Marketing Mekong

Eco-Tourism to the World

Lao Eco-Tourism Forum 2007
Vientiane, Lao PDR
July 26, 2007

Peter Semone
Senior Tourism Development Specialist
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 Presentation Overview

 Welcome to the New Millennium

 Consequences, Opportunities and Challenges

 Marketing Mekong Eco-Tourism

 Closing Comments + Questions and Answers

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The Computer in 1980

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Today: Choose Colors!

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Mobile Music in 1980

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Today: 10,000 Songs in
your Pocket

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The Mobile Phone in 1980

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 Today: Ultimate
Fashion Accessory

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The Era of Global Brands

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The Era 24/7 Mass Media

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Advanced Information and
Communication Technology

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 Presentation Overview

 Welcome to the New Millennium

 Consequences, Opportunities and Challenges

 Marketing Mekong Eco-Tourism

 Closing Comments + Questions and Answers

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By 2020 Global Tourism
Demand will DOUBLE

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 Why the Travel Boom?
 The Emergence Leisure Lifestyles as the
Norm

 Burgeoning Middle Class due to

Globalization

 Improved Aviation and Land Access

 Greater Tourism Supply : Opening of

More Destinations

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 World Economic Forum
Travel and Tourism Competitiveness Report

 Covers 124 economies

 Measures ‘the factors and policies that make it
attractive to develop the Travel and Tourism
sector in different countries’.
 Three (3) Primary Sub-Indexes:
 T & T Regulatory Framework
 T & T Business Environment and Infrastructure
 T & T Human, Cultural and Natural Resources
 Thirteen (13) Pillars
 Fifty-eight (58) Variable
 www.weforum.org
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 GMS Standing in the Global
Travel and Tourism Competitive
Overall Index
Country Overall Regulatory Business Resources

Thailand 43 41 35 59
China (PRC) 71 78 61 93

Vietnam 87 84 95 76
Cambodia 96 90 103 87

# 1 Rankings Switzerland Singapore United States Austria

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And Obstacles do Exist

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 Overcrowding of
Tourism Destinations

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 Presentation Overview

 Welcome to the New Millennium

 Consequences, Opportunities and Challenges

 Marketing Mekong Eco-Tourism

 Closing Comments + Questions and Answers

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?

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Product Identification

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 Internal Promotion of a
Green Supply Chain

Air Travel

Purchases Accommodation Flight to Transfer to Visitor at

an overseas Destination Accommodation Leisure in
package Destination
holiday
Associated
Services

EXAMPLE OF
TOURISM
INDUSTRY
SUPPLY CHAIN

Travel Agent Tour Operator Airline and Airport NTO, hotels,

Airport Transfer / restaurants, visitor
online booking or assembles the Services Taxi attractions, car
direct telephone product hire, tours, 28
etc.
booking
 Triple Bottom Line

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Source: UNWTO
 Eco-Tourism Principles
 minimize impact
 build environmental and cultural
awareness and respect
 provide positive experiences for both
visitors and hosts
 provide direct financial benefits for
conservation
 provide financial benefits and
empowerment for local people
 raise sensitivity to host countries'
political, environmental, and social
climate

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Marketing Approach Differs
by Consumer Segments

 Pre-Baby Boomers (B4 1946)

 Baby Boomers (1946-1964)
 Generation X (1961-1981)
 Generation Y (Post Gen X)

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 Marketing by Theme
 Carbon Neutral Holidays
 Indo China – The Last Frontier
 Young and Energetic
 Experiential (Trip of a Lifetime)

Glass Breaks; Memories of a trip will last forever’

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Branding
Making Something of Nothing

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Partnership and
Collaboration

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 Presentation Overview

 Welcome to the New Millennium

 Consequences, Opportunities and Challenges

 Marketing Mekong Eco-Tourism

 Closing Comments + Questions and Answers

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In Today’s Marketplace,
Destination Marketing Must Be……

Targeted Creative

Web-based Lifestyle focused

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Adapt or Risk Extinction

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Thank You

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