SATURDAY – APRIL 22, 2023

7:30: WELCOME & RECEPTION

08:00: OPENING CEREMONY

Dr. Architect Dao Cuong Hoang, Vice Minister – Ministry of Culture, Sports, and Tourism
Mr. Manh Hung Vi, Member of the Standing Committee of the Provincial Party Committee, Head of the Propaganda Committee of Phu Tho Provincial Committee
Mr. Dac Thuy Nguyen, Director of Culture, Sports, and Tourism Department of Phu Tho province
Prof. Duc Khuong Nguyen, President of AVSE Global & Dean of Faculty and Research, IPAG Business School 
Forum Moderator: Dr. Thu Tra Nguyen, Conservatoire National des Arts et Métiers, France

08:30: PLENARY SESSIONS

1. Valuing of cultural heritage in the national tourism brand positioning strategy  
   Assoc. Prof. Thi Thu Hien Le, Director of Cultural Heritage Department, Ministry of Culture, Sports and Tourism
2. Putting cultural heritage at the heart of the tourism sector: Orientations, strategy, and policymaking 
   Dr. Trung Khanh Nguyen, Director General, Vietnam National Administration of Tourism
3. Falling in love with Vietnam: Implications for tourism, culture and sustainable development 
   Prof. Aaron Ahuvia, University of Michigan, United States & World’s Leading Expert on Brand Love
4. Cultural tourism, local community empowerment, wellbeing, and social inclusion
   Prof. Anya Diekmann, Free University of Brussels, Belgium & International Social Tourism Organization (ISTO)
5. Urban Planning and Cultural Identities 
   Architect Ngoc Chinh Tran, President of Vietnam Urban Planning and Development Association, Former Vice Minister – Ministry of Construction

10:30: THEMATIC SESSION I
Workshop 1: Positioning city brands through culture, heritage and sustainable tourism 

This workshop focuses on building a local brand positioning strategy on the domestic and international tourist map. Discuss solutions to make an impression and attract tourists by exploiting and preserving heritage and tangible and intangible culture. Seek to create a competitive advantage and affirm the local image as a place to visit, live, work, and invest.

Moderators: Assoc. Prof. Thi Thu Hien Le, Director of Cultural Heritage Department, Ministry of Culture, Sports and Tourism & Ms. Tue Tri Tran, CEO, Pharmacity & Former Vice-President of Global Brands, Unilever Singapore

Building city brands with sustainable values
Mr. Quoc Vinh Le, Chairman of the Board of Directors and CEO of Le Invest (Holdings) Corporation

Experiences from Italy’s heritage cities in promoting cultural tourism and sustainable development
Prof. Pier Luigi Sacco, IULM University Milan, Italy & Special Adviser of the European Commissioner for Education and Culture

Conserving heritage and developing tourism in Japan: Lesson for Vietnam 
Assoc. Prof. Hong Long Pham, Head of Tourism Department, University of Social Sciences and Humanities, VNU Hanoi 

Workshop 2: Promoting the role of culture and heritage in the sustainable economic and tourism development of the territories

This workshop discusses mechanisms, policies, solutions, and strategies for commercializing indigenous culture and heritage to promote responsible tourism business, grow the local economy while raising awareness and educating the community about the conservation and promotion of heritage and cultural values.

Moderators: Dr. Trung Khanh Nguyen, Director General, Vietnam National Administration of Tourism & Mr. Sy Quyen Le, Director of Asia Pioneer Travel Company & Lecturer, Southern New Hampshire University in Vietnam

Practices and challenges of cultural heritage conservation and tourism development policies in Vietnam
Assoc. Prof. Van Bai Dang, Vice Chairman of the National Council of Cultural Heritage & former Director of Cultural Heritage Dept., Ministry of Culture, Sports and Tourism

Sustainable urban transformation and heritage preservation
Mr. Anthony Edwin Nahas, Co-Founder & Executive Director of SmartBlock Communities

Valuing cultural capital to develop sustainable tourism business
Dr. Vincent Fayolle, President at French Institute for Tourism Development

Urban planning and regional cohesion for reconciling conservation of heritage sites, tourism, and sustainable development
Dr. Architect Nam Son Ngo Viet, Chairman, NgoViet Architects & Planners

Initiatives for cultural heritage, sustainable and creative tourism, and competitive growth

Moderator: Assoc. Prof. Phuong Tra Tran, MBA Program Director, IPAG Business School, France 

Mr. Jean-Claude Fontanive, President and CEO of NextSee, France
Assoc. Prof. Hong Long Pham, Head of Tourism Department, University of Social Sciences and Humanities, VNU Hanoi
Dr. Yen Platz, Deputy Editor of World Alliances Magazine, President of the Global Vietnam Fatherland Day Project
Mr. Hervé Conan, Directeur Agence AFD Vietnam 
Ms. Tue Tri Tran, CEO, Pharmacity & Former Vice-President of Global Brands, Unilever Singapore
Dr. Architect Nam Son Ngo Viet, Chairman, NgoViet Architects & Planners
Mr. Anthony Edwin Nahas, Co-Founder & Executive Director of SmartBlock Communities
Mr. Quyen S. Le, Director of Asia Pioneer Travel Company & Lecturer, SNHU in Vietnam

15:30: CLOSING CEREMONY