Leveraging post-merger strengths to build distinctive tourism brand for Dong Nai

(ĐN)- On July 9, the Tourism Associations of Dong Nai and Binh Phuoc convened a joint conference to finalize the proposed merger of the two organizations. The event gathered representatives from the Department of Culture, Sports and Tourism, along with tourism business leaders from both provinces.

Deputy Director Vu Xuan Truong of Department of Culture, Sports and Tourism speaks at the conference.

Speaking at the event, former Chairman Tran Dang Ninh of Dong Nai Tourism Association noted that the organization currently counts 250 members, including 50 organizational members and 200 individual members from local chapters, tour guide groups, chef associations, and other affiliated clubs. Meanwhile, the former Binh Phuoc Tourism Association had 69 members active in various sectors such as travel, transport, lodging, dining, entertainment, and agri-tourism products.

Under the proposed arrangement, the newly merged entity will retain the name Dong Nai Tourism Association, operating as a voluntary, professional agency comprising individuals and businesses legally engaged in tourism and related services. The association’s mission is to foster collaboration, mutual support, and coordinated action among its members, contributing to Dong Nai’s tourism development while protecting the legal rights and interests of members and their clients.

The new model was welcomed by stakeholders. Mr. Vu Xuan Truong, Deputy Director of the provincial Department of Culture, Sports and Tourism, expressed hope that the new association's members would remain commitment, attract new participants, and actively contribute to the province’s tourism development. Though a voluntary agency, he emphasized the need for a coherent organizational structure, with each member contributing based on their capabilities and resources.

Vice Chairman Tran Van Tan of Binh Phuoc Tourism Association shares suggestions at the event.

Mr. Pham Huong Son, Chairman of the Binh Phuoc Tourism Association, and Mr. Tran Van Tan, Vice Chairman, also shared insights and suggestions at the event.

ChairmanPham Huong Son of the Binh Phuoc Tourism Association speaks at the conference.

Following agreement on leadership and operational structures, the new association will report to the Department of Culture, Sports and Tourism and prepare for its official congress. In response to recommendations raised during the conference, the department pledged to facilitate, not administratively control, the association’s operations. Instead, the government will act as a support entity, enabling the association to function effectively, expand membership, and elevate Dong Nai’s tourism image.

The strategic merger builds on both provinces’ longstanding commitment to tourism. Since 2021, Dong Nai has designated tourism as a key economic sector, even during industry-wide downturns. Likewise, Binh Phuoc has prioritized tourism as a breakthrough initiative. This alignment of vision between the two provinces’ leadership reinforces a shared direction, focused on sustainable tourism and green products.

Members of Dong Nai and Binh Phuoc Tourism Associations and local enterprises took a souvenir photo after the conference.

By 2025, Dong Nai aims for double-digit economic growth. To help realize this target, the tourism sector must strengthen collaboration, carve out a distinct identity, and build a unified tourism brand that harnesses the combined potential and competitive strengths of the newly expanded Dong Nai.

Reported by N.Lien