The document discusses branding and marketing strategies for tourism in the Greater Mekong Subregion, including developing an "Explore Mekong" branding and marketing campaign to promote 13 priority tourism areas through websites, contests, events, and advertising. It also addresses issues and trends in tourism, the role of public-private partnerships, and provides sample activities and presentations for incentive trips in the region.

2. What is a brand?

3. What is a brand?

4. BRANDING
► Your Most Valuable
Asset
► Your Guarantee of
Your Product
► Something that You
„Stand Behind‟
► Imagery of Your
Product

5. ASEAN Tourism Branding
US$117.2 million US$258 million
US$101 million

7. VIETNAM Tourism Branding

14. In Today‟s Marketplace,
Destination Marketing Must Be……
Targeted Creative
Web-based Lifestyle focused

16. Situation Analysis GMS Tourism Cooperation
Strengths Weaknesses
• Product and market development potential • Management and institutional capacities
• Emerging Transportation network • Service and facility standards
• Vibrant private sector • Harnessing the private sector
• Strong partners • Marketing and product development
• Cross border movements
• Too many cooperation frameworks
Opportunities Threats
• Harness the strengths • Pandemic Diseases
• Address the weaknesses • Natural disasters
• Synchronizing with other cooperation • Economic crisis
frameworks • Failing to work together

17. Cambodia China (Yunnan / Guangxi) Lao PDR
Myanmar Thailand Vietnam

19. A Golden Piece of Tourism Real Estate

20. Mekong Tourism
Finances
• Annual Government Contribution for
Operating Budget = US$90,000
• Donor and Private Sector Cash and In-Kind
Contributions
• Support by Asian Development Bank,
Thailand Ministry of Tourism and Sport and
French Government

21. Tourism Sector Strategy
Available for Download at www.mekongtourism.org

22. Arrival Forecasts
Target International Tourism Arrivals
60,000,000
50,000,000
40,000,000
Arrivals
30,000,000
20,000,000
10,000,000
0
2005 2010 2015
Thailand Other GMS Countries

23. Expected Outcome: Estimated Value of
Tourism Expenditure in $ Billions
(at 2005 prices)
Sub Sectors 2004 2010 2015
Lodgings &
Food 5.27 10.51 18.67
Transportation 1.94 3.87 6.87
Shopping 4.07 8.11 14.40
Tours 1.19 2.37 4.21
Other Services 2.33 4.64 8.25
TOTAL 14.80 29.50 52.40
Source: GMS Tourism Sector Strategy, June 2005

24. Mekong Tourism 95° 100° 105° 110°
13 Priority Areas
30° 30°
Zhongdian
1. Mekong River Tourism Corridor Lijiang
North-South
9
9 Bigu
Economic Corridor
Ziyuan
Dali
2. Golden Quadrangle
Longsheng
Myitkyina Xiangyun
Mangshi
Kunming
Chuxiong Guilin
25° Baoshan 25°
Tengchong
Xilin Hechi
Yuxi
Zhongshan
Tianlin
Ruili Yunnan Province PRC Liuzhou
Muse Guangxi Zhuang Autonomous Region PRC
Bose
3. East West Tourism Corridor Zone MYANMAR 1
1 Mohei
Baoxiu
Simao
Gejiu
Napo
Dahua Yaozu
Shanglin
Laibin
Wuzhou
Guiyang
Lashio
Daxing
Budalin Hekou Yulin
Lao Cai Longzou Nanning
Jinghong
VIET NAM Lang Son
Pingxiang
11
11
4. Emerald Triangle Mandalay
Menghai
10
10
Nuihong
Dongxing
Bei Hai
Bagan
Yatsouk
Loilem
Kengtung
2
2
Mohan
Boten
Nateuli
Ban Panghok
Luang Namtha
Tay Trang
HANOI
Kep Na Duoung
Cai Lan
Hoa Binh Haiphong
Kyeeni Tachilek
Mae Sai
Huay Xai
Pak Mong
LAO PDR
7
7Na Meo
5. Southern Tourism Coastal Corridor 20° 20°
Nam Doth
Chiang Kong
Chiang Rai Louang Phrabang Than Hoa
Nong Haet
Xieng Khouang Nam Can
Pyay
Vang Vieng
Gulf of Tonkin
Chiang Mai Vinh
Pakkading
6. Green Development Triangle VIENTIANE Cau Treo
Ben Nape
Denchai
1
1 Nong Khai
Ban Lao
Tanap East-West
YANGON Udon Thani Nakhon Phanom Thakhek Economic Corridor
Pathein Sukhothai
Khon Kaen Savannakhet Dong Ha
Lao PDR – Viet Nam Cross-border
Phitsanulok Ban Dong
7. Mawlamyine Mae Sot
3
3 THAILAND
Mukdahan
3
3
Lao Bao Hue
Da Nang
Nakhon Sawan Bua Yai
Bannet Narong Ubon
15° Ratchathani Pakse 15°
Tavoy Nakhon Ratchasima Chongmek Dung Quat
Surin Attapeau
Ngoc Hoi
Community-based Tourism Zone Nam Tok Suphanburi
Ayuttaya
BANGKOK
Ayuthaya
4
4
Ban Xayden
Kanchanaburi
Phanom
Aranyaprathet
Poipet
6
6
Cham Toal
Duc Co Quy Nhon
Chunburi Sarakham Siem Reap Stung Treng
Petchaburi
Pak Tho
CAMBODIA
8. Andaman Coast Tourism Zone Andaman Sea
Hua Hin
Sattahip
Trat Kampong Cham
1
Nha Trang
Prachuap Khiri Khan Koh Kong PHNOM PENH 1
Thap Cham
Ho Chi
5
5 Svay Rieng
Do Dau Minh Phan Thiet
9. Shangri-la–Tengchong–Myitkyina 8
8 Sihannoukville Kampot
Vung Tau
Southern
10° Gulf of Thailand Dao Phu Quoc
Ha Tien
10°
Economic Corridor
Tourism Development Zone Surat Thani
Ko Samui
1. The Mekong River Corridor
2. The Golden Quadrangle
3. East West Corridor
4. Emerald Triangle
10. Red River Valley Tourism Zone
Phuket
5. The Southern Coastal Corridor Nature/Adventure-based Tourism
6. The Green Triangle
7. Houaphanh-Thanh Hoa-Son La Tourism Circuit Songkhla
Culture/Nature-based Tourism
8. Andaman Coast and Islands
9. Shangri-la/Tengchong/Myitkyina Cluster
Hat Yai Marine/River-based Tourism
10. The Red River Valley
Guangxi – Northeast Viet Nam
11. Guangxi-Northeast Vietnam Karst Borderlands
11. 95° 100° 105° 110°
Borderlands Tourism Zone Legend :
Shoreline Map 11
Not Shown on the Map are: 12. Heritage Necklace Circuit and 13. GMS CoastalMekong
Proposed
Subregional Road The Greater
and River Cruise Lines

25. MARKETING DEVELOPMENT
Mekong Tourism Mekong Tourism
Office (MTO) Coordinating Office
(MTCO)

26. Marketing the Mekong
Mekong Tourism Office (MTO)
Plan 2009-2010

28. 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 Tourism Tribal
Agro Tourism Home Stays Huts
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…..

29. We need a slogan and a logo….
Any ideas???

30. 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

33. Rich Regional Web Content
www.exploremekong.org
 Suggested itineraries to 13 zones
 Interactive Maps
 Airline, bus and train information
 Video clips
 Feature articles
 Booking Engine
 Travel news from around the region
 Social Media Interactivity

34. Explore Mekong Campaign
Core Activities
• Great Mekong Give-a-way 2009 and 2010
(via www.exploremekong.org)
 Monthly Lucky Draw for Registered Users
 Quarterly Lucky Draw for Users of Booking Engine
 Regular Contests (painting, photography, video)
 An Online Mekong Auction
 Media Familiarizations
• Anchor Events
 Each Country to Organise and Sponsor an Event using the Mekong
Theme (sports events, concert, festival, etc)
 Equally Divided throughout the calendar year 2010

35. Explore Mekong
Collateral Ideas
• Fact Sheet
• Thumb Drive
• Calendar
• Cook Book
• Passport to the Mekong (discount voucher book)
• Press/Media Kits

36. Explore Mekong
Advertising Wish List
Print Television Electronic
International Herald Tribune ESPN (sports nuts) On Line Travel Agents
TIME Magazine AXN (adventure enthusiasts) (Expedia, Odopo, Zuji, Whotif,
Smart Public Relations CNBC (financial fanatics)
Travelocity)
Trip Advisor
BBC (news addicts
Facebook
Hallmark (women viewers)
Google Earth
Earth TV
Skype
Major Search Engines
Driving Traffic to www.exploremekong.org
Media Mix Budget Range: US$50,000-1,000,000

37. The Critical Success Factor
Private Sector Partnership
and Collaboration
• Join the
www.exploremekong.org
booking engine
• Provide in-kind and/or
cash contributions for the
Explore Mekong Campaign
and the Mekong Tourism
Office
• Tell your clients, partners
and suppliers and
encourage their
participation (word of
mouth)
• Content and Ideas

38. A B
Thank You
Peter@Mekongtourism.org

41. Issues and Trends
Conflicting Messages?

42. Top 10 Tourism Trends
1. Safety and Security
2. Emergence of New Source Markets (CHINDIA)
3. Destination Branding
4. Marketing through the Worldwide Web
5. Emergence of the Leisure Society
6. Co-op‟etition
7. The Responsible Tourist
8. Dynamic Packaging - the Do-it-Yourself Traveller
9. Value for Money (Transparency in Pricing)
10. Consolidation and Restructuring of Supply

43. There will always be Obstacles

44. Incredible Incentive Trip to the Greater
Mekong Sub region Itinerary and Presentation
Group Presentations: Form your own Destination
Management Company and pitch a presentation for
Coca Cola execs (VIP‟s) to destinations in the GMS.
Money is not really an object as the Coca Cola
company is doing well. These executives have
worked hard all year and this is their “big trip” of the
year. They also are not fools, and they don‟t want to
see their money wasted. They like to help the
community in places they visit, but they want to stay
at 4-6 star resorts.

45. 1. Prepare a 5 day/4 night detailed incentive trip
2. Prepare a 5-10 presentation outlining your
itinerary Think of it as a sales pitch, it should be
lively and entertaining but yet professional, well
planned and executed.

46. Common mistakes are; lack of creativity and
imagination, students failed to take 5-10 minutes to
practice a 5-10 minute presentation, students copy
text.
Recommended websites:
www.diethelmtravel.com
www.asiantrails.net www.exotissimo.com
www.exploremekong.org www.kayak.com
www.tripadvisor.com www.google.com