What is a brand?What is a brand?

What is a brand?What is a brand?

BRANDINGBRANDING

► Your Most Valuable Your Most Valuable AssetAsset

► Your Guarantee of Your Guarantee of Your ProductYour Product

► Something that You Something that You ‘Stand Behind’‘Stand Behind’

► Imagery of Your Imagery of Your ProductProduct

ASEAN Tourism BrandingASEAN Tourism Branding

US$117.2 million

US$101 million

US$258 million

VIETNAM Tourism BrandingVIETNAM Tourism Branding

In Today’s Marketplace,In Today’s Marketplace,Destination Marketing Must Be……Destination Marketing Must Be……

Targeted Creative

Web-based Lifestyle focused

Situation Analysis GMS Tourism CooperationSituation Analysis GMS Tourism Cooperation

Strengths Weaknesses

• Product and market development potential• Emerging Transportation network• Vibrant private sector• Strong partners

• Management and institutional capacities• Service and facility standards• Harnessing the private sector• Marketing and product development• Cross border movements• Too many cooperation frameworks

Opportunities Threats

• Harness the strengths • Address the weaknesses• Synchronizing with other cooperation

frameworks

• Pandemic Diseases• Natural disasters• Economic crisis• Failing to work together

Cambodia China (Yunnan / Guangxi) Lao PDR

Myanmar Thailand Vietnam

A Golden Piece of Tourism Real A Golden Piece of Tourism Real EstateEstate

Mekong TourismFinances

• Annual Government Contribution for Operating Budget = US$90,000

• Donor and Private Sector Cash and In-Kind Contributions

• Support by Asian Development Bank, Thailand Ministry of Tourism and Sport and French Government

Tourism Sector StrategyTourism Sector Strategy

Available for Download at www.mekongtourism.org

Target International Tourism Arrivals

0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

2005 2010 2015

Arr

ival

s

Thailand Other GMS Countries

Arrival Forecasts

Expected Outcome: Estimated Expected Outcome: Estimated Value of Tourism Expenditure in $ Value of Tourism Expenditure in $

BillionsBillions(at 2005 prices)(at 2005 prices)

Sub SectorsSub Sectors 20042004 20102010 20152015

Lodgings & Lodgings & FoodFood 5.275.27 10.5110.51 18.6718.67

TransportatioTransportationn 1.941.94 3.873.87 6.876.87

ShoppingShopping 4.074.07 8.118.11 14.4014.40

ToursTours 1.191.19 2.372.37 4.214.21

Other Other ServicesServices 2.332.33 4.644.64 8.258.25

TOTALTOTAL 14.8014.80 29.5029.50 52.4052.40

Source: GMS Tourism Sector Strategy, June 2005

1. Mekong River Tourism Corridor

2. Golden Quadrangle

3. East West Tourism Corridor Zone

4. Emerald Triangle

5. Southern Tourism Coastal Corridor

6. Green Development Triangle

7. Lao PDR – Viet Nam Cross-border

Community-based Tourism Zone

8. Andaman Coast Tourism Zone

9. Shangri-la–Tengchong–Myitkyina Tourism Development Zone

10. Red River Valley Tourism Zone

11. Guangxi – Northeast Viet Nam Borderlands Tourism Zone

Mekong Tourism13 Priority Areas

Yuxi

Vung Tau

Dung Quat

Quy Nhon

Nha Trang

Thap Cham

Phan Thiet

Vinh

Tanap

Dong Ha

Than Hoa

Nam Doth

Haiphong

Bei Hai

Da Nang

Hue

Cau Treo

Ngoc Hoi

Duc Co

Nam Can

Tay Trang

Pathein

Pyay

Kyeeni

Mandalay

Yatsouk

Loilem

Kengtung

Jinghong

Tachilek

Mae SaiChiang Kong

Nateuli

Mohan

Denchai

PhitsanulokMawlamyine

Nakhon Sawan

Bannet Narong

Tavoy

Nam Tok SuphanburiAyuttaya

Kanchanaburi

Petchaburi

Hua Hin

Prachuap Khiri Khan

Sattahip

Chunburi

Nakhon Ratchasima

Bua Yai

Khon Kaen

Nong Khai

ChongmekSurin

Trat

Koh Kong

Sihannoukville

Surat Thani

Svay Rieng

Kampong Cham

Stung Treng

Attapeau

Pak Mong

Vang Vieng

Xieng Khouang

Hoa Binh

Gejiu

Hekou

Nuihong

Kep

Lang Son

Myitkyina

Muse

Lashio

MangshiXiangyun

Chuxiong

Bigu

Baoxiu

Mohei

Budalin

ShanglinNapo

Bose

Tianlin

Xilin Hechi

Liuzhou

Guilin

Longsheng

Ziyuan

Zhongshan

Wuzhou

Laibin

Yulin

Dahua Yaozu

Guiyang

Dongxing

Pingxiang

Longzou

Daxing

Bagan

Ruili

Lijiang

Baoshan

Zhongdian

Siem Reap

Phuket

Udon Thani

Chiang Mai

Ben Nape

Ban Dong

Cham Toal

Ban Panghok

KilometersScale 1 : 13,000,000

0 300150

GIS Mapping by :

Asia PacificProjects Inc.

10°

30°

25°

20°

15°

10°

30°

25°

20°

15°

95° 100° 105° 110°

95° 100° 105° 110°

Gulf of Thailand

Andaman Sea

Gulf of Tonkin

HANOI

VIENTIANE

BANGKOK

YANGON

PHNOM PENHHo Chi Minh

Nanning

Kunming

Poipet

MYANMAR

Yunnan Province PRCGuangxi Zhuang Autonomous Region PRC

Hat Yai

Dali

Tengchong

Menghai

Lao Cai

LAO PDR

CAMBODIA

Dao Phu Quoc

Mae Sot

Chiang Rai

BotenLuang Namtha

Louang Phrabang

Pak Tho

Songkhla

Ko Samui

Aranyaprathet

PhanomSarakham

Ha Tien

Kampot

Pakse

Mukdahan

Nakhon Phanom Thakhek

Na Duoung

Cai Lan

THAILAND

VIET NAM

Do Dau

Legend :

The Greater MekongSubregion

Priority Tourism Zones

Shoreline

Railway

Proposed Subregional Road

Major River Network

National Capital

City / Town

Nature/Adventure-based Tourism

Culture/Nature-based Tourism

Marine/River-based Tourism

Map 11

1. The Mekong River Corridor

11. Guangxi-Northeast Vietnam Karst Borderlands10. The Red River Valley9. Shangri-la/Tengchong/Myitkyina Cluster8. Andaman Coast and Islands7. Houaphanh-Thanh Hoa-Son La Tourism Circuit6. The Green Triangle5. The Southern Coastal Corridor4. Emerald Triangle3. East West Corridor2. The Golden Quadrangle

North-South Economic Corridor

East-West Economic Corridor

Southern Economic Corridor

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777777777

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333333333

444444444 666666666

333333333

888888888555555555

111111111

111111111

UbonRatchathani

Ayuthaya

SukhothaiSavannakhet

Ban Lao

Pakkading

Lao Bao

Na Meo

Simao

Ban Xayden

Huay Xai

Nong Haet

Not Shown on the Map are: 12. Heritage Necklace Circuit and 13. GMS Coastal and River Cruise Lines

MARKETING

Mekong Tourism Office

(MTO)

DEVELOPMENT

Mekong Tourism Coordinating Office

(MTCO)

Marketing the Marketing the MekongMekong

Mekong Tourism Office (MTO)Mekong Tourism Office (MTO)

Plan 2009-2010Plan 2009-2010

•Pro

fitable

•Socially

Inclu

sive

•Low o

n CO2

•Hig

h on + Im

pacts

Nature Community CultureEco- (Lodges, Tourism, Tours) Tourism ReligionSustainable Village HeritageGreen People BuddhismVerdant Market AnimismNature-based Local NativeDiverse Rural Tourism Tribal Subregional Traveller Visa on ArrivalAgro Tourism Home Stays HutsSoft Adventure Mekong RusticWater Pure AuthenticUntainted Indigenous RealRiver SimpleFresh

Activities: cycling, trekking canoeing, hiking, rafting, elephant treks, self drive holidays, camping…..

Thematic Direction ofThematic Direction ofExplore Mekong CampaignExplore Mekong Campaign

We need a slogan and a We need a slogan and a logo….logo….

Any ideas???Any ideas???

Explore Mekong Campaign Slogan and Explore Mekong Campaign Slogan and LogoLogo

• Pure and SimplePure and Simple• Back to BasicsBack to Basics• Asia’s Last or Final Asia’s Last or Final

FrontierFrontier• Come Find YourselfCome Find Yourself• A River Runs Through ItA River Runs Through It• Meet the MekongMeet the Mekong• At the Edge of AsiaAt the Edge of Asia• The Outback of AsiaThe Outback of Asia

Explore MekongExplore Mekong

Rich Regional Web ContentRich Regional Web Contentwww.exploremekong.orgwww.exploremekong.org

Suggested itineraries to 13 zonesSuggested itineraries to 13 zones Interactive MapsInteractive Maps Airline, bus and train informationAirline, bus and train information Video clipsVideo clips Feature articlesFeature articles Booking EngineBooking Engine Travel news from around the regionTravel news from around the region Social Media InteractivitySocial Media Interactivity

Explore Mekong CampaignExplore Mekong CampaignCore ActivitiesCore Activities

• Great Mekong Give-a-way 2009 and 2010 Great Mekong Give-a-way 2009 and 2010 (via www.exploremekong.org)(via www.exploremekong.org)

Monthly Lucky Draw for Registered UsersMonthly Lucky Draw for Registered Users Quarterly Lucky Draw for Users of Booking EngineQuarterly Lucky Draw for Users of Booking Engine Regular Contests (painting, photography, video)Regular Contests (painting, photography, video) An Online Mekong AuctionAn Online Mekong Auction Media FamiliarizationsMedia Familiarizations

• Anchor EventsAnchor Events Each Country to Organise and Sponsor an Event using the Each Country to Organise and Sponsor an Event using the

Mekong Theme (sports events, concert, festival, etc) Mekong Theme (sports events, concert, festival, etc) Equally Divided throughout the calendar year 2010Equally Divided throughout the calendar year 2010

Explore Mekong Explore Mekong Collateral IdeasCollateral Ideas

• Fact SheetFact Sheet• Thumb DriveThumb Drive• CalendarCalendar• Cook BookCook Book• Passport to the Mekong Passport to the Mekong (discount voucher (discount voucher

book)book)

• Press/Media KitsPress/Media Kits

Explore MekongExplore MekongAdvertising Wish ListAdvertising Wish List

PrintPrint TelevisionTelevision ElectronicElectronic

International Herald TribuneTIME MagazineSmart Public Relations

ESPN (sports nuts)AXN (adventure enthusiasts)CNBC (financial fanatics)BBC (news addictsHallmark (women viewers)Earth TV

On Line Travel Agents (Expedia, Odopo, Zuji, Whotif, Travelocity)Trip AdvisorFacebookGoogle EarthSkypeMajor Search Engines

Driving Traffic to www.exploremekong.org

Media Mix Budget Range: US$50,000-1,000,000

The Critical Success Factor The Critical Success Factor

• Join the Join the www.exploremekong.orgwww.exploremekong.org booking enginebooking engine

• Provide in-kind and/or Provide in-kind and/or cash contributions for cash contributions for the Explore Mekong the Explore Mekong Campaign and the Campaign and the Mekong Tourism OfficeMekong Tourism Office

• Tell your clients, Tell your clients, partners and suppliers partners and suppliers and encourage their and encourage their participation (word of participation (word of mouth)mouth)

• Content and IdeasContent and Ideas

Private Sector Partnership and Collaboration

A B

Thank You

Peter@Mekongtourism.org

Issues and TrendsIssues and TrendsConflicting Messages?Conflicting Messages?

Top 10 Tourism TrendsTop 10 Tourism Trends

1.1. Safety and SecuritySafety and Security2.2. Emergence of New Source Markets (CHINDIA)Emergence of New Source Markets (CHINDIA)3.3. Destination BrandingDestination Branding4.4. Marketing through the Worldwide WebMarketing through the Worldwide Web5.5. Emergence of the Leisure SocietyEmergence of the Leisure Society6.6. Co-op’etitionCo-op’etition7.7. The Responsible TouristThe Responsible Tourist8.8. Dynamic Packaging - the Do-it-Yourself Dynamic Packaging - the Do-it-Yourself

TravellerTraveller9.9. Value for Money (Transparency in Pricing)Value for Money (Transparency in Pricing)10.10. Consolidation and Restructuring of SupplyConsolidation and Restructuring of Supply

There will always be There will always be ObstaclesObstacles

Incredible Incentive Trip to the Greater Incredible Incentive Trip to the Greater Mekong Sub region Itinerary and Mekong Sub region Itinerary and

PresentationPresentation  

Group Presentations:Group Presentations: Form your own Form your own Destination Management Company and pitch Destination Management Company and pitch a presentation for Coca Cola execs (VIP’s) to a presentation for Coca Cola execs (VIP’s) to

destinations in the GMS.destinations in the GMS.Money is not really an object as the Coca Money is not really an object as the Coca

Cola company is doing well. These executives Cola company is doing well. These executives have worked hard all year and this is their have worked hard all year and this is their

“big trip” of the year. They also are not fools, “big trip” of the year. They also are not fools, and they don’t want to see their money and they don’t want to see their money

wasted. They like to help the community in wasted. They like to help the community in places they visit, but they want to stay at 4-6 places they visit, but they want to stay at 4-6

star resorts.star resorts.  

1. Prepare a 5 day/4 night 1. Prepare a 5 day/4 night detailed detailed incentive tripincentive trip

2. Prepare a 5-10 presentation outlining your 2. Prepare a 5-10 presentation outlining your itinerary Think of it as a sales pitch, it should itinerary Think of it as a sales pitch, it should

be lively and entertaining but yet professional, be lively and entertaining but yet professional, well planned and executed.well planned and executed.

  

Common mistakes are; lack of creativity and Common mistakes are; lack of creativity and imagination, students failed to take 5-10 imagination, students failed to take 5-10

minutes to practice a 5-10 minute minutes to practice a 5-10 minute presentation, students copy text. presentation, students copy text.

  Recommended websites:Recommended websites:

www.diethelmtravel.com www.asiantrails.net

www.exotissimo.com   

www.exploremekong.org www.kayak.com www.tripadvisor.com

www.google.com