In the tendency of globalization, knowledge economy, high technology, new value ethics and impacts of climate change, tourism confronts major challenges and opportunities. These are issues mentioned by Mr Nguyen Van Tuan, General Director of Vietnam National Administration of Tourism in the interview with Vietnam Business Forum on the occasion of New Year. Minh Chau and Thanh Nga report.
In 2012, the world economy, and Vietnam in particular, have not yet escaped the shadow of crisis. How should the tourism industry go forward from here?
Tourism is directly influenced by the world’s economic crisis and domestic difficulties. Thus, it can be said that 2012 is a hard time for tourism from investment attraction, international and national tourism appealing.
However, we also have considerable advantages, which are the results of efforts in previous years. Political and security conditions in Vietnam are stable, communication and promotional activities in the past time have created a special impression about Vietnam. Especially, Ha Long Bay being honoured as one of seven new wonders of the world can make a breakthrough in tourism this year.
In the past year, Vietnam welcomed 6 million international visitors and 30 million national ones. This year, we set targets at two levels: At normal conditions, we aim to attract 6.6 million international tourists and 32 million national ones. Given advantages, the numbers can be up to 6.8-7 and 35 million, respectively.
In the context of economic crisis, growth targets are also challenges. Vietnam tourism will concentrate on boosting national and international tourism promotion and strengthening training and investment into tourism products. Each locality will create its own unique products. They are formed based on 3 elements: sea tourism; architectural works; and world-certified heritage sites.
In your opinion, Ha Long Bay was honoured as one of new Seven Wonders of the World. How is this meaningful for communicating Vietnam’s image internationally? How are Vietnam tourism communication activities oriented?
Ha Long Bay, certified by UNESCO twice, as a World Heritage of landscape value (in 1994) and of geomorphologic science value (in 2000), has been honoured one more time as one of the new Seven Wonders of the World. The honour this time for Ha Long has another meaning. It is more well-known through vote. We have not only had our heritage appreciated but also created the image of Vietnam internationally, helping to assert Vietnam’s position.
Regardless of economic factors in the culture, Ha Long becoming one of new seven World’s Heritage has increased tourism attractiveness since Ha Long Bay was known as a tourism brand of Vietnam.
When racing against time to get out the vote, tourism businesses thought about how to exploit the advantages brought by this vote. Ha Long’s image will become the core of communication for Vietnam tourism this year.
Communication strategy has been set up with long term vision. Firstly, Ministry of Culture, Sports and Tourism will hold the ceremony to announce this event, consider it the focus of communication activities in coming time, and make Ha Long the National Tourism Centre.
Due to limited resources, we concentrate on communication with core in traditional markets, in which the leading one is North East Asia such as China, Japan, South Korea, Taiwan, followed by Asean and West European, North American countries, Russia, Middle East etc.
Tourism industry coordinated with departments in ministries to promote Vietnam culture and tourism such as participate in large trade fairs, Vietnam Culture’s Day events in foreign countries, road-shows, communicate the image of Vietnam on international channels. Beginning 2012, there will be an exciting activity of meeting and honouring leading international travel agents bringing tourists to Vietnam.
However, tourism is not simply to exploit advantages. Natural and cultural heritages always need protecting against negative impacts of economic growth, tourism and interference of cultural trends. We worked with Quang Ninh province on environmental protection in Ha Long Bay, foster overseas communication on images and information about Ha Long. We should change our vision and awareness to promote tourism, such as create higher value by linking Ha Long with surrounding destinations like Cat Ba and Bai Tu Long. These tourism products should be of newer design, more attractive and effective.
As for domestic market, the vote itself was an opportunity for communication and Ha Long received much love and concern from the public.
Do you think Vietnam’s tourism development doesn’t match its potential? What should we do to promote tourism and contribute to national economic growth?
It cannot be denied that tourism has made crucial contribution to economic growth, poverty reduction, social welfare ensuring, cultural value promotion and reservation, and environmental protection. However, compared with the country’s potential, such growth result hasn’t met expectations. There are still unsustainable factors, national advantages of natural and human resources haven’t been evaluated and exploited in optimal manner. Besides, there have been only scattered investment, few and simple products with low quality, efficiency and competitiveness.
Due to development difficulties and challenges of human resources, financial and technology capacity, management experience and integration capability, development still lacks breakthrough measures in both policies and practices. Therefore, our position as an economic spearhead hasn’t been clearly affirmed.
These are large matters impacting the career of tourism entrepreneurs. I hope that they will be basically settled in the Strategy to 2020 and vision to 2030.
The Strategy targets to make Vietnam an attractive destination in the region by 2020; tourism industry becomes an economic spearhead, being professional, modern, of quality, brand and competitiveness, Vietnam cultural features and environmentally friendly. By 2020, there will be 7-8 million international tourists, 32-35 million domestic ones, bringing about tourism direct turnover of US $10-11 billion, contributing 5.5-6 percent of GDP and creating 2.2 million jobs including 620,000 direct ones. By 2030, it targets to receive 11-12 million international visitors, 45-48 million domestic ones, gain directly from tourism US $ 18-19 billion, contribute 6.5-7 percent of GDP, create 3 million jobs including 870,000 direct ones.
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