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Mahidol

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    • 1. Mahidol University Asia Pacific Peter Semone Tourism 03 March 2012 Destinations Competing forTourists and their Dollars
    • 2. World Tourism Facts• 935 million international tourists• Earning 900 billion in exports• 9.1 percent of Global GDP• Supporting 258 million jobs• Largest ‘Services’ Sector Industry• Force for Poverty Alleviation
    • 3. Boom inInternational Tourism Year Aircraft Flight Airfare Capacity Time 1939 Boeing 314 25-30 Hours Half the Price 74 pax NY-London of a small house 1969 Boeing 747 6 hours 5 A small fortune 366 pax minutes NY-London 2004 Airbus 340-500 18 Hours A month’s 184 pax NY-Singapore salary 2006 Airbus 380-800 12.5 Hours Just under a 450 pax Singapore- month’s salary London
    • 4. IVAs World & Asia Pacific(1960-2005; Note: differences in tabulating data between WTO and PATA) From 5 percent to 40 percent of Global Tourism Arrivals in 35 years
    • 5. International Tourism Receipts1960 to Present
    • 6. By 2020 Tourism Demand will DOUBLEExpenditure Expected to be > US$2 Trillion
    • 7. GMS Tourism
    • 8. GMSTourism is a Globally Competitive Business
    • 9. Mekong Tourism Snapshot
    • 10. The InstitutionSection One of Marketing Plan
    • 11. MARKETING DEVELOPMENTMekong Tourism Office (MTO) Mekong Tourism Coordinating Office (MTCO) Marketing Expert Development Expert Market GMS in order to increase long-stay above Orchestrate implementation and funding ofaverage spending subregional 28-Development Projects as prescribed TSS travellers Donor Partnerships Private Sector Partnerships
    • 12. Finances• Annual Government Contribution for Operating Budget = US$90,000• Residual Funds from AMTA = US$25,000• Private Sector Cash and In-Kind Contributions• Support by Thailand Ministry of Tourism and Sport and French Government
    • 13. GMS SWOT Analysis Strengths Weaknesses Unique range of nature based and cultural attractions;  Weak and inconsistent branding in key markets; UNESCO World Heritage sites;  Historically low level of promotions and funds thinly spread across a number of Fascinating indigenous cultures and traditions; markets; Generally friendly and hospitable local population;  Limited capacity among many governments to plan and market the tourism sector; Well established and spectacular cultural events;  Low community and government awareness of tourism benefits and needs; Extraordinary natural environments, many possessing unique and rare flora and  Lack of market research/weak statistical base; fauna;  Weak provincial tourism bureaus and associations; Relative closeness to Asian source markets;  Limited private sector involvement in destination marketing; Excellent accessibility through international hubs such as Bangkok and HCM City;  Weak public private partnership frameworks; Comprehensive air and land transport network;  Insufficient government investment and commitment to regionalism; Relatively unspoiled environment; Increasing support from central governments for tourism (and some provincial governments); Strong regional private sector companies; Well establish cooperative framework through MTCO. Opportunities Threats Growing global interest in activity based special interest tourism;  Increasing global oil prices Growing iconic status of natural and cultural heritage attractions;  Terrorist or security incidents as major deterrent to travel; Increased intra-regional and international air services (particularly low cost  Inaction; carriers);  Global and regional competitions and increasing competitor marketing; Increase coordination of marketing and industry participation;  HIV/AIDS epidemic or other pandemics will deter visitors; The aura and mystique of the Mekong;  Political and economic instability; Mobilisation of MTCO as a centralised regional tourism marketing and  Adverse publicity; development agency;  Lack of sustainable tourism operations; Develop stronger branding;  Reduced funding for development and promotion Commitment to regionalism; Emergence of Asian tourist; Concentrate marketing on key defined source markets; Strengthen research base to underpin marketing strategies; Positively manage image in key markets through PR programme; Increased internet marketing activities; Focus marketing on to niche markets; Strengthen marketing capacity within MTCO, respective NTOs and regional industry associations
    • 14. Marketing the MekongMekong Tourism Office (MTO) Plan 2008-2010
    • 15. Thematic Direction of Explore Mekong CampaignNature Community CultureEco- (Lodges, Tourism, Tours) Tourism ReligionSustainable Village HeritageGreen People BuddhismVerdant Market AnimismNature-based Local NativeDiverse Rural TribalAgro Tourism Home StaysSoft Adventure Mekong RusticWater Pure AuthenticUntainted Indigenous RealRiver SimpleFresh Activities: cycling, trekking canoeing, hiking, rafting, elephant treks, self drive holidays, camping…..
    • 16. Explore Mekong Campaign Slogan and Logo • Pure and Simple • Back to Basics • Asia’s Last or Final Frontier • Come Find Yourself • A River Runs Through It • Meet the Mekong • At the Edge of Asia • The Outback of AsiaExplore Mekong
    • 17. Explore Mekong 2010 Slogan and Logo Development Process • Slogan shortened to ‘Explore Mekong’ • Logo Upgraded to incorporate common wisdom • Two Options Presented at SKAL Meeting • Final Stage of Refinement
    • 18. Lao People’s Democratic Republic
    • 19. LAO TOURISM-
    • 20. Lao 2010 Arrivals and Revenues titling the scale in the wrong way?…….
    • 21. Length of Stay x Per Diem Spend
    • 22. IMPROVED SERVICE QUALITY
    • 23. TVET Performance Appraisal Hospitality and Tourism Programmes – Project LAO/020 research• Teachers lack adequate practical industry experience and qualifications;• Curricula outdated and unresponsive to industry needs;• Lack of Lao language textbooks, teaching materials and teaching aids;• Insufficient facilities, especially for practical training.
    • 24. Lanith Core Team – our future teachersStudying in Singapore, France and Luxembourg – since 2009
    • 25. Lanith Diploma Suite2 Year Diploma F&B Production F&B Service Operations LANITH Accommodation Operations Travel & Tour Operations
    • 26. Industry Skills Training• Vientiane• Champassak• Khammouane• Luang Prabang• Xiengkhouang
    • 27. THE LANITH CAMPUSClassrooms, Administrative Offices, Restaurant and Bar, Rooms DivisionLab, Training Kitchen, IT Lab, Library, International Meeting Hall, VisitorInformation Centre and Hotel
    • 28. Business • BusinessDevelopment Aid • Project Plan Document • Mission • Objectives • Capital • Inputs • Product • Outputs • Sales • Outcomes • Profits • Impacts
    • 29. Products and Services• 2 yr diploma (education)• Passport to Success (industry-training)• Restaurant, Bar and Café• Visitor Information Centre/Gift Shoppe• 4 Star Hotel
    • 30. THE
    • 31. Master Plan
    • 32. Bamboo way to Mekong
    • 33. Capital Luxembourg Government of Development Hotel Investor Laos Ministry Cooperation (s) of Education LAO/020 $12,000,000 $12,000,000 $12,000,000 The Lao National Institute of Tourism and Hospitality A $36,000,000 Social Enterprise Project
    • 34. LANITH INVESTOR Contracting Agency Economic Operator HOTEL COMPANYINSTITUTIONALIZED PUBLIC PRIVATE PARTNERSHIPMODEL
    • 35. Roles of Prospective Partners • Luxembourg Development Cooperation (LAO/020) Grants • Government of Lao (Land) • ADB/IFC (technical assistance) • ADB Debt • IFC Equity • Private Investment
    • 36. THANK YOUFor more information, please contact peter@Lanith.com

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