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Lao tourism businesses, donor agencies, and related government officials are grabbing the reigns of the nation’s destination marketing plans, beginning with the 2013 ASEAN Tourism Forum (ATF) which Laos will be hosting in January, and will present its strategy to the Ministry of Information, Culture, and Tourism (MoICT).
The ad hoc tourism marketing group met last week, following its establishment at the 6th Lanith (Lao National Institute of Tourism and Hospitality) Quarterly Symposium in March, to decide on how to better market Laos, while discussing the opportunities and barriers currently facing the sector.
“ATF offers a great marketing opportunity, but there are only seven months to go, and none of the major players in the private and public sector invited to attend this meeting, not even relevant government officials, knows of any firm ministry plans for the event,” said Lanith Chief Technical Advisor Peter Semone.
Lao Tourism Marketing Board (LTMB) Senior Advisor Kirsten Focken from the German Development Cooperation (GIZ) outlined the most urgent issues surrounding ATF 2013, while emphasizing the need for a marketing campaign to position Lao tourism to visitors and delegates. She also stressed the importance of selecting hosted buyers and media.
Lanith and GIZ representatives committed their support for Laos’ tourism marketing efforts if the government provides a mandate and senior decision-maker to work with a task force in developing and implementing a strategy.
Representatives from travel agencies Asian Trails and Diethelm showed interest, but noted that their companies already had booths at major trade shows.
The meeting’s chairman Oudeth Souvannavong, founder of the 17-year-old Lao Hotel and Restaurant Association (LHRA), said the LHRA, Lao Association of Travel Agents, and Lao Airlines are in discussions with the MoICT concerning public-private sector cooperation, but added that Lao travel associations needed independence from the government.
“The private sector cannot wait for the government; we must act together as a group,” he said.
Armin Hofmann, GIZ Director in Laos, agreed, adding, “Sometimes, the government doesn’t see the whole picture…Don’t wait for the government to come up with a plan. Let’s do it on our own.”
He suggested that the working group take the initiative, and come up with a joint proposal that accounts for the concerns of the private sector, development agencies, and the government, and then take this plan to the ultimate decision maker in the MoICT.
Mr Souvannavong said he would communicate the idea of a task force to the MoICT, and call another meeting of the tourism working group
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