Faculty of Tourism’s International Guest Speaker Series| Assessing the health of tourism brands: Metrics, models, and global perspectives

On the afternoon of April 24, 2026, at Room J.03.01, the Faculty of Tourism successfully organized an academic seminar titled “Assessing the Health of Tourism Brands: Metrics, Models, and Global Perspectives” presented by Dr. Stuart Paul – PhD in B2B Marketing, Programme Director of the Master’s in Marketing Management, and Senior Lecturer from the University of Chester (United Kingdom).

This seminar marked the sixth session in the Faculty of Tourism’s International Guest Speaker Series 2025–2026, continuing to provide students with valuable opportunities to access international knowledge and engage with experienced industry experts.

The program was honored by the presence of:
• Dr. Nguyen Thi Van – Dean of the Faculty of Tourism
• Ms. Nguyen Thi Duan, MA – Lecturer of the course
• Ms. Tran Nguyen Uyen Uyen, MA – Representative of the International Guest Speaker Support Team from the Faculty Office

In her opening remarks, Dr. Nguyen Thi Van emphasized that “Approaching a theory through diverse international practical perspectives enables students to develop multidimensional thinking, enhance analytical capabilities, and strengthen adaptability in the global professional environment.”

During the seminar, Dr. Stuart Paul introduced various branding models, brand health metrics, and practical international case studies from the perspective of a global expert. Beyond theoretical insights, the session also helped students gain a deeper understanding of how tourism brands worldwide are measured, positioned, and managed in an increasingly competitive global market.

Students from the Tourism Brand Development and Management course, along with postgraduate students, had the opportunity to directly interact with the speaker regarding emerging trends in brand management and the application of strategic thinking in today’s tourism industry.

The atmosphere became even more engaging during the Q&A and open discussion session. Many students actively raised questions, shared opinions, and confidently interacted with the speaker with enthusiasm and curiosity. These moments not only reflected the dynamism of Tourism students but also demonstrated their passion for learning and serious interest in the field of tourism branding.

At the seminar, Vo Thanh Ngan – a student from class 71K29DULI01 – asked the speaker: “What are the most effective ways to improve brand awareness in a highly competitive tourism market?” In response, Dr. Stuart Paul shared valuable practical insights on building tourism brand images through customer experience, digital communication, and differentiated brand value. The discussion provided meaningful knowledge and contributed to the lively and interactive atmosphere of the program.

One particularly memorable highlight of the event was a special gift presented by Tourism students to Dr. Stuart Paul: a handcrafted wooden map of Vietnam as a sincere token of appreciation and a symbol of cultural connection and Vietnamese hospitality dedicated to the international guest speaker.

The program concluded on an emotional note with the performance of the song Hello Vietnam by Nguyen Le Minh Hung – a student from class 71K29DULI02. The gentle melody and heartfelt performance left a lasting impression and created unforgettable moments for all attendees.

Through international seminars like this, the Faculty of Tourism continues to affirm its commitment to globally oriented and practice-based education, creating opportunities for students to broaden their professional knowledge, develop an international mindset, and prepare confidently for their future careers.

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