Nestlé Vietnam's Maggi brand has signed an MoU with the Tourism Information Centre and the Vietnam National Administration of Tourism (VNAT) to carry out activities that will promote tourism to Vietnam with a focus on the country's unique cuisine from now until 2026.
Speaking at the announcement ceremony in Hanoi yesterday, the head of the Food Division at Nestlé Vietnam, Le Bui Thi Mai Uyen, said, “The Maggi brand will promote each locality's cuisine to chefs in different regions, millions of tourists, and to everyone around the world. This will help promote tourism throughout the country, positioning Vietnam as an attractive and unique destination on the global tourism map."
According to Uyen, Maggi currently has around 6,000 dishes in mind and the goal is to create a rich culinary map with about 50,000 different recipes, with users being able to actively share new local discoveries on the application they come across.
Nguyen Le Phuc, vice chairman of VNAT, revealed that Vietnam's tourism development strategy has identified culinary tourism as one of the most important attractions for overseas visitors, further enhancing the country's competitive advantage and overall brand.
“I believe that this partnership will be a driving force to promote Vietnam's tourism, cuisine, and culture to domestic and foreign tourists,” said Phuc.
The Maggi brand belongs to Nestlé Group, with a history of more than 150 years of operation in the nutrition and food industry. The company has been in the Vietnamese market for 88 years.
Vietnam is a country with a rich and historic cuisine, thanks to a combination of its culinary heritage along with the abundance of sophisticated local ingredients, processing methods, and variety of regional flavours.
Food has become one of the most attractive factors that lure tourists to the country. In 2022, Vietnam was awarded the title of "Asia's Best Culinary Destination" by the World Culinary Awards.
Maggi currently has several partnerships that aspire to make a positive difference to the community through a passion for cooking and healthy lifestyles, while also contributing to supporting initiatives to help startups in the culinary sector.