Supporting Tourism Development in Central Coast Provinces

Hue City Mary McKeon/ 27 February 2014

High Level Meeting of three Central Coast Provinces

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Overall Activity Objective

To lay the foundations for the development of a responsible tourism industry in CC provinces (Thua Thien Hue, Da Nang & Quang Nam)

Specific Objective:Development of the main strategic product development & marketing priorities

Collaboration of tourism marketing policies

Targeted promotion of products and services

Quality of service product & RT

Utilization of tourism intelligence

Overall activity approach

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Collaborative work process with regional coordinator and all stakeholders to ensure sustainability of results

Initial kick off session in each destination to agree roadmap & timeline of stakeholder needs

ESRT with international expertise will support the joining up all different stakeholders working together at destination level in a top down bottom up approach

Workshops, round tables, seminars, group & individual discussions

Clear and simple messages

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Strategic Programming approach

Step 1Review Existing Productand Existing Markets

Step 2Review PotentialProducts and PotentialMarkets

Step 3SWOT Analysis

Step 6Define SpecificMeasures/Actions undereach Strategic Priority

Step 5Establish StrategicMarketing Priorities

Step 4Define the OverallObjective of theMarketing Effort

Step 7Agree ImplementationArrangements andFunding

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Step 1: Review Existing Product & Existing Markets

Review Global tourism trends

Examine tourism indicatorsCompare the situation in 3 provinces with international trends

Indicators such as tourism numbers, tourism spend, product evolution & tourism characteristics compared with international trends

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Identify potential new products or markets that offer growth potential in the destinations

Step 2: Review Potential Products & Markets

Identify areas where the Central Coast provinces can act as a new trend setter and where it can compete effectively

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Steps 3: SWOT Analysis

Carry out a SWOT analysis of existing product mix and markets

Identify the market segments where the provinces already have competitive strengths and areas offering significant growth opportunities for tourism

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Steps 4: Define the Overall Objective of the marketing Effort

Inform stakeholders’ considerations of the overall purpose of marketing strategy

Technical Working Group to oversee the development of the Strategy

International expertise will facilitate discussions to build consensus about the overall objective of the future marketing activities

Working Group will be comprised of industry representatives, government tourism authorities and project experts

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Step 5: Establish Strategic Marketing Priorities

Define the broad areas of intervention to be included in the plan

Priority given to the marketing of particularly advantageous tourism subsectors or products as identified

Identify the broad strategic marketing interventions for each of the products

Identifying the broad Strategic Marketing priorities for domestic and international marketing

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Rationale / objectives for the intervention Priority projects (i.e. an indication of activities of greater

priority within the eligible activities) Measurable outputs (performance targets and indicators) Authorities/agencies responsible for the implementation of the

measure Geographical coverage of the measure Duration of implementation of the measure Financing Relationship to other measures

Step 6: Define Specific Measures/Actions under each Strategic Priority Cont.

Each Measure Sheet will contain a description of:

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Step 7: Agree Implementation Arrangements/Funding

Implementation of the tourism-related policy due to the nature of the administrative arrangements.

The implementation of the Marketing strategy will be the first major task.

Clearly identifying mechanisms for the overall management of the programme as well as the management of the individual Measures.

Further key issue: the identification of funding sources of the Strategy

Funding sources may include state government budgets, entity government budgets, district budget, private sector and international donor contributions.

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Destination Tourism Development Framework

Destination competitiveness

Demand/customer

patterns and segments

Resources

Supportive industries

Industry structure

& rivalry

Com

petito

r perfo

rman

ce

Key success

factors & capabiliti

es

Vision, goals,

objectives and core

strategies

Positioning and brandin

g strategy

Target market

strategy

Target Market

Product

PlacePrice

Promotion

Institu

tion

al M

an

ag

em

en

t an

d M

on

itorin

g

Macro environment: Technological Economic Political Socio-cultural Natural

Where are we and how well do we compare?

Where would we like to be?

How do we get there?

Inte

gra

ted

Imp

lem

en

tatio

n

Fra

mew

ork

Development Programmes

Tourism Development plans

Attractions

HR/awareness

Trainings

SMME /entrepreneurship

Marketing programmes

Stay ahead?

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Results

Tourism product development strategic vision Main strategic development & marketing priorities agreed At least 4 product development & AP’s developed Marketing & promotion strategy & AP agreed Service quality strategy & AP agreed Government organizations consulted and informed of RT &

CC Private sector organizations and key industry engaged Round tables, workshops, working groups enabled Consultative forum established for destination management

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Timing of Activities

Activities 1st half 2014

2nd half 2014

1st half 2015

2nd half 2015

Assessment & situational analysis for CC destinations

Development of destination strategy and action plan

Capacity Building for Destination Management/ PPD

Support with the implementation of defined activitiesfollowing demand-driven work tasks

Monitors and reviews activities undertaken leading to greater impact of ESRTs interventions in the destination

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The ‘Environmentally and Socially Responsible Tourism Capacity Development Programme’ (2011 - 2015) is a European Union funded sector programme within the main activities in 1) Policy support and institutional strengthening, 2) Product competitiveness and public-private dialogue and 3) Vocational

education and training.

www.esrt.vn