Latest Update: Now, Vietnam Appoints Golf Legend Greg Norman as Tourism Ambassador to Boost Golf Tourism and Global Awareness, Here’s What You Need To Know

In a major push for the country’s tourism, Vietnam has brought back “Australian Golfing Legend” Gregory John “Greg” Norman to continue to be the ‘face’ of Vietnam tourism for the 2025-2030 tenure. Norman – famous across the world for his glittering golfing career and his work in the game – will carry on his role as Vietnam’s Tourism Ambassador, spreading the word about golf in Vietnam. It was announced on July 18, 2025, in a ceremony held in presence of Deputy Minister of Culture, Sports and Tourism Ho An Phong.

Norman has been affiliated with Vietnam since 2006, when he began developing courses in the country. His influence since has been considerable on the development of Vietnam’s golf tourism industry. The reappointment is a reflection of Vietnam’s overall tourism strategy to leverage on “golf diplomacy” to promote the country as a destination linking business, sports and hospitality among international friends.

“The next five years (2025-2030) will see Norman continue to share and encourage even more long-term culinary holiday packages and itineraries into Vietnam as an overall country of significant natural beauty, culture, heritage, and warmth of hospitality, not just to come and play golf.” This collaboration is likely to raise Vietnam’s profile on the world’s tourism map and allure international tourists to the nation for not only golf but other tourism experiences as well.

Vietnam’s tourism industry has seen major growth in recent years, with golf becoming a contributor to the change. With all these it becomes clear why it is no longer a secret that Vietnam is now an up-and-coming hot spot for golf in Southeast Asia featuring breathtaking landscapes and world-class golf courses designed by Greg Norman and many more international designers.

But golf tourism doesn’t simply mean inviting affluent visitors to play on fancy courses. And it’s about promoting long-term growth in the country’s hospitality, real estate and service industries. Through hosting international golf tournaments, Vietnam wants to express its hospitality and turn the country into a leading golf destination in Southeast Asia. The government of the country considers golf as a regional tool of its tourism policy, under promotion of sustainable, high quality tourism.

Vietnam’s golf tourism new campaigns are starting to take effect. With more and more golf courses, tournaments and tourism-related projects in plan, the country is now facing competition from established golf destinations like Thailand, Malaysia and Indonesia. Norman’s re-signing will solidify Vietnam’s ever-growing status as one of the region’s most enticing golf tourism destinations.

Greg Norman, Vietnam’s Tourism Ambassador

Greg Norman is the tourism ambassador of Vietnam and comes with a great deal of experience both on and off the course!! One of the most successful players in history, Norman won more than 90 professional titles. His impact transcends what happens on the golf course as he is now a global ambassador for lifestyle brands and golf projects.

The spokesperson position will require Norman to use his social media outlets and personal brand to advocate for tourism in Vietnam, which has millions of followers globally. And now with a social media following of more than 175,000, Norman has become a potent voice for Vietnam to attract a global audience of tourists. With the attention of the world’s media and interaction with fans and followers, his profile will help shine a brighter spotlight on Vietnam and its incredible golfing experiences.

Norman will assist with the planning and architectural side of upcoming international golf tournaments in Vietnam, helping build the country’s profile as a golf destination on the world stage. “Not only will it draw golf fans, it will show off Vietnam’s natural beauty, incredible sights and modern infrastructure,” he added, also highlighting Vietnam’s commitment to limiting the environmental impact of tourism.

Golf Diplomacy: An Indirect Method of Soft Power in Vietnam

The “golf diplomacy” is the novelty diplomacy tactics of the Government of Vietnam through the game of global golf. By tying up with a known entity, say Greg Norman, can raise Vietnam’s flag on the global purple as well as enhance exports, international tourism and develop trade or diplomatic relationships.

Golf diplomacy is the use of the sport’s enormous popularity to underpin trade links and develop the tourist trade. This article makes Vietnam a destination for high-net-worth individuals and FDI into the country’s tourism. By leveraging such high-level events as the Asian Tour or international invitational tournaments, the country wants to capture world media attention, and to witness a wave of travelers with increasing number of tourists tours researching Vietnam’s golf and natural attractions.”

Besides, the hosting of events by Norman will further strengthen Vietnam’s position as the sports tourism leader. His track record in staging premier international events, and his extensive network of contacts across the global golfing world make him the perfect ambassador to help raise the profile of golf in a country which is on the brink of a surge in golf tourism.

THE ECONOMIC CONTRIBUTION OF GOLF TOURISM TO VIETNAM

The effects of golf tourism on Vietnam’s economy are wide-ranging. And as reported by the Vietnam Tourism Department, tourism in general has significantly benefited from the country’s overall tourism revenue, a trend which is expected to further increase in favor of Norman. Golf tourism frequently delivers a high-value customer base that stays longer and spends more than the average tourist, to the mutual benefit of a variety of local industries, from hospitality to travel, and even to retail.

The development of golf tourism has long-term effects, such as job formation, particularly in the hospitality and service industry, and its multiplier impact on the real estate sector. Golf tourism is booming, and with more courses inevitably come further investments in infrastructure – hotels, transport and amenities.

Nguyen said his association, in which Norman will play a major advisory role, was already concentrating on a full tourism packet which includes golf as just one relaxing part of a broader tourist experience visiting the countryside, temples, wellness retreats or nature. Good mixture of products will enhance the attractiveness of golfing tours in Vietnam which is a target destination for golfers and general tourists.

Looking forward to the future of Vietnam golf tourism

The future of golf tourism in Vietnam appears to be in good hands with Greg Norman at the forefront as the country’s tourism ambassador. Sri Lanka’s vested interest in pursuing sustainable tourism, in combination with its mature golf offering, is a win-win for its people and tourists. As Vietnam continues to develop its relationships with established golfing nations, expect visitor numbers to soar even further in the years to come and for the economic benefits, along with the exposure in the international domain, to reap even greater reward as the country establishes itself at the forefront of popular golfing holiday destinations.

In addition, sustainable tourism also means that Vietnam’s pristine natural landscapes and unique local culture will be preserved, so that future generations of tourists can experience it without leaving a mark. Adopting such a selective tourism style will enable Vietnam to avoid the downfalls of overtourism and lead to a successful tourism economy that values the sustainability of the locals and the environment.

Conclusion: A New Chapter For Tourism Industry in Vietnam

The selection of Greg Norman as Vietnam’s tourism ambassador for 2025-2030 opens a fresh new course for the country’s tourism sector. Given Norman’s international profile, Vietnam is set to become a significant player in the international Sports Tourism market, specifically, with NSRI in golf. Vietnam hopes to balance the preservation of its cultural, scenic and industrial charms – all of which are thriving – with ever so slightly opening its doors to the golfing world. The Greg Norman partnership is not only a tourism play, but a long-term play to position Vietnam as a global golf tourism destination, which will consequently enrich the country’s coffers and the lives of its people.

References:
Vietnam Ministry of Tourism,Vietnam Golf Tourism Association,Vietnam National Tourism Administration,World Golf Tourism Organization,Greg Norman Official Website.

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