Miss World 2026 brings Hai Phong to the world stage

Experiences that leave a distinctive impression

Tamunosoye Karibi George, Nigeria’s representative, has been regularly sharing her journey in Vietnam on Facebook. The Doi Rong mangrove forest left a particularly strong impression on her. After a day of experiences, the beauty queen wrote: “A beautiful blend of nature, culture, and new memories.”

In another post, she shared photos of a waterway excursion with fellow contestants, highlighting the scenic beauty, her companions, and the memorable moments she experienced in Vietnam.

Meanwhile, Lucrezia, Italy’s representative, was particularly impressed by Vietnamese cuisine. During the Chef Beauty activity, she joined fellow contestants in learning about local ingredients and preparing a Vietnamese lotus stem salad with shrimp and pork. The flavors of the dish and the warm hospitality of the Vietnamese people became memorable parts of her journey.

These posts all stem from the international contestants’ firsthand experiences. They simply share what they saw, tasted, and experienced themselves. Yet through their personal social media accounts, these stories create new opportunities for Hai Phong to reach followers in countries around the world.

Activities such as planting nearly 200 mangrove trees, catching crabs and snails, and painting traditional non la also gave the Hai Phong leg its own distinctive character. These were followed by the Talent Audition, Chef Beauty, Vietnam Beauty Fashion Fest XVI – Top Model, and Sport Challenge. Images and updates from these activities continued to appear on Miss World’s official channels, pageant-focused platforms, and the contestants’ social media accounts.

In addition, the Hai Phong received coverage from several international media outlets. The coverage focused not only on the pageant itself, but also on the area’s scenery, resort offerings, experiential activities, and its potential to host major events in Do Son.

On August 19, The Malaysian Reserve published an article titled “Miss World 2026 at Dragon Ocean Do Son: Elevating Vietnam’s Destination Profile on the Global Stage.” The article introduced Dragon Ocean Do Son, highlighting its mangrove forest, golf course, resort facilities, sports, and entertainment activities. Similar coverage was also republished by The Tribune India from ANI, the Indian news agency.

Notably, Do Son was presented as a destination offering a diverse range of experiences, rather than simply a venue for Miss World activities. This represents a meaningful direct impact on efforts to promote Hai Phong as a tourism destination.

Media exposure opens up new opportunities

The impact of media exposure cannot yet be directly translated into tourist numbers, but stories and images of Hai Phong continue to spread across the internet.

Mr. Nguyen Duc Minh Loc, Director of Dream Dragon Resort at Doi Rong International Tourism Area, said the event presents an opportunity for Do Son to reach new groups of travelers. “Each contestant can become an ambassador introducing Do Son’s tourism image to her own community. This gives the destination greater opportunities to reach new customer segments, particularly international visitors,” Mr. Loc said.

In the first seven months of 2026, Hai Phong welcomed more than 11 million visitors, achieving over 67% of its annual target and setting its sights on more than 16 million visitors for the year. The media exposure generated by Miss World has added momentum to the city’s tourism promotion efforts, particularly in international markets. The firsthand experiences shared by the contestants will help keep Do Son in the spotlight beyond the pageant, creating further room for Hai Phong to achieve its tourism target.

The contestants’ positive impressions came not only from the destinations and activities they experienced, but also from the way Hai Phong organized the program and welcomed the delegation. At more than 1 a.m. on August 13, Ms. Pham Kim Dung, Chairwoman of Miss World Vietnam and CEO of Sen Vang Entertainment, arrived at Dream Dragon Resort with the delegation. Ms. Dung said that although the group arrived quite late, their rooms and welcome gifts had been thoughtfully prepared, allowing everyone to check in and rest immediately. This small detail helped create a positive first impression for the international delegation.

Ahead of the Vietnam Beauty Fashion Fest XVI – Top Model, held on the evening of August 18 at the seaside stage of Doi Rong International Tourism Area, rain forced the organizers to make adjustments to the preparations. Designer Khang Trinh said the organizing committee proactively handled arising issues, ensuring that the program went ahead smoothly. The seaside setting of the stage also gave the show a distinctive character.

A week of Miss World activities also demonstrated that Hai Phong offers not only scenic attractions for visitors to explore, but also venues capable of hosting large-scale events. According to Mr. Tran Van Ngoc, Deputy Director of the Hai Phong Department of Culture, Sports and Tourism, the city will continue to focus on major programs, making better use of its investments in infrastructure, venues, and services. These advantages could also increase Hai Phong’s chances of being selected to host larger events with greater reach in the future.

In the coming days, Miss World 2026 will continue its journey in Nha Trang. However, images of Hai Phong continue to be shared. The impact therefore extends beyond the period of the competition itself, adding a new layer to the destination’s international profile.

For Hai Phong’s tourism sector, this represents an opportunity to turn growing interest into real journeys of discovery—positioning the dynamic and distinctive coastal city as an appealing choice for both domestic and international travelers.

Ha Linh

Ha Linh