A Different Orient is a no-go

Following extensive public criticism and vigorous discussions among high-ranking officials, the Ministry of Culture, Sports and Tourism has ultimately decided to reject the newly-proposed slogan and logo for Vietnam's tourism industry for the period spanning 2021 to 2025.

The slogan, which touts "A Different Orient", was created by the private firm Cowan. The proposed logo, which consists of a multi-colored star, was only one component of a larger design. Earlier this year, the Vietnam National Administration of Tourism announced that Cowan was selected as the winner from over 400 submissions. However, the chosen design must undergo a rigorous review process before it can be officially adopted as the symbol for Vietnam's tourism sector.

Recent surveys indicate that only 50% of the public supports the new slogan. The primary concern is that the slogan does not align with the current direction of the tourism industry, particularly with its emphasis on maritime, eco-friendly, and cultural tourism. Mark Winterton, the head of Cowan's design team, conceded: "No, we were not aware that the industry was moving in that direction."

For many stakeholders, the logo and slogan are of little significance. An anonymous official remarked, "What is truly needed is a long-term, comprehensive strategy." Additionally, numerous private business owners have pointed out that several countries successfully thrive in the tourism sector without relying on a specific logo or slogan. For seasoned travelers, it appears that "A Different Orient" may not effectively capture the essence of the renowned Vietnam.