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well and loses out on potential business, in particular from
other long-haul destinations.
Some people think Vietnam is a very poor destination,
only suitable for backpackers, and it is hard to convince them
that Vietnam has many quality tourism products, world-class
beaches and fine cuisine. As long as Vietnam National Admin-
istration of Tourism (VNAT) focuses on the number of tourists
and does not encourage high-spending travellers, the country
will continue to have an image crisis.
It is crucial that VNAT creates a brand that positions Viet-
nam as a destination for discerning travellers. At the moment,
many people come to Vietnam because they have received
good reports from friends and relatives who have already vis-
ited, not because of a meaningful marketing campaign.
If VNAT positions Vietnam as a cultural destination, trav-
ellers will only visit once, but if we promote ourselves as a
holiday destination with beautiful beaches, fun activities,
entertainment, shopping, new products, an improving infra-
structure, and new destinations opening every year, holiday-
makers will come back again and again.
We are unable to attract more cruises while our seaports
are poor with no specific facilities for travellers. Airports
must provide VIP services on the ground so that private jets
and more luxury airlines will fly here. Hotel classifications
do not meet expectations and damage the image of high-
end tourism. These negatives result because VNAT does not
focus on the niche luxury market like our competitors in
Thailand and Malaysia.
Vietnam has no clear message, no strong focus on prod-
ucts, and no unique selling propositions. At trade shows
VNAT staff are not professional and some are not able to
speak English.
Thailand has launched a quality tourism campaign aim-
ing to strengthen its tourism by highlighting niche markets:
ecotourism, golf, weddings and honeymoons, and health and
wellness. At the same time, TAT has launched ThailandSuper-
Quality.com to promote luxury tourism products and services.
Malaysia is very creative in promoting Malaysia with expe-
rienced, professional, passionate staff. They promote Luxury
Malaysia online, through social media and at trade shows
very effectively. As a result, high-end tourism to Malaysia has
increased.
SUPPORT NEEDED
Without government guidance and vision, local private
tour companies, such as Luxury Travel, are working alone.
On our own it is difficult to attract high-end travellers to Vi-
etnam through tour operators and travel agencies overseas.
Due to the lack of a cohesive marketing campaign, it is
hard for us to convince travel professionals to sell Vietnam
A latern shop in Hoi An
Photo courtesy of InterContinental Danang Sun Peninsula Resort