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The Tell Story of Vietnam campaign is an initiative jointly implemented by Travellive and Canon Marketing Vietnam with the message: those who understand Vietnam best are those working in the tourism industry. The campaign's goal is to share information, solutions, and technical support to help marketing teams in tourism organizations and businesses improve their marketing content production capabilities, contributing to promoting the image of Vietnam.
The campaign was implemented nationwide with activities including: The New Language of Travel workshop series, The Insider Lens short video contest, and Happy Vietnam - a video creation activity based on authentic traveler experiences.
Authentic content has become a competitive asset.
The Vietnamese tourism market is undergoing a profound shift in traveler decision-making behavior. According to industry data, over 90% of young travelers in Vietnam choose their destination after watching videos on social media.
Globally, over 82% of consumers confirm that video directly influences their purchasing decisions. Authentic content is no longer a secondary advantage but has become a core competitive factor in the travel industry.
The New Language of Travel workshop provided an extensive discussion on how to build and invest in channels for tourism businesses.
Surveys show that the majority of Vietnamese tourism businesses currently produce their own content with very small teams, while brand expectations are increasingly high. A good phone is no longer enough to meet the demands for technical quality, storytelling, and efficient production processes for a reputable tourism brand. Canon and Travellive recognized this gap and decided to act in the most practical way.
Speaking on behalf of the Organizing Committee, Ms. Le Minh Phuong, Founder/CEO of Travellive, shared: "Travellive has been a partner with Vietnam's tourism industry for over two decades. We understand that the effectiveness of promoting Vietnamese tourism can come from thousands of authentic videos created by industry professionals every day. We also believe that genuine emotions shared will bring long-lasting and sustainable communication results."
Confidently share your Vietnam travel story every day.
The Insider LensThis is a short video creation contest designed specifically for individuals and teams of marketing professionals, content creators, and in-house video production teams in the tourism industry.
Entries must be short videos, maximum 90 seconds, accepting both 16:9 and 9:16 formats, submitted through the online submission portal https://travelvideocontest.vn/. Entries will be judged based on four professional criteria: perspective and authenticity (40%), storytelling and emotion (40%), and quality and technical skill (20%). A special award will be given to the video with the best reach and promotion based on social media engagement.
The competition will have two themes, divided into two phases. Phase 1, themed "The Beauty of Vietnamese People, Landscapes, and Culture," will accept entries from May 28th to June 18th, 2026, with results announced on June 22nd, 2026. Phase 2, themed "Impressive Tourism Experiences, Products, and Services in Vietnam," will accept entries from June 2nd to June 23rd, 2026, with results announced on June 27th, 2026.
The awards ceremony will be held in person at the Canon Marketing Vietnam office, tentatively scheduled from June 27-30.
In parallel, Canon and Travellive are co-organizing a series of free workshops on the topic.The New Language of TravelThis workshop is for marketers, content creators, and in-house production teams at tourism businesses nationwide. It's designed with a practical focus and shares experiences from experts.
The content includes: Analyzing market shifts and traveler content consumption behavior; Understanding how to evaluate the effectiveness of a travel video; How to invest in equipment and organize practical work for a small production team; and a Q&A session with reputable speakers: marketing experts, travel business leaders, professional video content creators, and technicians from Canon.
Mr. The Pham, Product Specialist from Canon Marketing Vietnam
The first workshop took place on the afternoon of May 28, 2026, at Mai House Saigon Hotel, led by Mr. Nguyen Cao Son - Chairman of the Board of Directors, APC Group; and featured guest speakers: Mr. Vo Khanh Duy - APAC Hospitality Marketing and Brand Strategist; Ms. Tran Thuy Thanh Truc, Director of Marketing and Communications at The Reverie Saigon; travel content creator Ha La La; and Mr. The Pham, Product Specialist from Canon Marketing Vietnam.
The event attracted nearly 100 participants, including managers and executives from marketing and communications departments of hotel and travel service businesses.
The next workshop sessions will be held in Hanoi and Da Nang in June 2026.
Speaking at the event, Mr. Yu Kai Ming Benny, Director of Sales and Marketing, Canon Marketing Vietnam, said: “We are extremely grateful to witness the explosive growth of the Vietnamese economy. The way customers consume today is heavily influenced by what they learn from digital content across various platforms. Canon Marketing Vietnam is one of the companies that invests heavily in the content creation ecosystem.”
Mr. Yu Kai Ming Benny, Director of Sales and Marketing, Canon Marketing Vietnam
Meanwhile,Happy VietnamThis activity will be held at international 5-star hotels and resorts. A professional production team from the campaign will be present at various locations to capture authentic moments of tourists' experiences during their holidays using contemporary cinematic language.
These authentic short films will combine to create a vivid portrait of a modern, hospitable, and emotionally rich Vietnam, contributing to telling the story of Vietnamese tourism to both domestic and international communities.
Canon products have been available in Vietnam since the early 1980s through authorized distributors. Throughout its presence in Vietnam, Canon has established a strong presence by setting up four manufacturing plants in industrial zones and Canon Marketing Vietnam Co., Ltd. Besides creating jobs for over 25,000 people, Canon has also consistently contributed to Vietnam's development through meaningful social activities.
