The Kotler Award is a prestigious international award founded by Professor Philip Kotler, who is hailed as the father of modern marketing and is considered one of the four "Greatest Managers of All Time" alongside Peter Drucker, Jack Welch, and Bill Gates (according to the Financial Times). The Kotler Award 2024 is being held for the second time in Vietnam, with Kotler Awards Global and Kotler Impact partnering with VietnamMarcom, professional marketing organizations, Vietnam Brand Purpose, and the Golden Moment of Vietnam Brand Book Project to honor outstanding marketers, businesses, experts, and organizations not only in Vietnam but at a global standard. These remarkable stories are also shared with the network of over 100 countries involved in the award, founded by Professor Philip Kotler.

On the evening of November 22, the Kotler Awards 2024 international awards ceremony took place at the JW Marriott Saigon Hotel, with over 150 guests in attendance, including leading experts in various fields, business leaders, and elites in the marketing industry. At the ceremony, the Trang An  Landscape Complex, a UNESCO World Cultural and Natural Heritage Site, was honored as the "Impactful Destination" of 2024. This award represents a moment of glory, reflecting a decade of continuous efforts in preserving, maintaining, and promoting the values of the world heritage. The impact of the Trang An destination has not only been recognized within Vietnam but has also reached a global scale.

On one hand, Trang An is a key destination driving growth in visitor numbers and tourism revenue for Ninh Binh province in 2024. Notably, the trend of tourist spending has increased due to changes in diversifying and enhancing service quality. The growth in tourism also means more job creation for the local community, as tourism is a comprehensive economic sector that can generate both direct and indirect employment. On the other hand, Trang An Landscape Complex was also listed among the "Top 10 Most Exciting Travel Experiences of 2024" on the TripAdvisor (USA) travel guide platform. This recognition, with over 8 million voters, demonstrates that the reputation and influence of Trang An World Heritage Site have extended far beyond Vietnam's borders to reach friends across the globe.

The Kotler Award 2024 awarded to Trang An is even more meaningful as this year marks the 10th anniversary of the World Heritage Site. This is a source of pride and a driving force for Trang An to continue growing as a key destination for the province, the nation, and the world, playing a central role in promoting sustainable tourism development and contributing to Ninh Binh’s future transformation into a millennial heritage city.

Duy Linh