㐿௅⿰ᣦ㩷 䂹㩷 OBJECTIVE
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䊜䉮䊮Ꮉᵹၞ⻉࿖䈱㐿⊒䈮䈧䈇䈩䈲䇮ᤓ੹䈠䈱ᔅⷐᕈ䈏㊀ⷐⷞ䈘䉏䈩䈐䈩䈇䉎䇯䊜䉮䊮⻉࿖䋨䊯䉢䊃䊅䊛䇮䊤
䉥䉴䇮䉦䊮䊗䉳䉝䇮䊚䊞䊮䊙䊷䇮䉺䉟䋩䈱ౝ䇮䈫䉍䉒䈔䉦䊮䊗䉳䉝䇮䊤䉥䉴䇮䊯䉢䊃䊅䊛䈱䋳࿖䈲䊜䉮䊮䊶䊃䊤䉟䉝䊮䉫
䊦䉕ᒻᚑ䈚䈩䈍䉍䇮䈇䈝䉏䈱࿖䉅ⷰశ䋨䉿䊷䊥䉵䊛䋩ᝄ⥝䉕⚻ᷣ⊒ዷ䈱㊀ⷐ䈭ᩇ䈫䈚䈩䈇䉎䇯ⷰశ䈲䇮ห䋳࿖䈮
䈫䈦䈩ᄖ⽻₪ᓧ䈱ਥⷐ↥ᬺ䈪䈅䉎䈢䉄䇮࿖㓙ⷰశ⊒ዷ䈮䉋䉎࿾ᣇ⚻ᷣ䈱ᵴᕈൻ䈮䉋䉍䇮ห䋳࿖䈮䈍䈔䉎⽺࿎
䈱シᷫ䉕ᦸ䉃䈖䈫䈏䈪䈐䉎䇯㩷
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䈠䈖䈪䇮਎⇇ⷰశᯏ㑐䋨㪬㪥㪮㪫㪦䋩䇮⽷࿅ᴺੱ䉝䉳䉝ᄥᐔᵗⷰశ੤ᵹ䉶䊮䉺䊷䋨䌁䌐䌔䌅䌃䋩䇮䈍䉋䈶਎⇇㌁ⴕ
᧲੩㐿⊒䊤䊷䊆䊮䉫䉶䊮䉺䊷䋨䌔䌄䌌䌃䋩䈲౒௅䈮䉋䉍䇮䇸䇸䊜䉮䊮Ꮉᵹၞ⻉࿖䈮䈍䈔䉎ᜬ⛯⊛ⷰశ㐿⊒䈍䉋䈶ⷰ
శ⊒ዷ䉕ㅢ䈛䈢࿾ᣇ䈮䈍䈔䉎⽺࿎シᷫ䇹䉕䊁䊷䊙䈮䇮ห࿾ၞ䈱ⷰశ↥ᬺᓥ੐⠪䇮ⷰశⴕ᡽ᜂᒰ⠪╬䉕ኻ⽎
䈮䇮ਥ䈮ฦ
ฦ࿖䈱࿖㓙ᣏቴ䈱ฃ䈔౉䉏ᘒ൓䇮䋳࿖㑆䈍䉋䈶ઁ๟ㄝ⻉࿖䈫䈱ㅪ៤䊶࿾ၞౝ䊶㑆දജ䈱࿷䉍ᣇ╬䈮
䈧䈇䈩⠨䈋䉎ᢎ⢒䇮໪⫥䉶䊚䊅䊷䉕㐿௅䈚䈢䇯䈭䈍䇮ᧄ䉶䊚䊅䊷䈲ᄖോ⋭䈎䉌䇸ᣣ䊜䉮䊮੤ᵹᐕ㪉㪇㪇㪐䇹੐ᬺ䈱䈵
䈫䈧䈫䈚䈩⹺ቯ䉅䈘䉏䈢䇯㩷
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ᧄ䉶䊚䊅䊷䈱㐿௅䈏䇮ฦ࿖㑆䈱දജ૕೙䈱᭴▽䇮ᣣᧄ䉕䈲䈛䉄ਥⷐㅍቴᏒ႐䈫䊜䉮䊮࿾ၞ⻉࿖㑆䈱䈘䉌䈭
䉎੤ᵹ⊒ዷ䈮ነਈ䈚䈢䈖䈫䉕ᒝ䈒⏕ା䈚䈩䈇䉎䇯㩷
The importance of the development in the Mekong River Basin countries has been gathering international attentions in
these years.
Among the Mekong Basin Countries, especially the three countries (Cambodia, Lao PDR and Vietnam) are
forming Mekong-Triangle and the tourism promotion is an important pillar for their economic development.
Tourism is one
of major industries for acquisition of foreign currencies in these countries and so the elimination of poverty would be highly
expected through the activation of economies by the international tourism development in remote areas.
In view of the factors, the World Tourism Organization (UNWTO), the Asia-Pacific Tourism Exchange Center (APTEC)
and the World Bank Tokyo Development Learning Center co-organized the UNWTO Educational Seminar on Tourism
Development in Mekong River Basin Countries based on the theme of “the Sustainable Tourism Development in
Mekong River Basin Countries and Eliminating Poverty through the Tourism Development in the Remote Areas” for
representatives from both of public and private tourism-related sectors in these countries.
We would like to emphasize that
we have focused on increasing international tourist arrivals to the Mekong region and promoting multilateral and
intraregional cooperation between these countries.
This seminar has been designated as one of projects for
“Mekong-Japan Exchange Year 2009” by the Ministry of Foreign Affairs, Japan.
We are highly confident that this seminar should have helped to improve the cooperative ties in the three countries and
further tourism exchanges between these countries and major source markets including Japan.
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㐿௅᭎ⷐ㩷 䂹㩷 OUTLINE
ળ⼏ฬ⒓䋺㩷 䊜䉮䊮Ꮉᵹၞ⻉࿖ⷰశଦㅴᢎ⢒䉶䊚䊅䊷㩷
㐿௅ᣣ⒟䋺㩷 㪉㪇㪇㪐 ᐕ 㪏 ᦬ 㪈㪏 ᣣ䋨Ἣ䋩㪄㪈㪐 ᣣ䋨᳓䋩㩷
ળ႐䋺㩷㩷 ࠞࡦࡏࠫࠕᣣᧄੱ᧚㐿⊒࠮ࡦ࠲࡯ ࡜ࠝࠬ਎⇇㌁ⴕ੐ോᚲ ࡂࡁࠗ਎㌁㧳㧰㧸㧺࠮ࡦ࠲࡯
਎⇇㌁ⴕ᧲੩㐿⊒࡜࡯࠾ࡦࠣ࠮ࡦ࠲࡯ ࠕࠫࠕ㐿⊒㌁ⴕ㧔ࡃࡦࠦࠢࠬ࠲ࠫࠝ㧕
̪਎⇇㌁ⴕߩࡆ࠺ࠝળ⼏ࠪࠬ࠹ࡓߢ⚿߱
ਥ௅䋺㩷 ਎⇇ⷰశᯏ㑐䋨㪬㪥㪮㪫㪦䋩䇮⽷࿅ᴺੱ䉝䉳䉝ᄥᐔᵗⷰశ੤ᵹ䉶䊮䉺䊷䇮㩷
਎⇇㌁ⴕ᧲੩㐿⊒䊤䊷䊆䊮䉫䉶䊮䉺䊷㩷
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ᓟេ䋺㩷 ᣣᧄ࿖ⷰశᐡ䇮䉦䊮䊗䉳䉝᡽ᐭⷰశ⋭䇮䊤䉥䉴᡽ᐭⷰశᐡ䇮䊯䉢䊃䊅䊛ᢥൻ䉴䊘䊷䉿ⷰశ⋭㩷
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දജ䋺㩷 ᣣᧄ⽷࿅䇮␠࿅ᴺੱᣣᧄᣏⴕᬺදળ䋨㪡㪘㪫㪘䋩㩷
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ෳട⠪䋺㩷 ᑧ䈼 㪊㪇㪇 ฬ䋨ฦᣣ 㪈㪌㪇 ฬ䋩㩷
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Name: UNWTO Educational Seminar on Tourism Development in Mekong River Basin Countries
Date: 18-19 August 2009
Venue: Cambodia-Japan Cooperation Center in Phnom Penh, Cambodia (Main Venue)
World Bank Country Office in Vientiane, Lao PDR
Vietnam Development Information Center in Hanoi
The World Bank Tokyo Development Learning Center (TDLC) Studio, Japan
The Asian Development Bank (ADB) Thailand Resident Mission
㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㪁connected to the network system provided by the World Bank
Organized by: World Tourism Organization (UNWTO)
Asia-Pacific Tourism Exchange Center (APTEC)㩷
The World Bank Tokyo Development Learning Center (TDLC)
With the Cooperation of: The Nippon Foundation
Japan Association of Travel Agents (JATA)㩷
Under the Auspices of: Japan Tourism Agency (JTA)㩷
Ministry of Tourism, Cambodia
Lao National Tourism Administration
Ministry of Culture, Sports and Tourism, Vietnam
Participants: 300persons (150 persons/day)
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䊒䊨䉫䊤䊛㩷 䂹㩷 PROGRAMME
㪓䋱ᣣ⋡㪕㩷
㪇㪐㪑㪊㪇㩷 㩷 㩷 㐿ળ᜿ᜦ㩷 㩷 㩷 㩷 㩷 㩷 㩷 㪁มળ䋺㩷 䉦䊮䊗䉳䉝ⷰశ⋭㩷
㘵᎑㩷 ᐽᒄ㩷 㩷 ਎⇇ⷰశᯏ㑐䋨㪬㪥㪮㪫㪦䋩䉝䉳䉝ᄥᐔᵗ䉶䊮䉺䊷㩷 ೽ઍ⴫㩷
⑔੗㩷 㦖㩷 㩷 ਎⇇㌁ⴕ᧲੩㐿⊒䊤䊷䊆䊮䉫䉶䊮䉺䊷䋨㪫㪛㪣㪚䋩㩷 䊙䊈䊷䉳䊞䊷㩷
┻ේ㩷 ാ৻㩷 㩷 ⷰశᐡ㪤㪠㪚㪜ផㅴᜂᒰෳ੐ቭઃ㩷 ⷰశᷤᄖቭ䋨㪤㪠㪚㪜䊶࿖㓙ᯏ㑐ᜂᒰ䋩㩷
㩷 㪲ᧄ଻㐳ቭ䊜䉾䉶䊷䉳વ㆐㪴㩷
䉟䊮䊶䊃䉣䉡䊮㩷 㩷 䉦䊮䊗䉳䉝᡽ᐭⷰశ⋭㩷 ੐ോዪᰴ㐳㩷㩷
䊯䉜䊮䊶䊤䉾䉺䊉䊯䉤䊮㩷 㩷 䊤䉥䉴᡽ᐭⷰశᐡ㩷 ೽ળ㐳㩷
䊃䊤䊮䊶䉼䉣䊮䊶䉺䊮㩷 㩷 䊯䉢䊃䊅䊛᡽ᐭᢥൻ䉴䊘䊷䉿ⷰశ⋭㩷 ೽ᄢ⤿㩷
ᩊ↰㩷 ⠹੺㩷 㩷 ␠࿅ᴺੱᣣᧄᣏⴕᬺදળ䋨㪡㪘㪫㪘䋩㩷 ℂ੐㐳㩷
㪈㪇㪑㪈㪇㩷 㩷 䉮䊷䊍䊷䊑䊧䉟䉪㩷
㪈㪇㪑㪊㪇㩷 㩷 ၮ⺞⻠Ṷ䇸㪞㪤㪪䋨䉫䊧䊷䉺䊷㩷 䊜䉮䊮㩷 䉰䊑䊥䊷䉳䊢䊮䋩䈮䈍䈔䉎੤ㅢ䈫ⷰశ㐿⊒䇹㩷
㩷 䉝䊦䉳䊠䊮䊶䉯䉴䊪䊚㩷 㩷 䉝䉳䉝㐿⊒㌁ⴕ䋨㪘㪛㪙䋩䊙䊆䊤ᧄㇱ㩷 ᧲ධ䉝䉳䉝ㇱ㩷 㩷
࿾ၞදജ⛔৻䉫䊦䊷䊒㩷 䉝䊄䊋䉟䉱䊷㩷 ઍ⴫㩷
㪈㪈㪑㪈㪌㩷 㩷 㩷 ⾰⇼ᔕ╵㩷
㪈㪈㪑㪋㪌㩷 㩷 ၮ⺞⻠Ṷ䇸ో਎⇇䈱ⷞὐ䈎䉌⷗䈢䊜䉮䊮Ꮉᵹၞ⻉࿖䈮䈍䈔䉎ⷰశ䇹㩷
㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㜞᧻㩷 ᱜੱ㩷 㩷 䉿䊷䊥䉵䊛䊶䊙䊷䉬䊁䉞䊮䉫⎇ⓥᚲ㩷 ઍ⴫ข✦ᓎ㩷
㪈㪉㪑㪊㪇㩷 㩷 ⾰⇼ᔕ╵㩷
㪈㪊㪑㪇㪇㩷 㩷 䊤䊮䉼ભᙑ㩷
㪈㪋㪑㪊㪇㩷 㩷 ⻠Ṷ䇸䊜䉮䊮࿾ၞ䈮䈍䈔䉎ᣣᧄੱ䈱ⷰశ䈱․ᓽ䈫ⷰశଦㅴ䇹㩷
଻ဈ㩷 ᣿ᒾ㩷 㩷 ␠࿅ᴺੱᣣᧄᣏⴕᬺදળ䋨㪡㪘㪫㪘䋩ᶏᄖᣏⴕᬺോㇱ䊙䊈䊷䉳䊞䊷㩷
㪈㪌㪑㪇㪇㩷 㩷 㩷 ⾰⇼ᔕ╵㩷
㪈㪌㪑㪊㪇㩷 㩷 ⻠Ṷ䇸ᜬ⛯⊛ⷰశ㐿⊒䈱⃻⁁䈫੹ᓟ䈱⺖㗴䈍䉋䈶࿾ᣇ䈱ⷰశᝄ⥝䇹㩷
㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 䊃䉪䊶䉸䉪䊖䊮㩷 㩷 䉦䊮䊗䉳䉝᡽ᐭⷰశ⋭㩷 ࿖㓙දജ䊶㪘㪪㪜㪘㪥 ᜂᒰㇱ㩷 ㇱ㐳㩷
㪈㪌㪑㪌㪇㩷 㩷 ⻠Ṷ䇸࿖㓙ⷰశቴ䈱⺃⥌ଦㅴ䈻䈱䉝䊒䊨䊷䉼䇹㩷
㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 䉝䊮䊶䉨䊛䊶䉣䊮㩷 㩷 䉦䊮䊗䉳䉝ᣏⴕᬺදળ䋨㪚㪘㪫㪘䋩㩷 ℂ੐㐳㩷
㪈㪍㪑㪈㪇㩷 㩷 ⻠Ṷ䇸䊤䉥䉴䈫࿾ᣇ䈮䈍䈔䉎ᜬ⛯⊛ⷰశ㐿⊒䈱⃻⁁䈫੹ᓟ䈱⺖㗴䇹㩷
㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 䉴䊷䊮䊶䊙䊆䊯䉤䊮㩷 㩷 䊤䉥䉴᡽ᐭⷰశᐡ㩷 ⸘↹දജㇱ㩷 ੐ോዪ㐳㩷
㪈㪍㪑㪊㪇㩷 㩷 ⻠Ṷ䇸࿖㓙ⷰశቴ⺃⥌䈱ᣇ╷䈲䋿㩷 䊤䉥䉴⚻ᷣ⇇䈱ଦㅴ䉝䊒䊨䊷䉼䇹㩷
㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 䉟䊮䊁䉞䊶䊂䉠䉝䊮䉰䊯䉜䊮㩷 䉫䊥䊷䊮䊂䉞䉴䉦䊋䊥䊷䊤䉥䉴㩷 ᚲ㐳㩷
㪈㪍㪑㪌㪇㩷 㩷 ⻠Ṷ䇸䊯䉢䊃䊅䊛䈮䈍䈔䉎ᜬ⛯⊛ⷰశ㐿⊒䈱⃻⁁䈫੹ᓟ䈱⺖㗴䈍䉋䈶࿾ᣇ䈻䈱ⷰశଦㅴ䇹㩷
㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 䊌䊮䊶䊃䊦䊮䊶䊦䉥䊮㩷 㩷 ⷰశ㐿⊒⺞ᩏᯏ㑐㩷 ೽ᚲ㐳㩷 㩷 㩷 㩷
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㪈㪎㪑㪈㪇㩷 㩷 ⻠Ṷ䇸࿖㓙ⷰశቴ⺃⥌䈱䈢䉄䈱ലᨐ⊛䊒䊨䊝䊷䉲䊢䊮䇹㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷
㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 䊯䉤䊶䉝䊮䊶䉺䉟㩷 䉰䉟䉯䊮䉿䊷䊥䉴䊃䊃䊤䊔䊦䉰䊷䊎䉴␠㩷 ㇱ㐳㩷
䉟䊮䊶䊃䉣䉡䊮㩷 䉦䊮䊗䉳䉝᡽ᐭⷰశ⋭㩷 ੐ോዪᰴ㐳䋩㩷㩷
㪈㪎㪑㪊㪇㪄㪈㪎㪑㪋㪇㩷 㩷 䉶䊚䊅䊷䋱ᣣ⋡䈱䉁䈫䉄䈫᜿ᜦ䋨䉟
㩷
㪓䋲ᣣ⋡㪕㩷 䊌䊈䊦䊂䉞䉴䉦䉾䉲䊢䊮㩷 㩷 㩷
䊁䊷䊙䇸䊜䉮䊮Ꮉᵹၞ⻉࿖㑆䈱දജ䈮䈧䈇䈩㩷 䊜䉮䊮࿾ၞ䉕䈵䈫䈧䈱䊂䉴䊁䉞䊈䊷䉲䊢䊮䈫䈚䈩㐿⊒䊶ଦㅴ㩷
䈘䈞䉎䈢䉄䈮ᚒ䇱䈲૗䈏䈪䈐䉎䈎䋿㩷 දജᵴേ䈱໧㗴䈫⺖㗴䈲૗䈎䋿䇹㩷
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㩷 㩷 㩷 㩷 㩷 㩷 䊝䊂䊧䊷䉺䊷䋨䋳䉦࿖䈱ઍ⴫⠪䋩㩷
䉦䊮䊗䉳䉝䋺㩷 䉟䊮䊶䊃䉣䉡䊮㩷 䉦䊮䊗䉳䉝᡽ᐭⷰశ⋭㩷 ੐ോዪᰴ㐳㩷㩷
䊤䉥䉴䋺㩷 䉺䊯䉞䊕䊃䊶䉥䊷䊤㩷 䊤䉥䉴᡽ᐭⷰశᐡ㩷 ⸘↹දജㇱ㩷 ੐ോዪᰴ㐳㩷
䊯䉢䊃䊅䊛䋺㩷 䊌䊮䊶䉪䉝䊮䊶䊐䊮㩷 䊯䉢䊃䊅䊛᡽ᐭⷰశዪ㩷 ࿖㓙දജㇱ㩷 ㇱ㐳㩷
㩷 ਥ䊝䊂䊧䊷䉺䊷䋨ᣣᧄੱၮ⺞⻠Ṷ⠪䋩㩷
㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㜞᧻㩷 ᱜੱ㩷 㩷 䉿䊷䊥䉵䊛䊶䊙䊷䉬䊁䉞䊮䉫⎇ⓥᚲ㩷 ઍ⴫ข✦ᓎ㩷
㩷
㪇㪐㪑㪋㪇㪄㪈㪇㪑㪉㪇㩷 㩷 㩷 ฦ࿖೎䈱䊂䉞䉴䉦䉾䉲䊢䊮䋨ฦ䉴䉺䉳䉥䈮䈩䋩㩷
㪈㪇㪑㪉㪇㪄㪈㪈㪑㪉㪇㩷 㩷 㩷 ฦ࿖೎䊂䉞䉴䉦䉾䉲䊢䊮⚿ᨐ䈱䊐䉞䊷䊄䊋䉾䉪㩷
㪈㪈㪑㪉㪇㪄㪈㪉㪑㪉㪇㩷 㩷 㩷 ో૕䊂䉞䉴䉦䉾䉲䊢䊮㩷 䇸䋳䊰࿖䈮䈍䈔䉎౒ㅢ⺖㗴䈮䈧䈇䈩䇹㩷
㪈㪉㪑㪉㪇㪄㪈㪉㪑㪊㪇㩷 㩷 㩷 䉁䈫䉄䈫ឭ᩺㩷
<Day 1>
09:30
Opening Ceremony
*Master of Ceremony: Official, Ministry of Tourism, Cambodia
Mr. Yasuhiro Iijima, Deputy Chief, UNWTO Regional Support Office for Asia and the Pacific (Tokyo studio)
Mr. Ryu Fukui, Manager, the World Bank Tokyo Development Learning Center (Tokyo studio)
Mr. Yuichi Takehara, Director for International Tourism Relations, MICE Promotion, Japan Tourism Agency (Tokyo studio)
[Convey a message from H.E. Mr. Yoshiaki Hompo, Commissioner of Japan Tourism Agency]
Mr. In Thoeun, Deputy Director General, Ministry of Tourism, Cambodia (Phnom Penh studio)
H.E. Mr. Vang Rattanovong, Vice Chairman of Lao National Tourism Administration (Vientiane studio)
H.E. Mr. Tran Chien Thang, Vice Minister of Culture, Sports and Tourism, Vietnam (Hanoi studio)
Mr. Kosuke Shibata, President, Japan Association of Travel Agents (Tokyo studio)
10:10
Coffee Break
4
10:30
Keynote Presentation by Mr. Arjun Goswami, Advisor, Head, Regional Cooperation and Integration Group,
Southeast Asia Department, the Asian Development Bank (ADB) Headquarters in Manila, Philippines
“Transport and Tourism Development in the GMS”
11:15
Q&A
11:45
Keynote Presentation by Mr. Masato Takamatsu, Representative Director & COO, Japan Tourism Marketing Co.
“Tourism in Mekong River Basin Countries from A Global Perspective”
12:30
Q&A
13:00
Lunch Break
14:30
Presentation by Mr. Akihiko Hosaka, Manager, Outbound Travel Division,
Japan Association of Travel Agents (JATA)
“Characteristics of Japanese Tourism, Tourism Promotion in Mekong Region”㩷
15:00
Q&A
15:30
Presentation by Mr. Thok Sokhom, Director of International Cooperation and ASEAN Department,
Ministry of Tourism, Cambodia
“Current Situation and Challenges for Future on Sustainable Tourism Development and Tourism Promotion at
Remote Areas”
15:50
Presentation by Mr. Ang Kim Eang, President of Cambodia Association of Travel Agents (CATA)
“Approach for the Promotion to Attract International Tourists”
16:10
Presentation by Mr. Sounh Manivong, Director General, Department of Planning & Cooperation,
the Lao National Tourism Administration (LNTA )
“Current Situation and Challenges for the Future on Sustainable Tourism Development in Lao PDR and
Remote Areas”
16:30
Presentation by Mr. Inthy Deuansavan, Director of Green Discovery Laos
“How to Attract International Tourists?
16:50
A Promotion Approach of the Lao Business Community”
Presentation by Mr. Pham Trung Luong, Deputy Director of Institute for Tourism Development Research
“Current Situation and Challenges for the Future on Sustainable Tourism Development in Vietnam and
Tourism Promotion for the Remote Areas”
17:10
Presentation by Mr. Vo Anh Tai, Director of SAIGONTOURIST Travel Service Company
“Effective Promotion to Attract International Tourists”
17:30-17:40
Closing Address of Day 1 by Mr. In Thoeun, Deputy Director General, Ministry of Tourism, Cambodia
5
<Day 2> Panel Discussion on “Cooperation among Mekong River Basin Countries - What can we do to develop and promote
the Mekong region as one tourist destination?
What are the issues and challenges for cooperative activities?”
Moderator: Representatives from the Three Mekong Countries
Cambodia: Mr. In Thoeun, Deputy Director General, Ministry of Tourism
Lao PDR: Mr. Thaviphet Oula, Deputy Director General of Planning & Cooperation,
Lao National Tourism Administration (LNTA)
Vietnam: Mr. Pham Quang Hung, Director of International Cooperation Department,
Vietnam National Administration of Tourism (VNAT)
*Main Moderator: Japanese Keynote Presenter
Mr. Masato Takamatsu, Representative Director & COO, Japan Tourism Marketing Co.
09:40-10:20
Internal Discussion at each country
10:20-11:20
Feedback of outcomes of discussions (Cambodia, Lao PDR and Vietnam)
11:20-12:20
Plenary Discussion on Common Issues in Mekong Triangle Countries
12:20-12:30
Conclusion and Recommendation
㨪࡮㨪࡮㨪࡮㨪࡮㨪࡮㨪࡮㨪࡮㨪࡮㨪࡮㨪࡮㨪࡮㨪࡮㨪࡮㨪࡮㨪࡮㨪࡮㨪࡮㨪࡮㨪࡮㨪࡮㨪࡮㨪࡮㨪
㩷㩷
㩷
㩷
6
ၮ⺞⻠Ṷ㩷 䂹㩷 KEYNOTE PRESENTATIONS
㩷
䂓䇸㪞㪤㪪 䈮䈍䈔䉎੤ㅢ䈫ⷰశ㐿⊒䇹㩷 “Transport and Tourism Development in the GMS”㩷
䉝䊦䉳䊠䊮䊶䉯䉴䊪䊚㩷 㩷 䉝䉳䉝㐿⊒㌁ⴕ䋨㪘㪛㪙䋩䊙䊆䊤ᧄㇱ㩷 ᧲ධ䉝䉳䉝ㇱ㩷 ࿾ၞදജ⛔৻䉫䊦䊷䊒㩷 䉝䊄䊋䉟䉱䊷㩷 ઍ⴫㩷
Mr. Arjun Goswami, Advisor, Head, Regional Cooperation and Integration Group, Southeast Asia Department,
Asian Development Bank (ADB) Headquarters in Manila, Philippines
Outline
• Overview of GMS Program
Transport and Tourism
Development in the GMS
* Strategic Priorities
* Sectors and Themes
• Tourism Development in the GMS
• Tourism Sector: Moving Forward
Arjun Goswami
• GMS Projects
Head, Regional Cooperation and Integration Group,
Southeast Asia Department, ADB
* Mobilization of Investments
Presentation to the UNWTO Educational Seminar on
Tourism Development in Mekong River Basin
Countries, 18-19 August 2009
The Greater Mekong Subregion (GMS)
* Key Outcomes
• GMS Challenges Going Forward
People’s Republic of China
The GMS Program
Land area: 631 thou sq km
Population: 94.8 M
GDP per capita: US$1,484
(figures for Yunnan and Guangxi only)
Myanmar
Strategic priorities:
Land area: 677 thou sq km
Population: 57.3 M
Viet Nam
GDP per capita: US$216
Land area: 331 thou sq km
-
Population: 85.6 M
GDP per capita: US$818
Thailand
Connectivity
Competitiveness
Community
Land area: 513 thou sq km
Population: 65.8 M
Lao PDR
GDP per capita: US$3,738
Land area: 237 thou sq km
GMS sectors and themes : Tourism as cross cutting theme
•
•
•
•
Population: 5.9 M
The GMS in 2007
GDP per capita: US$673
Land area: 2.6 M sq km
Population: 324 M
Cambodia
GDP per capita: US$1,487
Land area: 181 thou sq km
Infrastructure
Agriculture and Environment
Trade Facilitation and Investment
Human Resource Development
Population: 14.5M
GDP per capita: US$596
Transport and
Economic Corridors
and Tourism in the
GMS
GMS Results
Connectivity:
Facilitating
subregional trade
and investment
•
•
•
1992
2006
2015
•
•
Roads
Telecommunications
Power Transmission
Line
5
7
Transport corridors
Expansion of transport
corridors into economic
corridors
3 priority economic
corridors : (i) East West
Economic Corridor, (ii)
Southern Economic
Corridor; (iii) North
South Economic Corridor
Tourism providing
opportunities for
economic growth in
corridors through
natural, cultural and
historic sites
Need for economic
corridors infrastructure
to serve undeveloped
tourism sites to profile
“en route” attractions
which do not form part
of an automatic regional
tour
Competitiveness
Community
Jointly addressing shared concerns
Simplified cross-border commerce
and tourism
• Communicable disease control
• Trade and transport facilitation
• Promoting safe migration
• GMS Business Forum
• Human trafficking prevention
• Cooperation in agriculture, environment
and natural resource management
• Promoting GMS as a single tourist
destination
• Building capacity for development
management
GMS Tourism
Development
Major Initiatives
• GMS Tourism Sector Strategy (29 Projects:
tourism marketing, tourism development)
• Mekong Tourism Development Project (CAM, LAO,
VIE)
• Institutional Mechanism
• Sustainable Tourism Development Project (LAO, VIE)
* GMS Tourism Working Group
• “Explore the Mekong” campaign
(www.exploremekong.org)
* GMS Tourism Ministers
• Visit GMS Years 2009-2010
* Mekong Tourism Coordinating Office
• Mekong Tourism Forum (2010, Cambodia)
• “Mekong-Japan Culture and Tourism Days” (Can Tho
City, Viet Nam, Dec 2009)
(MTCO)
* Development Partners
GMS Projects : Overall investments
Tourism Sector: Moving
Forward
• 41 infrastructure projects amounting to US$11 billion
mobilized by ADB by end 2008
ƒ
ƒ
ƒ
ƒ
Funding and technical assistance support needed
in:
• tourism management in/around protected
areas,
Transport corridors, airports, railway upgrading
Hydropower projects for power exports
Tourism infrastructure
Communicable disease control
• 179 technical assistance projects amounting to US$208
million mobilized by ADB by end 2008
• tourism development in economic corridors,
ƒ Project preparation
ƒ Economic, thematic and sector work
ƒ Coordination/secretariat support
• pro-poor tourism partnership mechanisms, and
• vocational skills capacity strengthening for
tourism SMEs.
• Deepening partnerships with governments, donors,
academia, civil society, and private sector
8
GMS Projects : Some
Key Outcomes
GMS Projects : Some key
outcomes
Southern Transport Corridor :
Phnom Penh-Ho Chi Minh City
Highway Improvement Project
• Travel time and cost savings
• Bilateral trade up 40%
• Border crossings up 50%
• Special border economic zones
creating jobs
Rehabilitation of the Railway in
Cambodia
•
East-West Transport Corridor
Project
• Travel time and cost savings
• FDI: US$18M to US$200M
• Improved access to schools
and safe water
• Poverty down by 35% in
Savannakhet
•Recent conclusion of a private
concession agreement in June
2009 between a private
railways operator and the
Royal Government of
Cambodia – a pioneering PPP
project;
•Also provides a key missing
link in the Singapore to
Kunming rail link (SKRL)
GMS Challenges Going
Forward
Singapore-Kunming Rail Link
• Shadow of the impact of the global economic crisis
• Continued investments in infrastructure
ƒ Multimodal transport (road and rail)
ƒ Energy: power interconnection and rural renewable energy
• Transform transport corridors into economic corridors
ƒ Transport and trade facilitation, including SPS & logistics
ƒ Economic corridor towns development project
• Enhanced focus on “soft” areas
ƒ
ƒ
ƒ
ƒ
Communicable disease control
Sustainable tourism development
Flood and drought management
Biodiversity conservation corridors/climate change
• Increased mobilization of private investments for the GMS
program, including public-private partnerships
THANK YOU
еѠэзѫц
Cҥm ɇn rҧt nhiӃu
9
䂓䇸ో਎⇇䈱ⷞὐ䈎䉌⷗䈢䊜䉮䊮Ꮉᵹၞ⻉࿖䈮䈍䈔䉎ⷰశ䇹
“Tourism in Mekong River Basin Countries from A Global Perspective”
㜞᧻㩷 ᱜੱ㩷 㩷 䉿䊷䊥䉵䊛䊶䊙䊷䉬䊁䉞䊮䉫⎇ⓥᚲ㩷 ઍ⴫ข✦ᓎ㩷
Mr. Masato Takamatsu, Representative Director & COO, Japan Tourism Marketing Co.
What To Be Discussed
•
Tourism in Mekong River Basin Countries
from A Global Perspective
•
•
•
•
•
•
•
Masato Takamatsu
Japan Tourism Marketing Co.
㩷
㩷
27,961
㩷
25,254
㩷
㩷
Top 10 Source Markets
(tourist departure 2005)
Global Tourist Traffic (2006)
㩷
㩷
International tourist arrival to world major destinations
vs. Mekong Region
Asian tourist arrival to Mekong Region
Japanese tourist arrival to Mekong Region
What attracts international visitors to Mekong Region?
Mekong in Tour Brochures
Turning tourist resources into tourist products
Issues and challenges for Mekong Region
Community-based tourism
1. Germany
2. U.K.
3. U.S.A.
4. Poland
5. Czech
6. China PR
7. Malaysia
8. Russia
9. Italy
10. France
13. Japan
98,826
403,780
131,139
17,639
9,491
19,863
11,656
㩷
㩷
77.4 Million international tourists
66.5
63.5
40.8
36.6
31.0
30.7
28.4
23.4
22.2
17.4
Source: UNWTO arranged by JTM
Source: UNWTO arranged by JTM
㩷
㩷
㩷
㩷
㩷
㩷
㩷
㩷
㩷
㩷
㩷
㩷
Top 10 Source Markets
(expenditure 2008)
1. Germany
2. U.S.A.
3. U.K.
4. France
5. China PR
6. Italy
7. Japan
8. Canada
9. Russia
10. Netherlands
Top 5 Destinations
for Top Tourist Generating Markets
91.2 billion US$
79.7
68.5
48.1
36.2
30.8
27.9
26.9
24.9
21.7
1.
2.
3.
4.
5.
Germany
France
13 Million
Austria
10 M
Spain
10 M
Italy
10 M
Turkey
4M
9 Vietnam 95,740
9 Cambodia 53,087
9 Laos
19,299
Source: UNWTO arranged by JTM
1.
2.
3.
4.
5.
U.S.A.
Mexico
19 Million
Canada
13 M
U.K.
3.6M
France
3.4M
Puerto Rico 2.9M
9 Vietnam
9 Cambodia
9 Laos
412,301
84,103
31,352
Source: UNWTO / Japan ASEAN Centre
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10
2009（C）Japan Tourism Marketing Co.
Top 5 Destinations
for Top Tourist Generating Markets
U.K.
1. Spain
16 Million
2. France
12 M
3. U.S.A.
4.5 M
4. Ireland
4.4 M
5. Italy
4.4 M
1.
2.
3.
4.
5.
9 Vietnam
105,918
9 Cambodia 84,103
9 Laos
31,352
9 Vietnam 95,740
9 Cambodia 53,087
9 Laos
19,299
Top 5 Source Markets (2007)
Cambodia
France
Spain
9.3 Million
Italy
4.8 M
U.K.
3.4 M
Portugal 1.9 M
Germany 1.1 M
1.
2.
3.
4.
5.
Korea
Japan
U.S.A.
China
Taiwan
17.6%
8.6%
7.3%
6.3%
6.3%
Laos
1.
2.
3.
4.
5.
Vietnam
Thailand 58.5% 1. China
ASEAN 19.9% 2. Korea
China
3.4% 3. U.S.A.
U.S.A.
2.8% 4. Japan
France
2.1% 5. Taiwan
13.4%
11.4%
9.9%
9.9%
7.5%
Source: ASEAN-Japan Centre
Source: UNWTO / Japan ASEAN Centre
Top 5 Destinations
for Top Tourist Generating Markets
Major Source Markets (2007)
thousand
4000
ASEAN
Korea
China
Japan
USA
Taiwan
Australia
France
UK
Germany
3500
3000
2500
2000
1500
1000
500
0
Vietnam
Cambodia
1.
2.
3.
4.
5.
China PR
Hong Kong 9.1 Million
Macau
2.8 M
Singapore 1.1 M
Korea
1.1 M
Thailand 1.0 M
9 Vietnam
558,719
9 Cambodia 118,417
9 Laos
54,920
Laos
1.
2.
3.
4.
5.
Taiwan
China
Japan
Hong Kong
Thailand
Korea
4.6 M
1.4 M
0.7 M
427,033
335,224
6. Vietnam
9 Cambodia
9 Laos
Source: ASEAN-Japan Centre
314,026
118,180
2,731
Source: UNWTO / Japan ASEAN Centre
Top 5 Destinations
for Top Tourist Generating Markets
Japanese Tourist Arrival
thousand
1.
2.
3.
4.
5.
Korea
China
4.7 Million
Japan
2.6 M
Thailand 1.1 M
U.S.A.
0.8 M
Philippines 0.7 M
Vietnam
475,535
Cambodia 329,909
Laos
13,060
450
400
350
300
250
200
150
100
50
0
Japan
1.
2.
3.
4.
5.
China
Korea
Hong Kong
Hawaii
U.S. Mainland
4.0 M
2.2 M
1.3 M
1.3 M
1.3 M
Vietnam
Cambodia
Laos
410,515
161,973
29,770
Vietnam
Cambodia
Laos
1997
Source: UNWTO / Japan ASEAN Centre
2000
2002
2005
2007
Source: Japan ASEAN Centre
11
2009（C）Japan Tourism Marketing Co.
What Attracts International Visitors
to Mekong?
•
•
•
•
•
•
•
•
•
What Attracts International Visitors
to Mekong?
Angkor Wat and other historical heritages
Peaceful and spiritually relaxing atmosphere
Local food
Good natured people
Local handicraft
Nostalgic landscape
Untapped nature
Exotic image
Other people’s comments and recommendations (Word
of Mouth)
• Angkor Wat and other historical heritages
© ASEAN-Japan Centre
What Attracts International Visitors
to Mekong?
What Attracts International Visitors
to Mekong?
• Peaceful and spiritually relaxing atmosphere
• Peaceful and spiritually relaxing atmosphere
What Attracts International Visitors
to Mekong?
What Attracts International Visitors
to Mekong?
• Local food
• Good natured people
© ASEAN-Japan Centre
© ASEAN-Japan Centre
12
2009（C）Japan Tourism Marketing Co.
What Attracts International Visitors
to Mekong?
What Attracts International Visitors
to Mekong?
• Good natured people
• Good natured people
© ASEAN-Japan Centre
© ASEAN-Japan Centre
What Attracts International
Visitors to Mekong?
What Attracts International Visitors
to Mekong?
• Local handicraft
• Nostalgic landscape
© ASEAN-Japan Centre
What Attracts International Visitors
to Mekong?
What Attracts International Visitors
to Mekong?
• Word of Mouth (Vietnam)
– Enjoyed Asian atmosphere in Vietnam.
– Shopping handicrafts at low prices.
– Young and lively country.
– Nice and kind community people.
– Beautiful scenery of Ha Long Bay was impressive.
– Enjoyed cultural heritages in Hue and Hoi An.
– First visit to Vietnam, but I felt nostalgia everywhere.
– Fashionable streets of Ho Chi Minh, just like Paris.
– Mekong river cruise was a good memory.
• Word of Mouth (Vietnam)
–
–
–
–
–
–
–
13
Polluted air in cities.
Noises from motorcycles were annoying.
Domestic transportation was inconvenient.
Concerned about safety and sanitation.
Garbage and trashes on the streets were disgusting.
Some people in tourism sector were not very nice.
Sorry to see resort hotels constructed on the beautiful
natural beach of Nha Trang.
2009（C）Japan Tourism Marketing Co.
What Attracts International Visitors
to Mekong?
What Attracts International Visitors
to Mekong?
• Word of Mouth (Cambodia)
–
–
–
–
–
–
• Word of Mouth (Cambodia)
Angkor Wat was just wonderful.
Beautiful Angkor Wat with the rising Sun.
Enjoyed light up show and story telling at Angkor.
Traditional folk dance was very enjoyable.
Very good natured people.
People were simple and kind to visitors.
–
–
–
–
–
–
What Attracts International Visitors
to Mekong?
Extremely hot and humid!
Visa was troublesome.
Urbanization in Siem Reap disappointed me.
Beggars on the streets were unpleasant.
The entire tour group got sick after having salad.
Drivers do not follow traffic rules.
What Encourages Travel Trade to
Offer Mekong Tours?
• Word of Mouth (Laos)
• Mekong is an attractive destination for Japanese travel
trade.
• It is a much more profitable destination for travel trade
than other city and resort destinations in Asia where
price competition cuts down the profit.
– Beautiful nature
– Unsophisticated but nice and kind people
– Enjoyed delicious Lao food.
– Domestic transportation was inconvenient.
– Medical service is not sufficient.
Mekong in Tour Brochures
Mekong in Tour Brochures
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2009（C）Japan Tourism Marketing Co.
Mekong in Tour Brochures
Mekong in Tour Brochures
Mekong in Tour Brochures
Mekong in Tour Brochures
Mekong in Tour Brochures
Mekong in Tour Brochures
15
2009（C）Japan Tourism Marketing Co.
Turning Tourist Resources into
Tourist Products
Turning Tourist Resources into
Tourist Products
• Tourism resources do not attract tourists unless they are
made into tourism products.
• Heritage preservation projects by researchers and experts
– Heritage preservation site tour guided by experts
• Local life experience
– Home visit, farm stay programs
• Unique traditional culture
– Tour program to observe and participate in local culture
events
• Many attractive tourist resources are visited only by a
handful of Japanese tourists due to uneasy access from
gateway cities.
– Prepare transportation service to the sites for visitors.
<Tourism products>
<Tourism resources>
Have potential to be Resources + added value + marketing
made into products
Nature
Wild life
Historical Monuments
Unique local food
=> eco tour with an interpreter
=> safari tour with an expert guide
=> accessible, information on site
=> served at hotels/restaurants for
tourists
Issues and Challenges for Mekong
Differentiation
•
•
•
•
Sihanouk Ville vs. Langkawi
Nha Trang vs. Phuket
Eco tours east Cambodia vs. eco tours in Malaysia
Temples in Laos vs. temples in Thailand
Tourism Infrastructure
• Poor condition of roads
– Valuable heritages are not easily accessible
especially during rainy season
• Toilets
– Female travelers tend to avoid visiting destinations
where toilet facilities are in a poor condition
• Safety and security
– Mines remain next to the tourist sites.
– Japanese tourists are sensitive to safety and security
– Some vehicles for tourists are not well maintained.
Issues and Challenges for Mekong
Issues and Challenges for Mekong
Access: Direct access from source markets
• A rapid increase in the number of Korean visitors to
Cambodia is a result of direct flights from Seoul and
Pusan to Siem Reap and Phnom Penh.
Tourist Attraction
• Concentration of visitors into Siem Reap area
– Tranquil and spiritual atmosphere has been disturbed.
• Environment change: peacefulness lost
• Conservation of heritages
• Many tourist resources remain unknown to the market.
Growth of Japanese visitors to Vietnam
• 1990 Weekly 2 direct flights from Osaka to Ho Chi Minh.
• 2009 46 direct flights from three airports in Japan
• 20 thousand (1990) 㹢 400 thousand (2007)
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2009（C）Japan Tourism Marketing Co.
Issues and Challenges for Mekong
Issues and Challenges for Mekong
Tourist Services
• Short of Japanese speaking guides in Cambodia
and Laos
• The number of tourist guides in Vietnam is
sufficient.
• Quality of Japanese speaking tourist guides
– They are of good nature
– Average language skill is lower than expected.
– Some guides force their clients to shop which
leads to complaints from the clients.
– No guarantee of work assignment & income
Marketing and Promotion
• ‘Mekong’ is not yet widely known as a tourist destination.
• Destinations in Vietnam other than Ho Chi Minh and
Hanoi need further promotion.
• People go to Angkor Wat but not to Cambodia. --Overdependence on a single tourism resource is a risk.
• The destination image of Laos is not well communicated.
People know Laos by name, but hardly recall an image.
• Lack of national tourist offices in Japan
– Represented by an airline (Vietnam) or tour operators
(Cambodia & Laos).
– Marketing and promotional activities are limited.
To Attract More Visitors to Mekong:
To Attract More Visitors to Mekong:
1. Promote ‘Mekong’ as a truly Asian exotic destination.
2. Establish a Mekong tourist promotion office in major
source markets.
3. Increase direct air access --- scheduled and charter,
from major market.
4. Improve tourist access within the Mekong region.
5. Hospitality mind and skills need to be acquired.
– Tour operators offer training programs for tour
guides.
– License system needs to be reviewed to improve the
average level of the guides and eliminate guides
without necessary skills.
6. Enhance community awareness of tourism and invite
community people to participate in tourism activities.
– Community people tend to think that only the tourism
sector profit from tourists, and the rest of the
community are troubled by visitors.
– Community involvement and cooperation is essential
for the development of tourism.
Community-Based Tourism
Community-Based Tourism
Tourism has a major economic impact on local communities.
Farmers
Hotels
Restaurants
Tourists
Local
products
Suppliers
• The operators in the market may not be as familiar
with the destinations and their tourism resources as
the people of the local community.
Craftsmen
Shops
Attractions
New Jobs
Tourist guides
• Traditional tour planning is based in market. Tours
are planned and designed by tour operators in the
market, who know needs of their customers.
Increased
local
consumption
17
2009（C）Japan Tourism Marketing Co.
Community-Based Tourism
To Attract More Visitors to Mekong:
• Include tourism related project in the list of ODA.
• Community-based tour planning will give the local
community an opportunity to develop and market the
tourism attraction that have not yet recognized in the
source markets.
• Case 1: Mercosur Tourist Office In Japan
– Argentine, Brazil, Paraguay and Uruguay formed an
alliance to promote South America as one destination.
– The project was funded by Japanese government
through JICA’s ODA scheme for three years.
To Attract More Visitors to Mekong:
•
Include tourism related project in the list of ODA.
•
Case 2: Sri Lanka
– Both Yen loan and technical cooperation projects
are in progress in tourism sector.
2004 Baseline Survey
2007 Tourism Resources Improvement Project (TRIP)
2008 Project for the Development of Culture-Oriented
Tourism in Sigiriya (COTS)
2009 Special Assistance for Project Implementation for
Tourism Sector Development Project
Thank You
18
2009（C）Japan Tourism Marketing Co.
⻠Ṷ㩷 䂹㩷 PRESENTATIONS
㩷
㩷
䂓䇸䊜䉮䊮࿾ၞ䈮䈍䈔䉎ᣣᧄੱ䈱ⷰశ䈱․ᓽ䈫ⷰశଦㅴ䇹㩷
“Characteristics of Japanese Tourism, Tourism Promotion in Mekong Region”㩷
଻ဈ㩷 ᣿ᒾ㩷 㩷 ␠࿅ᴺੱᣣᧄᣏⴕᬺදળ䋨㪡㪘㪫㪘䋩ᶏᄖᣏⴕᬺോㇱ䊙䊈䊷䉳䊞䊷㩷
Mr. Akihiko Hosaka, Manager, Outbound Travel Division, Japan Association of Travel Agents (JATA)
Contents
1. Current situation of
Japanese overseas travel market
Characteristics of Japanese Tourism,
Tourism Promotion in Mekong Region
2. Characteristics of
Japanese travel industry
3. Characteristics of
Japanese overseas travelers
August 2009
４．Three key players influencing Japanese market
５． Approach to the Japanese Market
Akihiko Hosaka
Manager
６. Three marketing projects to promote Mekong
Outbound Travel Division
Japan Association of Travel Agents
(JATA)
1. Current state of Japanese Overseas Travel Market
1. Current state of Japanese overseas travel Market
The growth in Japanese travel
Source：ＪＮＴＯ
Un it:Th ousan ds
20000
Visit World Campaign
16000
Basic Concept:
Expand Two-way Tourism between Japan and the world
12000
Objectives:
8000
Increase Japanese outbound travelers to 20 million by 2010
Revise the current business model and build a stronger
business relationship between Japanese tour operators and
travel agencies, and overseas travel business partners
4000
0
Out
In
（64）
127
353
（70）
663
854
（00）
17,819
4,757
（95）
15,298
3,345
（90）
10,997
3,236
（75） （80） （85）
2,466 3,909 4,948
812 1,317 2,327
（08）
15,987
8,351
（06）
17,535
7,330
（03） （04）
13,297 16,831
5,212 6,138
1. Current state of Japanese Overseas Travel Market
1. Current state of Japanese Overseas Travel Market
The unique structure of
the Japanese overseas travel market
Annual Number of Japanese Overseas Travelers (2000-2007)
Visit World Campaign (2008-2010)
Actual
Project
2004-2007
20000
[2] 17.4 %
18000
Individual
(Size) [1] 68.7 %
Honeymoon Tours,
Sightseeing （Package Tours,FIT）
Study Travel,
Homecoming Trips
Visits to Relatives/Friends
16000
Business Trips
Attendance at Seminars
14000
12000
10000
8000
(Expense Bearer)
4000
Actual/
Projected
Growth vｓ
Previous Year
(Expense Bearer)
Incentive Tours,
Technical Visits,
Business Study Tours,
Recreation for
Employees
2000
0
Individual
Corporation
6000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
17,819
16,216
16,523
13,296
16,831
17,403
17,534
17,298
15,987
19,000
20,000
8.9
-9.0
1.9
-19.5
26.6
3.4
0.8
-1.3
-7.5
5.6
5.3
[3] 7.9 %
School Excursion Trips,
Office Group Tours,
Community Group Travel,
Hobby-circles Trips,
Religious Group Travel
Group
(Size)
19
[4] 4.1 %
1.Current state of Japanese Overseas Travel Ｍａｒｋｅｔ
Population Pyramid in Japan
Over 90s
2003年
2010年
80s
To feature the uniqueness of
Japanese travel market;
70s
2010
2010
60s
2003
団塊の世代
BabyBaby-boomers
男
Male
50s
40s
2003
[1] Dependent more on
leisure trips than on business trips
団塊の世代
女
BabyBaby-boomers
Female
30s
Unit: 1,000persons
1200
800
20s
10s
[2] Huge number of domestic tourists
Source: Ministry of
Public Management,
Home
Affairs, Posts &
Source by Ministry of Public Management,
Home Affairs, Post & Telecommunications
Telecommunications
[3] Inbound tourism market,
bigger & bigger
800 1200
2. Characteristics of Japanese Travel Industry
2. Characteristics of Japanese Travel Industry
(1) A unique consumer protection system
Travel Agency Law as a consumer
protection law
Unique characteristics of the industry;
Special Compensation
(1) Consumer protection system
Travel Itinerary Booking Guarantee
(2) 800 package tour travel agents
Certified General Travel Services Manager
Business Guarantee Bond
(3) Land operators essential
JATA’s responsibilities
Underdeveloped sense of consumer’s
responsibility
2. Characteristics of Japanese Travel Industry
3. Characteristics of Japanese Overseas Travelers
(1) Preferred Travel Destinations
(2) 800 package tour travel
agents of overseas travel
[1]Historical places
Marketing channels: 1.Brochures
2.Media (newspaper, magazines, TV)
3.Direct mail
4.Internet
*Japanese people love learning from history
*They want to satisfy their intellectual curiosity at historic sites
and museums
*They especially like to compare Japanese history with other
(3) Land operators essential
for the overseas travel industry
in Japan
countries
[2]Scenic Places
*Japanese are inspired by grand, dramatic vistas and unique
scenery
Ｔｒａｖｅｌ Ａｇｅｎｔｓ
Ｌａｎｄ ｏｐｅｒａｔｏｒｓ
Ｓｕｐｐｌｉｅｒｓ
*They like to compare Japan’s scenery with other locations
*They need to be motivated to go there
20
3. Characteristics of Japanese Overseas Travelers
3. Characteristics of Japanese Overseas Travelers
[3]Health and Wellness
[6] Interesting Cuisine
*The younger generations are more interested in beauty care
or refreshment
*The senior and the baby boomers are more interested in
health and healing
*The Japanese of all generation likes hot springs or “Onsen”
in Japanese
*Japanese are eager to try local dishes, special cuisine
and drinks
*They are delighted to learn the origin or background
behind the food
*Some people also wish to have Japanese or Chinese food
[4] Artificial Beauty
occasionally
*Man-made structures and cityscapes are equally important
[7] Authentic Arts and Crafts
tourism resources as natural beauty
[5] Warm Hospitality and Friendship
*Japanese look forward to enjoying local music or dancing
*Hospitable people at a destination are a great resource that
and see music as a key component of their travel experience
can help enhance the overall image of a place
*They are particularly interested in seeing traditional arts and
*More Japanese say they want an opportunity to interact
enjoying world-class performances at their original locations
and communicate with local residents when traveling
3. Characteristics of Japanese Overseas Travelers
3. Characteristics of Japanese Overseas Travelers
(2) Factors Influencing Destination Selection
[8] Shopping
[1] Safety and Security
*There are two types of travelers—those looking for designer
and brand items and those who prefer local arts and crafts
*Both groups like to purchase items that will evoke memories
and are easy to carry home
*Some people enjoy bargaining while others are satisfied with
the price marked
*Japanese have a very discriminating eye for quality
*If Japanese have any slight concern about their safety,
they are likely not to travel
Four types of security notice by Ministry of Foreign Affairs:
Level 1: Be careful during your stay
Level 2: Consider the advisability of going
Level 3: Postponement of trip recommended
Level 4: Evacuation of the area advised
[2] Cleanliness and Sanitation
[9] Nightlife
*Japanese are particular about cleanliness
*Some Japanese travelers look forward to enjoying nightlife
after dinner at bars or nightclubs as they would in Japan
*If safe and sanitary, a lively nightlife district is appealing
to all Japanese tourists
*In hotels and restaurants, they are always concerned
about towels, bed linens, restaurant utensils, toilets,
bathrooms, and overall cleaning standards
3. Characteristics of Japanese Overseas Travelers
3. Characteristics of Japanese Overseas Travelers
[4] Comfortable Accommodations with
Attentive Service
[3] Peace of Mind
*The hotel itself and its facilities are important factors in
*Japanese expect and demand everyday amenities even
while traveling abroad and Japanese are afraid when
high quality of amenities are not available at the hotel
determining the quality of the Japanese travel experience
*Clean and comfortable hotels are essential. Luxury is not
always required.
*They are concerned about becoming sick or
maintaining their own health
*Most senior, married couples prefer a room with two
separated beds rather than only one
*Japanese expect hotel employees to provide the same
*They are worried about being cheated when they go
shopping
personalized service they would receive at a Japanese inn
*Japanese-speaking hotel staff is preferred.
21
3. Characteristics of Japanese Overseas Travelers
3. Characteristics of Japanese Overseas Travelers
[7] Qualified Japanese-speaking Guide
[5] Direct Air Service
*Easy access to a destination is essential
*Japanese are shy from changing flights unless there is
no choice
*Local guides must have sufficient Japanese language
ability to correctly explain the local tourist attractions
and culture
[6] Convenient Transportation
Infrastructure
*Japanese travelers also expect a nice personality
and a good sense of hospitality
*Japanese travelers tend to expect convenient, punctual
〔8〕Tourism Promotion
public transportation just like in Japan
*They are impatient and do not like waiting long
Three Key Words for Tourism promotion are;
*They want to move around and sightsee efficiently
PLANNING: Minute planning for promotion
DO: Execute promotion based on the plan
without wasting much time
CHECK: Target based on the plan has been realized?
4. Three key players influencing Japanese market
5. Approach to the Japanese Market
Tourism promotion must have a strategy
to address each one
1. Tourism Promotion is competitive
among the countries & regions
*Wholesalers/tour operators/travel agencies:
Responsible for package tour development, sale
and operation. Requires a distribution strategy.
Many countries are eager
to invite Japanese visitors.
*Consumers:
Influencing consumers on a direct level is most
important so that they are inspired to visit your
destination.
It is necessary for official and private sectors:
[1] To be aware it is a competition
*Media:
[2] To keep an eye on the promotion
activities of other destinations
Requires an effective public relations and
advertising strategy.
5. Approach to the Japanese Market
5. Approach to the Japanese Market
2. What is indispensable for propelling
tourism promotion in Japan ?
3. Materials in “Japanese” are essential
for tourism promotion in Japan
[1] Website
The necessities for marketing in Japan are:
[2] Promotional materials
[1] To understand the mentality of Japanese
and their characteristics
[3] Providing information,
inquiries & answers
[2] To understand the Japanese tourism industry
Other competitive destinations produce
and provide many materials in Japanese
to appeal to the general public.
[3] To know how Japanese travel agents work
22
5. Approach to the Japanese Market
5. Approach to the Japanese Market
4. To establish close relationships
with Japanese travel agencies,
tour operators, media and consumers
5. Options for regular contact with
the travel agents, media and
consumers
[1] Establish a Tourism Office in Japan
Contact once or twice a year
at workshops, seminars or travel fairs
is not enough.
[2] Assign a representative in charge of tourism
[3] Appoint a GSA (General Sales Agent) to
promote tourism on behalf of your country’s
Tourism Ministry
What to do next ?
[4] Maintain contact with land operators handling
your country
5. Approach to the Japanese Market
5. Approach to the Japanese Market
Ｅｘａｍｐｌｅ：Number of Japanese visitors to Vietnam
6. Well-balanced promotion activities
and factors of the “soaring growth”
for Travel Agents, Media and Consumers
450,000
160%
410,515
384,718
140%
320,605
120%
Travel Agents
279,769
100%
152,755
Consumers
300,000
267,210
250,000
①The marketing
strategy of travel agents
200,000
②The influence of
media
100,000
40%
Media
400,000
350,000
209,730
204,860
80%
60%
392,999
20%
150,000
50,000
0%
0
2000
2001
2002
2003
2004
2005
2006
2007
2008
Y e ar - t o ye ar gr o wt h
* 227,446 visitors 95.8% growth (Jan.-Jul.2008)
6. Three marketing projects to promote Mekong
6. Three marketing projects to promote Mekong
Current Market Situation
Mekong Area Tourism Promotion
Committee, established by JATA
No. of Japanese tourists to Vietnam,
Cambodia, and Laos in 2007 & 2008
1 Purpose of the Committee:
To promote 5 countries of Mekong area ;
Vietnam, Laos, Cambodia, Thailand, Myanmar
450
400
2007: ■
350
2008: ■
300
250
Unit: 000
200
Vietnam
150
Cambodia
Laos
World
100
50
0
2007
Viet.
Camb.
Laos
161,200
29,800
2008
393,000
163,000
31,600
15,987,000
% vs 07
-4.5%
410,500
+1.1%
+6.0%
-7.5%
2 Committee consists of:
Almost 30 overseas tourism business companies,
such as main travel agents, airlines, tour
operators, Japan ASEAN Center
17,535,000
Key Words: Market Potentiality in Mekong region
23
6 Three marketing projects to promote Mekong
The three main Projects to promote
Mekong Area
1 Mekong River Cruise
2 Inspection teams to Vietnam
Thank you for your kind attention
① In Sep.: To increase overseas high school excursion
② In Oct.: New products for Central Vietnam
3 New products
Unveil ruins in the region of Cambodia &
Laos, combination with Angkor Wat
Japan Association of Travel Agents (JATA)
http://www.jata-net.or.jp/
24
䂓䇸ᜬ⛯⊛ⷰశ㐿⊒䈱⃻⁁䈫੹ᓟ䈱⺖㗴䈍䉋䈶࿾ᣇ䈱ⷰశᝄ⥝䇹
“Current Situation and Challenges for Future on Sustainable Tourism Development and Tourism Promotion at Remote Areas”㩷
䊃䉪䊶䉸䉪䊖䊮㩷 㩷 䉦䊮䊗䉳䉝᡽ᐭⷰశ⋭㩷 ࿖㓙දജ䊶㪘㪪㪜㪘㪥 ᜂᒰㇱ㩷 ㇱ㐳㩷
Mr. Thok Sokhom, Director of International Cooperation and ASEAN Department, Ministry of Tourism, Cambodia
Cambodia Tourism Map
Current Situation and Challenges for Future on
Sustainable Tourism Development and Tourism
Promotion at Remote Areas
Siem Reap
Eco-Tourism
Area
By: Mr. Thok Sokhom
Director
Dept of International Cooperation & ASEAN
Phnom Penh
& Its Surroundings
Costal Area
Siem Reap-Angkor
Tourism of Culture and Nature
A
k W
Angkor
Wat Temple
Heritage of Humanity and World Wonder
The tourism sphere of the Kingdom of Cambodia is considered one of the ten
top priorities of the national economy.
The Angkor Wat temple marvelously sited in the midst of the forest is
overlooked by a helicopter.
Preah Vihear Temple
The Sacred Site of
Preah Vihear Temple
World Heritage
Located in the northern part of Preah
Vihear Province and perched on the
mountain range of Dangrèk
25
Phnom Penh The Kingdom’s Capital
Royal Palace
Coastal zone
Naga Bridge to Wat Phnom
Independent Monument
National Assembly
Mangroves Forest
Eco-Tourism in the Northeast
Enjoy the unique marine life, pristine beaches, and coral reefs around beautiful islands, and
discover the diversified natural treasures along the coastline of 435 km – Over 70 coral species
are found in Cambodian water. Mangroves are spread along the coast from Kèp to Koh Kong,
and it covers an area of over 50,000 ha in Koh Kong. Wildlife sanctuaries and national parks offer
the visitors unique flora and fauna.
Mekong River Dolphins in Kratie &
Stung Treng Provinces
Eco-Tourism in the Northeast
Yeak Laom Lake is 3 kilometers from the Banlung Town of Rattanak Kiri
Province. It is a scenic crater lake of the extinct volcano.
26
Eco-Tourism in the Northeast
Wildlife in Rattanak Kiri Province
Rattanak Kiri Province is home to many species of animals.
The1996 survey Wildlife Sanctuary recorded 44 mammals, 76
birds, and 9 reptile species.
Sopheakmith Waterfall
Tonle Sap Lake
Tonle Sap Lake Habitat (Birds Sanctuary)
Prèk Toal on the Tonlé Sap Lake is the biggest bird reserve in
Southeast Asia. It is home to thousands of migrant birds including
Whiskered Terns, Darters, Cormorants, and Spot Billed Pelicans.
Of great interest are the rare Adjutant and Painted Storks.
In addition, Cambodia has one of only two nesting sites for the
beautiful and extremely rare Sarus Crane. Ang Trapeang Thmor is
a reservoir to the North.
Pelicans
The Tonlé Sap – a Large Freshwater River and translated as
“Great Lake” – is a combined lake and river system. It is the
largest freshwater lake in Southeast Asia and is an ecological
hotspot that was designated as a UNESCO biosphere in
1997.
Stork
Source Market Arrivals in 2008
Tourist accommodation in Cambodia
Destination
Hotels
Hotel
Rooms
Guest
Houses
Rooms of
Guest
Houses
Phnom Penh
149
7,370
280
3,605
Siem Reap
105
8,073
204
2,620
Coastal Area
56
1,985
150
2,109
Eco-tourism Area
23
691
59
705
Others
68
2,743
202
2,547
401
20,862
895
11,586
Total
Cranes
Africa, 0.19%
Americas,
9.64%
Europe, 21.52%
27
Middle East,
0.35%
Same-day visitors,
5.84%
ASEAN,
26.09%
ASEAN, 26.09
Asia,
the Pacific & ASEAN,
62.46%
Mode of Arrivals in 2008
Tourist Arrivals in Cambodia 2000-2008 and 1st
quarter 2009
share(%)
1,000,000
2,125,465
1,421,615
1,055,202
701,014
1,500,000
786,524
2,000,000
1,700,041
2,500,000
2,015,128
Inbound International Tourists
58.3%
26.9%
31.5%
32.5%
3.4%
5.8%
604,919
1,239,407
570,903
668,504
690,138
71,889
124,031
466,365
Air
PNH int’l airport
REP int’l airport
Land
Water ways
Same-day visitor
500,000
0
2000
REP, 31.5%
2001
2002
2003
2004
2005
2006
2007
2008
Year
- 2008: 2,125,465, increased 5.48%
- In first semester of 2009 tourist arrival to Cambodia over 1.08
million dropped 1% compared to the same period of 2008.
PNH, 26.9%
International Air
Gateway to Cambodia (Water Access)
Thai International Airways
Vietnam Airline
Silk Air
- Phnom Penh International Port
Malaysia Airline
-Daun Penh District, Phnom Penh Capital
Dragon Airline
- SihanoukVille International Seaport
Bangkok Airways
-Mittapheap District, Sihanouk Province
Shanghai Airline
Southern China Airline
Lao Airlines
Siem Reap Int’l Airways
Eva Air
Visa on arrival available
Gateway to Cambodia (by air)
Gateway to Cambodia
Gateway to Cambodia (Land Access)
19 Border Check
Points:
- 7 International Border Checkpoints with Thailand
- With Vietnam 8
-Poipet, Cham Yeam, Daung, Prom, O’smach, Chorm and Phrea Vihear Temple
- With Thailand 7
- With Lao 1
- 9 International Border Checkpoints with Vietnam
- Sea port 1
-Bavet, Kaam Samnor, Phnom Den, Trapaing Phlong, Trapaing Srè, Oyadao,
- Airport 2
-Banteay Chakrei, Preak Chak and Samrong
- 1 International Border Checkpoints with Lao PDR
-Trapaing Kreal
Visa on arrival available
28
3.6 Mi
Projection of the Number International
Inbound Tourists 2009 to 2015
Cambodia Tourism Vision 2015
2.26 Mi
2.12 Mi
2.20 Mi
4.00 Mi
3.00 Mi
2.50 Mi
5.00 Mi
3.0 Mi
6.00 Mi
Tourism
Vision 2015
2.00 Mi
Tourist Arrivals
Int’l Development
Assistance Pro.,
Investment
Opportunities
1.00 Mi
0.00 Mi
Y2008
Y2009
Y2010
Internationally renowned for community based
eco-tourism adventures along the Mekong River
providing authentic experiences into river life in
north east Cambodia ……
……..that deliver benefits to poor communities
and contribute to conservation of the Mekong
River and habitat of the critically endangered
Mekong River Dolphin.
Level of Consultation & Field Assessment
G
O
s
ov
er
n
C
om me
m nt
un
ity
O
th
er
Pr
iv
at
TO e S
TA ect
or
L
2
N
Dec 07
Jan 08
13
8
4
5
3
#
9
Feb 08
5
3
3
Mar 08
3
3
4
Apr/May 08
#
#
#
#
29
15
19
3
TOTAL
Short Term
G
2007 December - 4
Note that SNV are funding
base line survey
component of the Project
Future Product Development - Kratie
Stakeholder Consultation
Field Trips
Base Line Surveys *NB
Y2015
The Mekong River Discovery Trail will become:
• Loan-financed Project:
– Mekong Tourism Development Project (MTDP);
• Tripartite Cooperation Project:
– Mekong Dolphin Discovery Trail Project
– 28 CBT sites in Cambodia
TOTAL 32 Field Trips
or 150 person days
Y2013
Vision
Pro-poor, Sustainable Tourism Development
Community-based Tourism Development Projects
2008 January - 15
February - 6
March – 7
Y2011
3
3
Wat Roka Kandal Handicraft &
1 Display Centre
20
#
22
#
14
#
10
#
#
Kayak from Koh Khnhaer to Sar Sar Mouy
Medium Term
66
Fam Trip
• 168 international visitors
A total of 22 participants including:
• 99 domestic visitors
• 4 media,
• 29 industry enterprises
• 7 key tour operators,
• 49 horse carts (Kratie)
• 2 APSARA Authority staff,
• 14 village focus groups
• 4 MoT staff, and
• 764 households
• 2 Laos private sector
Long Term
2 Rouy
3 Ecolodge at Ou Kreing (Koh Khnhaer)
4 Boat Service between Kratie & Stung Treng
6
4
Heritage Tours of Kratie town
5 and Governor’s House
6 Houseboat tours along the
Mekong
5
29
1
Future Product Development – Stung Treng
Interpretation & Trail Design
4
1 Waterfront Plan for Stung Treng
Short Term 2 Promote Thmei Nature Resort
Interpretation
Plan & Products
8
3 Houseboats on Ramsar Wetlands
4 Trail to Son Phamit Falls
Medium Term
5 Houseboats on Ramsar Wetlands
6 Heritage Trail Thala Barivat
9
5
3
Trail Design
Plan
Mountain Bike between Stung
7 Treng & Koh Khnhaer
Long Term
trail furniture and infrastructure, trail
construction specifications, sign plan,
visitor centres designs
2
6
8 Eco-lodges – Ramsar Wetlands
trail guide booklet, signs, promotional
posters & billboards, logo & branding
package, webpage
1
9 Kayak – Ramsar Wetlands & Sre Krasang to
Koh Khnhaer
10 Boat Services between Stung Treng & Kratie
10
7
9
Capacity Building
1st
2nd
3rd
4th
5th
6th
7th
8th
9th
English training
Hospitality
Ecotourism/CBT Awareness
Guiding Skills
Basic Tourism Knowledge
Business Management Skills
Computer Skills
Restaurant Management
Cultural Tourism
•
Support for NGOs and institutions to provide Intensive English and
hospitality training for communities.
•
Support for CCBEN for CBET network and to provide capacity building
for Government Institutions and NGOs.
•
Support for DoT staff for establishment of CBET committees and guide
training in communities
Temporary
Website
Domain name purchased and Temporary
Website uploaded –in March 2008
www.mekongdiscoverytrail.com
Permanent site (8 pages) uploaded in April 2008
Final
Website
jo
Solutions from
the MDT Project
Trail Website
M
Mekong Tourism Development Project
1/ Home Page
Introduction
Getting There and Getting Around
Comfort, Safety and Care
2/ The Trail
The Vision
Behind the Trail
Why should I choose Ecotourism
Conserving the Mekong R Dolphin
3/ Kratie Trails
Introduction
Feature Story on Nhem
4/ Stung Treng Trails
Introduction
Feature Story on Krolan
5/ The Mekong Mountain Bike Trail
6/ Contacts and Links
7/ News
8/ Resources
Itineraries and Promotional Stories
Photo Library
Mekong Tourism Development Project
Part “B”
Pro-poor community based tourism development
10 subcomponents
Part “B”
Pro-poor community based tourism development (Conti.,)
6. Supporting gender development
1. Strengthening institutions and community
participation
7. Ensuring ethnic minority participation
8. Training in marketing and promotion
2. Creating awareness of tourism benefits and
environmental and cultural conservation
3. Developing pro-poor tourism products
9. Promoting community-based tourism networks and
eco-tourism stakeholder associations
4. Developing small-scale tourism infrastructure
10. Project performance monitoring system
5. Capacity building for tourism-related local microenterprises and communities
30
Part B Component
Part B Component
Visitors and Income Statistics in O'Russeykandal
Year
2005
2006
2007
2008
• Mekong River Dolphin
• Rich bio-diversity
• Two communities
Visitors Income
4,983 830.000 Riels (207$)
5,085
748.000 Riels (187$)
6,093
2.225.900 Riels (556$)
10,968 (10 Int.) 6.753.900 Riels (1.688$)
- 2005 privatized;
- Mid-2006 established as CBT; and
- 2007: - Gross-income 2.225.900 (556$)
- Community fund: 600. 000(150$)
2008: - Gross-income: 6.753.900 (1.688$)
- Community fund: 1.100.000 (275$)
– O’Reussey Kandal
– O’Svay
– Preah Rumkel
12000
Amount of Visitor and Inc
O’Reussey Kandal Community-based Tourism:
Stung Treng Province
10000
8000
Visitors
6000
Income
4000
2000
0
1
2
3
Home-stay and community-lodge
Community-guide
Rental Services (8 kiosks, mats and
hummocks, etc)
Service fee: car and motorbike parking,
entrance fee, food vendors
O’Reussey Kandal Community-based Tourism :
Part B Component
4
Year 2005-2008
ADB
O’svay Community-based Ecotourism:
Year
Visitors
Income
2007 100
400,000 Riels (100$)
2008 861 (32 Int.) 16,086,000 Riels (4,021.5$)
Amount of Visitor and Inco
Visitors and Income Statistics in O'Svay CBET
4500
4000
3500
3000
2500
2000
1500
1000
500
0
–
–
–
–
–
–
–
–
–
Visitors
Income
1
2
Year 2007-2008
Mid-2006 established as CBT
- 2007: - Gross-income 400,00
- Community fund 200,000 (50$)
-2008: - Gross-income 16,086,000
- Community fund 1,613,000 (405$)
Home-stay and community-lodge
Community-guide and Boat
F & B services
Service fee: car and motorbike parking,
entrance fee, food vendors
Cultural performance
O’Reussey Kandal and O’svayCommunity-based
Tourism:
ADB
Community Information Centre
Food Vendor
Kiosks
Entrance check point
Car park
Small bridge
Directional and prohibitive signs
Signs board
Toilets
O’Svay Community-based Ecotourism:
– The GMS Youth visited the CBT module at Stung Treng Province on 26
March 2008
–
–
–
–
–
–
–
31
Community Information Centre
Car park
Stair
Directional and prohibitive signs
Signs board
Community-lodge
Floating pier
ADB
Yeak Laom Lake and Three Waterfall Community:
–
–
–
–
–
–
–
–
* Yeak Laom & 3 Waterfalls:
- Rich bio-diversity
- Culture of livelihood of ethnic
minorities:
– Yeak Loam Lake
– Three waterfall sites
ADB
Food Vendor
Changing room
Entrance checkpoint
Car park
Small bridge
Directional and prohibitive signs
Signs board
Toilets
Rural Tourism (Home-Stay)
Experience True Khmer Lifestyle
na
Located in Baray District, Kampong Thom Province, the Khmer village
home-stay is unique community-based tourism which captures the
essence of village life in the heartland of Cambodia.
Thank
Thank You!
You!
Romduol National Flower
32
䂓䇸࿖㓙ⷰశቴ䈱⺃⥌ଦㅴ䈻䈱䉝䊒䊨䊷䉼䇹㩷
“Approach for the Promotion to Attract International Tourists”㩷
㩷
䉝䊮䊶䉨䊛䊶䉣䊮㩷 㩷 䉦䊮䊗䉳䉝ᣏⴕᬺදળ䋨㪚㪘㪫㪘䋩㩷 ℂ੐㐳㩷
㩷
Mr. Ang Kim Eang, President of Cambodia Association of Travel Agents (CATA)
㩷
Approach For the
Promotion to Attract
International Tourists
Main Objectives:
¾ preserve and promote cultural &
natural heritage
¾ increase tourist arrivals
¾ generate income for local tourism
sector
¾ attract tourism investments
CATA
Cambodia Association of Travel Agents
18-19 Aug 2009
㩷
㩷
mg09
mg09
㩷
㩷
㩷
㩷
㩷
¾
Tourism is an increasingly global phenomenon promoted
as a means of economic development. As markets are
becoming more saturated and competitive, tourism
promoters are pressed to create a unique brand for their
region, a promise of an experience visitors will find in
their location alone. Tourism is Cambodia’s one of the
highest export earner and therefore regarded as a key
element in economic development and terms of trade.
¾
This conference is aimed to present some of the
strategies and the methods of promotion to increase the
market in the future.
㩷
㩷
㩷
㩷
㩷
¾
Cambodia is becoming a leading destination for tourists and already
government efforts are under way through the Ministry of Tourism
and the Private Sector Tourism Group Members to develop and
maintain this sector to become a major source of foreign exchange
and revenue for development in the country. Though it is currently
rated as one of the highest foreign exchange earners in the country,
the potential of the tourism industry to become a leading source of
foreign exchange earnings in Cambodia has not been far realized. It
is evident that the country’s tourism potential has not been fully
explored and marketed.
¾
Tourism in Cambodia, is an important source of revenue for the
region. It is a growing industry and if utilized well, can be a driving
contribution to economic development. The world is capitalizing on
Tourism, and we cant be left alone when we know the potential of
untapped tourism.
㩷
mg09
mg09
㩷
㩷
㩷
㩷
㩷
㩷
Objective : Increasing Visitors
¾
㩷
¾
㩷
¾
㩷
¾
㩷
㩷
㩷
¾
Improving domestic and overseas awareness;
Increasing domestic and overseas interest and intention
to visit;
Attracting more domestic and overseas companies;
¾
Developing different marketing and communication
activities;
Increasing media coverage domestically and globally;
¾
Planning an intensive international media campaign;
¾
¾
mg09
On the importance of positioning the country as
a destination in the global tourism market, we
have to work hard for destination branding.
Our every effort should be made to sensitize the
stakeholders in the tourism industry to ensure
good behavior towards tourists, especially
foreign visitors, and enhance their safety.
We also have to stress the need to improve the
infrastructure and maintain a clean environment
to attract more foreign tourists.
mg09
㩷
㩷
㩷
㩷
33
¾ One
of the key element to improve the
tourists arrivals is efforts for making border
free travel
¾ Target border infrastructure investments at
ports of entry (POEs). Investments in this
infrastructure will support tourism by
making travel between the Cambodia and
other nations more efficient.
¾
¾
¾
Think about these facts:
should launch initiatives to project Cambodia as a
tourist-friendly destination by marketing its products
abroad and added that private sector should be made
partner to achieve optimum results from such efforts and
to attract domestic and international tourists.
Tourism is also one of the main sector which had the
potential to contribute substantially in the poverty
alleviation and improving the living standards of the local
community apart from fetching huge amount of foreign
exchange for the country.
To attract tourists, we should develop a proper vision
and a well-knit approach which is missing at the moment.
mg09
mg09
Domestic Promotion Channels
Some of the Promotional Campaigns:
¾ Sales missions;
¾ Advertising in the media;
¾ Participating in international tourism
events and exhibitions;
¾ Hosting of journalists, foreign travel writers
and travel agency personnel.
¾
Tourism promotion: by holding tourism
exhibitions, tourism road shows and purposeful
promotion focusing on key provinces or regions,
to set up targeted plans and themes and
collectively promote sales of packages / tickets;
¾
Holiday and festival promotion: using national
holidays as the celebration platform to hold
various activities.
mg09
mg09
Cambodia’s Global Brand
Known Fact
¾ Tourism is clearly a key economic
development opportunity to the region and
it is widely recognized that the potential of
expansion in both visitor numbers and
yield is great.
¾ So strengthening our belief and fact and
working towards it
¾
¾
mg09
Cambodia’s global brand is “Kingdom of Wonder”. This
is a strong place promotion brand to attract the
international traveler to a region where they are
promised a unique experience in the Kingdom.
To attract more domestic and international visitors we
can also organize Cultural, Music, Arts and Dance
festivals. The effect is placing a product in the market to
attract visitors, be it domestic or international travelers,
and increase awareness of the region. This is the
tourism developers answer to promoting Cambodia as a
unique place on the map, ‘like no other kingdom’,
offering an experience distinct to the region.
mg09
34
Some of the Focused Strategies:
¾ partnership with the business sector
¾ establishment of a marketing group
¾ Enhanced networking and linkaging
¾ Working collectively to increase in tourist
arrivals
¾ increase in funding support, revenue and
savings
¾ enhanced public perception and cooperation
¾ fresh investments in tourism facilities
Tourist arrivals
Jan-Jun 2009 – 1,086,518 Change 1.1%
¾ Vietnam:
147,721 – Change 40%
79,657 – Change 1%
¾ UK: 56,434 – Change 15%
¾ Laos: 52,708 – Change 142%
¾ France: 52,153 – Change 6%
¾ USA:
mg09
mg09
Thank You
mg09
35
䂓䇸䊤䉥䉴䈫࿾ᣇ䈮䈍䈔䉎ᜬ⛯⊛ⷰశ㐿⊒䈱⃻⁁䈫੹ᓟ䈱⺖㗴䇹㩷
㩷
“Current Situation and Challenges for the Future on Sustainable Tourism Development in Lao PDR and Remote Areas”㩷
㩷
䉴䊷䊮䊶䊙䊆䊯䉤䊮㩷 㩷 䊤䉥䉴᡽ᐭⷰశᐡ㩷 ⸘↹දജㇱ㩷 ੐ോዪ㐳㩷
Mr. Sounh Manivong, Director General, Department of Planning & Cooperation, Lao National Tourism Administration (LNTA )
Overview of the GMS Tourism Sector
Cooperation
Lao National Tourism Administration
Tourism is one of the 11 flagship programmes
in the GMS Economic Cooperation in
recognition of its important contribution toward
Current Situation and Challenges
for the Future on Sustainable Tourism
Development in Lao PDR and
Remote Areas
Socio-economic development.
Poverty elimination.
Mr. Sounh Manivong,
Director General
Department of Planning and Cooperation
Conservation of natural and cultural heritage
resources.
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Overview of the GMS Tourism Sector
Cooperation
1)
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4)
5)
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1996-1997, UNESCAP was studying the
potential of the Mekong/Lanxang Tourism
Resources and Infrastructure.
2002, ADB was agreed to finance on
implementation some of the tourism projects in
Cambodia, Lao PDR and Viet Nam and many
projects in related with tourism industry.
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2005, the GMS Tourism Sector Strategy had
prepared by the ADB and adopted by the six
member countries.
This strategy is the result of the work of the
six GMS countries, the private sector, nongovernment organization, and development
partners.
Main objective of this strategy is to develop
and promote the Mekong as a single
destination, offering a diversity of good quality
and high-yielding sub-regional products that
help to distribute the benefits of tourism more
widely.
1998, ADB continue to study on
Mekong/Lanxang Tourism Development
Planning and identified the priority projects with
the cost estimation both for public and private
investments.
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Mekong/Langxang River Tourism Development
(Cont.)
Mekong/Langxang River Tourism Development
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Promoting the sub-region as a Tourism
Destination.
Sub-regional Tourism Forum.
Training the Trainers in Basic Skills of
Tourism.
Training Resource Managers in
Conservation and Tourism.
The Mekong River Planning Study.
2)
3)
December 1994 the 1st workshop was held in
Kunming. The aim of the workshop for
consultation between member countries and
development partners on GMS tourism
development and promotion which 5 priority
projects:
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5 priority projects:
GMS tourism cooperation programmes were
studied by the ADB and UNESCAP since 1993
and was adopted at the 3rd GMS Economic
Ministerial Meeting in Hanoi in April 1994.
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Mekong/Langxang River Tourism Development
(Cont.)
Lao PDR is in the
center of 3 Major
Economic
Corridors
The sub-regional tourism objective has been divided
into seven strategic objectives following the program
are as:
• North – South:
Yunnan, PR China Laos - to N. Thailand
1. Marketing (guide book, VDO, map, website, exhibition
participation).
2. Tourism-related Infrastructure Development.
3. HRD.
4. Natural-Cultural-Social Impact Management.
5. Pro-poor and Equitable Distribution of Benefit.
6. Private Sector Participation.
7. Facilitation the Movement of Tourists.
• East – West: Thailand
- Laos - Viet Nam
• Southern: Thailand Laos - Viet Nam
The Thematic Subregion-wide project concepts are
included 29 projects and planed to implement up to the
year 2015.
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• National Tourism Strategy 2006-2020 has been approved
by the government since 2005
Golden Quadrangle
EWEC
Emerald Triangle
Green Triangle
Tenchong-Myitkyina
Southern Tourism Coastal Corridor
Andaman Coastal and Marine Zone
The Heritage Necklace
Red River Valley Tourism Zone
N.E Lao-Viet Nam Highland zone
.
t
Lao Tourism Strategies and Plans
# 10 Zones
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
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s
.
• National Ecotourism Strategy & Action Plan also approved
Some key objectives identified under the Strategies include:
• Service quality upgrades, tourism education & training
• Product diversification based on Laos’ unique cultural &
natural attractions
• Equity considerations and spreading benefits to remote
communities
• Promotion of Laos and Lao products to the global market
place
• Emphasizes regional and international cooperation and
investment
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Infrastructure and Transport
• Upgrades the airports in Vientiane, Luang Namtha,
Luang Prabang and Pakse
Lao Ecotourism Resources
• Route R-3 North – South economic linking Yunnan
to N. Thailand via Luang Namtha and Bokeo
provinces completed
• National Protected Area (21 sites)
• Two World Heritage Sites (Luang Prabang, Vat Phou)
• Routes 8, 9 & 12 linking Lao PDR, Viet Nam &
Thailand
• Plain of Jars World Heritage nomination in preparation
• Cruise the Mekong
• Traditional culture, indigenous knowledge and ethnic
minorities
• Savannakhet – Mukdaharn Thai-Lao Mekong Bridge
completed
• Handicrafts and local products
• Wildlife
• New road to the main tourist destinations in the
provinces
• The Mekong and its tributaries
• And many others…
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• Mountains, caves and plateaus
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37
20 National Protected Areas cover over 13% of the country
Ecotourism Activities in the Lao PDR
w w w . e c o t o u r i s m l a o s . c o m
w w w . e c o t o u r i s m l a o s . c o m
One of many incredible landscapes
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Trekking ancient forests
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Raft the remote and beautiful rivers
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Spot a wild elephant from Ban Na’s Elephant Tower – Bolikhamxay
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See freshwater dolphins in the Mekong at the Lao-Cambodia Border
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Historic caves
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Experts weavers and traditional handicrafts
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Cool off at one of our awesome waterfalls
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Main Ecotourism Development Partners
Local festivals
• All Private sector partners exhibiting today
• ADB in Luang Namtha, Luang Prabang, Khammouane and Champasak
• SNV in Vientiane, Houaphanh, Luang Prabang, Khammouane and
Savannakhet
• UNESCO in Luang Namtha, Xieng Khouang, Luang Prabang and
Champasak
• Governments of New Zealand and Luxembourg
• DED in Bolikhamxay, Oudomxay and Xieng Khouang
• JICA in Savannakhet
• EU in Luang Namtha and Luang Prabang
• GTZ in Muang Sing
• WWF in Champasak (funded by France Gov.)
• IUCN
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39
Marketing and Promotion
Featured Tours and Products
• Trekking in the North
• Mekong River Cruises in Luang Prabang and Pakse
• Annual Lao Ecotourism Forum/Conference
• Heritage Tours in Luang Prabang, Xieng
Khouang/Plain of Jars and Vat Phou/Champasak
• Mekong Tourism Investment Summit in March 2006
• Houaphanh Province and Viengxay Cave Complex
• Participation in international tourism industry trade
exhibitions
• Caves in Khammouane
• Eco-tours in National Protected Areas
• Websites, brochures, posters and VDO
• Kayaking, rafting, biking, caves, birding, wildlife
camping, trekking, weaving, and special interest
tours
• Tour operator marketing alliances and fam tours
w w w . e c o t o u r i s m l a o s . c o m
w w w . e c o t o u r i s m l a o s . c o m
Kunming
Mengzi
CHINA
Namtu
NANNING
Ha Giang
Lao
Cai
Jinghong
MYANMAR
Transport
Linkages and
Border Posts
Accommodation
Lang
Son
Phong
Saly
HANOI
Pak Mong
Hawng luk
Nateul
Phoulao
Luang
Muang Kham
Prabang
Xieng Khouang
CHIANG
MAI
LAO PDRPaksane
Vinh
Nape
VIENTIANE
• Wide range of accommodation from ecolodges
to family-run guesthouses to 5-star hotels in
Vientiane, Luang Prabang, Savannakhet and
Champasak
Hon gai (Cai Lan)
HAIPHONG
Hoa Binh
Samneua
Mea sai Houesai
Chiang Rai
Ha Tinh
Nong Khai
Pegu
Border Posts issuing:
Nakhon
Phanom
Dong Hoi
Thakhek
Quang Tri
Savannakhet
Phitsanulok
Moulmein
Visas on Arrival (existing)
Visas on Arrival (planned)
No Visas on Arrival
• 7,237 rooms in Vientiane
Udon
Thani
Mukdahan
Hue
Khon Kean
Nakhon
Sawan
THAILAND
DA NANG
Ubon
Ratchathani
Quang Ngai
Pakse
Nakhon
Ratchasima
VIET NAM
Thomburi
Qui Nhon
International Airport:
BANGKOK
• 2,243 rooms in Luang Prabang
• Over 1,758 rooms in Savannakhet
• 2,072 rooms in Champasak
Siem Reap
Battambang
Airport connecting with Laos
International Airport in
Lao PDR (existing)
International Airport in
Lao PDR (planned)
Stung Treng
CAMBODIA
Me Thout
Kompong
Cham
Da Lat
PHNOM PENH
Nha Trang
Cam Ranh
Bien Hoa
Chumphon
My Tho
Kampong Seom
HO CHI MINH
Vung Tau
Racha Gia
Surat
Thani
Nakhon Si Thammarat
Can Tho
Can Mau
w w w . e c o t o u r i s m l a o s . c o m
Border Facilities
Lao Tourism Trends
• ASEAN visa exemptions ( 8 countries)
• Over 1.7 million arrivals in 2008
• 30-day visa-on-arrival, US$ 30 – 40 for most
nationalities
• More than half of arrivals are coming for culture and
nature based activities
• Visa-on arrival available at international border
checkpoints in Vientiane, Luang Prabang,
Savannakhet, Bokeo, Luang Namtha, Champasak,
Bolikhamxay, Xieng Khouang, Khammouane, Attapeu,
and Sayabuli.
• Positioning as “Ecotourism Center of GMS”
• Growing ASEAN and long-haul markets
• Visa extensions available
• Border-pass available for neighboring countries
• Laos is now more connected to the GMS by air and
road links than any time in history
• 1st Friendship bridge now open from 6:00am-10:pm
• Other checkpoints open 8am-6pm
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w w w . e c o t o u r i s m l a o s . c o m
40
The Challenges for the future on Sustainable
Tourism Development in Lao PDR and Remote
Areas
not good roads or road system to remote areas
lack of good accommodation for tourists in remote
areas
lack of funds for tourism development
high competitive in tourism markets with other
countries
many of natural tourism resources were used for
other businesses
Lao National Tourism Administration
Lane Xang Avenue, P.O. Box 3556
Vientiane, Lao PDR
Tel: (856-21) 212 251, 217 910
Fax: (856-21) 212 769
www.tourismlaos.org
www.ecotourismlaos.com
www.weco2009laos.com
www.mekongtourism.org
w w w . e c o t o u r i s m l a o s . c o m
41
Thank you
䂓䇸࿖㓙ⷰశቴ⺃⥌䈱ᣇ╷䈲䋿㩷
䊤䉥䉴⚻ᷣ⇇䈱ଦㅴ䉝䊒䊨䊷䉼䇹㩷
㩷
“How to Attract International Tourists? A Promotion Approach of the Lao Business Community”
㩷
䉟䊮䊁䉞䊶䊂䉠䉝䊮䉰䊯䉜䊮㩷 㩷 䉫䊥䊷䊮䊂䉞䉴䉦䊋䊥䊷䊤䉥䉴㩷 ᚲ㐳㩷
Mr. Inthy Deuansavan, Director of Green Discovery Laos
Laos’ First Adventure Travel &
Ecotourism Company
Reasons of setting up Green
Discovery Laos
By: Inthy Deuansavan
㩷
㩷
㩷
㩷
㩷
Our Activities
History
㩷
㩷
•Kayaking
y Green Discovery Laos has been
founded and operated since 2001
㩷
•Rafting
•Cycling
y Our concept:
㩷
y
㩷
Conserving nature and culture in partnership
with the community
y
Developing alternative sources of income
and supporting sustainable livelihoods for
the villagers
y
Offering foreign customers a way to
experience the local life and landscape in a
way that benefits all
•Wildlife observation
y
Bringing Laos and the Lao people closer to
the visitors from other parts of the world
•Motorbike tours
㩷
㩷
㩷
•Trekking
•Rock climbing
•Canopy tour
•Home stays
•Incentive/team building tours
• Educational tours
㩷
㩷
㩷
㩷
㩷
Our Team
y Collaborating with 74 villages around
the country
㩷
y (30% in the National protected area)
㩷
y 2.643 families
㩷
y 268 local guide
y 143 Activities from 1 day up to 14 days
㩷
㩷
㩷
More that 60 full-time staff
㩷
㩷
㩷
㩷
㩷
㩷
42
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are needed to see this picture.
Our Offices
Profile of our clients
y Luang Namtha
Number Of T ouris ts
y Luang Prabang
-
20000
Nongkhew
Number O f Touris m
0
2006
y Vang Vieng
2007
2008
y Vientiane
11.104
16.849
8.225
y Khammouane
y Champassak
-
Donedat
y Individual tourist
(international and local)
y Travel agency
(local & international)
y School
y Company
y Local government
y Embassy
y International organization
How Green Discovery attracts
international tourists
Field of interest
-
Nature experience
Wildlife
People (customs and way of life)
Food
Education
Adventure
Relaxation
Entertainment
Team spirit
Volunteer work
Supporting the poor
Conservation…
Corner stones are
y Cooperation with Various Partners
y Good Product Development
y Professional Promotion
y Quality Performance
43
Our Partners
The Government
Key institutions
are the
y National Tourism Administration
Mutual consultation for tourism policy and advertisement
y
y
y
y
Government
Businesses (local and foreign)
Local communities
Development Organizations
Common implementation and action
y Ministry of Agriculture and Forestry
Environmental issues
Wildlife Protection
Business Partners
International Organizatons
y Link with local and international companies
Product development in partnership with
y Organize transnational package tours
y Multi-lateral Institutions (IUCN, WWF): Environment
y NGOs (WCS): Environment,
y Volunteer Organizations (Open Mind Projects): Language
y Advertise product in cooperation
y Fast and timely services
to meet international requirements and quality
specifications and to attract recognition
(performance certifcation)
Promotion
Product
y Attractive “Green” Product
y Internet (website)
- Appeal to respective market demand
y Media (TV, Newspapers, Magazines…
- Exclusive tours (e.g. multi day, motorbike excursions)
- Uniqueness - no mass tourism
y Printed Matter (brochures, posters, banners, stickers…
- Educational value
y Fairs & Exhibitions (ATF, ITB, TTM, WEC…)
y Quality
- No-thrill performance
y Choices
- Variety of alternatives
- Flexibility in tour set-up
44
Performance
A satisfied customer comes back and recommends
Green Discovery (indirect promotion) if
performance like
y
y
y
y
y
Reliabilty
Safety standards
Equipment
Trained staff
Environment protection
y Respect for local communities
y Distribution of benefits
do meet her/his expectations
Thank you to
adventure with us…
www.greendiscoverylaos.com
45
䂓䇸䊯䉢䊃䊅䊛䈮䈍䈔䉎ᜬ⛯⊛ⷰశ㐿⊒䈱⃻⁁䈫੹ᓟ䈱⺖㗴䈍䉋䈶࿾ᣇ䈻䈱ⷰశଦㅴ䇹
“Current Situation and Challenges for the Future on Sustainable Tourism Development in Vietnam and Tourism Promotion for the Remote Areas”
䊌䊮䊶䊃䊦䊮䊶䊦䉥䊮㩷 㩷 ⷰశ㐿⊒⺞ᩏᯏ㑐㩷 ೽ᚲ㐳㩷 㩷 㩷
Mr. Pham Trung Luong, Deputy Director of Institute for Tourism Development Research
UNWTTO EDUCATIOION SEMINAR ON TOURISM DEVELOPMENT
IN MEKONG RIVER BASIN COUNTRIES
CONTENTS
Ha Noi, Vietnam, 18-19 August 2009
CURRENT SITUATION AND CHALLENGES FOR THE
FUTURE ON SUSTAINABLE TOURISM DEVELOPMENT
IN VIETNAM AND TOURISM PROMOTION FOR
THE REMOTE AREAS
Overview of tourism development in Vietnam
Challenges for sustainable tourism development in VN
㩷
Tourism promote in remote areas
㩷
㩷
㩷
Assoc. Prof. Dr. Pham Trung Luong
Institute for Tourism Development Research – VNAT
㩷
㩷
OVERVIEW OF TOURISM DEVELOPMENT IN VIETNAM
㩷
㩷
Tourism potential ?
㩷 OVERVIEW OF TOURISM
㩷 DEVELOPMENT IN VIETNAM
• High
g tourism potential
p
because
of natural characters and high
historical-culture value
㩷
㩷
• Among tourism sites, many ones
are of international recognition
g
㩷
㩷
㩷
㩷
㩷
㩷 VNAT OVERVIEW OF TOURISM DEVELOPMENT IN VIETNAM
㩷 World Heritages
㩷
OVERVIEW OF TOURISM DEVELOPMENT IN VIETNAM
World biosphere reserves
Ha Long bay : 1994, 2000
㩷
㩷
㩷
㩷
㩷
Cat Ba islands: 2004
Coastal wetland of Red
river delta : 2004
West of Nghe An: 2007
Cu Lao Cham island :
2009
Cat Tien NP : 2003
Coastal of Kien Giang :
2006
Can Gio mangrove
forest :2000
Ca Mau NP : 2009
Phong Nha-Ke Bang NP: 2003
Hue former capital : 1993
Hue royal cremmonial music: 2003
Hoi An ancient town: 1999
My Son relic: 1999
㩷
㩷
Cong chieng highland
space: 2005
533 biosphere reserves in 107
countries (as of May 2009)
㩷
㩷
㩷
㩷
46
VNAT
OVERVIEW OF TOURISM DEVELOPMENT IN VIETNAM
OVERVIEW OF TOURISM DEVELOPMENT IN VIETNAM
Ha Long bay: 2005
Phong Nha cave : 2003
Đa Nang beach : 2006
Nha Trang bay : 2007
Longg beach– Phu Quoc
Q
: 2008
02 of most beautiful beaches worldwides
03/30 most beautiful bays of the world
VNAT
One of the most beautiful and
biggest caves in the world
Lang Co bay : 2009
Son Mong cave : 2009
OVERVIEW OF TOURISM DEVELOPMENT IN VIETNAM
OVERVIEW OF TOURISM DEVELOPMENT IN VIETNAM
Largest lagoon in South East region
Based on high tourism
potential, Vietnam can
develop diversified
tourism products,
many from them
should have high
competition in the
region and in the world
Tam Giang - Cau Hai lagoon
VNAT
OVERVIEW OF TOURISM DEVELOPMENT IN VIETNAM
OVERVIEW OF TOURISM DEVELOPMENT IN VIETNAM
How is tourism
development in
Vietnam?
Year
Inter.
visitors
Domestic
visitors
Tourism
revenue
Tourism
GDP
Hotel
rooms
Tourism
employee
(Thousand)
(Thousand)
(Bil. USD)
(Bil. USD)
(Thousand)
(Thousand)
190/680
2003
2 429
2,429
13 500
13,500
1 90
1,90
36
3,6
82 0
82,0
2005
3,460
16,100
2,52
4,5
112,0
250/710
2006
,
3,580
17,500
,
3,18
,
4,8
,
142,1
,
260/780
2008
4,250
18,500
3,52
4,8
207,0
350/800
- From 2003, tourism has continually
developed
- Average developed speed for period 20032008:
* Inter.visitor number :10.1%/year
* Domestic visitor number : 4.8%/year
* Touris revenue : 11.5%/year
* Hotel rooms : 16 6%/year
47
OVERVIEW OF TOURISM DEVELOPMENT IN VIETNAM
Main markets
OVERVIEW OF TOURISM DEVELOPMENT IN VIETNAM
Market share (%)
UK, Germany
France, Sweden,
erNetherlands
ans
Malaysia, Japan, Korea, Hong
Kong Singapore, China
Market
Total (‘000)
Chi
China
Australia,
New Zealand
OVERVIEW OF TOURISM DEVELOPMENT IN VIETNAM
Business
2.428,7 2.928,0 3.460,0 4.172,0 4.253,7
15 3
15,3
- 9.5
95
ASEAN
13,5
13,3
14,4
15,2
15,3
9.9
North East Asia
22,6
25,8
26,0
27,9
25,7
6.1
North America
10,7
11,5
11,4
11,7
15,2
1.3
8,7
8,5
8,8
8,7
8,3
-1.1
4,2
4,7
4,4
4,3
4,5
3.3
11,8
9,6
12,5
14,0
15,7
6.3
100 0
100,0
100 0
100,0
100 0
100,0
100 0
100,0
100 0
100,0
2008 : 4,253,000 inter. visitors
In 2005, first time in
Vi
Vietnam,
t
th
the T
Tourism
i
Law
L
has been adoped by the
XIth National Assembly at
its 7th session and it came
into force from 1 January
2006
19,9%
7,0%
11,8%
VFR
Other
Leisure
Business
VFR
Other
OVERVIEW OF TOURISM DEVELOPMENT IN VIETNAM
OVERVIEW OF TOURISM DEVELOPMENT IN VIETNAM
Integration of Vietnam tourism with the region s
Tourism Promotion : “National Tourism Action Programme”
Mekong
ong
tourism
2001 – 2005 : 8,6 million USD
Vietnam
2006 – 2010 : 7,7 million USD
48
10.9
13 4
13,4
Policy :
61,3%
Leisure
Change
OVERVIEW OF TOURISM DEVELOPMENT IN VIETNAM
Market segmentation by purpose of visit
14,4%
2008
22 5
22,5
Others
8,5%
2007
26 6
26,6
Oceania
15,5%
2005
28 5
28,5
Europe
61,6%
2004
(%)
USA. Canada
2007 : 4,172,000 inter. visitors
2003
OVERVIEW OF TOURISM DEVELOPMENT IN VIETNAM
Mukdaharn
Phitsanulok
Sukhothai
Savannakhet
VNAT
Integration of
Vietnam tourism
ith the
th region’s
i ’
with
tourism:
Hue
OVERVIEW OF TOURISM DEVELOPMENT IN VIETNAM
S iis ttourism
So,
i
development
p
sustained. Is’ it?
WEC tourism
Mawlamying
Da Nang
VNAT
OVERVIEW OF TOURISM DEVELOPMENT IN VIETNAM
CHALLENGES FOR SUSTAINABLE
TOURISM DEVELOPMENT IN VIETNAM
The
Th answer is
i ....
NOT so as
expected
CHALLENGES FOR SUSTAINABLE TOURISM DEVELOPMENT IN VIETNAM
CHALLENGES FOR SUSTAINABLE TOURISM DEVELOPMENT IN VIETNAM
Awareness in tourism is limited (cont.) :
Awareness in tourism is
limited
The phenomenon of
“invitation with insistance”
is still widespread
Have not
strategy
for
Ecotouris
m&
Communit
y-based
tourism
49
CHALLENGES FOR SUSTAINABLE TOURISM DEVELOPMENT IN VIETNAM
CHALLENGES FOR SUSTAINABLE TOURISM DEVELOPMENT IN VIETNAM
Awareness in tourism is limited
(cont.) :
Tourism management
capacity is limited :
Impacts of tourism
activities on environment
Have not regulation
for “carrying
capacity”
management in
many tourist sites
CHALLENGES FOR SUSTAINABLE TOURISM DEVELOPMENT IN VIETNAM
CHALLENGES FOR SUSTAINABLE TOURISM DEVELOPMENT IN VIETNAM
The number of high
competitive tourism
products is limited :
Limitation of conservation
for both natural and cultural
attractions :
- Limitation in
support from
Government
budget
- Not transparent
policy /regulation
for “back up
investment” from
tourism income for
- Low
expenditure
- Short staying
CHALLENGES FOR SUSTAINABLE TOURISM DEVELOPMENT IN VIETNAM
CHALLENGES FOR SUSTAINABLE TOURISM DEVELOPMENT IN VIETNAM
The participant of local
community is still limited :
Limitation of human resource :
- Low level of
tourism professional
skill and
managemental
qualification
- Poor in foreign
language
50
CHALLENGES FOR SUSTAINABLE TOURISM DEVELOPMENT IN VIETNAM
CHALLENGES FOR SUSTAINABLE TOURISM DEVELOPMENT IN VIETNAM
Limitation of sectoral
cooperation in resource use for
tourism development :
Low competiveness in tourism :
Rank
-Benefit
conflict in
development
Singapore
Malaysia
-Environmen
tal issues
Policy
Enviro
nment
Natural
resource
Infrastr
ucture
Human
resouce
GDP
share
Savety
(Trans
port)
7
1
27
98
43
1
13
8
32
12
44
18
71
22
22
42
Thailand
42
52
78
20
39
65
20
115
Indonesia
108
121
126
26
109
34
56
108
China
62
89
110
8
119
48
126
121
Vietnam
97
98
94
48
124
84
87
94
120
118
96
50
128
115
75
97
116
6
126
6
92
9
53
125
5
108
08
11
95
Laos
Cambodia
Ca
bod a
Source : WEF 2008
CHALLENGES FOR SUSTAINABLE TOURISM DEVELOPMENT IN VIETNAM
CHALLENGES FOR SUSTAINABLE TOURISM DEVELOPMENT IN VIETNAM
Poor tourism infrastructure :
Impact of climate change :
-Low air
transport
capacity
-Have
Have not
tourst sea
port
-Vietnam was
predicted to
be one of the
most
impacted
worldwide
- 10.8%
population
would be
affected by 1,0
m SLR
Inter. airports : 05
Dom. aiports : 20
Pl
Planned
d iinter.
t Ai
Airports
t : 05
Current carried capacity : 9.0 millions with 40% of international
2010 carrying capacity : 12.0 millions
2020 carrying capacity : 51.2 millions
2030 carrying capacity : 159.2 millions
CHALLENGES FOR SUSTAINABLE TOURISM DEVELOPMENT IN VIETNAM
Po v e r t y sit ua t io n by g e o g r a ph i c a l r e g io ns in v ie t na m, 2004
100%
60.0
TOURISM PROMOTION FOR
REMOTE AREAS
50.0
2002
40.0
For the
country
North
West
North
East
Red
river
Delta
17.5
15.3
43.7
29.2
8.9
6.1
-
23.3
21.3
10.0
28.5
23.2
20.0
18.2
12.9
54.5
46.1
30.0
37.1
29.4
2004
23.0
18.1
Pooverty :
VNAT
North Central South South Mekong
Central Plateau Central East
Delta
-P
Pooverty
ooverty line for 2006 -2010 (2008) : 390,000
VND (equivalent 21.6 USD) per person/month
- 2008
- 008 for Asia ––Pacific region (proposed by
2
ADB): 1.32 USD per person/day
51
TOURISM PROMOTION FOR REMOTE AREAS
TOURISM PROMOTION FOR REMOTE AREAS
WHY ?
WHY ?
Tourism promotion
- Consit many
high attracted
tourist sites
inclungding NPs,
prtected areas and
cultural heritages,
- High percentage
of pooverty that
should be affected
to sustainable
tourism
development
- Oporturnity for increase income
- Oporturnity for create new jobs
- Access better infrastructure and services
Poverty alleviation
Lowering pressure on nature & contributing to traditional
cultural reservation
Contribute to sustainable tourism development
TOURISM PROMOTION FOR REMOTE AREAS
HOW ?
Thanks for
your
attention
- Improving capacity of
NTA (VNAT) to develop
and apply policies and
plans focusing on
poverty reduction in
remote areas
- Upgrading
infrastructure, especially
transportation for remote
areas;
- Enhancing capacity of
local communities in
52
䂓䇸࿖㓙ⷰశቴ⺃⥌䈱䈢䉄䈱ലᨐ⊛䊒䊨䊝䊷䉲䊢䊮䇹“Effective
Promotion to Attract International Tourists”㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷 㩷
䊯䉤䊶䉝䊮䊶䉺䉟㩷 㩷 䉰䉟䉯䊮䉿䊷䊥䉴䊃䊃䊤䊔䊦䉰䊷䊎䉴␠㩷 ㇱ㐳㩷
Mr. Vo Anh Tai, Director of SAIGONTOURIST Travel Service Company
I/ Brief introduction about Saigontourist Travel Service Company
•
•
•
•
㩷
㩷
㩷
Who we are?
What we can offer?
Major source markets:
Achievements
㩷
㩷
㩷
㩷
㩷
㩷
㩷
㩷
1/ Promoting a positive image of Vietnam and Indochina in the
source markets
II/ Promoting Vietnam and SAIGONTOURIST in the source markets
Laos
The effective marketing & promoting
activities have considerably contributed
to our achievements.
㩷
Vietnam
㩷
㩷
Cambodia
㩷
㩷
㩷
㩷
㩷
㩷
㩷
㩷
Vietnam, Cambodia and Laos
"three countries, one destination"
Positive image of Vietnam:
㩷
㩷
㩷
㩷
㩷
•
•
•
•
Cultural richness
Long & glorious history
Beautiful landscapes and stunning beaches
Safe & friendly destination
Vietnam
Cambodia
㩷
㩷
㩷
㩷
㩷
㩷
53
Laos
2/ Market research
3/ Diversified travel products of the right kind and quality:
Market research is essential because it is the tool that helps our company
collect the necessary data and information to conduct pertinent approach for
promotion to attract international tourists visiting Vietnam and Indochina.
5/ Systematic promotion to potential tourists and travel trade
intermediaries (tour operators and travel agents) and the press
4/ Market-led pricing policy
5.2/ Support promotional activities of Tour Operators in the
source markets
5.1/ Promotional channels and tools
54
6/ Facilitate visitor entry
III/ Petition:
• Regarding Vietnam tourism marketing &
promotion, SAIGONTOURIST would like
to petition to the relevant authorities the
following:
THANK YOU FOR YOUR ATTENTION !
55
䊌䊈䊦䊂䉞䉴䉦䉾䉲䊢䊮䊶䉁䈫䉄䈫ឭ᩺㩷 䂹㩷 PANEL DISCUSSION䊶CONCLUSION & RECOMMENDATIONS
䉁䈝䇮ฦ࿖䈗䈫䈮ಽ䈎䉏䈩䈠䉏䈡䉏䈱䉴䉺䉳䉥䈮䈩࿖ౝ䊂䉞䉴䉦䉾䉲䊢䊮䈏ⴕ䉒䉏䈢䇯㩷
ฦ࿖䈎䉌䊐䉞䊷䊄䊋䉾䉪䈘䉏䈢⺖㗴䋨䊯䉢䊃䊅䊛䈎䉌䈲ឭ᩺䉅䈅䉍䋩䈲એਅ䈱䈫䈍䉍䋨⊒⴫㗅䋩䋺㩷
㩷
䊯䉢䊃䊅䊛㩷
㩷 䋪⺖㗴䋪㩷
䂓දജ૕೙䈱ᒝൻ䋨䋳䉦࿖䈱㪥㪫㪦䈲ⷰశ䊎䉳䊈䉴䈮䉅䈦䈫Ⓧᭂ⊛䈮ኻᔕ䈜䈼䈐䈪䈅䉎䋩㩷
䂓․䈮࿾ᣇ䈻ⷰశ೑⋉䉕䉅䈢䉌䈜䋨䉮䊚䊠䊆䊁䉞䊔䊷䉴䈱ⷰశ㐿⊒䈏ᔅⷐ䋩㩷
䂓䋳䉦࿖䈮䈍䈔䉎䉟䊮䊐䊤䈱⣀ᒙ䈭䉮䊮䊂䉞䉲䊢䊮㩷
䂓䋳䉦࿖䈱ⷰశ໡ຠ㐿⊒㩷
䂓ੱ᧚䉪䉥䊥䊁䉞䈱Ꮕ⇣䈱⸃ᶖ䋨䊯䉢䊃䊅䊛䈏䇮⥄࿖䈪⏕┙䈚䈢ᢎ⢒䊒䊨䉫䊤䊛䈫ੱ᧚ၮḰ䉕䇮㓞࿖䈪䈅䉎㩷
䊤䉥䉴䈫䉦䊮䊗䉳䉝䈱䉰䊷䊎䉴䈱⾰ะ਄䈱䈢䉄䈮ਔ࿖䈻ឭଏ䈜䉎䋩㩷
㩷
㩷 䋪ឭ᩺䋪㩷
䂓㪘㪛㪙䈱ᡰេ੐ᬺ䈏ቢੌ䈚䈢䉦䊮䊗䉳䉝࿖Ⴚઃㄭ䈱Ꮊ䈲䇮䉮䊚䊠䊆䊁䉞䊔䊷䉴䈱ⷰశ㐿⊒䈱䉋䈇ၮ⋚䈫䈭
䉍ᓧ䉎㩷
䂓․䈮䊯䉢䊃䊅䊛䈫䉦䊮䊗䉳䉝㑆䈱䊥䊋䊷䉿䉝䊷䈱䉋䈉䈭࿖Ⴚ⿧䈋䉿䉝䊷䈱ታ⃻㩷
䂓䋳䉦࿖䈮䈅䉎࿖㓙ⷰశᯏ㑐䈮䈍䈔䉎ᖱႎ੤឵䋨⛔৻㐿⊒䉇ᯏળ䈮䈧䈇䈩䋩㩷
䂓䋳䉦࿖䈱࿖Ⴚᴪ䈇䈱น⢻ᕈ䈅䉎ⷰశ࿾䈻䈱ᛩ⾗ⷐ⺧㩷
䂓᳃㑆ડᬺ䈮䉋䉎䋳䉦࿖䈱䈵䈫䈧䈱ⷰశ࿾ൻ᭴ᗐ䈱੹ᓟ䈱ታ⃻㩷
䂓ᣏⴕඳ䈭䈬࿖㓙⊛䈭䊒䊨䊝䊷䉲䊢䊮䈱䈢䉄䈮ᣏⴕ␠䈮䉋䉎䉿䉝䊷ౠሶ䈻䈱䋳䉦࿖䈱䉟䊜䊷䉳䈱⋓䉍ㄟ䉂㩷
䂓䊒䊨䊝䊷䉲䊢䊮䈱⚛᧚䈫䈚䈩䉟䊜䊷䉳᜛ᄢ䈱䈢䉄䈱䋳䉦࿖䉕䈵䈫䉁䈫䉄䈮䈚䈢䊑䊤䊮䊄䈱⏕┙㩷
䂓ੱ᧚㐿⊒ᢎ⢒䈱ᯏળឭଏ䈫ਥⷐㅍቴᏒ႐䋨ᣣᧄ䈍䉋䈶㐳〒㔌Ꮢ႐฽䉃䋩䈱䈘䉌䈭䉎ಽᨆ㩷
䂓䈘䉌䈭䉎ᶏᄖᣏⴕቴ₪ᓧ䈱䈢䉄䈱䋳䉦࿖㑆䈱࿖㓙⥶ⓨળ␠䈱ଦㅴ㩷
䂓⿧Ⴚᚻ⛯䈱⺞๺
䊤䉥䉴㩷
㩷 䋪⺖㗴䋪㩷
㩷 㩷 䂓䈫䈩䉅㊀ⷐ䈭䉦䉩䈪䈅䉎ᜬ⛯น⢻䈭ⷰశ㐿⊒㩷
㩷 㩷 䂓ⷰశଦㅴᵴേ䉕ㆀⴕ䈜䉎ᯏ㑐䈱⸳┙㩷
㩷 㩷 䂓䉮䊚䊠䊆䊁䉞㑆䈱೑⋉౒᦭㩷
㩷 㩷 䂓䋳䉦࿖㑆䈱දജ૕೙䈱⏕┙㩷
㩷 㩷 䂓ⷰశ࿾㐿⊒䈱䈢䉄䈱ၮḰ䈱೙ቯ㩷
㩷 㩷 䂓䋳䉦࿖䈱ⷰశ䊌䉾䉬䊷䉳䈱ㅧᚑ㩷
㩷 㩷 䂓䈇䉁䈣⣀ᒙ䈭ⷰశ䉟䊮䊐䊤䈱ᡷༀ㩷
㩷 㩷 䂓ⷰశ䈱቟ో䈫䉶䉨䊠䊥䊁䉞㩷
㩷 㩷 䂓ੱ᧚㐿⊒䈭䈬䈱ᵴേ䈻䈱⾗㊄⺞㆐㩷
㩷 㩷 䂓ⅣႺ଻ో㩷
㩷 㩷 䂓࿾ᣇ䈮䈍䈔䉎⽺࿎シᷫ㩷
56
㩷 㩷 䂓䉮䊚䊠䊆䊁䉞䊔䊷䉴䈱ⷰశଦㅴ㩷
㩷 㩷 䂓䊙䉪䊨䈱⾗㊄េഥ䇮ᵴേ䉕ᡰេ䈜䉎䈢䉄䈱䊐䉜䊮䊄䈱⸳┙㩷
㩷 㩷 䂓ⷰశ䉝䊃䊤䉪䉲䊢䊮䈻䈱䉝䉪䉶䉴䈱ะ਄㩷
㩷 㩷 䂓ㄘᬺᢥൻⷰశ䈫䊖䊷䊛䉴䊁䉟䈱ଦㅴ㩷
㩷
䉦䊮䊗䉳䉝㩷
㩷 䋪⺖㗴䋪㩷
㩷 㩷 䂓ᄢᄌ㊀ⷐ䈭䋳䉦࿖㑆䈱ㅪ៤㩷
㩷 㩷 䂓ᣂⷙ䈱ⷰశ໡ຠ㐿⊒䈫໡ᄁᚢ⇛㩷
㩷 㩷 䂓ੱ᧚㐿⊒䋨㪟㪩㪛䋩䋺࿾ᣇ䈮䈍䈔䉎䉮䊚䊠䊆䊁䉞䊔䊷䉴䈱ⷰశ䈫⢻ജ㐿⊒䈱䊃䊧䊷䊆䊮䉫㩷
㩷 㩷 䂓䋳䉦࿖㑆䈱䉲䊮䉫䊦䊎䉰䈱౞Ṗൻ㩷
㩷 㩷 䂓䊙䊷䉬䊁䉞䊮䉫ᚢ⇛䈮䈍䈔䉎දജ૕೙䈱᭴▽㩷
㩷 㩷 䂓䋳䉦࿖䋨㪚㪣㪭䋩䈮䉁䈢䈏䉎䉥䊷䊒䊮䉴䉦䉟᡽╷㩷
㩷 㩷 䂓ቭ᳃ㇱ㐷㑆䈱䊌䊷䊃䊅䊷䉲䉾䊒㩷
㩷 㩷 䂓౒ห䊒䊨䊝䊷䉲䊢䊮ᵴേ䈱ታᣉ㩷
䋨࿖㓙ᣏⴕඳ䈪䈱಴ዷ䇮ၞౝ䊒䊨䊝䊷䉲䊢䊮䇮䊐䉜䊛䊃䊥䉾䊒䇮䉨䊞䊤䊋䊮╬䋩㩷
㩷 㩷 䂓౒ㅢℂ⸃䈱ଦㅴ㩷
㩷 㩷 䂓ⅣႺ䈱଻ో㩷
㩷 㩷 䂓䊙䊷䉬䊁䉞䊮䉫ᚢ⇛䈻䈱᡽╷⊛ᨒ⚵䉂䈱᭴▽㩷
㩷 㩷 䂓䇸䈵䈫䈧䈱䊂䉴䊁䉞䊈䊷䉲䊢䊮䇹䈱䈢䉄䈱Ꮢ႐⚦ಽൻ䈮ኻ䈜䉎䊆䊷䉵䈱․ቯ㩷
㩷 㩷 䂓䊜䉮䊮࿾ၞ䉕ଦㅴ䈘䈞䉎䈢䉄䈱᳃㑆ㇱ㐷䈮䉋䉎⽷㕙⊛⽸₂㩷
એ਄䇮䋳䉦࿖䈎䉌⺖㗴䈫ឭ᩺䈏಴䈘䉏䈢ᓟ䇮ෳട⠪䉅੤䈋䈩䊐䊥䊷䊂䉞䉴䉦䉾䉲䊢䊮䉕㐿ᆎ䈚䈢䇯㩷
㩷
䉁䈝䇮ᣣᧄ䈱ⷰశ䊙䊷䉬䉾䊃䈮䈧䈇䈩䇮㪡
㪡㪘㪫㪘䈱଻ဈ᳁䉋䉍⊒⸒䈏䈭䈘䉏䈢䇯⊒⸒᭎ⷐ䈲એਅ䈱䈫䈍䉍䇯㩷
㩷
ᣣᧄੱ䉿䉝䊷䈲䉲䉢䊛䊥䉝䉾䊒䈱䉂⸰໧䈜䉎䈭䈬䇮䉁䈣䊜䉮䊮࿾ၞ䈪䈲๟ㆆᣏⴕ䈏⃻ᤨὐ䈪䈲䈅䉁䉍ⴕ䉒
䉏䈩䈇䈭䈇䇯䈚䈎䈚䇮ᣣᧄ䈱ᣏⴕ␠䈲䊜䉮䊮࿾ၞ䈪๟ㆆᣏⴕ䉕ㅧᚑ䈚䈢䈏䈦䈩䈍䉍䇮䈠䉏䉕ታ⃻䈘䈞䉎䈢䉄䈮䇮
ਅ⸥䈱䋳ὐ䉕ឭ᩺䈚䈢䈇䇯㩷
䋱䋮ᣣᧄ䈮䋳䉦࿖౒ห䈮䉋䉎ⷰశ੐ോᚲ䉕⸳┙䈜䉎㩷
䋲䋮䊃䉟䊧໧㗴䉕⸃᳿䈘䈞䉎䋨䉪䉥䊥䊁䉞䈱㜞䈇㜞ㅦ䊋䉴䋨䊃䉟䊧ઃ䋩䈱ข䉍౉䉏䇮࿾ᣇ䈮䈍䈔䉎ᷡẖ䈭౏ⴐ䊃䉟
䊧䈱⸳⟎ଦㅴ䋩㩷
䋳䋮䉮䊚䊠䊆䊁䉞䈏ዷ㐿䈜䉎๟ㆆᣏⴕ⠪䈱䈢䉄䈱ኋᴱᣉ⸳䈱⸳┙㩷
㩷
⛯䈇䈩䇮ฦ࿖䈎䉌⋧ᰴ䈇䈪⊒⸒䈏䈭䈘䉏䈢䇯ਥ䈭⊒⸒ౝኈ䈱᭎ⷐ䈲એਅ䈱䈫䈍䉍䇯㩷
㩷
䃂䋳䉦࿖䈮䈍䈔䉎ᣂ䈚䈇ⷰశ໡ຠ㐿⊒䈱䈢䉄䈱䉟䊮䊐䊤ᢛ஻䇮䋳䉦࿖䈮䈍䈔䉎䉰䊷䊎䉴䈱⾰ะ਄䈱䈢䉄䈱ᢎ
⢒䇮ᛩ⾗䈱ଦㅴ䈲㊀ⷐ䈪䈅䉎䇯䊯䉢䊃䊅䊛䈏ⴕ䈦䈩䈐䈢ੱ᧚㐿⊒䋨㪟㪩㪛䋩䊃䊧䊷䊆䊮䉫䉕ឭଏ䈚䈩䈾䈚䈇䇯㩷
㩷
䃂䋳䉦࿖䉕䊌䉾䉬䊷䉳䉿䉝䊷䈮䈬䈱䉋䈉䈮⚵䉂ว䉒䈞䉎䈎䈮䈧䈇䈩䇮ᚒ䇱䈲䉿䉝䊷䉥䊕䊧䊷䉺䊷䈱䊚䊷䊁䉞䊮䉫
䈱ታᣉ䈏ᔅⷐ䈣䇯䊖䊷䉼䊚䊮䈪䈲ᣏⴕඳ䈏Ფᐕ㐿௅䈘䉏䈩䈍䉍䇮䈠䉏䈮ว䉒䈞䈩䋳䉦࿖䈱᳃㑆ડᬺ䉕㓸䉄䈩
57
䊪䊷䉪䉲䊢䉾䊒䉇䉶䊚䊅䊷䉕䊯䉢䊃䊅䊛䈪㐿௅䈚䈩䉅䉌䈇䈢䈇䇯㩷
㩷
䃂䋳䉦࿖䈱䉿䉝䊷䉕ᣣᧄ䈪⽼ଦ䈚䈩䈇䉎䈱䈲䊯䉢䊃䊅䊛⥶ⓨ䈣䈔䈪䈅䉎䈖䈫䈎䉌䇮ᚒ䇱䈲䉅䈦䈫᳃㑆ㇱ㐷䋨䉿㩷
䉝䊷䉥䊕䊧䊷䉺䊷䋩䈏৻ਣ䈫䈭䈦䈩ข䉍⚵䉃䉋䈉䈮௛䈐䈎䈔䈭䈔䉏䈳䈭䉌䈭䈇䇯䉁䈢䇮䋳䉦࿖䈱᡽ᐭ䈫㪥㪫㪦䈏౒
ห䈚䇮᳃㑆ㇱ㐷䈱䉝䉸䉲䉣䊷䉲䊢䊮䉅Ꮞ䈐ㄟ䉖䈪䊃䊤䊔䊦䊐䉢䉝䈭䈬䈱䉟䊔䊮䊃䈻䈱಴ዷ䇮䊌䊮䊐䊧䉾䊃䈱૞ᚑ䇮
ⷰశ໡ຠ䈱䊒䊨䊝䊷䉲䊢䊮䉕䈚䈭䈔䉏䈳䈭䉌䈭䈇䇯㩷
㩷
䃂ഭ௛ജ䈫ੱ᧚㐿⊒䈻䈱ᛩ⾗䈲䇮䈫䈩䉅ᜬ⛯น⢻ᕈ䈏䈅䉍ᄢᄌ㊀ⷐ䈭䈱䈪䇮ᣣᧄ䈲䋳䉦࿖䉕ⷰశಽ㊁䈪䈱䉟
䊮䊐䊤䈫ᢎ⢒䈱㕙䈪ᡰេ䈚⛯䈔䈩䈾䈚䈇䇯㩷
㩷
㩷
䋳䉦࿖䈱ో૕䊂䉞䉴䉦䉾䉲䊢䊮䈱ᓟ䇮ਥ
ਥ䊝䊂䊧䊷䉺䊷䈱㜞᧻᳁䈎䉌䊌䊈䊦䊂䉞䉴䉦䉾䉲䊢䊮䈱䉁䈫䉄䈏ㅀ䈼䉌
䉏䈢䇯᭎ⷐ䈲એਅ䈱䈫䈍䉍䇯㩷
㩷
䊜䉮䊮࿾ၞ䉕䈵䈫䈧䈱䊂䉴䊁䉞䊈䊷䉲䊢䊮䈫䈚䈩䊒䊨䊝䊷䉲䊢䊮䈜䉎䈮䈲䇮䋳䉦࿖䈏䈬䈉දജ䈚䈩䈇䈔䈳䉋䈇䈎
䈮䈧䈇䈩䇮䇸䇸䋳䉦࿖䈱䉿䉝䊷䉥䊕䊧䊷䉺䊷㑆䈱දജ૕೙䈱⏕┙䋨วห䊚䊷䊁䉞䊮䉫䈱ታᣉ䇮࿖㓙ᣏⴕඳ䈻䈱಴
ዷ╬䈱ᵴേ䉕䋳䉦࿖䈏ቭ᳃දജ䈱䉅䈫ታᣉ䋩䇹䈍䉋䈶䇸ⷰశ↥ᬺㇱ㐷䈮ኻ䈜䉎ੱ᧚㐿⊒䋨㪟㪩㪛䋩䊒䊨䉫䊤䊛䈱
౒᦭䋨䈜䈪䈮䊯䉢䊃䊅䊛䈏ᚑ䈚ᓧ䈢䊒䊨䉫䊤䊛䉕䉦䊮䊗䉳䉝䈫䊤䉥䉴䈻ឭଏ䋩䇹䈏੹࿁䈱䊂䉞䉴䉦䉾䉲䊢䊮䈪ឭ᩺
䈘䉏䇮䋳䉦࿖㑆䈪วᗧ䈮⥋䈦䈢䇯㩷
ᣣᧄ᡽ᐭ䈫ᣣᧄ䈱᳃㑆ㇱ㐷䈮䉋䉎䋳䉦࿖䈱ⷰశ䊒䊨䊝䊷䉲䊢䊮䈮ኻ䈜䉎ᡰេ䈏⛮⛯䈘䉏䉎䈖䈫䉕ᒝ䈒ା䈛䈩
䈇䉎䇯㩷
㩷
䈠䈚䈩ᦨᓟ䈮䇮ฦ
ฦ࿖ઍ⴫䈎䉌ᗵ⻢䈱⸒⪲䈫䉶䊚䊅䊷䈱䊐䉤䊨䊷䉝䉾䊒䈏ឭ᩺䈘䉏䈢䇯䋳䉦࿖䈱㐽ળ䈮䈅䈢䈦
䈩䈱᜿ᜦ䋨㶎᭎ⷐ䉁䈫䉄䋩䈲એਅ䈱䈫䈍䉍䇯㩷
㩷
䈖䈱䈢䈶䈱䉶䊚䊅䊷䈮ኻ䈚䇮ਥ௅⠪䈫ฦ࿖䈱⻠Ṷ⠪䇮ෳട⠪ోຬ䈮ኻ䈚䇮ᷓ䈒ᗵ⻢↳䈚਄䈕䉎䇯㩷
੹࿁䈱䉶䊚䊅䊷䈪䈲䇮㓞࿖䈱ખ㑆䈫䉴䉪䊥䊷䊮䉕ㅢ䈛䈩಴ળ䈉䈖䈫䈏䈪䈐䇮ᚒ䇱䋳䉦࿖䈏䈫䈩䉅ㄭ䈇㑆ᨩ䈪䈅
䉎䈖䈫䉕ᗵ䈛䉎䈫䈩䉅䉋䈇ᯏળ䈫䈭䈦䈢䇯ⷰశ㐿⊒䊶ଦㅴ䈱䈢䉄䈱䉝䉟䊂䉝䉇䊒䊤䊮䈮䈧䈇䈩䈢䈒䈘䉖䈱ᗧ⷗䉕
੤䉒䈜䈖䈫䈏䈪䈐䇮䉁䈢䇮ౝኈ䈏䈫䈩䉅ᢎ⢒⊛䈪ᄢᄌ᦭⋉䈪䈅䈦䈢䈢䉄䇮੹࿁䈱䉶䊚䊅䊷䈱⚿ᨐ䉕ᚒ䇱䈏䊐䉤
䊨䊷䉝䉾䊒䈜䉎䈢䉄䈮䉅䇮䈖䈱䉶䊚䊅䊷䈏ㄭ䈇዁᧪䉁䈢㐿௅䈘䉏䉎䈖䈫䉕ᒝ䈒Ꮧᦸ䈜䉎䇯㩷
㩷
First, each country separately conducted an internal discussion to clarify its own issues at each studio. Challenges
submitted by each country (Vietnam also submitted recommendations) are as follows, in order of presentation:
Vietnam
<Challenges>
Ŷ Strengthening the cooperative framework among the three countries (The national tourism organizations of the three
countries need to be more active in promoting tourism businesses.)
Ŷ Focusing on extending benefits from tourism to remote areas (Community-based tourism development is necessary.)
Ŷ Improving insufficient and fragile infrastructures of the three countries
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Ŷ Promoting tourism product development in the three countries
Ŷ Solving the problem of inconsistency in the quality of human resources (Vietnam will provide its own human resources
training programs and criteria to Lao PDR and Cambodia, to help improve the quality of service in those two countries.)
<Recommendations>
Ŷ The province near the border with Cambodia, where an ADB-assisted project has been completed, will be an ideal starting
point for community-based tourism development.
Ŷ Realizing cross-border sightseeing tours, such as river cruises between Vietnam and Cambodia
Ŷ Promoting information exchanges among international tourism organizations of the three countries (regarding overall
development and development opportunities)
Ŷ Requesting investment in potential tourist destinations located in border areas of the three countries
Ŷ Realizing a plan to have the private sector develop the three countries as a tourist destination
Ŷ Introducing tourist attractions of the three countries in travel agency brochures, which will be used in travel expositions and
other international tourism promotional activities.
Ŷ As a means of conducting tourism promotional activities, branding to enhance the overall image of the three countries.
Ŷ Providing opportunities for human resources development & training, and conducting more detailed market analysis of
countries that are major source markets (including Japan and long-haul markets)
Ŷ Promoting international airlines of the three countries to further attract international tourists
Ŷ Harmonizing cross-border procedures
Lao PDR
<Challenges>
ŶConducting sustainable tourism development, an indispensable factor in social and economic development
Ŷ Establishing an organization that conducts tourism promotional activities.
Ŷ Sharing benefits among communities
Ŷ Establishing a cooperative framework among the three countries
Ŷ Setting standards for developing tourist destinations
Ŷ Creating sightseeing package tours to the three countries
Ŷ Improving insufficient and fragile tourism infrastructure
Ŷ Securing safety and security in tourism
Ŷ Financing human resources development programs
Ŷ Promoting environmental conservation activities
Ŷ Eliminating poverty in remote areas
Ŷ Promoting community-based tourism
Ŷ Establishing a fund that provides financial assistance and support for activities at the macro level
Ŷ Improving access to tourist attractions
Ŷ Promoting agricultural tourism and home-stay tourism
Cambodia
<Challenges>
Ŷ Promoting essential collaboration among the three countries
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Ŷ Developing new tourism products and marketing
Ŷ As a human resources development effort, promoting community-based tourism in remote areas and conducting capacity
building training
Ŷ Facilitating single-entry visas in the three countries
Ŷ Establishing a cooperative framework to create marketing strategies
Ŷ Open-sky policy among the three countries (Cambodia, Lao PDR and Vietnam)
Ŷ Facilitating partnerships between public and private sectors
Ŷ Conducting joint tourism promotional activities (exhibition at an international travel exposition, intra-regional tourism
promotional activities, “fam trips,” caravan trips etc.)
Ŷ Promoting mutual understanding
Ŷ Environmental conservation
Ŷ Building a policy framework of marketing strategies
Ŷ Clarifying the need for market segmentation to realize “one destination” concept
Ŷ Requesting financial assistance from private sector for development of the Mekong River basin area
On the basis of the above challenges and recommendations submitted by the three countries, a discussion was held in
which representatives of the three countries and other participants freely exchanged opinions.
First, Mr. Hosaka (JATA) offered remarks on the current situation of the tourism market in Japan. The summary of the
remarks is as follows:
As proven by the fact that most sightseeing tours from Japan to the Mekong River basin area visit Siem Reap only,
sightseeing tours around the basin countries are not so popular among Japanese tourists. However, Japanese travel
agencies are showing strong interest in creating new tours around the Mekong River basin countries. The following three
points can be pointed out as prerequisites for realizing such new traveling tours.
1.
Establishment by the three countries of a Joint tourism office in Japan
2.
Resolution of toilet-related problems (introducing high quality motorway coach equipped with toilet, and establishment
of hygienic public restrooms in remote areas)
3.
Construction of accommodation facilities operated by the local community for international tourists
Following these remarks, representatives from the three countries stated their opinions, which can be summarized as
follows:
Ɣ It is vital to: improve infrastructures of the three countries for the development of new tourism products; conduct
educational training programs to improve the quality of service in the three countries; and facilitate investment in tourism.
Human resources development training programs, which were established and conducted in Vietnam, must be provided in
the other two countries.
Ɣ Tour operator companies of the three countries must hold preliminary discussions to decide the contents of package tours
traveling around the three countries. As Ho Chi Minh City has held a travel exposition every year, it is requested that Vietnam
conduct workshops and seminars for the private companies from the three countries concurrently with the exposition.
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Ɣ In Japan, sales promotion of sightseeing tours to the three countries has been conducted solely by Vietnam Airlines. The
three countries must encourage private sectors (tour operator companies) to make concerted efforts in sales promotion. As
well, governments and national tourism organizations of the three countries must make joint efforts, in cooperation with
private associations, to exhibit at travel trade fairs, prepare travel brochures and promote sales of tourism products.
Ɣ Investment in the workforce and human resources development is important, and is expected to produce favorable results
over a long period of time. Japan is asked to continue providing assistance to the tourism industry of the three countries, in
terms of infrastructure and education.
After plenary discussions on the three countries, main moderator Mr. Takamatsu summarized the panel discussion as
follows:
The three countries discussed regarding what cooperative efforts are required for promoting the Mekong River basin
area as a tourist destination. They agreed on two points: establishing a cooperative framework among tour operator
companies of the three countries (conducting joint meetings and exhibiting at a travel exposition, with cooperation
among the public and private sectors of the three countries); and sharing tourism-related human resources
development programs (providing training programs established by Vietnam in Cambodia and Lao PDR).
We strongly believe that Japanese government and private sector would continue providing assistance in the tourism
promotional activities by the three countries.
Finally, representatives from the three countries expressed their gratitude for the seminar and proposed holding a
follow-up seminar. Closing remarks of the representatives (*summary) are as follows:
We would like to express our sincere gratitude to the organizers, representative speakers and other participants
from each of the countries.
This video seminar provided us with an ideal opportunity to interact with colleagues from our neighboring
countries onscreen and increase our awareness of the close relationships among the three countries. We
exchanged opinions on ideas and plans for tourism development and promotional activities, and enjoyed quite
instructive and significant presentations and discussions at the seminar. To follow up the discussion results, we
strongly hope that the next seminar will be held in the near future.
㩷
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䂹䉶䊚䊅䊷䉕⚳䈋䈩䌛䌕䌎䌗䌔䌏䉝䉳䉝ᄥᐔᵗ䉶䊮䉺䊷䋯࢈䉝䉳䉝ᄥᐔᵗⷰశ੤ᵹ䉶䊮䉺䊷䋨㪘㪧㪫㪜㪚䋩䌝㩷
⚻ᷣ䊶␠ળ⊒ዷ䈱䈢䉄䈱䊜䉮䊮Ꮉᵹၞ⻉࿖䈱ㅪ៤䊶දജ䈱㊀ⷐᕈ䈮䈧䈇䈩䈲䇮䉝䉳䉝㐿⊒㌁ⴕ䈱䉝䊦䉳䊠䊮䊶䉯
䉴䊪䊚᳁䈱ၮ⺞⻠Ṷ䊁䊷䊙䈪䉅䈅䈦䈢 㪞㪤㪪䋨㪞㫉㪼㪸㫋㪼㫉㩷 㪤㪼㫂㫆㫅㪾㩷㪪㫌㪹㫉㪼㪾㫀㫆㫅䋩䊒䊨䉫䊤䊛䈏⊒⿷䈚䈢 㪈㪐㪐㪉 ᐕએ᧪䇮㑐ଥ
⻉࿖䈮䈲䉋䈒⹺⼂䈘䉏䈩䈐䈢䇯䈚䈎䈚䈭䈏䉌䇮ฦ࿖㑆䇮䉁䈢ᣣᧄ䉕䈲䈛䉄䇮ฦ࿖䈻䈱េഥදജ䈱ᨒ⚵䉂䈱ਛ䈪䇮ⷰ
శㇱ㐷䈎䉌䉂䈢ౕ૕⊛䈭දജ㑐ଥ䇮ㅪ៤䈱⹺⼂䈫ᣇ╷䈱ታ⃻䈮䈧䈇䈩䈲ᔅ䈝䈚䉅චಽ䈭䉅䈱䈪䈲䈭䈎䈦䈢䈖䈫䈲
ุ䉄䈭䈇䇯㩷
䊜䉮䊮ฦ࿖䈫䉍䉒䈔䇮੹࿁䉶䊚䊅䊷䈮ෳട䈚䈢䉦䊮䊗䉳䉝䇮䊤䉥䉴䇮䊯䉢䊃䊅䊛䈱 㪊 䉦࿖䈮䈍䈇䈩䈲䇮ⷰశ↥ᬺ䈲㐿
௅⿰ᣦ䈮䉅ㅀ䈼䈢䉋䈉䈮ฦ࿖䈱ਥⷐ↥ᬺ䈮䈭䈦䈩䈍䉍䇮䈠䈱ᝄ⥝䈱䈢䉄䈮䈲ⷰశ䉟䊮䊐䊤ᢛ஻䈏㊀ⷐ䈪䈅䉎䈖䈫䈲
൩⺰䈪䈅䉎䈏䇮ᦝ䈭䉎ⷰశ↥ᬺ⊒ዷ䈮䈲䇮䈫䉍䉒䈔䉸䊐䊃㕙䈱ะ਄䇮ㅪ៤䈏⢄ⷐ䈪䈅䉎䇯੹࿁䈱䉶䊚䊅䊷䈲䇮ਥ䈮䈖
䈱䉸䊐䊃㕙䈮ὶὐ䉕䈅䈩䈢䉅䈱䈫䈭䈦䈢䇯㩷
╙৻ᣣ⋡䈱ฦ⻠Ṷ䈫╙ੑᣣ⋡䈱䊌䊈䊦䊂䉞䉴䉦䉾䉲䊢䊮䉕ㅢ䈚䈩ౕ૕⊛䈭ㅪ៤䇮දജឭ⸒䈏␜䈘䉏䈢䈖䈫䈲ᄢ䈐
䈭ᚑᨐ䈫䈇䈋䉎䇯଀䈫䈚䈩䇮䊯䉢䊃䊅䊛䈏䇮ᣢ䈮ታⴕ䈚䈩䈇䉎ⷰశੱ᧚ᢎ⢒䊒䊨䉫䊤䊛䈻䈱䉦䊮䊗䉳䉝䇮䊤䉥䉴䈱ෳ
ട䇮䊯䉢䊃䊅䊛䈪ⷰశታോ⠪䇮ⷰశ㑐ଥ⠪䈮䉋䉎䊪䊷䉪䉲䊢䉾䊒㐿௅䇮䊜䉮䊮౒หᣏⴕ䊌䊮䊐䊧䉾䊃䈱૞ᚑ䉇౒ห䉨
䊞䊮䊕䊷䊮ታⴕ䈱ද⼏䇮ฦ࿖ⷰశⴕ᡽⠪䈮䉋䉎 㪦㪛㪘 䈮ኻ䈜䉎ⷰశㇱ㐷䈻䈱ᛩ⾗Ⴧ㗵௛䈐䈎䈔䈭䈬ᄙᢙ䈱ታⴕ䈏
⚂᧤䈘䉏䈢䇯․䈮ᣢ䈮 㪞㪤㪪 䈱᭎ᔨ䉕⹺⼂䈚䈩䈇䈭䈏䉌䇮ታ〣䈱ౕ૕⊛䈭৻ᱠ䉕〯䉂಴䈜ᯏળ䉕ᓙ䈤⛯䈔䈩䈇䈢ታ
ോᜂᒰ⠪䇮㑐ଥ⠪䈮䈫䈦䈩䇮᦭ᗧ⟵䊶᦭ല䈭䉶䊚䊅䊷䈫䈭䈦䈢䈖䈫䈲䇮ਥ௅⠪䈫䈚䈩༑䈶䈮ႊ䈋䈭䈇䇯㩷
ᡷ䉄䈩䇮ᧄ䉶䊚䊅䊷㐿௅⿰ᣦ䉕ᷓ䈒ℂ⸃䈚䈩䈇䈢䈣䈐䇮౒௅䈇䈢䈣䈇䈢਎⇇㌁ⴕ㩷 ᧲੩㐿⊒䊤䊷䊆䊮䉫䉶䊮䉺䊷䈫䇮
ฦ࿖᡽ᐭ䈱 㪬㪥㪮㪫㪦 䈗ᜂᒰ⠪䇮䈗⻠Ṷ⠪䇮ᣣᧄ࿖ⷰశᐡ䇮␠࿅ᴺੱᣣᧄᣏⴕᬺදળ䋨䌊䌁䌔䌁䋩䉕䈲䈛䉄䈫䈜䉎䈗㑐
ଥ⠪䈱⊝᭽ᣇ䇮䈠䈚䈩䈭䈮䉋䉍䉅䇮⾗㊄ᡰេ䉕䈇䈢䈣䈇䈢ᣣᧄ⽷࿅䈮ኻ䈚䈩ᷓ↟䈱ᗵ⻢䈱ᗧ䉕⴫䈚䈢䈇䇯㩷
㩷
䂹㪩㪼㫍㫀㪼㫎㩷㫆㪽㩷㫋㪿㪼㩷㪪㪼㫄㫀㫅㪸㫉㩷㪹㫐㩷㫋㪿㪼㩷㪬㪥㪮㪫㪦㩷㪩㪼㪾㫀㫆㫅㪸㫃㩷㪪㫌㫇㫇㫆㫉㫋㩷㪦㪽㪽㫀㪺㪼㩷㪽㫆㫉㩷㪘㫊㫀㪸㩷㪸㫅㪻㩷㫋㪿㪼㩷㪧㪸㪺㫀㪽㫀㪺䋯㪘㫊㫀㪸㪄㪧㪸㪺㫀㪽㫀㪺㩷㪫㫆㫌㫉㫀㫊㫄㩷㪜㫏㪺㪿㪸㫅㪾㪼㩷㪚㪼㫅㫋㪼㫉䋨㪘㪧㪫㪜㪚䋩
Since 1992, when the Greater Mekong Subregion (GMS) program began (as stated in the keynote presentation by Mr.
Arjun Goswami, the Asian Development Bank), Mekong River basin countries have been well aware that regional
collaboration and cooperation are essential for their economic and social development. However, it is undeniable that in
these countries, and in Japan’s framework of assistance for these countries, efforts to establish specific cooperative
relationships, to increase awareness of the importance of collaboration and to implement required actions, have not been
conducted at a satisfactory level in the field of tourism business.
As explained in the objectives of this seminar, tourism is one of major industries in Mekong River basin countries,
especially Cambodia, Lao PDR and Vietnam, which participated in the seminar. Although improvement of tourism
infrastructure is essential for promotion of the tourism industry, collaborative efforts to improve intangible resources are also
required, to realize further development of the tourism industry in this area. Accordingly, this seminar focused on how to
improve intangible resources of the tourism industry.
Through their presentations on the first day and the panel discussion on the second day, the participating countries
sought to establish cooperative and collaborative relationships. To be specific, the three countries decided that: Cambodia
and Lao PRD will participate in Vietnam’s human resources training programs for tourism businesses; Vietnam will hold
workshops for tourism workers and those concerned in the tourism industry; the three countries will jointly prepare brochures
on sightseeing tours to the Mekong Basin area and hold discussions to conduct joint tourism campaign programs; and
tourism officials of each country will request international governments to increase their investments in the tourism industry
as part of their official development assistance (ODA). It is gratifying for the organizers that the seminar was so rewarding
and effective for the participants, especially tourism workers and those concerned in the tourism industry, who have long
awaited an opportunity to take specific actions toward realizing the concept of the GMS program.
We are grateful to the co-organizer the World Bank TDLC, the contact personnel of each country for the UNWTO matters
and others concerned including the lecturers, Japan Tourism Agency and Japan Association of Travel Agents who all agreed
with the objectives of the seminar. Above all, we would like to express our sincere gratitude to the Nippon Foundation for
providing financial support to the seminar.
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