By Peter Semone
Vietnam’s tourism promotion slogan is Hidden Charm. Most Vietnamese tourism practitioners (both public and private sector) don’t really know what VNAT’s Hidden Charm campaign is all about. Someone in Vietnam tourism needs to pick up a text on tourism marketing and flip to the chapter on branding. Surely the text will explain the importance of a branding campaign transcending the entire tourism experience – literally from the destination selection phase all the way to the return flight home. Vietnam need not look far. Some of its neighbors are pushing the envelope in setting destination marketing benchmarks. When it comes to creating image and perception, there is only one place that is recognised as Truly Asia. Malaysia Truly Asia, and to a lesser degree Uniquely Singapore and Amazing Thailand are outstanding examples of consistent, well funded international tourism branding campaigns.
These campaigns are not about a one time or two hundred time showing on CNN, but rather well developed themes that transcend every aspect of the visitor experience from the time of booking straight through to the actual visit.
Congratualtions Peter. Anything I can do to help, just let me know. In the meantime, best of luck in this exciting venture.
Fantastic article but I also believe the basic issue is strategic planning
ie;- Developing a national tourism plan using a nationally agreed format based on provincial input
A steering committee should be made up with all the key players nationally and provincially including the government and private sector to ensure ownership
Key headings could be
Increasing productive Capacity
- Increasing investment
- Developing competitive export sport
- Increasing competition for internal air services
- Competency and quality of staff
Increasing Capacity Utilization
- Expanding market access
- Economic benefits from tourism
- Overcoming impediments for inbound tourism
- Developing market priorities
- Developing key segments
- Strategic directions
- Access for/to operators
- Tourism forecasting
- Satelite accounts
Efficiency issues
- Service standards
- Inbound operator standards
- Encourage on-line technology
- Identify key products
- Partnerships
- Education / international students
- Consistent tourism products
-Quality integrated web-site
Environmental Outcomes
- Eco tourism
- Sustainable tourism
Social Outcomes
- APEC charter
- Benefits of tourism to local community
- Cultural tourism
You also include impediments to tourism with responsibilty and time frames
This is a live document and will change with local specifics directly input by local experts
The oucomes would be very broad including documentation for potential investors, the education system, future developers and the goverment. You would see immediate increase in tourism numbers. The industry would become fully recognised for it input into the countries ecoomy and many other outcomes.
Vietnam is one of the most fantastic Asian countries which should be on every traveller’s agenda. Let us be strategic and ensure it is. Let us move forward to ensure the potential economic benefits from growth and sustainability are realised
Peter, Is there a problem about branding, I wonder? No problem! Just use the slogan “Wonderful VietNam” and you close up to Thailand, Malaysia and Singapore. VNAT should credit me for the successful campaign somehow. Best regards, Reinhard
Thank you for the recommendation and ideas. They were useful for my assignment on Globalization in Vietnam tourism industry. I wish the VNAT people understand what you all talk about.
Best of luck