Pascal Khoo Thwe
Winnie Mai
International Trade Centre (ITC)
December 2016
Lessons Learned from the Inclusive Tourism Project Focusing on Kayah State
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International Trade Centre (ITC)
• Strengthening the integration of the business sector of developing countries and economies in transition into the global economy
• Improving the performance of trade and investment support institutions for the benefit of SMEs
• Improving the international competitiveness of SMEs
Create trade impact for good and thus contribute to the achievement of the United Nations Global Goals for Sustainable Development
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Local SMEs
and communities
Tour operators
Sector Associations
National and State government
Introducing the Myanmar Inclusive Tourism project:
HIGHLIGHT: SUPPLY CHAIN APPROACH
Important, strategic actions were taken at each step along the chain, from local communities through to European markets…
Enhance Myanmar’s
tourism industry as a way out of
poverty
2014
For an increasing number of tourists, an opportunity to meet local people; and to enjoy a fun, safe insight into local life is no longer an ‘option.’ It’s an expectation.
What is the opportunity for tourism?
Some key steps of supply chain approach
Development of cultural and creative tourism, through highly participatory, flexible processes
Training of ground handlers, regional guides, DMCs: product, operations, market access
Expert training to improve tourism standards / products (e.g. food hygiene, crafts)
Technical assistance to MOHT local branch office (statistics, tourism information center)
Strengthening of tourism industry associations and public-private partnerships
Destination branding campaign and B2B coaching to promote Kayah in Europe (ITB / WTM)
Result? New community, cultural tours with trained local staff
Hta Nee La Leh, Kayah CommunityHta Nee La Leh, Kayah Community
Step by step process: investing sufficient time and resources to build local capacity and confidence.
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Capacity building of Kayah’s tourism related associations
Workshops and individual advisory services tomembers of the associations:• Hotel Association: Hospitality Management training• Restaurant Association: Planning of Weekend Market in Loikaw• Guides Association: Roles and regulations of an industry associatio
n • Transport and Travel association: Roles and
regulations of an industry association & to Yangon for Kayah ground handlers :
• Visit UMTA and MTM• Meetings with Yangon based TOs – how do they
operate successfully, product development, airticketing, CSR-policies, quality and handlingstandards, tour guides etc.
• Training on tour operating and tour guiding• Hotel site-inspection
Creative tourism experience development in Loikaw: The Kayah Sausage Experience and The Natural Dying Path.
Food quality and safety for operators in Loikaw
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• Hands on coaching on implementing personal hygiene, sanitation, cleaning and simple record keeping for 4 restaurants, 3 hotels, 2 sausage producers, 2 rice wine producers and 2 bottled water manufacturers
• Coaching on hygienic practices to HTNL Village community (BBQ product)
• Creation of a team of 10 TcC including a Coordinator to follow up on roadmaps of participating hotels and restaurants
• Workshop on “Hygiene Practices and Food Safety Systems in the Tourism Sector” for Trainer cum Counsellors (TcCs), service providers and government officials (MOC, MOHT, FDA, Veterinary, Education).
• Hygiene Awareness Workshop atThiri Mingalar Market to implement Hygiene in Surrounding, Shop and Self (3 S)for vendors and management team (200 participants)
Engage with and train ground handlers, regional guides, national DMC’s tour operators from the start
Inbound tour operators / DMC coaching (sustainability and market access, international fair participation)
• Selection of 25 tour operators • In partnership with CBI, Dutch government • Export Marketing training • Personal coach • Sustainable tourism training & Human resource management training • Support with Kayah product integration
Crafts Development and Tourism Code of Conduct
consultations with State Government officials, ethnic groups, CSOs, private sectors and communities on code of coduct for tourists, tour operators and communities
- workshop with ethnic groups on craft development- Train weaving centre staff and trained
sewing girls from AVSI on Kayah Unity Bags
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Strengthen Myanmar and Kayah’s tourism statistics
Two-days workshop in NPT (with UNWTO) on System of Tourism Statistics
Two-days workshop in Loikaw (withUNWTO) on System of Tourism Statistics
Intensive training to Kayah Government official
Action Plan (Log-frame & Budget): Recommendations and activities for Kayahauthorities to improve tourism statistics measurement and establishment of the Inter-Institutional platform (NTF III-NTF IV)
M&B: application of branding guidelines
All communication material developed according to
branding guidelines with a strong, culturally
significant, yet simple and dynamic brand
Loikaw map WTM stand
Key Lessons Learned
1. Developing tourism in partnership with local communities requires sufficient time, and a step by step process, respect and flexibility.
2. Supply chain approach works well –from people to product to market. This is a practical process – use all opportunities to invite tour operators to meet, visit communities, share ideas, earn trust, form relationships.
3. Work hard to create stakeholder partnerships and linkages at destination level (e.g. ground handlers, guides, community, MOHT)
4. Mobilize local youth & volunteers
Tourism, culture and community development
Community development
skills and perspectives
Tourism skills and
perspectives
A great experience for tourists and locals
KEY MESSAGE – ESSENTIAL INGREDIENTS FOR SUCCESS
Benefits for local people / environment
Profitable for tourism
businesses
PEOPLE ASPRODUCTS
PEOPLE ASPARTNERS
What do ITC expect to intervene
• The approach is top-down requiring managers to attend and to share what they have learned
Commitment of private sector to attend and
activitely participate to capacity building activities
• The social fabrics of selected local communities must be strong
Commitment of local communities to attend and
actively participate to products development
• Local authorities are expected to share information that could affect the project’s implementation
Commitment of local authorities to facilitate the project’s implementation
Challenges
-Trust building very difficult in post-conflict context;- Low SH awareness of tourism and its impacts (+ and -);- Limited understanding of value of ‘technical support’- Many local businesses lack manpower to fully engage- still too many official restrictions /lack of clear instructions- entrenched interests of stakeholders delaying reforms- lack of facilities and communication- Looking forward – lack of a national, strategic plan to balance CBT supply and demand – How will states plan?
Recommendations
- At community level, a strong site selection process - Supply chain approach, proactive to facilitate partnerships - Also, need a strong focus on destination management- Enough time allocated to build trust with stakeholders;- Team needs to bring a combination of tourism and community development skills, tools, experiences;- Identify motivated youth and invite to volunteer- Engage with civil society
ITC Feasibility study in Tanintharyi State
• Map existing and potential destinations, attractions, products and services, as well as accommodation and transport facilities
• Undertake a baseline assessment of existing enterprises, potential and existing community-based products and services
• Identify and assess new potential tourism itineraries and products
• Undertake a simplified value chain analysis of the sectors
• Evaluate the feasibility of Tanintharyi as a possible replication for the NTFIII project in Myanmar (accessibility, ROI for project investments, sufficient tourists market, etc.)