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)”.
training courses aimed at strengthening the capacity of regional authorities
and stakeholders in developing its regional tourism marketing activities.
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).
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.
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.
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
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.
THE ESRT PROGRAMME SUPPORTS VNAT IN MARKETING AND BRANDING
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.
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.
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.