Image is everything: with the wheels slowly coming off country's existing tourism campaign, government officials are considering a proposal to contract an international public relations firm to give the promotion a much-needed revamp. (Insight).

Vietnam Investment Review,  March, 2002  by Ngoc Son

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UNTIL recently, it was rare to hear any senior tourism official address a meeting or talk to foreign visitors in English. With his smart suit, stylish hair and fluent English, vice chairman of Vietnam National Administration of Tourism (VNAT) Pham Tu breaks with this tradition.

Tu took the post of chief of the country's tourism marketing campaign in 1999.

Over the past three years, he has worked tirelessly to promote the country's image to international visitors. Indeed, the number of foreign arrivals increased from 1.78 million in 1999 to 2.33 million last year.

However, he is ...