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)

Context: dangers of exploitation

Our goal: respectful visits to local communities

Result? New community, cultural tours with trained local staff

Hta Nee La Leh, Kayah CommunityHta Nee La Leh, Kayah Community

Result? new community, cultural tours with trained local staff

Pan Pet, Kayan 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.)