With the purpose of guiding the development and marketing of tourism in a controlled and sustainable manner, the ESRT Programme supported Vietnam National Administration of Tourism (VNAT) in developing Vietnam Tourism Marketing Strategy to 2020 and Action Plan 2013 – 2015 (Proposed).
Grounded in the Government’s Strategy for Tourism Development in Vietnam to 2020, Vision 2030, this tourism marketing strategy was aimed at developing quality products based on the natural strengths of Vietnam’s seven tourism zones with a focus on marine/beach tourism, cultural tourism, and nature-based tourism.
Vietnam Tourism Marketing Strategy targeted three objectives:
· Economic – attract 10-10.5 million international visitors by 2020 (7.6% annual increase), and serve 48 million domestic tourists (5.3% annual increase). Increase tourism revenue to US$ 18-19 billion by 2020 (13.8% increase to 2015, 12% annual increase thereafter). Contribute 6.5-7% of GDP by 2020. Attract $42.5 billion in investment, increasing room supply to 580,000 rooms by 2020
· Social – increase numbers employed in tourism to over 3 million, of which 870,000 are direct jobs. Ensure tourism development contributes to the preservation and promotion of Vietnam’s cultural values, improving the lives of its people
· Environmental – Develop green tourism activities associated with preserving and promoting the value of natural resources and environmental protection, ensuring that tourism development complies with environmental law.
This strategy also focused on tourism developing and marketing in various markets such as: Asia-Pacific market, Western market, emerging markets like Middle East and India.