On February 27th, 2014, the high level meeting on cooperation for tourism development of three central coast provinces (Thua Thien - Hue, Da Nang and Quang Nam) took place in Hue city. The meeting was conducted by Vietnam National Administration of Tourism with technical support from the Environmentally and Socially Responsible Tourism Capacity Development Programme (known as the ESRT Programme, funded by the European Union).

1. Supporting Tourism Development in
Central Coast Provinces
High Level Meeting of three Central Coast Provinces
Hue City
Mary McKeon/ 27 February 2014

2. Overall Activity Objective
To lay the foundations for the development of a
responsible tourism industry in CC provinces
(Thua Thien Hue, Da Nang & Quang Nam)
Specific Objective:
Development of the main strategic product
development & marketing priorities
Collaboration
of tourism
marketing
policies
Targeted
promotion of
products and
services
Utilization of
Quality of
service product tourism
intelligence
& RT
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3. Overall activity approach
 Collaborative work process with
regional coordinator and all
stakeholders to ensure sustainability
of results
 Initial kick off session in each
destination to agree roadmap &
timeline of stakeholder needs
 ESRT with international expertise will
support the joining up all different
stakeholders working together at
destination level in a top down bottom
up approach
 Workshops, round tables, seminars,
group & individual discussions
 Clear and simple messages
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4. Strategic Programming approach
Step 1
Review Existing Product
and Existing Markets
Step 6
Define Specific
Measures/Actions under
each Strategic Priority
Step 2
Review Potential
Products and Potential
Markets
Step 3
SWOT Analysis
Step 5
Establish Strategic
Marketing Priorities
Step 4
Define the Overall
Objective of the
Marketing Effort
Step 7
Agree Implementation
Arrangements and
Funding
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5. Step 1: Review Existing Product & Existing Markets
Review
Global
tourism
trends
Examine
tourism
indicators
Compare the
situation in 3
provinces
with
international
trends
Indicators such as tourism
numbers, tourism spend,
product evolution & tourism
characteristics compared with
international trends
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6. Step 2: Review Potential Products & Markets
Identify potential new products
or markets that offer growth
potential in the destinations
Identify areas where the
Central Coast provinces can
act as a new trend setter and
where it can compete
effectively
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7. Steps 3: SWOT Analysis
Carry out a SWOT
analysis of existing
product mix and
markets
Identify the market segments where the
provinces already have competitive
strengths and areas offering significant
growth opportunities for tourism
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8. Steps 4: Define the Overall Objective of the
marketing Effort
 Inform stakeholders’ considerations of the overall purpose of
marketing strategy
 International expertise will facilitate discussions to build consensus
about the overall objective of the future marketing activities
 Technical Working Group to oversee the development of the
Strategy
 Working Group will be comprised of industry representatives,
government tourism authorities and project experts
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9. Step 5: Establish Strategic Marketing Priorities
 Identify the broad strategic marketing interventions for
each of the products
 Identifying the broad Strategic Marketing priorities for
domestic and international marketing
 Define the broad areas of intervention to be included in the plan
 Priority given to the marketing of particularly advantageous
tourism subsectors or products as identified
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10. Step 6: Define Specific Measures/
Actions under each Strategic Priority Cont.
Each Measure Sheet will contain a description of:
 Rationale / objectives for the intervention
 Priority projects (i.e. an indication of activities of greater priority within
the eligible activities)
 Measurable outputs (performance targets and indicators)
 Authorities/agencies responsible for the implementation of the measure
 Geographical coverage of the measure
 Duration of implementation of the measure
 Financing
 Relationship to other measures
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11. Step 7: Agree Implementation Arrangements/Funding
Further key issue: the identification of funding sources of the Strategy
The implementation of the Marketing strategy
will be the first major task.
Implementation of the tourism-related policy due to the
nature of the administrative arrangements.
Clearly identifying mechanisms for the overall
management of the programme as well as the
management of the individual Measures.
Funding sources may include state government
budgets, entity government budgets, district
budget, private sector and international donor
contributions.
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12. Destination Tourism Development Framework
How do we get there?
Where would we like to be?
Where are we and
how well do we
compare?
Stay ahead?
Development Programmes
patterns and segments
Resources
Supportive industries
Industry structure
& rivalry
Macro environment:
Technological Economic
Vision,
goals,
objectives
and core
strategies
Positionin
g and
branding
strategy
Key
success
factors &
capabilitie
s
Tourism Development
plans
Attractions
HR/awareness
Trainings
SMME /entrepreneurship
Marketing
programmes
Product
Target
Market
Price
Political
Promotion
Institutional Management and
Monitoring
Competitor performance
Demand/customer
Target
market
strategy
Integrated Implementation
Framework
Destination
competitiveness
Place
Socio-cultural Natural
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13. Results









Tourism product development strategic vision
Main strategic development & marketing priorities agreed
At least 4 product development & AP’s developed
Marketing & promotion strategy & AP agreed
Service quality strategy & AP agreed
Government organizations consulted and informed of RT & CC
Private sector organizations and key industry engaged
Round tables, workshops, working groups enabled
Consultative forum established for destination management
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14. Timing of Activities
Activities
1st half
2014
2nd half
2014
1st half
2015
2nd half
2015
Assessment & situational analysis for CC destinations
Development of destination strategy and action plan
Capacity Building for Destination Management/ PPD
Support with the implementation of defined activities
following demand-driven work tasks
Monitors and reviews activities undertaken leading to greater
impact of ESRTs interventions in the destination
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15. www.esrt.vn
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.
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