15 years ago, coming to Da Nang, there was only golden sunshine and blue sea. Going up Ba Na mountain was just to enjoy the scenery. Now, at the top of Ba Na alone, there are hundreds of categories of tourism products and services for visitors to experience.
Because sunshine and blue sea alone are not enough. Even in the world's top destinations, iconic lands... Governments have long identified a long-term strategy: diversifying tourism products.
Right now, when looking for investment opportunities in Europe, you may be surprised to see the island of Cyprus inviting you with a real estate project combined with… a sports complex. What is going on behind a project that seems to have nothing to do with the smokeless industry? Come to Cyprus to see how they have turned the impossible into possible.
Cyprus Island - the tourist symbol of the Mediterranean region
From the story of Cyprus
When mentioning Cyprus, people easily imagine a jade-blue sea, viewed from a poetic hillside, where there is an old town built in the typical Mediterranean architectural style with white walls. Everything seems to be watered with a transparent color of sunlight.
Despite its small size and tumultuous history, the island of Cyprus has always been a tourist icon of the Mediterranean.
However, since the turn of the century, the island's managers and businesses have noticed a serious problem. After the events of 9/11/2001, the flow of visitors to the island showed signs of decline. Then came the global economic recession of 2008. Then, the euro began to rise against the pound, while the most important group of visitors to Cyprus is from the UK. The residents of the foggy island began to feel that the "price" of golden sunshine and blue sea... was a bit expensive.
“Diversification” has been the most talked about keyword in the tourism industry of Cyprus in recent years. “Today, the idea of ‘sun and sea’ is no longer enough. Modern tourism needs more than that,” the President of the Cyprus Travel Agents Association declared at the 61st congress. An unprecedented plan was implemented. The plan involved the king sport, although the top football of Cyprus is almost zero compared to the European level. They have only had APOEL Nicosia, which has only reached the Champions League group stage twice in nearly 100 years to… “pave the way”. However, you will be “shocked” to know that this small island has up to 100 international-class football stadiums. They were not born to serve sports in the usual sense. They are the infrastructure of sports tourism. For more than a decade, Cyprus has marketed itself as a paradise for winter training camps.
Many destinations are making efforts to invest in new tourism products to attract visitors in addition to their strengths in natural landscapes. In the photo is a festival activity at Sun World Bana Hills.
Europe’s top clubs, from Manchester United to CSKA to Ajax, can be found training on the island of Cyprus. There are resorts on the island that market themselves as the ideal location for football camps. They also sell summer football courses to children from all over the world, with UEFA-certified coaches and Premier League ambassadors.
Dozens of golf courses have been licensed in the past decade. Aquatics, athletics and triathlons have also received infrastructure investment. Cyprus is also hosting the Beach Volleyball World Cup. They have turned sports tourism into a spearhead. Right now, there are more than one world-class sports complex project calling for funding in Cyprus.
Also after declaring that “sunshine and blue sea are not enough”, the government of the Republic of Cyprus took a bold step by legalizing sports betting and allowing the establishment of casinos on the island in 2012. In less than a decade, a series of casinos were invested on the island, bringing in nearly 1 billion euros in revenue and double-digit annual growth.
It was not a simple decision to “allow casinos” but a carefully designed tourism product. A national commission was established with the aim of “maintaining the entertainment and fun of the game, but ensuring responsibility and safety for players from the negative consequences of gambling”.
Golden Bridge at Ba Na Hills
Will there be a day when Kylian Mbappe juggles the ball in Ha Long, Phu Quoc?
The multi-billion euro sports complexes did not just spring up out of nowhere or be funded by the will of the Cypriot government. They were created thanks to an unprecedented tourism investment policy: According to some regulations, the reciprocal amount that an investor can receive if he builds a sports tourism project can be up to 30% of the total project value.
Vietnam is no stranger to the strategy of diversifying tourism products. Although it cannot be compared to many countries in terms of total investment capital, diverse product ecosystems are also beginning to form in many destinations, attracting high-paying customers.
With the great efforts of strategic investor Sun Group, such an ecosystem is taking shape in Da Nang. Starting with the Ba Na cable car project, followed by a series of products - from entertainment, recreation, and resort activities to cultural experiences. Trying to "sit" on the website of Sun World Ba Na Hills, the "Experience" section has up to 37 items. Each item is essentially a well-invested project. From cable car routes to architectural works such as the Golden Bridge, the Sun God Waterfall, the Moon Castle; from festivals to wine cellars; from street food to spiritual cultural works...
Sun World Ha Long complex has many experiences that attract tourists
In Quang Ninh, after decades of being recognized through the UNESCO World Natural Heritage Ha Long Bay, new tourism infrastructure is adding energy to the land. The chain of resort real estate brands of Sun Group, the Sun World Ha Long entertainment complex with the Queen cable car, theme park, water park, form a vibrant complex on the edge of the heritage.
Not far away, health tourism - a rising trend in the world - is realized by the Yoko Onsen Quang Hanh complex, a resort and mineral bath complex designed by leading Japanese consultants.
Fireworks at Kiss the Stars show - Phu Quoc
The position of a strategic investor is also clearly shown in the south of Phu Quoc. That is where, in nearly a decade, Sun Group has invested in more than 50 projects, from world-class resorts to high-end tourism real estate projects, the Sun World Hon Thom entertainment complex, followed by Cau Hon by legendary architect Marco Cassamonti, the largest multimedia technology show in Southeast Asia - Kiss the Stars.
How many tourism products can be developed in a land? The answer depends on the creativity of investors.
Nothing is unrealistic, not even the prospect of Kylian Mbappe or Erling Haaland juggling a ball on a training ground in Ha Long or South Phu Quoc - as long as we have a well-executed investment strategy.
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