A Different Orient is a no-go

After much public backlash and heated debate among high ranking officials, the Ministry of Culture, Sports and Tourism has decided to turn down the newly-selected slogan and logo for Vietnam tourism industry in the period of 2011 to 2015.

The new slogan, which boasts of "A Different Orient" is a winning bid from private firm Cowan. The new logo, featuring a multi-colored star, is one part of the design as a whole. The Vietnam National Administration of Tourism announces earlier this year that Cowan has emerged as the winner in a contest that saw well over 400 bids. However, the selection must also go through a vigorous feedback process before being finalized as the symbol of Vietnam tourism.

As it happens, only 50% of the respondents seem to agree with the new choice. The most vocal objection is that the selection's wording does not fit the direction of the industry for the period, which is a focus on maritime, eco and cultural tourism. Mark Winterton, head of the design team at Cowan, admits: "No, we did not know that the industry is heading that way".

For many, the new logo and slogan do not matter much. "What they need is a long-term in-depth strategy" said an anonymous official. Other private business owners also comment on how some other countries are reaping the fruit of a booming tourism industry, all without any specific logo or slogan. For global trotters, it seems that "A Different Orient" may truly fail to identify the all too famous Vietnam.