Organizing Committee and Jury of Miss Vietnam Ethnic Tourism 2025 contest at the press conference.

On September 7, 2025 at Moc Chau Island (Moc Chau, Son La), a press conference was held to officially announce the Miss Vietnam Ethnic Tourism 2025 contest - a journey to honor the beauty, intelligence and bravery of Vietnamese women, while promoting the cultural values, tourism and identity of 54 ethnic groups to international friends.

The contest is organized by SMT Investment and Development Joint Stock Company, approved by the People's Committee of Son La province according to Official Dispatch No. 5050/UBND-KGVX, dated September 5, 2025.

Attending the press conference were Mr. Tran Xuan Viet - Deputy Director of the Department of Culture, Sports and Tourism of Son La province, Ms. Nguyen Thi Hoa - Deputy Secretary, Chairman of the People's Committee of Moc Chau ward, and leaders of Van Son and Moc Son wards...

Representatives of the sponsoring units include Mr. Nguyen Tien Khanh - Chairman of 26 Tourism Joint Stock Company; Mr. Bui Xuan Nam - General Director of Moc Chau Group Joint Stock Company, Ms. Ly Thi Thuyet - General Director of Gang International Joint Stock Company - the crown sponsor, along with swimsuit sponsors, designer Cao Thu Van, painter Nhan Do Do...

On the side of the jury, there was the presence of People's Artist Lan Huong - Head of the jury, Journalist Ngo Ba Luc - Member of the jury, Miss Vietnam Sea and Islands 2025 - Member of the jury.

On the side of the Organizing Committee, there was the presence of Ms. Dam Huong Thuy - Head of the Organizing Committee, Mr. Phung Duc Ton - Deputy Head of the Organizing Committee, singer Hoang Chien Pinko - Artistic Director, People's Artist Do Ky - Artistic Advisor, journalist Cao Huy - Director of External Relations.

Also attending the press conference were 1st Runner-up Miss Vietnam Sea and Islands 2025 Phung Thanh Hang; 2nd Runner-up Miss Vietnam Sea and Islands 2025 Nguyen Tuong Vy; Miss Talent, Top 5 Miss Vietnam Sea and Islands 2025 Nguyen Tran Phuong Thao; Miss Charity, Top 10 Miss Vietnam Sea and Islands 2025 Bui Phuong Linh.

The competition will consist of 3 rounds.

Preliminary Round: From the candidates' registration profiles, the Organizing Committee will select outstanding faces - representing the colors, personalities and spirits of the modern Vietnamese youth generation. In September 2025, the outstanding candidates will enter the Common House, starting the journey of training, experience and maturity with the competition.

Semi-final round (expected October 2025): During 6 days of competition with 6 special activities, contestants will show their comprehensive beauty through many competitions: Intellectual beauty & humanity - through community projects, social behavior; Traditional costumes & cultural heritage - performing Ao Dai, national costumes, honoring regional identity; Dynamic spirit, integration - challenging talent, courage and confidence.

National Final Round (expected November 2025): The final round of Miss Vietnam Ethnic Tourism 2025 is expected to take place in mid-November 2025 in Moc Chau (Son La) - a land rich in cultural identity and famous for the most beautiful landscapes in the Northwest.

The final night of Miss Ethnic Tourism Vietnam 2025 will be held on November 15, 2025, at Moc Chau Island, Moc Chau ward, Son La province and will be broadcast live on Son La Provincial Television Station.

The Organizing Committee will award the following prizes: Miss Vietnam Ethnic Tourism (crown, cash prize of 500 million VND), 1st Runner-up (cash prize of 300 million VND), 2nd Runner-up (cash prize of 200 million VND), 3rd Runner-up, 4th Runner-up. In addition, there are additional prizes such as: Talented Beauty, Charitable Beauty, Most Beautiful Face, Miss Vietnamese Ao Dai, Most Beautiful Skin, Miss Tourism, Photogenic Beauty, Media Beauty, Body Beauty, Best Presentation on Vietnam Ethnic Tourism, Inspiring Beauty, Miss Vietnamese Traditional Ao Dai, Beauty Voted by the Audience, Impressive Beauty, Identity Beauty (worth 50 million VND/prize).

Miss Ethnic Tourism Vietnam 2025 is held for the first time, with the mission of honoring the beauty of women from 54 ethnic groups in Vietnam in the harmony between tradition and modernity. This is not only a beauty contest, but also a journey to spread cultural pride, national solidarity and the integration aspirations of the young generation.

The contest is expected to become a bridge to preserve and promote cultural heritage, while promoting the sustainable development of green tourism and community tourism - inevitable trends of the times. Moc Chau - a poetic plateau rich in identity - was chosen as the destination of this year's journey, as a symbol of the intersection between the beauty of Vietnamese women, local tourism potential and the mission of promoting culture to the world.

According to the Organizing Committee representative, the contest will not only find a new Miss, but also select cultural and tourism ambassadors, who possess intelligence, courage, compassion, and the ability to positively inspire the community. Through the rounds, the image of Vietnam will be comprehensively portrayed: natural scenery, cultural identity, friendly people and economic and tourism potential, especially in the Northwest region.

“The consistent message of the contest is: The beauty of Vietnam is the beauty of 54 ethnic groups; The pride of Vietnam is the eternal cultural value nurtured through many generations. Each contestant is a “flower” representing a distinct cultural color, blending together to create a brilliant, unified picture of the nation.

With that meaning, Miss Vietnam Ethnic Tourism 2025 is expected to become an inspirational event, contributing to raising social awareness about preserving and promoting cultural values, while bringing the image of Vietnam - dynamic, hospitable and rich in identity - closer to international friends", the Organizing Committee representative shared.

The unique and impressive highlight of this year’s Contest is the journey to find the crowned face, organized in the form of a reality TV show. After the preliminary round, the Organizing Committee will select 30 contestants to enter the “Common House” and participate in four reality TV episodes, filmed in Moc Chau – a land with a strong national cultural identity.

During this time, the contestants will live, experience and demonstrate their abilities through many different situations, and participate in activities to explore, exchange culture and life with the local people. In particular, each contestant will undertake a charity project and be responsible for presenting the meaning of the project and directly implementing it. Through this, the contestants will not only reveal their own abilities and personalities but also understand and honor the cultural values ​​and beauty of the people of the Vietnamese ethnic groups.

The Organizing Committee representative said that the application of reality TV format will clearly highlight the criteria, goals and values ​​that the Contest is aiming for. Each broadcast episode will also become a vivid film promoting the image of local tourism, while introducing to domestic and foreign audiences the diverse beauty and rich identity of the 54 ethnic groups of Vietnam.

Master Dam Huong Thuy - General Director of SMT Academy, Head of the contest's Organizing Committee, spoke at the press conference.

Speaking at the press conference announcing the Miss Ethnic Tourism Vietnam 2025 contest, Master Dam Huong Thuy - General Director of SMT Academy, Head of the contest's Organizing Committee, emphasized: "Vietnam is a country of cultural diversity, identity and beauty. Each ethnic group, each region is a precious color in the overall picture of the country. The Miss Ethnic Tourism Vietnam contest is held in Moc Chau - a poetic and rich land of identity, is the intersection between the beauty of Vietnamese women, local tourism potential, and the mission of promoting ethnic culture to international friends. We expect the contest to not only be a place to honor the beauty, intelligence and bravery of the contestants, but also an opportunity to connect, spread and promote cultural values, natural landscapes and economic development potential - tourism of localities, especially the Northwest region. The Organizing Committee is committed to organizing the contest in a professional, transparent and creative manner. and humanity, contributing to bringing the image of Vietnamese women, Vietnamese tourism - and especially Moc Chau land - closer to domestic and international tourists".

Master Dam Huong Thuy and People's Artist Lan Huong - Head of the contest's jury.

Master Dam Huong Thuy also shared more about the efforts to organize the Miss Vietnam Ethnic Tourism Contest: “After two seasons of organizing Miss Vietnam Sea and Islands, I am really satisfied that the contest has always maintained the spirit, meaning and purpose as set out, which is the spirit of promoting, introducing and boosting the economic potential of the sea and islands through cultural and artistic activities. Contestants and audiences all clearly felt the message of love and pride for the homeland's sea and islands. Organized seriously, without tricks, the contest has left an echo, an impression with beautiful images and contestants who are more mature in both intelligence and temperament. Continuing that success and mission, we decided to organize Miss Vietnam Ethnic Tourism 2025, with the desire to spread the cultural identity of 54 ethnic groups, while contributing to the development of the economy, tourism and the image of the country in the international arena”.

Ms. Dam Huong Thuy affirmed: “In this season, we will connect beauty with local identity - from landscape, people to cultural depth. The radiance of the contestants will become a promotional bridge, bringing domestic and foreign tourists closer to Vietnamese tourism. Miss Vietnam Ethnic Tourism 2025 not only honors appearance and knowledge, but also promotes patriotism and national pride. Only sincere love is powerful enough to spread and connect. Each contestant entering the contest is not only a beauty contestant, but also a cultural ambassador, inspiring the discovery of the beauty of the country, people and heritage of Vietnam. That is the difference that makes the value of this contest.”

The head of the Organizing Committee also expressed his hope that the competition will be held in a different locality each year, so that each season becomes a practical activity to promote and boost tourism. With many years of experience in the field of event organization, training and especially the passion to preserve and spread Vietnamese cultural values, Master Dam Huong Thuy affirmed that she will lead the competition in the right direction, ensuring professionalism, creativity and attractiveness.

Miss Ethnic Tourism Vietnam 2025 is a beauty pageant to honor the beauty, intelligence and bravery of Vietnamese women, especially encouraging the participation of contestants from the community of 54 ethnic groups - contributing to promoting the image of the country, people and cultural identity of Vietnam to international friends.