The activity is a part of the work plan of the European Union funded “Environmentally and Socially Responsible Tourism Capacity Development Programme” (also known as the ESRT Programme).
Welcoming the participants, Nguyen Van Tuan, Chairman of Vietnam National Administration of Tourism (VNAT), stressed that “Vietnam Tourism Industry need to strengthen its public and private cooperation in marketing activities to better cope with fiercely competition from other countries”.
After the short review of activities of the TAB from the last meeting in May 2013, the committee members were presented with the summary of VNAT marketing initiatives for Vietnam tourism industry in 2013. In the proposed plan for 2014, beside traditional activities, VNAT will put more effort on the use of e-marketing and social media.
Next, ESRT’s Tourism Sector Specialist, Kai Partale briefed the participants with ESRT’s support to VNAT in term of marketing, ranging from conducting market research, developing the Tourism Marketing Strategy to 2020, destination marketing development and marketing guidance and tools. “Vietnam Tourism Marketing is seeking for stronger business sector alliances, instead of acting alone. We can achieve more by joining together than working separately”, said Kai.
Following the presentation on a proposal for business sector involvement in tourism marketing delivered by Janez Sirse, ESRT’s Team Leader, the TAB members discussed and gave their recommendations on what partnership framework would be best for undertaking a joint marketing initiative and how to deliver it successfully.
Currently, marketing is the highest priority of the TAB, among other issues like raising awareness of the importance of tourism in Vietnam’s national economy, improving experiences of tourists visiting Vietnam and human resources development in tourism sector.
In 2014, the TAB will seek to work with other stakeholders like VCCI, Vietnam Tourism Association and other associations on specific topics in order to figure out solutions for tourism development.
TOURISM ADVISORY BOARD BACKGROUND INFORMATION
Established in 2012 and supported by the ESRT Programme, the TAB aims to increase Vietnam’s competitive advantage as a sustainable tourism and travel destination by developing and facilitating public – private partnership and public – private dialogue. The Board works to leverage the country’s public and private resources, promote dialogue and information/knowledge sharing between tourism businesses and national tourism organisations, in order to create a cohesive and comprehensive industry strategy.
The TAB consists of more than 20 influential experts in the tourism industry, ranging from the CEOs of hotels, travel agencies, transportation businesses, chairmans of tourism associations, leaders of training institutions, representatives from the Vietnam Chamber of Commerce and Industry and EuroCham, to high ranking officials from the public sector. The TAB provides advice to VNAT to better enable the industry to overcome obstacles in tourism development.