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ITC Mission – Kayah State, Myanmar
Preliminary findings
Dr. Frederic THOMAS ITC International Consultant
Map of Kayah State
Permitted area to International Tourists
Myanmar
- Loikaw Township - Demawso Township - Pruhso Township
Not permitted area with tourism potential
- The Kho and Ho hay villages (Kayaw groups) - Shadaw area (Dark/Historic Tourism)
- BP 10 (border with Mae Hong Son city
Other
BP 13 – Open in 1 year
Strengths
•Growing demand for Kayah
•Outstanding scenery
•Cultural uniqueness
•Local specialties
•Local Government support
Weaknesses
•Over-priced and poorly services accommodation and transportation (including unscheduled flights)
•Low skilled tourism stakeholders
•Limited number of activities and products
•Low average length of stay
•Waste management issues
•Low or absence of destination marketing
Opportunities
•Growing demand for Myanmar
•Tourism as a priority
•Interested Tour Operators in Kayah
•ASEAN and bilateral agreements
Threats
•Political instability
•Rapid entrance into the market economy and loss of social fabric
CONTEXT Simplified SWOT
Economic Impact of International Tourism (only) in Kayah State
International Visitors in 2013
(1490)
US$ 260,000 – US$ 175 /2 nights
Hotels
8 hotels
100 rooms (+39)
61 Staffs (+52)
US$ 150,000
58%
Restaurants
6 restaurants serving Int. Tourists
+ 5 Kayah sausage producers
US$ 37,000
14%
Souvenirs
4-5 souvenir shops
+ 4 weaving centers
+ 2 wood carvers
US$ 18,000
7%
Guides and excursions
5-10 active guides
+ 100 trainees
US$ 5,000
2%
Transportation
7 companies of car rental services
60 employees
US$ 50,000
19%
Overall Needs (not including financing)
Tourism management and regulation
• Enhance Kayah state’s administration to accelerate time consuming procedures for tourism operators
• Public-private dialogue
• Clarify strategic choices and set priorities for Kayah’s tourism development
Infrastructure and planning
• Improve accessibility - Airport’s runway rehabilitation & Tourism roads and access roads including border opening with Thailand (BP10) / Boat to Nyang Shwe (inle lake) / Road to Tangoo
• Taking sustainability considerations into account for Kayah’s urban planning (Involve Ministry of Environmental Conservation and Forestry, MoECAF)
• Priority to responsible tourism projects
Natural and build environment
• Protect and valorise traditional architecture
• Implement behaviour change programmes on waste generation and management
• Design guidelines for sensitive areas
Tourism products
• Product Development and diversification including increased ALOS in tourism sites and overnight in more locations than Loikaw
• Raise awareness and discuss on opportunities such as historic tourism (Kingdom, civil war, Italian missionaries products)
Markets and marketing
• Promotion and Marketing: target markets / brand image / positioning / pricing and competitiveness
Human Resources Development
• Capacity building of tourism professionals (services, entrepreneurship, CSR and environmental policies, sustainability and quality standards, etc.)
• Capacity building of public servants (planning, sustainability, tourism management and regulations, etc.)
In-depth Context Analysis
Tourism management and
regulation
Infrastructure and planning
Natural and build environment
Tourism products
Markets and marketing
Human Resources Development
Tourism management
and regulation
Existence of restricted areas / unsolved political issues (on-going discussion for peace agreement)
Over-priced and poorly serviced accommodation and transportation (including unscheduled flights)
Absence of sustainable tourism development strategy/plan for Kayah State.
Lack of clear understanding of the direction of change and its understanding for business and destination management
• Public – private dialogue in place
• Strategic options for Kayah’s tourism development clarified
• Upgraded quality of hospitality services
• Enhanced skills of tourism-related entrepreneurs and community leaders (training of trainers)
• Reduced current environmental impact of tourism services
• Increased number of international buyers (tourists and tour operators) and their overall amount of expenditures
(1) Tourism management and regulation
OBJECTIVES
• Facilitated roundtable between public tourism authorities (MoHT branch office) and private tourism operators to voice problems and seek jointly solutions and render the public tourism-related sector more client oriented
• Study tour for a group of public and private stakeholders incl. visits of responsible hotels and shops
• Role play trainings - 12 types of trainings (export competitiveness), 1 per month to be repeated every year + MOHT to participate (people from 5 departments)
• “Sustainability standards” training programme
• Training on business management including staff training
(1) Tourism management and regulation
ACTIVITIES
Infrastructure and planning
Limited accessibility (unreliable flights, poor runway, no access from Thailand yet, limited connection with neighbouring states)
Poor internal road conditions. Access from Inle Lake by boat and/or car to be enhanced.
Limited planning capacity (lack of funds and technical means such as public works machinery)
• Improve accessibility - Airport’s runway rehabilitation & Tourism roads and access roads including border opening with Thailand (BP10) / Boat to Nyang Shwe (inle lake) / Road to Tangoo
• Taking sustainability considerations into account for Kayah’s urban planning (Involve Ministry of Environmental Conservation and Forestry, MoECAF)
• Priority to responsible tourism projects and social enterprises
(2) Infrastructure and planning
OBJECTIVES
• Facilitated roundtable between public tourism authorities (MoHT branch office) and private tourism operators to voice problems and seek jointly solutions and render the public tourism-related sector more client oriented
• Participation of public stakeholders to all trainings and capacity building activities
• Policy advice to local Government through strategic document “Vision and strategic choices for sustainable tourism development in Kayah State”
• Difference between Zoning and Hotel zone
• Social enterprises as a business model
• Investment
(2) Infrastructure and planning
ACTIVITIES
Natural and Built
environment
Outstanding scenery
Waste management issues/ lack of access to staple water in all tourism sites
Disappearance of vernacular architecture (including the erosion of social fabric and traditions)
• Protecting and valorizing natural and built environment
• Taking sustainability considerations into account for Kayah’s urban planning (involve Ministry of Environmental Conservation and Forestry, MoECAF)
• Priority to responsible tourism projects
(3) Natural and built environment
OBJECTIVES
• Raising awareness activities
• Participation of public stakeholders to all trainings and capacity building activities
• Policy advice to local Government through strategic document “Vision and strategic choices for sustainable tourism development in Kayah State”
(3) Natural and built environment
ACTIVITIES
Tourism Products
Limited number of activities / low commercial exploitation of existing potential
Limited and unsustainable commercial exploitation of tourism assets
Leakages to transport and guides from Inle Lake
• Product Development and diversification leading to increased ALOS in tourism sites
• Create an environment encouraging flows of visitors and expenditures (direct and indirect) to the benefit of local communities
• Create an environment facilitating the conservation of both, the social fabric and the cultural heritage
• Rebuild the social cohesion and limit the migration of youth to Thailand
(4) Tourism products
OBJECTIVES
• Tanee La Leh - Support the creation of a community-owned restaurant/coffee shop with traditionally dressed waiter and waitress, and local food/products
• Pan Pet Village
• Create community-led activities: Integration of tourism into village daily life, not substitution
• Develop cultural tourism tour beyond long-neck women, incl. commercial outlets and creative tourism activities
• Technical assistance for creation of a community house
• Product development
(4) Tourism products
ACTIVITIES
Cultural community tour development in Seven Lakes/Tanee La Le, incl. development of community owned restaurant
Existing flows of international and domestic visitors at the “Seven Lakes”
Tourists are currently using lunch boxes provided by hotels in Loikaw
Existing offer for snacks, salads and drinks on community land with poor quality of service, however with US$ 150 weekly revenue for local community
Current discomfort and inconvenience caused by international visitors stopping in the village to take pictures of traditionally dressed old women
Strong project support from community leader
Cultural community tour development in Pan Pet, including Kayan Community House
Existing flows of international and domestic visitors with an average very short stay of International visitors (15 min.)
Current unequal distribution of tourists expenditures (only 3-4 beneficiaries)
Existence of conflicts and disappearance of cultural heritage (loss of social fabric, migration to Thailand, “folklorisation” of traditions)
Sensitiveness around the promotion of “long neck women”
Income generating activities at the Ethnic group Museum in Loikaw
Existing flows of international and domestic visitors
Lost opportunities and weak commercial exploitation of potential
Bad presentation: Lack of signs and information in foreign languages, tidiness
Creative and culinary tourism activities at weaving centers / sausage and rice wine experiences
Existing demand of international and domestic visitors for visiting traditional activities
Growing worldwide demand for creative tourism Lost opportunities and weak commercial
exploitation of potential Lack of capacities to value the local production
of “longyi”, sausage, rice wine, etc.
Product development of crafts and FE&E
Unexploited potential of crafts & furniture to sell to Hotels, Restaurants as interior decoration
Missed opportunity to sell through Hotel souvenir shops Existence of local “savoir-faire” (Music instruments, knife, etc.)
& Lack of capacities to value the local production of “longyi” and others
Lack of trust in tourism potential and therefore low willingness to adapt or to produce for the sector
Existing trained manpower in refugees camps Existence of shops in Yangon (such as POMELO) interested in
supporting local products
Markets and Marketing
Limited flow of international tourists (2000 in 2014)
Inexistent or limited Marketing/Promotion/Sites signage
Inexistent or limited Marketing/Promotion by private sector stakeholders
• Increased ALOS in tourism sites
• Attract the segment of responsible tourists
• Encourage and Influence sustainable tourists to adopt visitors’ code of conduct
(5) Markets and Marketing
OBJECTIVES
• EXPORT PROMOTION Training of 25 Myanmar Tour Operators
• Development of backward and forward market linkages (liaison officer/national coordinator with stakeholders in Yangon and Kayah)
• Promotion and Marketing training and activities
• Creation of both visitors and stakeholders’ code of conduct
(5) Markets and Marketing
ACTIVITIES
Human Resources
Development
Poor quality of services and limited awareness of responsible practices in tourism
Weak sustainability standards
Limited access to training
• Responsible and qualified tourism professionals (services, entrepreneurship, CSR policies, sustainability standards, etc.)
• Responsible and qualified public servants (planning, sustainability, tourism management and regulations, etc.)
• Quality assurance for food supply
• Increased number of international buyers and their overall amount of expenditures
(6) Human Resources Development
OBJECTIVES
• EXPORT PROMOTION Training of 25 Myanmar Tour Operators
• Attendance of Kayah MoHT civil servants to all tourism-related trainings
• Development and application of both, visitors and stakeholders’ code of conduct
• Capacity-building of existing guides through involvement in product development (e.g. cultural tourism tour development)
• Train and accompany food producers and restaurants in applying quality and food security standards improvement
(6) Human Resources Development
ACTIVITIES
Quality assurance for food supply
Growing worldwide and regional demand for Myanmar and Kayah as a tourism destination
Weak average quality of food and services in restaurants
Existence of local specialities (sausage, banana leave rice snack, etc.)
Lack of activities to promote local food Low sustainability standards
Capacity building of local guides
Lack of well trained Kayah guides Kayah state sold as an extension of Inle Lake with Inle
guides, resulting in unexploited Kayah assets (story telling) Lack of training activities and schools Lacking offer of activities and products/services Sustainability standards to be improved
ITC’s expected long term Impacts
• Strategic Tourism Management
• Sustainable Development of tourism in Kayah State
Tourism management and regulation
• Facilitation of new roads and improved access to Kayah States
• Fair distribution of tourism expenditure
Infrastructure and planning
• Reduction of waste generation & Improved waste management practices
• Cultural and natural heritage preservation
Natural and build environment
• Increased ALOS by one day – US$ 80/person/day (US$ 160,000/year)
• Increased expenditures and pro-poor income (US$ 20,000 / year)
Tourism products
• Increased volume of responsible tourists visiting Kayah state
• Increased satisfaction, number and expenditures of international visitors
• Increased number of TO selling Kayah
Markets and marketing
• Improved quality of services and visitors’ satisfaction
• Increased volume and variety of visitors
• Skilled tourism related entrepreneurs
Human Resources Development
ITC project’s direct objectives (year 1)
Improve current supply
Create new products
Increased ALOS (1 day) + volume of responsible
tourists
Capacity building of tourism stakeholders
Upgrade 3 products (Seven lakes / Tanne lah le village,
Pan Pet villages, cave)
Raising awareness (responsible tourism) and
market linkages
Capacity building of local communities and NGOs
Creative tourism at weaving centers (2) / sausage and rice wine experience
Souvenirs and home deco for hotels(FE&E)
Market linkages
US$ 160,000 Year one
+ 20 jobs
200 tourists @ US$ 240/trip
US$ 48,000
Crafts, food and activities
US$ 20,000 + US$ 10,000 / year
Visitors Expenditures Overall Impacts - Trade promotion
- Employment generation
- Knowledge transfers
- Spillovers
Yield (Entire Economy)
ITC project’s impact in Kayah (ROI)
Year 1
•US$ 238,000
Year 2
•US$ 317,000
Year 3
•US$ 406,000
Year 4
•US$ 485,000
Year 5
•US$$564,000
Low based Scenario
Direct Economic Impact in Kayah US$ 2 millions after 5 years + Improved export capacities of 25 Yangon based TO – US$ 2.5 millions after 5 years (10 intern. Clients @ $ 2,000/package) US$ 500,000 / year + Induced impacts = Environmental and Cultural preservation
Poverty reduction / Responsible management
ITC – Kayah State, Myanmar
Thank You
Dr. Frederic Thomas, ITC consultant – [email protected]
ITC contacts in ITC Geneva Marie-Claude Frauenrath, Project Manager - [email protected] Giulia Macola, Project Management Support - [email protected]
ITC contacts in Myanmar
Pascal KHOO THWE (ITC liaison officer) - [email protected] Winnie Mai (Project Assistant Loikaw) - [email protected]