1. Responsible Development of Dien Bien Phu
as a Historical & Cultural Destination in
Cooperation with 8 Northwest Provinces
March 2014, Dien Bien
Kai Partale, TourismSectorSpecialist ESRT

2. International visitors Domestic visitors
Total HCMC Hanoi Sapa Halong Hue
(A) (B) (C) (D) (E)
(n=200) (n=40) (n=40) (n=40) (n=40) (n=40)
29
23
17
16
11
11
54
54
65 63
58
58
58
18
13
15
8
15
60
33
48
25
25
15
5
8
8
60
78
68
28
25
15
20
10
5
68
60
20
28
23
23
5
10
53 90
35
35
15
20
20
15
25
15
To experience local culture and
heritage
To experience nature
To relax and rejuvenate
To spend time with my partner
To socialize with friends or
meet new people
To take a family holiday
To be active and adventurous
To enjoy the peace and
quietness of not crowded
destination
To indulge in a luxurious escape
49
18
15
11
10
10
58
64
74
Total HCMC Hanoi Sapa Halong Hue
(A) (B) (C) (D) (E)
(n=200) (n=40) (n=40) (n=40) (n=40) (n=40)
63
75
43
65
15
10
25
0
8
83
68
60
55
20
8
5
10
25
80
70
38
18
25
15
28
5
80
53
55
20
15
8
0
3
75
85 58
55
33
33
15
15
3
13
8
To experience local
culture and heritage
To relax and rejuvenate
To experience nature
To take a family holiday
To socialize with friends
or meet new people
To spend time with my
partner
To be active and
adventurous
To enjoy the peace and
quietness of an
Not crowded destination
To indulge in a luxurious
escape
Source: Responsible Travel Barometer, Nielsen 2010

3. RESPONSIBLE DEVELOPMENT OF DBP
Responsible Tourism serves as a strategic direction for the overall development of the sector
and links to Cultural Heritage Tourism in the following areas:
O ve rcro wding at site s / De structio n o f re so urce s by to urists / busine ss practice s
Co m m e rcialisatio n le ading to de g radatio n o f re so urce s / Ne g ative im pacts fro m o the r e co no m ic se cto rs
We ak co o pe ratio n am o ng st lo calstake ho lde rs at to urism site s
We ak po licy suppo rt fo r the co nse rvatio n o f culturalre so urce s in to urism po licie s and planning
Co nflicting inte re sts be twe e n ag e ncie s re spo nsible fo r he ritag e co nse rvatio n and to urism de ve lo pm e nt

4. 6 Pillar of the Responsible
Tourism Policy Framework
Creating a Dynamic
and Efficient
Tourism Sector
Expanding
Knowledge and
Understanding
Investing in
Human Capital/
Resources
Conserving and Enhancing
Natural and Cultural Resources
Achieving
Competitive-
ness with
Sustainability
Creating Broad-
based Socio-
Economic
Develop-
ment

8. CultureNature
North
Asia
ASEAN Austra-
lia
Russia North
America
Europe New Domestic
Heritage, general
touring        
Ethnic culture       
Pilgrim/religion     
New life style      
Protected areas     
Mountain resorts      
Adventure       
Beach holiday        
Ha Long Bay        
Mekong Cruise     
Cruise liners      
City breaks   
Short breaks    
Classic tour       
MICE        
Golf
Coast
Special
interestCity

11. WILDERNESS
NATURE
CULTURE
ADVENTURE
NATURE
CULTURE
HISTORY
NATURE
CULTURE
LAND
NATURE
CULTURE
EVENTS
NATURE
CULTURE
MOUNTAINS
NATURE
CULTURE
HOSPITALITY
NATURE
CULTURE
DIEN BIENLAI CHAU
LAO CAI
YEN BAI
PHU THO
HA GIANG
HOA BINH
PRODUCE
NATURE
CULTURE
SON LA

12. TOURISMPRODUCT DEVELOPMENT
Tourism Product Development is the process of developing the assets of a
destination into goods, services and experiences that are reflective of the
leisure and recreational needs of the tourists. Responsible tourism products
are not only economicly viable but also work to minimize negative social and
environmental impacts.

13. Objective To improve understanding of Vietnamese history and its connection with
global history
Angle / Ethos “Touching History” reducing barriers to bring people in touch with important
chapters of Vietnam’s past; Promotion of inter-regional dialogue
Approach • Use “infotainment” and “edutainment” and all modern methods of
communication and interpretation to deliver engaging information
• Work up from individual historical periods to the recent past
• Implement in-depth Vietnamese history classes and study tours
• Develop history trails and routes with historic sites and interpretation
centres
Sustainability
considerations
• Sensitive conservation of historic sites
• Sensitive interpretation of history and culture
• Increase length of stay & spend by providing a range of high quality
services
• Ensure local employment opportunities in process

14. Encouter
Meeting the
Minority People
Encouter
Meeting the
Minority People
Fun & Enter-
tainment
Museums
Fun & Enter-
tainment
Museums
Accommodation
Him Lam Resort
Accommodation
Him Lam Resort
Catering
Ethnic Food
Catering
Ethnic Food
Culture-Special
Place of
revolution
Culture-Special
Place of
revolution
Wellbeing
Nature activities /
Trekking
Wellbeing
Nature activities /
Trekking
Marketing:
Inspiring
History
Marketing:
Inspiring
History
Product Line
Culture „Endless Memories“
Mountainous experiences

16. MANAGEMENT & COORDINATION
Destinations generate the services expected by customers. Collaboration of
industries and their ability to compete, influences the competitiveness of the
destination. Collaboration of the service providers and an enabling
environment is necessary in the development of sales in destinations.

18. SURVEY RESULTS OF 8 NWPROVINCES
The survey was conducted amongst 8 participants of the 8 NW Technical
Working Group. All stakeholders agreed that cooperation is definitely useful
and necessary for a sustainable and professional tourism development,
especially in marketing and promotion, policies and strategies, quality
standards, and human resources.

19. Responses 8
Marketing /Promotional Activities applied by DCSTs

20. • Interaction / cooperation between all
stakeholders is ranging between very
good and quite good
• The majority evaluates stakeholder
interaction / cooperation with districts
within a province very good
• However there is still improvement for
inter-provincial cooperation, with the
business sector and on a national level
• All DCSTs highly confirm the necessity
of cooperation within all listed fields of
activities
• Membership and stakeholder
management receives a lower degree of
necessity
Interactions of stakeholders and useful areas of cooperation
Necessary Could be
useful
Un-
necessary
Marketing & Promotion of
North-western tourism
8
Membership &
Stakeholder Management
3 4 1
Policies and strategies
within North-western
8
Information research 7 1
Product development 8
Development of (quality)
standards
7 1
Human resource
development
8
Responses 8

22. Examples of good practice covered in the Responsible Tourism Toolkit / delivered through the
Seminars which are linked to NWProvinces collaboration and Cultural Heritage Tourism:
Re spo nsible To urism Pro duct De ve lo pm e nt
Suppo rt Re spo nsible To urism De stinatio ns
Re spo nsible Marke ting and Co m m unicatio ns in To urism
Co m m unity actio n in Re spo snible To urism
…
RESPONSIBLE TOURISMSEMINARS

23. The ‘Environmentally and Socially Responsible Tourism Capacity Development Programme’ (2011 - 2015) is a
European Union funded sector programme within the main activities in 1) Policy support and institutional
strengthening, 2) Product competitiveness and public-private dialogue and 3) Vocational education and training.
www.esrt.vn