Destination Management in Da Nang, Hue, Quang Nam

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Destination Management in Da Nang, Hue, Quang Nam

  1. 1. Destination Management Đà Nẵng, Huế and Quảng Nam Danang Mary McKeon/ 18 June 2014 Technical Working Meeting
  2. 2. What is DESTINATION MANAGEMENT 2 The co-ordinated management of all the elements that make up the destination
  3. 3. What are DMOs DMO’s is a recent concept in developing tourism destination coordination mechanisms aimed at environmental, social and financial sustainability as well as global competitiveness of the destination. Protecting the natural, cultural and social assets to better provide economic welfare for the local population through tourism development and stakeholder participation. 3
  4. 4. The role of the DMO 4 Leadership – strategic direction and high level expertise Planning DMO • Organising managing/coordinating delivery of plans • Arranging appropriate organisation structures and processes • Facilitating partnerships • Securing finances • Creating opportunities for entrepreneurs • Creating Policies and strategies for competitive advantage • Developing and marketing plans, business plans • Overseeing Performance management • Measuring and rewarding performance • Monitoring governance • Identifying gaps and respond
  5. 5. 5 Benefits to Destination • Creates vision and guidelines for destination sustainable tourism development • Creates framework for benchmarking, communications & good practices learning exchange General • Resource and financial savings (e.g. energy, waste, water, etc.) • Protects destination as a tourist attraction • Develops opportunities for funding • Enhances branding, marketing and communications Economic • Improves quality life for locals; Improves relations between residents and tourists • Supports well-being of residents by informing policy / management decisions (E.g. resource reallocation for bringing tourists from resort to rural areas) Social • Preserves ecological integrity of destinations; • Emphasises value and conservation of natural and cultural resources Environmental
  6. 6. Illustrates a number of unusual characteristics compared with other industries Tourism is a complex industry to plan and manage 6 Tourism Value Chain I N D I R E C T D I R E C T Travel Organisation and booking Transportation Accommodation Food & Beverage Handicrafts Tourism Assets in Destinations Leisure, Excursions and Tours Support Services Source UNWTO Destination Coordination
  7. 7. 7 Stakeholders Tourism destinations are made up of different groups, and stakeholders. The major components are:
  8. 8. 8 Host community Local people where tourism development takes place Aims to achieve a good return on its investments An important management role Looking for a pleasant holiday and good level or services as the destination Public sector
  9. 9. 9 Airport and port authorities Local tourism authorities and development authorities Protected areas management and buildings owners Learning institutions Language schools Conservation societies/natural resource managers/natural environment authorities/heritage authorities Private operators – accommodation, tour operators, restaurateurs, etc. Tourism associations Community leaders Tourism-related shop owners Handicraft producers Activity providers (e.g. surfing, hiking) NGO’s active in tourism Festivals organizers Museums and other visitor attractions Big businesses / private sector related but not in tourism Transport providers Police
  10. 10. GOOD PRACTICES IN DESTINATION MANAGEMENT 10
  11. 11. 11 Indonesia Government Donors Swiss aid, Ausaid & UNWTO 15 DMOs 3 DMOs take shape Indonesia plans 15 Destination Management Organizations
  12. 12. • 15 clusters of attractions managed through 15 DMOs in 2014 • To- date three 15 DMOs are taking shape with support from International Donors –Swiss aid, Ausaid & UNWTO. • Government contribution of US $110,000 each destination • Empowerment of the local population to organise themselves and take ownership once outside assistance is ceased. • Creation of tourism awareness among the local population difficult, effort alone has taken at least two years. 12 Development progress and challenges
  13. 13. Visit England Develops Policy to encourage development of DMOs • Withdrawal of funding for local authority run TICs in 2011 • DMOs are generally sub national structures & partnerships • The development of DMO requires substantial team effort, leadership, and flexibility. Success is dependent upon all stakeholders cooperating • Collective involvement of all stakeholders is critical factor 13
  14. 14. 14 Key lessons Visit England DMO process Recruit the right/most appropriate chair All board members must have a role and be aware of it Involve all stakeholders early in the process Do not allow the partnership to be driven by one party Building the bridges between public and private Leadership Give it time
  15. 15. Key conclusions • Destination management is complex • Many stakeholders, both public and private sector • The DMO has a crucial leadership role, if not a major delivery role. • Destination management and marketing requires a holistic approach, implemented through partnerships • The public and private sectors each have significant strengths and significant weaknesses 15
  16. 16. Conclusions • A destination will succeed only when it harnesses the talents of both sectors and many Government agencies • Governance options are many and varied • Different circumstances will require different solutions • Developing a clear strategy will provide a framework for planning and help the three Provinces to compete effectively 16
  17. 17. The ‘Environmentally and Socially Responsible Tourism Capacity Development Programme’ (2011 - 2015) is a European Union funded sector programme within the main activities in 1) Policy support and institutional strengthening, 2) Product competitiveness and public-private dialogue and 3) Vocational education and training. www.esrt.vn
  18. 18. Progress Update 03/06/2014 18 Memorandum of Understanding signed • 1ST Technical Meeting July 31st 2013 • Baseline survey to assess Destination Management needs of 3 Provinces • 2nd Technical Meeting 16th November 2013 • MOU signed by three Provinces 27th February, 2014. ESRT Team strengthened with International and local expertise • ESRT has brought in regional coordinator and TL to work on the specific project activities as they relate to the destination (Dr. Hai & Ms.Tho) • ESRT has brought in International Destination Managing Expert to work on developing a roadmap for cooperation on prioritised joint actions(Mr. Robert Travers) Technical Work Shop • This WS today is now addressing findings from the mission of Destination Expert under following headings: • Destination management & funding • Product Development & marketing • HRD & Training
  19. 19. Next Steps Feedback from discussion today developed into roadmap and plan based on destination Draft roadmap action plans to be presented, endorsed by 3 Provinces PPP Tourism Action Council to be in 3 provinces strengthening coordinating Action plan roll out 18/06/2014 19

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