%20is%20compiling%20a%20tourism%20development%20strategy%20for%202020%20until%202030.%20The%20strategy%20has%20six%20components,%20including%20tourism%20promotion.%20Especially,Vietnamwill%20focus%20on%20building%20itsnationalbrand.To%20date,Vietnam%20has%20just%20been%20trying%20toadvertisethe%20products%20it%20has,%20while%20it%20has%20not...){kind=link}
VN tourism: ad campaigns aim wrong targets
VN tourism: ad campaigns aim wrong targets
In a talk with VietNamNet, Luong said that the VietnamNationalTourism Administration (VNAT) is compiling a tourism development strategy for 2020 until 2030. The strategy has six components, including tourism promotion. Especially,Vietnamwill focus on building itsnationalbrand.
To date,Vietnam has just been trying toadvertisethe products it has, while it has not paid attention to developing the products travelers need.Vietnamwill not follow the same trails and repeat the current mistakes in the future.
There is another thing inthe newtourism development strategy is thatVietnamwill target closer markets by 2020 instead of marketsfurtheraway fromVietnam. Travelers always considertravel timeneeded. Therefore,Vietnamwould focus on attracting travelers from near markets, includingNortheast Asiaand some priority markets. Besides,Vietnamwould also try to target European and theUSmarkets.
You have said thatVietnamwill focus on building anationalbrand. What will beVietnam'snationalbrand, then?
SinceVietnam's tourism development strategy aims to developing sea tourism in the time to come, therefore, thenationalbrand will be closely related to that strategy. Sea tourism is really an advantage ofVietnam, because seas are the places whichfeaturemost attractive natural resources of the country.Vietnamnow has 10 world heritage sites, while 2/3 of which are located on coastal areas, from Ha Long Bay toPhongNha-KeBangNationalPark,Hueancient capital, Hoi An ancient town.Vietnam'sbeachescan compete with anybeachesin the world and the region, but the problem is that they have not been well exploited.
Sports tourism will also be a priority. The sailboat festival in Binh Thuan province to be held in mid March will be the first activity to awaken the great potentials of sports tourism inVietnam.
But in the region,Thailandhas also been promoting sea tourism?
Vietnamis in no way inferior toThailandin terms of the beauty ofbeaches. Thai sea tourism has reached its highest peak in development and it is entering a period of saturation. Meanwhile,Vietnam's sea tourism is still developing.
In tourism, new things always attract travelers, newbeaches, new friendly people and new landscapes. Meanwhile,Thailandhas been rapidly developing over the last 20 years. ThebeacheslikePhukethas become familiar to travelers.Thailandis trying to renew its tourism products. AsVietnamis still in the early stages of development, it has great advantages to develop.
A British travel firm director who has been working inVietnamfor 7-8 years said only five percent of foreign tourists return toVietnam, while 50 percent of tourists return toThailand. The problem is thatVietnamhas beenadvertisingitself as a country rich in culture. Meanwhile, travelers only need to come one time to learn about culture. Meanwhile,Thailandhas been known as a place to entertain and relax. Therefore, travelers want to come to the country at any times they need somewhere to relax. What would you say about that?
He is right.Vietnamhas not built up the tourism products attractive enough to persuade travelers to return. Travelers only return if they find tourism products attractive, such as entertainment services. As for resorts, if travelers think the resorts have good healthcare services they will return. But travelers will come only time if they only want to do sightseeing. There are many historical and cultural sites inVietnam, and travelers only intend to come to see them one time in their lives. There are also many festivals, but travelers will only attend the festivals one time.
You have said that in the past,Vietnamonly tried toadvertisethe things it has, not the things travelers need. Could you please collaborate on this?
In the past, we did not conduct surveys professionally, so we did not realize what the market needed. Therefore, we tried toadvertisethe products that travelers found uninteresting. Meanwhile, there are many market segments and a wide range of clients: theUStravelers do not have the same tastes as South Koreans, while the tastes of elderly people and young people, high income earners and low income earners are not the same.
Most of South Korean travelers are young who like going to noisy places where they can go shopping, while they are not as interested in culture. Meanwhile, most of Japanese travelers are elderly people who have high income. They like quiet places and like going to see cultural sites. Australian travelers like the beach, sports, while they are not as attracted to the cultural sites.
As such, we need to conduct thorough surveys on the targeted markets so as to make reasonableadvertisementcampaigns.
In a recent survey, a question was posed for travelers: "Through whichchannelsdid you know aboutVietnam?" 65 percent of polled travelers said they knew aboutVietnamthrough friends and relatives, 33 percent said through mass media, while only 13 percent through thechannelson whichVietnamhad to spend a lot of money to develop.Vietnamis a poor country, but it sometimes does not effectively use the money it has.
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