The meeting was attended by leaders of relevant provincial departments and agencies, and connected online to Moc Chau, Moc Son, Van Son, and Thao Nguyen wards.

The Miss Ethnic Tourism Vietnam 2025 honours the beauty of women from Vietnam’s 54 ethnic groups, while spreading the message of cultural pride and national unity. The event also aims to promote Vietnam’s cultural heritage, encourage green and community-based tourism, and attract both domestic and international visitors.

With the message: “The beauty of Vietnam lies in the beauty of its 54 ethnic groups; the pride of Vietnam endures in the cultural values of 54 blossoms,” the Organising Committee seeks to find “Cultural and Tourism Ambassadors” who embody truth, kindness, and beauty, and can inspire positive values within the community.

The final round and main activities of the competition will take place at the Moc Chau National Tourism Area, with the grand finale scheduled for November 15, 2025. The Department of Culture, Sports and Tourism has advised the provincial People’s Committee to issue directives assigning departments and sectors to prepare infrastructure, security, healthcare conditions, and logistics for contestants, guests, and audiences.

During the working session, delegates discussed organisation plans, particularly the inclusion of local cultural and artistic performances to enrich the programme and enhance the pageant’s appeal. They also agreed to mobilise local artists, artisans, and ethnic minority communities to participate in cultural showcases and experiential activities, creating a lively and authentic atmosphere that highlights the unique cultural identity of Son La.

In conclusion, Chien emphasised the need for the Organising Committee and relevant units to strictly follow the plan, coordinate closely, and ensure that all activities are conducted safely, professionally, and attractively, reflecting the full cultural essence of the region. He affirmed that the pageant should become a signature event, spreading cultural values and enhancing Son La’s tourism image.