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Professionalising Tourism Marketing

During August 15th and 22nd, 2013, more than 130 participants from 63 provincial Departments of Culture, Sports and Tourism, Tourism Promotion Centers and other regional stakeholders attended a series of intensive training courses on Tourism Destination Marketing.

The training courses are organized by the Vietnam National Administration of Tourism (VNAT), with technical support from the European Union funded “Environmentally and Socially Responsible Tourism Capacity Development Programme (ESRT)”.


The training courses aimed at strengthening the capacity of regional authorities and stakeholders in developing its regional tourism marketing activities.


Each training course lasted for 2 days and took place in three locations, in order to ease participation for participants from all the country: in Can Tho (August 15th & 16th), Da Nang (August 19th & 20th) and Hanoi (August 22nd & 23rd).


Apart from introducing the overall principles of the Marketing Strategy for Vietnam to 2020, the training provided both theoretic and practical insights. During the first day of the training participants were familiarized with the overall approach of tourism destination management, global challenges in tourism and its implications for tourism destinations in Vietnam as well as acquainted with the basic principles of product development, tourism research and branding.


Participants had the possibility to apply the tools and methodology introduced, in group-works, to their own destination and discuss both with the trainer and amongst themselves opportunities of change and improvement.


The second day of the training focussed on applied destination marketing. Participants were drafting a first outline of a business plan for their tourism destination and then practicing the basic tools of offline and online marketing in tourism. For instance: Assessing the value of tourism trade shows, How to plan and organize a press trip, Why images and stories are the basics for content marketing.


Mr. Florian Sengstschmid, Senior expert on Tourism Destination Marketing, who was holding the trainings throughout the country, was especially impressed by the interaction of the highly motivated participants from the regions and their enthusiasm on developing tourism in their respective destination. The training sessions also were a chance for participants to meet and network with colleagues from other regions and exchange experiences in the field of tourism.





In August 2011, the ESRT Programme mobilized EU experts to support VNAT developing a new logo and slogan for the tourism industry, “Vietnam – Timeless Charm”. The logo and slogan then was approved by the minister of Ministry of Culture, Sports and Tourism for National Tourism Promotion Programme in 2012 – 2015.


In July and November 2012, three missions were undertaken by international experts to support VNAT developing Destination Branding Guidelines, Vietnam Tourism Marketing Strategy to 2020 and Action Plan 2013 – 2015.


On May 30, 2013, the ESRT Programme supported VNAT in organising a National Tourism Marketing Conference in Hanoi to disseminate the proposed Vietnam Tourism Marketing Strategy to 2020 and Action Plan 2013 – 2015, and the Destination Branding Guidelines for Vietnam. The conference also provided tourism promotion practitioners throughout the country with a chance to meet and network, and exchange experiences.

Created Date: 8/19/2013
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Vietnam Tourism Marketing Strategy Executive Summary
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