Đọc phiên bản tiếng Việt tại đây.

On 18 August 2026, the press conference announcing “Khanh Hoa – A Journey of Four Bays” and opening the eponymous photography exhibition was held at the Khanh Hoa Provincial Conference Centre, 46 Tran Phu, Nha Trang, Khanh Hoa. The event was the result of a collaboration between the Khanh Hoa Provincial People’s Committee, the Khanh Hoa Department of Culture, Sports and Tourism, and PDA & Partners. It also marked Art Nation officially taking on the role of Artistic Adviser for the entire “Khanh Hoa – A Journey of Four Bays” project, working alongside PDA & Partners and other partners to help shape the visitor experience and build long-term value for the destination.

Thai Thi Le Hang, Director of the Khanh Hoa Department of Culture, Sports and Tourism, said at the event:

“’Khanh Hoa – A Journey of Four Bays’ is structured around three interconnected layers of value: Nature – People & Culture – Khanh Hoa’s Future. Nature is the source of identity; the ocean has nurtured livelihoods, beliefs, heritage and cultural life across generations; and new drivers in infrastructure, the marine economy, tourism and connectivity are opening up new possibilities for Khanh Hoa’s development. For us, the value of positioning lies not simply in how Khanh Hoa is recognised, but in its ability to translate identity into values that visitors can genuinely see, experience and remember. From the Khanh Hoa Visual Legacy being created and exhibited at this event; to journeys connecting the Four Bays by road and sea; to cultural and artistic offerings, sports, cuisine and new experiences, ‘A Journey of Four Bays’ aims to shape a destination ecosystem that can be enriched and developed over time. When identity becomes experience and value, culture and tourism become resources through which Khanh Hoa can establish a new standing as a maritime cultural destination of regional and international stature.”

Nguyen Tran, founder of PDA & Partners, shared a strategic perspective:

“‘Khanh Hoa – A Journey of Four Bays’ begins by identifying and systematising the values that already belong to this land, then translating them into a structured positioning strategy. Positioning cannot stop at a story or a visual identity; it must be translated into brand assets, products, experiences and forms of value that can accumulate for the destination over time. Today’s photography exhibition is the first step on that journey – a point at which photography does more than record beauty: it becomes a language of positioning, shaping visual memory and gradually building the Khanh Hoa Visual Legacy. When culture becomes a resource, imagery becomes an asset and identity becomes experience, ‘A Journey of Four Bays’ is no longer simply a story told about Khanh Hoa, but gradually becomes a system of values that is created, enriched and truly belongs to Khanh Hoa.”

In his remarks, Ace Le, Editor-in-Chief of Art Nation, observed:

“First, I want to point to Khanh Hoa as a pioneering and exemplary case of place positioning. Khanh Hoa begins by identifying and systematising a foundation of identity: its natural landmarks and scenic landscapes, the diversity of its longstanding cultural traditions, and the warmth and rhythms of local life. All of these are valuable assets that make Khanh Hoa a destination unlike any other, and together they form the foundation of the entire ‘Khanh Hoa – A Journey of Four Bays’ project.

The second point I want to emphasise is the sustainability of the three-pillar partnership model. In this model, the state provides strategic direction and creates the enabling environment; the private sector, represented here by PDA & Partners, brings resources and execution capacity; and the final link is Art Nation, which contributes expertise, research and advisory capabilities. This three-way collaborative infrastructure has been successfully deployed in many parts of the world. I believe that in Vietnam, Khanh Hoa can become a reference model for other localities.”

He continued: “The third indispensable factor is alignment and consistency with the strategic direction of the Party and State. This is a moment when culture is increasingly being placed at the centre of national development planning. Resolution 80 issued by the Politburo sets out several noteworthy priorities for the development of culture and tourism:

First, linking culture with tourism, trade and technology to form a cultural and creative value chain;
Second, developing cultural tourism by building tourism products rich in identity and a destination brand rooted in cultural values;
Third, strengthening local brands through distinctive, identity-rich cultural products and services, gradually building a national brand.

In this context, ‘Khanh Hoa – A Journey of Four Bays’, beginning with the photography exhibition that we will experience together today, holds great significance for our team as we contribute to the development of cultural tourism in the province. The project is the result of the support and trust of many partners.”

This is also the first photography exhibition in Khanh Hoa to adopt international museum-standard operations. The exhibition brings together eight photographers from across the country: Ly Hoang Long, Khanh Phan, Tuan Nguyen, Haipiano, Quan Shotgun, Pham Hung, Mai Hoang Kien Kha and Thien Nguyen. Forty-two works, representing perspectives on natural heritage, cultural and human heritage, and future planning, were selected from thousands of photographs produced during more than a week of concentrated shooting across the Four Bays. The exhibition is the result of an intensive collective effort, with less than two months for every stage – from production and curation to design, content development, event delivery and operations.

Exhibition curator and photographer Ly Hoang Long reflected on the process: “Photography has undoubtedly played a significant part in the recovery and development of Vietnam’s tourism industry, particularly coastal tourism, where the country enjoys exceptional natural advantages. Photography remains the most effective visual language for positioning and promoting tourism. Amid the daily flood of media from newspapers, social platforms, forums and elsewhere, people stop only when an image touches them emotionally; only then do they begin to read the content. This reflects the way we process information: visual information registers fastest. A compelling image of an unspoilt beach, a brilliant coral reef or an enticing local speciality can instantly awaken the desire to explore.”

He added: “Unlike artists’ field camps, which are usually large in scale and travel as a group, the Four-Bay Voyage is a flexible, open-format programme. Here, each photographer registers their own locations and works independently, with support from the organisers and local authorities. Following the merger, Khanh Hoa is the province with the longest coastline in the country, stretching 490 km from former Ninh Thuan to Vung Ro. With only six photographers tasked with covering such a vast area within a tight timeframe, compounded by unfavourable weather in early July, the assignment was a formidable challenge.”

EXHIBITION INFORMATION
Time: 19.08.2026–25.09.2026 
Location: Khanh Hoa Provincial Conference Centre, 46 Tran Phu, Nha Trang, Khanh Hoa. 
Note: Free admission. 

For further information, please contact:
Khanh Hoa Department of Culture, Sports and Tourism 
PDA & Partners: Tien Thanh Nhan – 090 314 7996.

Words and translation: Art Nation