Replacing ‘Vietnam – Hidden Charm’, which was used to promote Tourism in the country between 2005 – 2011, Vietnam’s National Administration of Tourism approved and announced the new slogan and logo which the sector will use in all Tourism promotional activities from 2012 until 2015. The new slogan “Vietnam-Timeless charm" and the logo featuring five colorful petal lotus was designed by Artist Tran Hoai Duc. The image of lotus was chosen to symbolize the nobility and beauty of Vietnam and its people souls. Additionally, the five-petals represents growth and vehement vitality under the Orient’s philosophy. The colors chosen for the lotus petals suggest the imagination about tourist products, interesting experiences, and emotions of tourists when they visit the country. The blue should represent the sea for island tourism, green for eco and natural tourism, orange-yellow for cultural and historical tourism, violet for adventure tourism and pink for hospitable and dynamic Vietnamese.

The launch of new slogan and logo plays an important role to develop the country’s tourism brand aiming to convey the sector's message as well as to bring positive feelings for visitors. Carefully planned and selected, the new look of Vietnam’s tourism is expected to contribute to  the improvement of the country’s image, brand and competitiveness to attract more international tourists.

According to Tourism administration director, Nguyen Van Tuan, the tourism sector became a spotlight in the context of Vietnam’s difficult and challenging economy. In the previous year, they attracted 6 million international arrivals, and served 30 million domestic tourists, earning 130 trillion VND. This year, the sector is looking at 6.6 million foreign tourists, an 8.3 increase from last year, and 32 million domestic tour arrivals, a 6.67 increase from 2011. With the set figures, their goal is to bring in VND 150,000 trillion (US$7,200,000) to the country in 2012.