Strategy for Vietnam tourism marketing to 2020

Head project: Vietnam National Administration of Tourism

Category: Strategy

Year of Publish: 2014

Objective

Developing the orientation and specific action plan to promote Vietnam’s tourism to 2020, contributing to the development of tourism, completing the objectives set out in the Strategy for Vietnam’s tourism development to 2020, with a vision to 2030.

Main content

Marketing viewpoints:

– Implementing tourism marketing professionally, in focus, effectively, quality assurance; rebranding and guaranteeing competitiveness.

– Enhancing tourism marketing towards both international and domestic markets. Prioritizing tourism marketing activities in national scope.

– Recognizing that on-site marketing is both an immediate and long-term task to position Vietnam as a safe and attractive destination for international tourists, thereby creating a positive impact on international markets in general.

– Promoting the synergy of national and local organizations, domestic and international businesses in the tourism industry. Promoting socialization, mobilizing domestic and foreign resources for tourism marketing activities.

– Incorporating tourism marketing activities with cultural exchange activities, preserving national cultural identity and protecting the environment.

Orientation for tourism marketing

– Professionalization and large-scale marketing activities. State policies to support enterprises, professional associations to implement tourism promotion; Coherent between the national tourism brand and images with the products and enterprises’ brand; Coordination, sharing interests and responsibilities mechanism.

– National tourism promotion agency has a leading role in national marketing activities, and guides and supports regional and local promotion; enhancing the role of enterprises, tourism associations.

– Strategies, programs and marketing campaigns must be developed and implemented on the basis of the results of market research and tied to product strategy, market strategy and brand development. Promotion content focuses on destinations, products and brands suitable for each target market.

– Long-term, up to 5 years, national plan and annual plans. The implementation is evaluated, inherited and maintained according to the markets; promotion information must be reliable and consistent with the country’s image and images of regional and local destinations, businesses and products.

– Mobilization of resources and implementation of marketing activities as a joint venture, to promote partnerships and links between the State and private actors, close cooperation with directly related sectors.

– Make the most of the information channels through Vietnam representative offices in foreign countries, Vietnam Airlines, Vietnamese community abroad and the system of Vietnam cuisine restaurants; establishing Vietnam tourism offices in several key markets; associating tourism promotion with trade, investment, diplomatic and culture.

– Investing in technology for marketing activities; optimizing information and communication technology; coordinating with international partners in promoting tourism.