Known as the “White Shark” of the global golf scene, Greg Norman has been officially appointed as Vietnam’s Tourism Ambassador for the 2025–2030 term. Beyond promoting golf tourism, Norman will actively participate in showcasing Vietnam’s heritage, cuisine, culture, and other distinctive tourism offerings to international audiences.
At a ceremony held on the morning of July 18, Deputy Minister of Culture, Sports and Tourism Ho An Phong presented the appointment decision to Mr. Gregory John Norman as Vietnam’s Tourism Ambassador for the 2025–2030 term. The reappointment reflects Vietnam’s ongoing strategy to promote itself as a leading destination for golf and sustainable tourism, while also contributing to the strengthening of tourism and cultural partnerships between Vietnam and Australia through Norman’s global influence and continued engagement.
Milestones in His First Ambassadorship
An Australian national, Greg Norman is a legendary figure in golf, having spent 331 weeks ranked as the world’s number one professional golfer. He is also a successful businessman and world-renowned golf course designer, with over 100 projects in countries like the United States, Dubai, and Vietnam.
When Norman first became ambassador in 2018, Vietnam’s golf tourism was still in its early stages. Speaking to CNN Travel at the time, he noted Vietnam’s potential to become “Asia’s next golf paradise,” stressing the importance of protecting natural landscapes and offering world-class service.
Over the following three years, Norman played a key role in transforming that vision into reality. Vietnam was named “Asia’s Best Golf Destination” for eight consecutive years, and twice won the “World’s Best Golf Destination” award in 2019 and 2021, according to the prestigious World Golf Awards.
According to Ms. Nguyễn Thị Hoa Mai, Deputy Director of the Vietnam National Authority of Tourism, Norman worked closely with the tourism board to promote Vietnam through multiple initiatives. These included:
- Featuring as the face of the Golf section on the national tourism website vietnam.travel
- Sharing personal travel experiences across Vietnam via social media and fam trips
- Producing promotional videos under the theme “A perfect destination to experience golf”
- Inspiring locals to become tourism ambassadors within their own communities
Norman’s global influence also facilitated Vietnam’s hosting of international golf events, such as the Asian Tour’s International Series Vietnam at the KN Golf Links Cam Ranh−a course he personally designed.
He has actively promoted Vietnam on major global media channels including CNN, CNBC, Golf Channel, and Golf Digest. His promotional videos have helped broaden international awareness of Vietnam’s landscapes, culture, and appeal as a golf destination.
Continuing the Vision: Golf Diplomacy and Beyond
Greg Norman’s reappointment reflects not only the recognition of his past contributions but also the continuation of Vietnam’s “golf diplomacy”—a form of soft power connecting Vietnam with the global community through sports, culture, and tourism.
Speaking at the ceremony, Norman shared:
“I’m honoured to continue my journey with Vietnam as Tourism Ambassador for 2025–2030. I’m committed to showcasing Vietnam not just as a destination for golf, but as a land of heritage, nature, culture, and warm people.”
In his new term, Norman will continue to promote Vietnam’s golf offerings across global media platforms and his personal channels. He plans to help bring another major international tournament to Vietnam, develop a network of international-standard golf courses, and establish a golf academy. He also aims to foster female participation and youth engagement in golf.
He also intends to connect golf tourism with cultural heritage by supporting events like the Heritage Golf Festival in Quảng Trị, Huế, and Đà Nẵng. Additionally, he will continue participating in tourism promotion campaigns in key markets such as the US and Australia.
Beyond tourism, Norman’s role represents a unique form of “golf diplomacy”—a soft connection between Vietnam and the global business, sports, and tourism community. His continued involvement also deepens the people-to-people ties between Vietnam and Australia, contributing to the broader bilateral relationship.
Read the original articles in Vietnamese here: Vietnam+, VnExpress.
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