Inheriting the success of the previous slogan “Vietnam – The Hidden Charm” in the period 2005-2011, Viet Nam – Timeless Charm brings a feeling of wide-open horizon of space, time as well as the diversity of tourist products in Viet Nam.

The new logo was designed by Artist Tran Hoai Duc, using the image of lotus to symbolize the beauty of Vietnam and it's people souls.

The five petals of the lotus with five different colors symbolize the charm and development of Viet Nam tourism. Colors of lotus indicates diversity of tourist products, fantastic experiences and beautiful feelings of tourists to Viet Nam in which, the blue for sea and 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 image of blooming lotus represents for a new developing stage of Viet Nam tourism industry.

The launch of new slogan and logo plays an important role to develop Viet Nam tourism brand aiming to convey the sector's message as well as to bring positive feelings for visitors.

It is hoped that the new slogan and logo will contribute to improvement of Vietnam's image, brand and competitiveness to attract more international tourists to Viet Nam.