On July 18, at the Ministry of Culture, Sports and Tourism headquarters, Deputy Minister Ho An Phong officially reappointed Gregory John Norman - better known as Greg Norman - as Vietnam’s Tourism Ambassador for the 2025-2030 term.

The legendary Australian golfer has accompanied Vietnam’s tourism efforts since 2018. During his first term (2018-2021), he played a pivotal role in helping Vietnam secure the title of “Asia’s Best Golf Destination” for eight consecutive years and “World’s Best Golf Destination” twice, in 2019 and 2021, as recognized by the prestigious World Golf Awards under the World Travel Awards system.

Norman has partnered with the Vietnam National Administration of Tourism (now the Vietnam National Authority of Tourism) in numerous promotional campaigns and has served as the face of Vietnam’s golf tourism page on Vietnam.travel. As a “storyteller,” he regularly shares personal experiences, stunning landscapes, Vietnamese cuisine, and highlights from his travels via his social media platforms.

He also starred in a promotional video titled “An amazing destination for golf experiences” filmed at FLC Ha Long Golf Course, inspiring both locals and international audiences and encouraging Vietnamese citizens to become tourism ambassadors within their own communities.

Norman’s global influence and expansive network have allowed him to help bring international events to Vietnam, such as the International Series Vietnam under the Asian Tour, held at KN Golf Links Cam Ranh - a course he personally designed.

He has also promoted Vietnam on global media outlets including CNN, CNBC, Golf Channel, and Golf Digest, reinforcing Vietnam’s image as an emerging golf tourism hub. His engagement extends to sharing professional insights on golf course design and event organization in Vietnam.

Speaking at the ceremony, Norman said: “I’m honored to continue serving as Vietnam’s Tourism Ambassador for the 2025-2030 term. I’m committed to showcasing Vietnam as not just a golfing paradise, but a destination rich in heritage, nature, culture, and hospitality.”

Deputy Minister Ho An Phong emphasized that Norman’s reappointment strengthens Vietnam’s professional tourism branding efforts on the international stage. “As Tourism Ambassador, Greg Norman will continue to leverage his global reputation and understanding of Vietnam’s culture and people to elevate Vietnam as an ideal destination for both international travelers and golf enthusiasts,” he stated.

This reappointment is part of Vietnam’s broader national tourism strategy, focusing not only on increasing visitor numbers but also on boosting visitor spending, extending stays, and attracting high-end travelers.

During this new term, Norman will enhance the visibility of Vietnam's golf tourism through his media platforms, which have over 175,000 followers, and work to bring high-profile tournaments to the country. One such plan includes collaborating with LIV Golf to host a premier event in Vietnam. He will also launch a chain of Greg Norman Golf Academies to foster young talent, integrate golf into physical education, and make the sport more accessible to the public.

Additionally, Norman will advise on sustainable golf course development policies, propose international-standard golf course rankings, and promote green tourism. He will also link golf tourism with heritage tourism and continue participating in promotional activities in the U.S. and Australia organized by Vietnam’s tourism authorities.

Finally, Norman will help cultivate “golf diplomacy” - a form of soft power connecting Vietnam with the global business, sports, and tourism communities.

PV