In the context of economic globalization, promoting tourism potential and strengths to create a marketing strategy for tourism development, therefore, innovating and diversifying tourism marketing forms, promoting the application of digital technology, including expanding the scale, frequency, improving the professionalism and effectiveness of campaigns and programs to introduce Vietnamese destinations, connecting businesses in source markets, participating in major tourism fairs in the world and in the region.
Deploy diverse and flexible forms of marketing communication suitable for the goals and requirements of each market and each stage, effectively combining traditional and modern forms of promotion: Advertising, public relations, sponsorship, sponsorship, brand alliances, etc. Innovate methods, tools, content, increase the application of digital technology in tourism promotion and advertising. Develop and implement digital marketing strategies and plans that need to be linked to the results of analysis and evaluation of actual data. Focus on investing in content marketing, building a mechanism for developing and distributing content, creative products and databases to serve tourism marketing activities.
Vietnam tourism is recovering rapidly - Photo: VGP/DA
In particular, focus on mobilizing and effectively using resources for tourism marketing to promote partnerships, take advantage of available resources of businesses, airlines, and major distribution partners in tourism marketing activities, and expand the ability to reach key and potential markets. Build appropriate models and methods associated with the effective participation of a number of key businesses in the industry, and jointly implement breakthrough and widespread tourism marketing ideas and projects.
Improve the effectiveness of linkages between localities and regions in product development, promotion and tourism promotion. Strengthen cooperation with relevant ministries and branches in diplomacy, trade, investment, information and communication, aviation, etc. on promoting the Vietnamese national brand; develop a distribution system for Vietnamese tourism products and services and share information and data on the market. Mobilize resources from the community and businesses of Vietnamese people abroad to support Vietnamese tourism marketing.
Promote the role of media agencies, create breakthroughs in promoting domestic markets, combined with raising awareness of tourism. Take advantage of major international events in Vietnam to promote destinations, attract the attention of the press, media, tourists and investors. Strengthen international cooperation and connection in tourism marketing activities, especially within the framework of ASEAN cooperation, Greater Mekong Sub-region cooperation...
Vietnam has rich tourism resources, unique indigenous culture, and diverse traditional cuisine - Photo: VGP/DA
At the same time, it is necessary to promote tourism communication activities such as increasing information sharing, dialogue, and cooperation with tourism businesses, airlines, and major distribution partners. Carry out internal communication activities for management teams, tourism businesses, and social communities participating in tourism activities about the Vietnamese tourism brand, messages, stories, and core values to realize these values in practice.
Improve tourism marketing capacity such as strengthening the role of national tourism management agencies in guiding and coordinating marketing activities; developing and implementing programs and plans to promote and advertise regional and national destinations. Conduct market research. Develop, update and have a mechanism for sharing and widely accessing the database system on source markets, domestic and foreign partner networks, and national tourism promotion and advertising materials. Strengthen training, fostering, and standardizing the team of staff performing tourism marketing activities, meeting the requirements of improving the competitiveness of Vietnam Tourism.
Perfecting mechanisms and policies to facilitate tourism marketing, including: proposing policies to further facilitate visas and entry procedures; continuing to expand and increase the frequency of direct flights connecting Vietnam with international tourism source markets; policies to promote attracting cruise tourists.
In particular, it is necessary to position the Vietnamese tourism brand as a national tourism destination brand, highlighting the core values of the Vietnamese tourism brand associated with national potential and advantages, cultural identity, unique cuisine, long-standing heritage, warm people, beautiful landscapes, connecting with the emotional and spiritual factors of tourists, ensuring to bring unique, original and authentic tourism experiences.
Regional tourism brands also need to be focused on, such as the Northern Midlands and Mountains, which should be associated with the colorful values of ethnic culture, majestic nature and unique products including adventure sports tourism, conquering nature; learning and experiencing the life of ethnic minority communities; enjoying local cuisine; eco-tourism - experiencing majestic nature. The Red River Delta is associated with ancient cultural and historical values - a place where the quintessence of Vietnamese cultural values converge and spread, and unique products including sightseeing tourism; craft village and festival tourism; rural tourism.
The North Central and Central Coast regions are associated with white sand beaches, clear blue water, year-round sunshine, a system of international-class beach resorts and a system of heritage sites recognized by UNESCO and unique products including beach resort tourism; cultural heritage tourism; and cave eco-tourism.
The Central Highlands should be associated with the diverse cultures of ethnic groups, landscapes and climates of the highlands and specific products including tourism to learn about the culture of the Central Highlands ethnic groups; eco-tourism; mountain resort tourism; resort tourism, entertainment. The Southeast region should be associated with urban tourism, MICE tourism, cuisine and landscapes and specific products including tourism to learn about religious culture; tourism to learn about historical and revolutionary relics at the Cu Chi tunnels relic site; river tourism. The Mekong Delta should be associated with the landscapes and culture of the Mekong Delta river region and specific products including river tourism; eco-tourism, learning about cultural heritage; resort tourism, sea, islands, entertainment.
Regarding tourism product orientation, focus on marketing main tourism product groups such as sea and island tourism: Products that are competitive with countries in the region in terms of sea resorts, marine ecology and cruise tourism, high-class sea resorts, with strong brands in the international market. Promote the development of cultural tourism, eco-tourism, urban tourism and new types and tourism products such as tourism combined with medical treatment, health care; agricultural and rural tourism; industrial tourism; sports tourism); products serving the diverse needs of tourists: MICE tourism, educational tourism, cruise tourism, beauty tourism.
In addition, develop the international tourist market such as expanding the scale of traditional markets: Northeast Asian countries, Europe, ASEAN region, North America, Russia, Oceania; increase the market share of customers with high spending ability; diversify markets towards sustainable development. Have a market segmentation policy, with separate themes, messages, and products for each market segment.
Strengthen the presence of Vietnamese tourism in target markets. Ensure tourism marketing resources according to the priority level of each target market group. Create resources through the connection of businesses including travel agencies, accommodation establishments, airlines and other partners. Implement marketing activities through channels and tools to effectively impact the emotions of market audiences through storytelling with clear messages about destinations and experiences./.
Vuong Thanh Tu
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