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VietNamNet
– The figure of 2.9mil travellers to Vietnam in 2004 has not
satisfied tourism companies and officials, who believe the
numbers could be higher with adequate marketing campaigns.
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Sapa,
a famous tourist site in Vietnam.
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Over
the last few years, Vietnam’s tourism industry has witnessed
impressive changes: hotels have been built, roads and
infrastructure have been upgraded, while a series of travel
companies has been born.
However,
as
Director of Vietravel Company
Nguyen Quoc Ky said, the industry in
the eyes of foreign tourists has not changed for the better.
The
reason lies in the fact that, according to Mr Ky, the world has
not much information about Vietnam as an attractive destination;
the tourism sector has not paid sufficient attention to the
promotion campaigns for Vietnam’s tourism.
2.9mil
travellers means unprofessional industry
The
Vietnam National Administration of Tourism (VNAT) announced at
the year-end summation conference on January 10 that 2.9mil
tourists arrived in Vietnam in 2004, increasing by 20.5% over
2003, helping bringing a turnover of VND26tril, or 18% higher
than the last year.
The
result was described by VNAT as showing the ‘high quality and
professionalism’ of the tourist industry which maintained
growth for consecutive years.
However,
Deputy Prime Minister Vu Khoan did not agree; while recognising
the achievements over last year, he pointed out many
shortcomings in tourism programming, tour, and especially in
marketing campaigns.
Vietnam
has many beautiful landscapes, but few foreign tourists are
privy, he said, because Vietnam’s tourist industry has not yet
successful been promoted.
Many
big tourist events were organised over the last year in a bid to
popularise Vietnam’s image in the world. Dien Bien Phu Tourist
Programme, Hue Festival, Heritage Road of the Central Region
Programme were all very successful last year.
However,
most were poorly organised, and became simply festivals for
Vietnamese only, and relatively unknown by the foreign
traveller.
Nguyen
Huu Tho, Director General of Saigontourist Company shared the
same view on the lack of marketing. In 2004, Vietnam attended 15
international tourist fairs; however, participation in these
events has not shown positive results.
The
tourism stalls were not attractive enough to draw the attention
of foreigners, said Mr Tho. Put up without innovation, much as
they have been for many years, reducing the effectiveness of a
vital opportunity for promotion.
The
SARS outbreak in Vietnam has finished, but not many foreign
travellers know that, since Vietnam has not had appropriate
advertising campaigns.
2005
must be innovative
Vietnam’s
tourism industry is targeted to receive 3.2mil travellers in
2005, up by 14% over the previous year. This figure seems to be
rather modest compared that of Thailand or Malaysia, which
welcome 10-15mil travellers each a year. However, it is a big
challenge for Vietnam’s tourism, and the problem is promotion,
and not on the destination.
VNAT
Director General Vo Thi Thang said that the department is
planning to launch a large scale campaign to promote Vietnam’s
tourism. Vietnam will participate in many major tourism fairs
and organise shows in Australia, India, the UK and the US.
Especially,
VNAT is drafting a plan on an advertisement campaign on the US
big television channel CNN in 2005. The idea has gotten the nod
from the Government in principle, and now VNAT is discussing
with other relevant bodies on the next steps, including hiring
consultants.
Deputy
Prime Minister Vu Khoan believed that advertising would be very
useful in bringing Vietnam’s image to the world, saying that
it is high time for Vietnam’s tourism to focus investment in
crucial markets.
He
also stated VNAT has proposed to extend visa waiver for citizens
of some other countries after ROK, Japan in 2004.
The
Government has agreed in principle on visa waivers, however, the
details should be thoroughly considered as the preferences
should be focused on potential markets. The decision on visa
waiver in 2004 for ROK and Japan has helped bring more Korean
and Japanese to Vietnam increasing their numbers by 80% and 40%
respectively.
The
Deputy PM has urged the tourism industry to work on a detailed
plan to organise major events in a bid to create ‘waves of
travelling’ to Vietnam.
Historical
events, like the 30th anniversary of Saigon
liberalisation and 115th anniversary of President Ho
Chi Minh’s birthday should serve as good opportunities for
Vietnam’s tourist sector to promote travelling.
Vietnam
has to gear up to attract more travellers, he said, especially
in the context of fierce competition among regional countries.
Nguyet
Ha
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