1. Mahidol University
Asia Pacific Peter Semone
Tourism
03 March 2012
Destinations
Competing for
Tourists and their
Dollars

2. World Tourism Facts
• 935 million international tourists
• Earning 900 billion in exports
• 9.1 percent of Global GDP
• Supporting 258 million jobs
• Largest ‘Services’ Sector Industry
• Force for Poverty Alleviation

3. Boom in
International Tourism
Year Aircraft Flight Airfare Capacity
Time
1939 Boeing 314 25-30 Hours Half the Price 74 pax
NY-London of a small
house
1969 Boeing 747 6 hours 5 A small fortune 366 pax
minutes
NY-London
2004 Airbus 340-500 18 Hours A month’s 184 pax
NY-Singapore salary
2006 Airbus 380-800 12.5 Hours Just under a 450 pax
Singapore- month’s salary
London

4. IVAs World & Asia Pacific
(1960-2005; Note: differences in tabulating data between WTO and PATA)
From 5 percent to 40 percent of Global Tourism Arrivals in 35 years

5. International Tourism Receipts
1960 to Present

6. By 2020 Tourism Demand will DOUBLE
Expenditure Expected to be > US$2 Trillion

7. GMS Tourism

9. GMS
Tourism is a Globally Competitive Business

10. Mekong Tourism
Snapshot

11. The Institution
Section One of Marketing Plan

12. MARKETING DEVELOPMENT
Mekong Tourism Office (MTO) Mekong Tourism Coordinating Office
(MTCO)
Marketing Expert
Development Expert
Market GMS in order to
increase long-stay above Orchestrate implementation and funding of
average spending subregional 28-Development Projects as prescribed TSS
travellers
Donor Partnerships
Private Sector Partnerships

13. Finances
• Annual Government Contribution for
Operating Budget = US$90,000
• Residual Funds from AMTA = US$25,000
• Private Sector Cash and In-Kind Contributions
• Support by Thailand Ministry of Tourism and
Sport and French Government

14. GMS SWOT Analysis
Strengths Weaknesses
 Unique range of nature based and cultural attractions;  Weak and inconsistent branding in key markets;
 UNESCO World Heritage sites;  Historically low level of promotions and funds thinly spread across a number of
 Fascinating indigenous cultures and traditions; markets;
 Generally friendly and hospitable local population;  Limited capacity among many governments to plan and market the tourism sector;
 Well established and spectacular cultural events;  Low community and government awareness of tourism benefits and needs;
 Extraordinary natural environments, many possessing unique and rare flora and  Lack of market research/weak statistical base;
fauna;  Weak provincial tourism bureaus and associations;
 Relative closeness to Asian source markets;  Limited private sector involvement in destination marketing;
 Excellent accessibility through international hubs such as Bangkok and HCM City;  Weak public private partnership frameworks;
 Comprehensive air and land transport network;  Insufficient government investment and commitment to regionalism;
 Relatively unspoiled environment;
 Increasing support from central governments for tourism (and some provincial
governments);
 Strong regional private sector companies;
 Well establish cooperative framework through MTCO.
Opportunities Threats
 Growing global interest in activity based special interest tourism;  Increasing global oil prices
 Growing iconic status of natural and cultural heritage attractions;  Terrorist or security incidents as major deterrent to travel;
 Increased intra-regional and international air services (particularly low cost  Inaction;
carriers);  Global and regional competitions and increasing competitor marketing;
 Increase coordination of marketing and industry participation;  HIV/AIDS epidemic or other pandemics will deter visitors;
 The aura and mystique of the Mekong;  Political and economic instability;
 Mobilisation of MTCO as a centralised regional tourism marketing and  Adverse publicity;
development agency;  Lack of sustainable tourism operations;
 Develop stronger branding;  Reduced funding for development and promotion
 Commitment to regionalism;
 Emergence of Asian tourist;
 Concentrate marketing on key defined source markets;
 Strengthen research base to underpin marketing strategies;
 Positively manage image in key markets through PR programme;
 Increased internet marketing activities;
 Focus marketing on to niche markets;
 Strengthen marketing capacity within MTCO, respective NTOs and regional
industry associations

15. Marketing the Mekong
Mekong Tourism Office (MTO)
Plan 2008-2010

17. Thematic Direction of
Explore Mekong Campaign
Nature Community Culture
Eco- (Lodges, Tourism, Tours) Tourism Religion
Sustainable Village Heritage
Green People Buddhism
Verdant Market Animism
Nature-based Local Native
Diverse Rural Tribal
Agro Tourism Home Stays
Soft Adventure Mekong Rustic
Water Pure Authentic
Untainted Indigenous Real
River Simple
Fresh
Activities: cycling, trekking canoeing, hiking, rafting, elephant treks, self drive holidays, camping…..

18. Explore Mekong Campaign Slogan and Logo
• Pure and Simple
• Back to Basics
• Asia’s Last or Final Frontier
• Come Find Yourself
• A River Runs Through It
• Meet the Mekong
• At the Edge of Asia
• The Outback of Asia
Explore Mekong

19. Explore Mekong 2010 Slogan and Logo
Development Process
• Slogan shortened to
‘Explore Mekong’
• Logo Upgraded to
incorporate common
wisdom
• Two Options Presented
at SKAL Meeting
• Final Stage of
Refinement

21. Lao People’s Democratic
Republic

22. LAO TOURISM
-

23. Lao 2010 Arrivals and Revenues
titling the scale in the wrong way?…….

24. Length of Stay x Per Diem Spend

26. IMPROVED SERVICE
QUALITY

29. TVET Performance Appraisal
Hospitality and Tourism Programmes – Project LAO/020
research
• Teachers lack adequate practical industry
experience and qualifications;
• Curricula outdated and unresponsive to
industry needs;
• Lack of Lao language textbooks, teaching
materials and teaching aids;
• Insufficient facilities, especially for practical
training.

30. Lanith Core Team – our future teachers
Studying in Singapore, France and Luxembourg – since 2009

31. Lanith Diploma Suite
2 Year Diploma F&B
Production
F&B
Service
Operations
LANITH Accommodation
Operations
Travel &
Tour
Operations

32. Industry Skills
Training
• Vientiane
• Champassak
• Khammouane
• Luang Prabang
• Xiengkhouang

33. THE LANITH CAMPUS
Classrooms, Administrative Offices, Restaurant and Bar, Rooms Division
Lab, Training Kitchen, IT Lab, Library, International Meeting Hall, Visitor
Information Centre and Hotel

34. Business
• Business
Development Aid
• Project
Plan
Document
• Mission
• Objectives
• Capital
• Inputs
• Product
• Outputs
• Sales
• Outcomes
• Profits
• Impacts

35. Products and Services
• 2 yr diploma (education)
• Passport to Success (industry-training)
• Restaurant, Bar and Café
• Visitor Information Centre/Gift Shoppe
• 4 Star Hotel

36. THE

37. Master Plan

39. Bamboo way to Mekong

40. Capital
Luxembourg
Government of
Development Hotel Investor
Laos Ministry
Cooperation (s)
of Education
LAO/020 $12,000,000
$12,000,000
$12,000,000
The Lao National Institute of Tourism and Hospitality
A $36,000,000 Social Enterprise Project

41. LANITH
INVESTOR
Contracting
Agency Economic
Operator
HOTEL
COMPANY
INSTITUTIONALIZED PUBLIC PRIVATE PARTNERSHIP
MODEL

42. Roles of Prospective Partners
• Luxembourg Development
Cooperation (LAO/020)
Grants • Government of Lao (Land)
• ADB/IFC (technical
assistance)
• ADB
Debt • IFC
Equity • Private Investment

43. THANK YOU
For more information, please contact
peter@Lanith.com