The Organizing Committee and the judging panel of the Miss Ethnic Tourism Vietnam 2025 competition 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 Ethnic Tourism Vietnam 2025 competition – a journey to honor the beauty, intelligence, and strength of Vietnamese women, while promoting the cultural values, tourism, and identity of the 54 ethnic groups to international friends.

The competition, organized by SMT Investment and Development Joint Stock Company, was approved by the People's Committee of Son La province according to Official Letter 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 and Chairwoman of the People's Committee of Moc Chau ward, along with leaders of Van Son and Moc Son wards, etc.

Representing the sponsors were 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, artist Nhan Do Do, etc.

The judging panel included People's Artist Lan Huong - Head of the Judging Panel, Journalist Ngo Ba Luc - Member of the Judging Panel, and Miss Vietnam Island 2025 - Member of the Judging Panel.

The organizing committee was represented by 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, and journalist Cao Huy - Director of External Relations.

Also attending the press conference were First Runner-up Miss Vietnam Island and Sea 2025 Phung Thanh Hang; Second Runner-up Miss Vietnam Island and Sea 2025 Nguyen Tuong Vy; Miss Talent, Top 5 Miss Vietnam Island and Sea 2025 Nguyen Tran Phuong Thao; and Miss Congeniality, Top 10 Miss Vietnam Island and Sea 2025 Bui Phuong Linh.

The competition will consist of 3 rounds.

Preliminary Round: From the submitted applications, the Organizing Committee will select outstanding individuals – representing the diverse personalities and spirit of the modern Vietnamese youth. In September 2025, the most successful contestants will enter the House, beginning their journey of training, experience, and growth through the competition.

Semi-Finals (scheduled for October 2025): Over 6 days of competition and 6 unique activities, contestants will showcase their all-around beauty through various segments: Intellectual & Compassionate Beauty – through community projects and social interaction; Traditional Attire & Cultural Heritage – showcasing Ao Dai (Vietnamese traditional dress), ethnic costumes, and honoring regional identities; Dynamic and Integrated Spirit – challenging talent, courage, and self-confidence.

National Finals (scheduled for November 2025): The Miss Ethnic Tourism Vietnam 2025 finals are expected to take place in mid-November 2025 in Moc Chau (Son La) – a region rich in cultural identity and famous for its top scenic spots in the Northwest.

The Grand Finale 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.

The BTC will award the following prizes: Miss Ethnic Tourism Vietnam (prize includes a crown and 500 million VND in cash), First Runner-up (300 million VND in cash), Second Runner-up (200 million VND in cash), Third Runner-up, and Fourth Runner-up. In addition, there are several special awards such as: Most Talented Beauty, Most Compassionate Beauty, Most Beautiful Face, Best Vietnamese Ao Dai Beauty, Best Skin Beauty, Tourism Beauty, Photogenic Beauty, Media Beauty, Best Physique Beauty, Best Presentation on Ethnic Tourism in Vietnam, Most Inspiring Beauty, Best Traditional Vietnamese Ao Dai Beauty, Audience Choice Beauty, Most Impressive Beauty, and Most Unique Beauty (worth 50 million VND each).

The Miss Ethnic Tourism Vietnam 2025 pageant, being held for the first time, carries the mission of honoring the beauty of women from Vietnam's 54 ethnic groups in a harmonious blend of tradition and modernity. This is not just a beauty contest, but also a journey to spread cultural pride, national unity, and the aspirations for integration among the younger generation.

The competition is expected to become a bridge for preserving and promoting cultural heritage, while simultaneously fostering sustainable green tourism and community-based tourism – inevitable trends of our time. Moc Chau – a dreamy plateau rich in cultural identity – was chosen as the destination for 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 organizers, the competition will not only find a new Miss Vietnam, but also select cultural and tourism ambassadors who possess intelligence, confidence, compassion, and the ability to inspire the community positively. Through the competition rounds, the image of Vietnam will be comprehensively portrayed: its natural landscapes, cultural identity, friendly people, and economic and tourism potential, especially in the Northwest region.

“The overarching message of the competition is: The beauty of Vietnam is the beauty of its 54 ethnic groups; the pride of Vietnam lies in its enduring cultural values ​​nurtured through generations. Each contestant is a ‘flower’ representing a unique cultural color, blending together to create a vibrant and unified picture of the nation.”

"With that in mind, Miss Ethnic Tourism Vietnam 2025 is expected to become an inspiring 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," a representative of the organizing committee shared.

The unique and impressive highlight of this year's competition is the reality TV format for the search for the crowned winner. After the preliminary round, the organizers will select 30 contestants to enter the "House" and participate in four reality TV episodes, filmed in Moc Chau – a region rich in ethnic cultural identity.

Throughout this period, contestants will live, experience, and demonstrate their capabilities through various situations, while also participating in activities to explore, exchange culture, and interact with the local people. In particular, each contestant will undertake a charitable project and be responsible for presenting the project's meaning and directly implementing it. Through this, contestants will not only showcase their abilities and personalities but also understand and appreciate the cultural values ​​and human beauty of Vietnam's ethnic groups.

According to the organizing committee, the adoption of a reality TV format will clearly highlight the criteria, goals, and values ​​that the competition aims for. Each episode will also become a vibrant film promoting local tourism, while introducing to the public both domestically and internationally the diverse and rich beauty of Vietnam's 54 ethnic groups.

Ms. Dam Huong Thuy, M.A. – General Director of SMT Academy and Head of the Organizing Committee of the competition, spoke at the press conference.

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

Ms. Dam Huong Thuy, M.A., and People's Artist Lan Huong - Head of the judging panel of the competition.

Ms. Dam Huong Thuy also shared more about the efforts in organizing the Miss Ethnic Tourism Vietnam pageant: “After two seasons of organizing the Miss Sea and Islands Vietnam pageant, I am truly satisfied that the competition has always maintained the spirit, meaning, and purpose set forth, which is to promote, introduce, and boost the economic potential of the sea and islands through cultural and artistic activities. Both contestants and audiences clearly felt the message of love and pride for the sea and islands of our homeland. Organized seriously, without gimmicks, the competition left a lasting impression with beautiful images and contestants who have matured both intellectually and in character. Continuing that success and mission, we decided to organize Miss Ethnic Tourism Vietnam 2025, with the desire to spread the cultural identity of the 54 ethnic groups, while contributing to the economic and tourism development and the national image on the international stage.”

Ms. Dam Huong Thuy affirmed: “In this season, we will connect beauty with local identity – from landscapes and people to cultural depth. The brilliance of the contestants will become a bridge to promote and bring domestic and international tourists closer to Vietnamese tourism. Miss Ethnic Tourism Vietnam 2025 not only honors appearance and knowledge, but also promotes patriotic ideals and national pride. Only genuine love has the power to spread and connect. Each contestant entering the competition is not just a beauty contestant, but also a cultural ambassador, inspiring the exploration of the beauty of Vietnam's land, people, and heritage. That is the difference that makes this competition valuable.”

The head of the organizing committee also expressed hope that the competition would be held in a different location each year, so that each season would become a practical activity to promote and develop tourism. With many years of experience in event organization, training, and especially a passion for preserving and spreading Vietnamese cultural values, Ms. 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 aimed at honoring the beauty, intelligence, and strength of Vietnamese women, especially encouraging the participation of contestants from the 54 ethnic groups – contributing to promoting the image of the country, its people, and the cultural identity of Vietnam to international friends.