On May 18^th, 2016, leader representatives of the Departments of Culture, Sports and Tourism, Department of Tourism and the Tourism Associations of three provinces signed a Memorandum of Agreement in Danang to use the destination brand “The Essence of Vietnam”, in the presence of ESRT Programme representatives as observers.

The concept of the new destination brand for three provinces was proposed by a group of ESRT international experts, reflecting the full convergence of the distinctive tourism products of the tourism industry in the region, including cultural history, heritage, nature, sea, islands and cities. The new tourism destination brand of three Central Coast provinces was also fully consistent with the national tourism brand "Vietnam - Timeless Charm".

The ESRT Programme will continue to coordinate and consult Marketing Working Groups of three provinces to finalize logo and slogan of the brand, consulting application methodologies of the destination brand for marketing activities, as well as continue finalizing a website to promote the destination of Central coast region with the new brand.

In the opinion of Florian Sengstschmid, an international branding expert from the ESRT Programme, the brand "The Essence of Vietnam" presents a unique and new platform for all communication, marketing and promotion activities of the destination. The process undertaken demonstrates a strong public private partnership. The new logo and slogan are just the first steps in a continuous and long-term marketing campaign to deliver the brand to potential customers.

The brand "The Essence of Vietnam" is the result of the long-term support and consultation of the ESRT Programme through consultation workshops, meetings with the Marketing Working Groups of three Central coast provinces as well as missions of international experts. The developing process of the brand was actively participated by all stakeholders in the tourism industry, thus enhancing ownership and long-term sustainability.

Through supporting Vietnam National Administration of Tourism (VNAT) and the destination of Central Coast region in brand positioning development for regional destinations, the ESRT Programme assisted VNAT and members of Marketing Working Group in strengthenning their capacity on marketing, especially in brand development and implementation process.