Download - Mahidol
Asia Pacific Tourism
Destinations
Competing for Tourists and their
Dollars
Peter Semone03 March 2012
Mahidol University
World Tourism Facts• 935 million international tourists• Earning 900 billion in exports• 9.1 percent of Global GDP• Supporting 258 million jobs• Largest ‘Services’ Sector Industry• Force for Poverty Alleviation
Boom in International Tourism
Year Aircraft Flight Time
Airfare Capacity
1939 Boeing 314 25-30 HoursNY-London
Half the Price of a small
house
74 pax
1969 Boeing 747 6 hours 5 minutes
NY-London
A small fortune 366 pax
2004 Airbus 340-500 18 HoursNY-Singapore
A month’s salary
184 pax
2006 Airbus 380-800 12.5 HoursSingapore-
London
Just under a month’s salary
450 pax
IVAs World & Asia Pacific(1960-2005; Note: differences in tabulating data between WTO and PATA)
From 5 percent to 40 percent of Global Tourism Arrivals in 35 years
International Tourism Receipts 1960 to Present
By 2020 Tourism Demand will DOUBLEExpenditure Expected to be > US$2 Trillion
GMS Tourism
Tourism is a Globally Competitive Business
GMS
Mekong Tourism Snapshot
The InstitutionSection One of Marketing Plan
MARKETING
Mekong Tourism Office (MTO)
Marketing Expert
Market GMS in order to increase long-stay above
average spending subregional travellers
Private Sector Partnerships
DEVELOPMENT
Mekong Tourism Coordinating Office (MTCO)
Development Expert
Orchestrate implementation and funding of 28-Development Projects as prescribed TSS
Donor Partnerships
Finances
• Annual Government Contribution for Operating Budget = US$90,000
• Residual Funds from AMTA = US$25,000• Private Sector Cash and In-Kind Contributions• Support by Thailand Ministry of Tourism and
Sport and French Government
GMS SWOT AnalysisStrengths Weaknesses
Unique range of nature based and cultural attractions; UNESCO World Heritage sites; Fascinating indigenous cultures and traditions; Generally friendly and hospitable local population; Well established and spectacular cultural events; Extraordinary natural environments, many possessing unique and rare flora and
fauna; Relative closeness to Asian source markets; Excellent accessibility through international hubs such as Bangkok and HCM City; Comprehensive air and land transport network; Relatively unspoiled environment; Increasing support from central governments for tourism (and some provincial
governments); Strong regional private sector companies; Well establish cooperative framework through MTCO.
Weak and inconsistent branding in key markets; Historically low level of promotions and funds thinly spread across a number of
markets; Limited capacity among many governments to plan and market the tourism sector; Low community and government awareness of tourism benefits and needs; Lack of market research/weak statistical base; Weak provincial tourism bureaus and associations; Limited private sector involvement in destination marketing; Weak public private partnership frameworks; Insufficient government investment and commitment to regionalism;
Opportunities Threats
Growing global interest in activity based special interest tourism; Growing iconic status of natural and cultural heritage attractions; Increased intra-regional and international air services (particularly low cost
carriers); Increase coordination of marketing and industry participation; The aura and mystique of the Mekong; Mobilisation of MTCO as a centralised regional tourism marketing and
development agency; Develop stronger branding; Commitment to regionalism; Emergence of Asian tourist; Concentrate marketing on key defined source markets; Strengthen research base to underpin marketing strategies; Positively manage image in key markets through PR programme; Increased internet marketing activities; Focus marketing on to niche markets; Strengthen marketing capacity within MTCO, respective NTOs and regional
industry associations
Increasing global oil prices Terrorist or security incidents as major deterrent to travel; Inaction; Global and regional competitions and increasing competitor marketing; HIV/AIDS epidemic or other pandemics will deter visitors; Political and economic instability; Adverse publicity; Lack of sustainable tourism operations; Reduced funding for development and promotion
Marketing the Mekong
Mekong Tourism Office (MTO)Plan 2008-2010
•Profit
able
•Socially In
clusive
•Low on C
O2
•High o
n + Impacts
Nature Community CultureEco- (Lodges, Tourism, Tours) Tourism ReligionSustainable Village HeritageGreen People BuddhismVerdant Market AnimismNature-based Local NativeDiverse Rural TribalAgro Tourism Home StaysSoft Adventure Mekong RusticWater Pure AuthenticUntainted Indigenous RealRiver SimpleFresh
Activities: cycling, trekking canoeing, hiking, rafting, elephant treks, self drive holidays, camping…..
Thematic Direction ofExplore Mekong Campaign
Explore Mekong Campaign Slogan and Logo
• Pure and Simple• Back to Basics• Asia’s Last or Final Frontier• Come Find Yourself• A River Runs Through It• Meet the Mekong• At the Edge of Asia• The Outback of Asia
Explore Mekong
Explore Mekong 2010 Slogan and LogoDevelopment Process
• Slogan shortened to ‘Explore Mekong’
• Logo Upgraded to incorporate common wisdom
• Two Options Presented at SKAL Meeting
• Final Stage of Refinement
Lao People’s Democratic Republic
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 -
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Year
LAO TOURISM
• $400,000,000
• 20,000 Direct Jobs
• #2 Export Earner
• Opportunities
• Poverty Alleviation
Lao 2010 Arrivals and Revenuestitling the scale in the wrong way?…….
Length of Stay x Per Diem Spend
IMPROVED SERVICE QUALITY
TVET Performance AppraisalHospitality and Tourism Programmes – Project LAO/020 research
• Teachers lack adequate practical industry experience and qualifications;
• Curricula outdated and unresponsive to industry needs;
• Lack of Lao language textbooks, teaching materials and teaching aids;
• Insufficient facilities, especially for practical training.
Lanith Core Team – our future teachersStudying in Singapore, France and Luxembourg – since 2009
Lanith Diploma Suite2 Year Diploma
LANITH
F&B Production
AccommodationOperations
Travel & Tour Operations
F&B Service Operations
Industry Skills Training
• Vientiane• Champassak• Khammouane• Luang Prabang• Xiengkhouang
THE LANITH CAMPUSClassrooms, Administrative Offices, Restaurant and Bar, Rooms Division Lab, Training Kitchen, IT Lab, Library, International Meeting Hall, Visitor Information Centre and Hotel
Development Aid
• Project Document
• Objectives• Inputs• Outputs• Outcomes• Impacts
Business
• Business Plan
• Mission• Capital• Product• Sales• Profits
Products and Services• 2 yr diploma (education)• Passport to Success (industry-training)• Restaurant, Bar and Café• Visitor Information Centre/Gift Shoppe• 4 Star Hotel
THE
HOTEL
Master Plan
Bamboo way to Mekong
The Lao National Institute of Tourism and Hospitality
Luxembourg Development Cooperation
LAO/020$12,000,000
Government of Laos Ministry of
Education$12,000,000
Hotel Investor (s)$12,000,000
A $36,000,000 Social Enterprise Project
Capital
INSTITUTIONALIZED PUBLIC PRIVATE PARTNERSHIP MODEL
HOTEL COMPANY
LANITHContracting
Agency
INVESTOREconomic Operator
Roles of Prospective Partners
Grants
Debt
Equity
• Luxembourg Development Cooperation (LAO/020)
• Government of Lao (Land)• ADB/IFC (technical
assistance)
• ADB• IFC
• Private Investment
THANK YOU
For more information, please contact [email protected]