The feature aired at 7 am on March 30 (Vietnam time), or 7 pm on March 29 Eastern time in the United States, drawing significant global attention.
Beyond destination promotion, the programme offers scientific and documentary insights into the area’s ecosystem, geology and conservation efforts. It is expected to raise global awareness of the site’s outstanding value while encouraging sustainable tourism development.
The provincial Department of Culture, Sports and Tourism is working with relevant agencies to roll out a multi-platform communication campaign targeting key domestic and international markets, aiming to position Quang Tri Province as a leading adventure tourism hub in Asia.
Le Minh Tuan, director of the provincial Department of Culture, Sports and Tourism, said the broadcast presents an opportunity to promote the province’s tourism image and attract high-quality international visitors. Authorities plan to leverage the programme’s media impact to enhance promotion and develop tourism products linked to conservation and sustainable growth.
Throughout 2026, Quang Tri Province will host a series of cultural, sports and tourism events, beginning with Quang Tri Culture and Tourism Week from April 24 to May 1, followed by the Festival for Peace from April to December 2026, alongside preparations for Visit Vietnam Year-Quang Tri 2027.
Local authorities expect the combination of international media exposure and domestic promotion to drive a breakthrough in visitor numbers, bringing the image of Son Doong and Quang Tri tourism to a wider global audience.
“60 Minutes” is among the world’s most influential news and investigative television programmes, attracting more than eight million regular viewers and hundreds of millions of views across global platforms, particularly in North America.
The feature retraces the discovery and exploration of Son Doong Cave by the British Cave Research Association, from early surveys to detailed scientific studies, presenting a multi-dimensional portrait of the world’s largest cave.
The CBS film crew conducted filming at Son Doong Cave from January 14 to 17, 2026, in coordination with Oxalis Adventure. The nine-member team included producers Nicole Young and Jonathan Partridge, host Scott Pelley, photographer Ryan Deboodt and a technical crew.
