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  1. 1. Mahidol University Asia Pacific Peter Semone Tourism 03 March 2012 Destinations Competing forTourists and their Dollars
  2. 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. 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. 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. 5. International Tourism Receipts1960 to Present
  6. 6. By 2020 Tourism Demand will DOUBLEExpenditure Expected to be > US$2 Trillion
  7. 7. GMS Tourism
  8. 8. GMSTourism is a Globally Competitive Business
  9. 9. Mekong Tourism Snapshot
  10. 10. The InstitutionSection One of Marketing Plan
  11. 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. 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. 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. 14. Marketing the MekongMekong Tourism Office (MTO) Plan 2008-2010
  15. 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. 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. 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. 18. Lao People’s Democratic Republic
  19. 19. LAO TOURISM-
  20. 20. Lao 2010 Arrivals and Revenues titling the scale in the wrong way?…….
  21. 21. Length of Stay x Per Diem Spend
  23. 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. 24. Lanith Core Team – our future teachersStudying in Singapore, France and Luxembourg – since 2009
  25. 25. Lanith Diploma Suite2 Year Diploma F&B Production F&B Service Operations LANITH Accommodation Operations Travel & Tour Operations
  26. 26. Industry Skills Training• Vientiane• Champassak• Khammouane• Luang Prabang• Xiengkhouang
  27. 27. THE LANITH CAMPUSClassrooms, Administrative Offices, Restaurant and Bar, Rooms DivisionLab, Training Kitchen, IT Lab, Library, International Meeting Hall, VisitorInformation Centre and Hotel
  28. 28. Business • BusinessDevelopment Aid • Project Plan Document • Mission • Objectives • Capital • Inputs • Product • Outputs • Sales • Outcomes • Profits • Impacts
  29. 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. 30. THE
  31. 31. Master Plan
  32. 32. Bamboo way to Mekong
  33. 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
  35. 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. 36. THANK YOUFor more information, please contact