Posted on February, 13 2025

[February 13th 2025, Ha Noi] – To curb the demand for elephant ivory, the Viet Nam CITES Management Authority, in collaboration with WWF-Viet Nam, has launched a communications campaign to raise awareness of the illegality of purchasing and trading ivory products among international tourists. According to the CITES Elephant Trade Information System (ETIS), Viet Nam has been ranked as the world’s largest hub for ivory seizures since 2018, cementing its status as a critical global transit point.

The demand for elephant ivory remains the leading driver behind the poaching crisis in Africa. Between 2008 and 2018, at least 20,000 African elephants were killed annually for their ivory (WWF). With only around 415,000 individuals left (IUCN, 2016), some African elephant sub-populations are on the brink of extinction unless consumption trends change.

Southeast Asia and China account for 90% of the global seized ivory (UNODC, 2020). Viet Nam plays a pivotal role, responsible for 34% of detected ivory imports (ETIS, 2022) and home to the largest ivory seizure in the world (EIA, 2019). Much of the ivory carved in Viet Nam is later trafficked to key markets like China and the United States (ETIS, 2022), while some products are sold domestically to locals and international tourists  (TRAFFIC, 2018) and through online channels (TRAFFIC, 2024).

Many tourists mistakenly believe purchasing ivory in Viet Nam is legal. With direct influence on tourists’ behavior, tourism businesses have the responsibility to guide and educate to help tourists avoid illegal and harmful activities to nature during their trips. Within the framework of the Reducing the demand for ivory project funded by the German Agency for International Cooperation (GIZ), WWF-Viet Nam has partnered with the Viet Nam Administration of Tourism and CITES Viet Nam to conduct various activities to promote tourism for nature. These activities were mainly designed for the private sector, including organizing training courses on CITES regulations and responsible tourism practices; knowledge sharing seminars and signing of commitments to practice responsible tourism with travel businesses across the country. However, with the strong recovery of tourism after the Covid-19 pandemic, widespread communication methods need to be applied to efficiently reach international tourists and prevent the illegal trade of ivory products in Viet Nam.

To address this issue, WWF-Viet Nam, in partnership with the Viet Nam CITES Management Authority and with funding from WWF-US, is launching a communication campaign in Ha Noi, Ho Chi Minh City, Nha Trang, and Da Nang. In collaboration with Ogilvy Group Viet Nam, the campaign’s key visuals and message were developed with a focus on the illegality of ivory use and trade. The communication materials will be displayed on outdoor screens at international airports and tourist hotspots from January to February 2025. The campaign will also leverage WWF-Viet Nam’s social media platforms for wider reach.

Mr. Chu Ngoc Quan, Deputy Director of the CITES Management Authority of Viet Nam, said in his welcoming speech: “Asian elephants and African elephants have been protected at the highest level of CITES (Appendix I) since the early days of the Convention. In Viet Nam, this species is also included in Group I of the List of endangered, precious and rare forest plants and animals. But this also reflects a reality: elephants are one of the most hunted and killed animals in the world.
Viet Nam is one of the countries that is active in investigating, prosecuting, and trying criminals who violate the law on wildlife protection, especially related to precious and rare species such as elephants, tigers, rhinos, pangolins... In 2023 and 2024, authorities seized dozens of tons of ivory illegally imported into Viet Nam, these shipments were transited through many countries before being seized.”

Mr. Thibault Ledecq, WWF-Viet Nam’s Chief Conservation Officer spoke at the event: “Today, we gather here with a noble mission - to protect nature, wildlife and ourselves. If we do not take timely action, we will face the risk of elephant extinction, a species frequently known as a symbol of strength and intelligence. When it comes to the ivory trade, we are not only talking about an environmental issue but also a cultural and ethical one. This communication campaign aims not only to raise awareness of the harmful effects of the illegal ivory trade but also to advocate for joint efforts to protect wildlife. We will organize communication activities, workshops and community events to educate, warn about the consequences of using ivory, as well as encourage community action in protecting elephants in Viet Nam and outside Viet Nam.”

Mr. Nguyen Le Phuc, Deputy Director of the Vietnam National Authority of Tourism, shared at the event: “Viet Nam's tourism industry not only aims for economic development but also focuses on the responsibility of protecting the environment and preserving biodiversity. Viet Nam is a famous tourist destination with a rich and diverse ecosystem, attracting millions of domestic and foreign tourists every year. However, the illegal trade of wildlife, especially ivory, is still a worrying issue.
According to reports from conservation organizations, Viet Nam plays an important role in the global illegal ivory supply chain. Therefore, we need to strengthen solutions to minimize this situation, in which raising awareness among tourists and the tourism community is a practical and effective measure.”