive bidding process won by the private firm Cowan. The accompanying logo featured a multi-colored star, part of a broader design strategy. Earlier this year, the Vietnam National Administration of Tourism announced Cowan's victory in a contest that attracted over 400 submissions. However, any final selection must undergo a rigorous feedback process prior to being officially adopted as Vietnam's tourism emblem.
Surprisingly, only 50% of survey respondents expressed support for the new slogan. The primary concern raised was that the selected wording does not align with the industry's current trajectory, which emphasizes maritime, environmental, and cultural tourism. Mark Winterton, head of Cowan's design team, acknowledged, "No, we did not know that the industry was shifting towards these areas."
For many stakeholders, the logo and slogan are not the central issues. "What they need is a comprehensive, long-term strategy," stated an anonymous official. Other business owners pointed out that several countries have successfully developed their tourism sectors without relying on specific slogans or logos. For international travelers, it appears that "A Different Orient" may not adequately encapsulate the well-known essence of Vietnam.
